Your search engine ranking is improved as
you build link popularity - i.e. the number of other websites that link
to yours. In fact Google advise that the best way of improving rankings is
to keep improving content and the number of relevant links coming into the
The links should come from sites with
related content. Then the search
engines can understand the link is 'meaningful' - as against from a link farm
whose sole purpose is to 'Spam' the search engines. It is then reasonably
assumed that a site with more links to it must have content that others rate
highly. Hence the search engine is more likely to assume that a surfer
searching for that subject will find the site useful and suggest it ahead of
sites that do not have the same support.
However, there are now so many link exchanges on the web,
that I believe the rules are now in process of change. For an
explanation of this see my October 2004
Newsletter. The future lies with a more complicated strategy but
is based on providing an improved service to searchers. Linking
strategies should now be based on the following principles:
- Submit to all relevant directories where searchers
might look for your product or service. If they charge a fee,
take a minimum commitment until you can see how many referrals they
are providing from your own web statistics.
- Make a list of 'authority' sites which you judge
capable of passing you good referrals and give them sufficient reason
for them to want to link to you. Basically this means offering payment
or content or a mixture of the two.
- Accept reciprocal links from relevant sites when
- Contribute to forums or new sites where a link back
to your site will be contained in the content so that it is present in
an authoritative environment without directly competing links.
- Plan a long term content improvement strategy to
persuade other webmasters to link to you.
- Monitor your referred visitors from both search
engines and others to see that both are rising steadily.
Though exchanging links purely for the
benefit of search engines will decline in value, I am still glad to swap links with other sites that will
also help Marketing Executives and Webmasters use IT in general, and the web in
particular. If you have suitable site, please
me to arrange a link exchange.
I have already agreed links with two groups of sites. If you
are a DIY webmaster look for help at Web DIY
If you want help from a professional - and don't think I can
do the job! - browse this list of Web