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Link
Building For Top Search Engine Placement (Part 2)
© 2003 By
Dave
Davies
(Continued
from Part
1, published on Sept.23/2003)
Finding The Links
Since you're looking for links to boost your search engine
placement, the best place to start is... the search engines.
A few searches should produces hundreds of potential links.
There are a few tactics that work better than others. The
first tactic provides the best links for their relevancy and
for their PageRank. The second provides the best results for
getting many links quickly and easily.
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Getting High Quality Links
The easiest way to get high quality links that will be well
regarded by Google and the other search engines is to
perform a search on the major search engines for your
targeted keyword phrases. The supplied results will provide
you with a list of those sites that the engine rates as the
top sites for that phrase. If the engines believe this to be
of value for searches looking for a particular phrase then
likewise, they will view it as a valuable link to your site,
which obviously deals with the same subject.
You don't have to stick to your main targeted keyword
phrase either. In this stage of link building you can run
searches on all the keyword phrases that you are targeting
and request that they link to your site. You will have to
obey the above-noted guidelines (read Part
1) and this will mean that there will be many sites you
will have to skip, as they are competitors of yours.
Getting Many Links
Getting many links is not as difficult as getting
high-quality links. Some of the same rules apply here. You
will want the site to be related to yours, you will want it
to be well-regarded by the search engines, and you will want
it to be easy to submit to. To accomplish this, the easiest
way is to once again turn to the search engines. This time
however, the search will be a little bit different.
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Rather than typing in the keyword phrase you are
targeting, you should type in the keyword phrase followed by
the words "submit" or "add url".
What this will give you is a listing of sites related to
your keywords but also with an added bonus; a submission
page. Sites that advertise their submissions are
traditionally easier to submit to (i.e. they probably have a
simple form to fill out rather than you having to email
webmasters, etc.). You'll be surprised at how many of these
sites will link to you without the need for a reciprocal
link. If the form is easy then submit to it. If the form
will require significant efforts to fill out (requiring
information you don't have on hand for example) or if they
require a reciprocal link, you will have to use the
above-noted guidelines to determine if the effort is worth
your time and/or outbound link.
Build Quality And They Will Link
Why would anyone link to your website without requiring a
reciprocal link? What benefit do they possibly get out of
this? The answers to these questions depends greatly on the
website, it's design, and the content it carries.
The most significant factor that will affect your ability
to attain incoming links to your website is the quality of
the site itself. If you have a well-designed website that
contains a significant amount of useful content it will be
much easier to get other webmasters to link to you as your
site is a valuable resource. If, however, your site is
poorly designed and/or does not contain any useful
information then you have provided nothing that the other
site would need to link to, and thus, probably won't.
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If you have a website on Tea Tree Oil for example, and in
it you provided a great deal of information on the oil, it's
benefits, and it's medicinal uses, without cluttering it
with a glaring sales-pitch, you stand a very good chance of
attaining links from other sites as the content you have
provided will be useful to their visitors.
An important thing to remember is this: If you want
people to link to you without having to link to them you
have to provide valuable information for their visitors and
present that information in an attractive format.
Where To Start
The easiest place to start, when building non-reciprocating
incoming links, is the directories. There are thousands of
directories out there focused on a variety of different
fields. Find the directories related to your industry and
submit your site to them.
After you have submitted to all the directories related
to your website it's time to move on to other sites. Now you
will have to apply the rules noted above and determine how
much time each link is worth and how to allot your valuable
time in attaining them.
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Best Practices For Outbound Links
There are a few considerations you will want to make in
regards to how you organize the outbound links from your
website. The most important thing to do is to create a
"Resources Page". You should call it a
"Resources Page" or something similar rather than
a "Links Page" for both search engine
considerations and for your visitors.
Placing the majority of your outbound links on one page
will avoid inadvertently affecting the optimization and
search engine considerations taken with the rest of your
website and gives you a place to place new links as they
come in the future.
Each outbound link should look something like the
following example linked from an adventure tour web site:
Tea Tree Oil Exposed
Everything you wanted to know about Tea Tree Oil! From its
history to its many uses, Tea Tree Oil is a requirement for
any home first aid kit.
Each link should have descriptive text within it (not
something ambiguous like 'click here') and there should be a
quality description of the web site below the link. If you
don't know what to include as the description, just ask the
site owner, they are often very pleased that you are putting
so much care into the reciprocal link.
Something you will also want to do is have the outbound
links open in a new window. It's surprising the number of
websites that don't do this. If you can keep a visitor in
your site, even if your site is now in a browser beneath the
one being looked at, you stand a higher chance that the
visitor will return, than if they have completely left your
site and you're now relying on them to go back.
Conclusion
With these practices put in place, your link-building
efforts, while time-consuming, will be well worth the
effort. As mentioned above, however, link-building, like
META tags, are not the be-all and end-all of attaining top
search engine placement. First you will have to build a
marketable and optimized web site that provides your
visitors valuable content for the search terms they are
entering. Link building is the icing. Without the cake it
amounts to nothing
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ABOUT THE AUTHOR:
Article by Dave Davies, Marketing Manager, StepForth
Search Engine Placement Inc.
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