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04.29.10 Building The Best Linking Strategy For Your Site  By Jacob StoopsIn Search Engine Optimization, things that are happening OFF of your site can be just as important (if not more so) than things happening ON your website. As I've said before, there are many things that go into an SEO campaign. However, most campaigns boil down to two areas - "Off-Site SEO" and "On-Site SEO". "On-Site SEO" refers to anything happening directly ON your website, including (but not limited to) Page Titles, Meta Tags, HTML Content, and so on and so forth. "Off-Site SEO" refers to things happening away from your website that directly influence how well your website may or may not rank. There are several things that can influence your website's overall trust and authority within the search engines, but none are more important than inbound links. This article is pretty flippin long, so here are some jump anchors: • What Is Link Building? • So What Is Google PageRank? • Okay, So Links Are Important. How Do I Build Them? • Building Links Naturally • Website Submission • Social Media as a Link Building Tool • Other Ways #1: What Is Link Building? Link Building is the process of creating and/or facilitating inbound links to a given website. To search engines, inbound links are like "votes" for a website. The more "votes" you get, the more a search engine will trust your website, which increases the likelihood that your site will rank higher in the search results. In SEO-speak, link building can be described as building relevant links to a website in an effort to rank that site for specific terms while also building trust, value and equity to that website. Search engines utilize various information about inbound links to your website in order to make certain assumptions about your website - what your website is about and how much to trust it. Some of the things they look at: • Total Volume of Inbound Links. To a search engine, the more people that link to a page, the more noteworthy it must be. Therefore, more links equal more trust over time. • Overall Quality of Inbound Links. It's not enough just to get a high volume of links to your website, you're going to need links from highly reputable sources (i.e. high PageRank, etc) if you want to solidify your trust within the search engines. • Anchor Text People Link to You With. Think about it. If your website has absolutely no text, titles, or any other information, how will a search engine be able to make any assumptions as to what your website is about? Anchor text. They keywords that people use to link to your website will help search engines understand your site's themes and can be a valuable way to establish high rankings for certain phrases. Extra Note: Not only do inbound links help you create more trust within the search engines, but they are also a great way to create a good base of referral traffic to your website which will serve to supplement traffic from search engines and direct sources. #2: So What Is Google PageRank Google has built an entire link analysis algorithm called PageRank around inbound links, which is in essence a total measure of the number and quality of inbound links pointing to a domain. Continue reading this article. About the Author: Jacob Stoops is the Director of SEO at People To My Site, a Columbus-based Search Engine Marketing firm. He has been actively involved in Search Engine Optimization since 2006, starting off as a lowly web designer before transforming into an SEO maven, blogger, and social media enthusiast. He has worked with hundreds of large, medium, and small businesses to effectively generated higher volumes of traffic and better rankings, while remaining on the cutting edge in the implementation of SEO best practices. He runs an SEO tips/portfolio website, Agent SEO |
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