How and Why to Build a Linking Strategy

Posted by Michael Rock | SEO Consultation | Thursday 23 February 2006 3:47 pm

Why would you want a linking strategy for your site? The most important reason is to drive traffic to your site, which in turn would increase visitors that would purchase from you, make your web site more popular, or reach a larger audience to inform for your cause. The second reason to develop a linking strategy for your site is to help increase your rankings in the search engine. With Google this is very important for achieving high web rankings, and I expect the other search engines to follow suit relatively soon.

There are many ways to develop a linking strategy where the links
to your site will multiply without any effort from you.  This is the
most effective way to generate links to point to your site.  In this
article we will discuss how to do this, debunk myths, and how to do this
without unintentionally harming your site’s status.

Debunking myths:

Linking software
I personally don’t approve of linking software that does the
work for you.  Why?  Because the software does not do a good enough job
where it can tell if the site it has the same theme or relative content
that matches your site.  Many errors slip through the process when this
is done, that can cause damage to the reputation and rankings in the
search engine.  Also each site that you would like to link to you should
have a decent PR ranking from Google to help your site’s rankings.  (PR
ranking is a method that Google uses to put a value on the web site)  If
you have too many web sites pointing to you with a poor PR ranking it
could actually make your site drop in the rankings.  And in addition
sites with excellent PR rankings would help your rankings a great deal.

Linking farms and automated link exchanges
Linking farms and automated link exchanges are not recommended
for the same reasons as the linking software.  Poor quality links and
potentially harmful to your site.  In addition these two methods carry
another danger.  If the site that links to has been put onto a black
list for spam, and your site points to that site your web site
will automatically get black listed and your rankings will go down as
well.  That is why I prefer one way links to your site instead of
reciprocal links.  It may sound hard to do, but it isn’t and I will show
you a way to do it below.

The more sites pointing to your site the better.  Right?
Wrong! In the past search engines would rank you higher in the
search engines by judging the value of your site to the number of links
pointing to it.  But because people have abused and try to cheat this
system, the rules have changed.  Now they actually penalize you for too
many sites pointing to yours if they are deemed suspicious.  For
instance many other sites pointing to you with the same IP address
(caused by you putting up mirror sites to build links), links that point
to that do not have the same content as you (“once I saw a web design
site having a reciprocal link with a lingerie site”
), and links that
have low PR rankings pointing to your site (in this case the more the
merrier does not work).

“I’ve seen a site with only 10 links pointing to it (links from
government sites) do better with searches than a site that had over
10,000 links pointing to it.”

Another thing to consider:  Google has just bought rights to
register domain names.  So, here is a theory of mine that may show up
later.  Google may update their algorithm to check links to see if the
domain name those links are registered under contain the same
registration information.  This way it could penalize sites that
register a bunch of domain names to point to their site and try to cheat
the system.

“The only time you would like a lot of links pointing to your site
is if they are from respectable sites, have a high PR ranking, and have
relative content.”

Who links to your site now?
An easy way to find this out is to type in
into a search engine and you will receive a list of web sites currently
pointing to you.
Are they quality links?
You can use Google toolbar located at their site to read the PR
ranking, an add-on extension for Firefox, or visit a web site that will
tell you the PR rankings of sites that you type in.  If you type in page
ranking tool in the search engines you’ll find plenty of resources for
Who links to your competitors that are high in the search engines?
Examine and study the links to and from your competitor’s web
site to learn more.  And request links from the same people for your

How do I build links pointing to my site?

These are a list of ways to build links to your site that are one way
links instead of reciprocal links.  I highly recommend these ways to
build a solid link foundation:

1) Content and more content.  Content will increase your rankings in
the search engine and people are more likely to link to you if you have
valuable content.  One time I had a large college link to one of the
articles at my site for a research paper.  The college had a high PR
ranking and the link is in their archives.  (This is a way to have your
links multiply without the effort)

2) Add a link to us page to your web site.  Where you can give the
visitors to your site to apply a text link or banner.  I recommend a
text link to your site that contains keywords for your site.  For
example, web development
would point to my site via hyperlink. (This is a way to
have your links multiply without the effort)

3) Start a blog on your site that people can go to and bookmark for
the latest information in a category that relates to your site. (This is
a way to have your links multiply without the effort)

4) Offer a free helpful ‘how to’ e-book to give away that has links
inside of it that point to your site. (This is a way to have your links
multiply without the effort)

5) Submit to online directories.  Online directories usually have
high PR rankings and get picked up by other directories and web sites to
include on their sites.

6) Write a testimonial for a site you like that has the same relative
content as yours.  Chances are that if you praise their site and sign it
with a link (to your site) of who praised them they will post it on
their site giving you a free one way link.

7) Create a free article directory asking people to submit articles
to your site, and in exchange for posting their articles on your site
have them post a link on their web site stating where their article can
be found.  (your site)  I’ve seen people put a list of where there
article can be found to impress the visitors on how popular they are.
(This is a way to have your links multiply without the effort)

8)Lastly, and most importantly write articles yourself!  When I
wrote my first article I submitted it to 25 places.  (places with higher
traffic views) and the next day over 180 sites were pointing to my web
site, because I had a nice keyword enriched link pointing to my site in
the article.  The next day the total was over 300.  How do you find out
if they are pointing to your site?  Type in your article title in quotes
into the search engines and then you’ll find out how many sites are
posting your article on their site. (This is a way to have your links
multiply without the effort)

One thing to do for sure is monitor your results.  Who is driving
the most traffic to me? Which ways of linking are producing multiplying
links without any effort on my part?  Which links are actually harmful
to me?  Do these links compliment my site?  Do these things and I
guarantee you that the links to your site will increase tenfold.

Be looking for more articles soon!

Copyright © Michael Rock
Web development contractor (Web Design and Hosting)
Internet Presence

The owner of this registered
company has over twenty years experience with DOS, windows business
applications, numerous programming languages, artistic development, and
web design.  Other areas of interest include web marketing, web
promoting, and business marketing and development.  After the persuasion
of those praising his work, he decided to go into business himself and
highly suggests everyone else to do the same.

Internet Presence was founded
in 2003 from a desire to become independent.  Less than 1 year later
Internet Presence has had accounts in three different states ranging
from a locally owned auto collision repair shop to a glass packaging
industry that sells its product worldwide.

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