You’ve got a wonderful new website- so the world is going to be knocking your door down. Or so you hope.After the initial disappointment comes the realisation that it’s a big world out there.
If your website starts with the word “welcome” congratulations- there are over three billion other websites listed by Google making the same mistake.
Go on- ask yourself how often do you search for “welcome”?
To get online traffic depends on Search Engine Optimization (SEO) and SEO has a number of factors:
1. Technical (how well can it be crawled by the search engines)
2. On page (what’s on the page being crawled)
3. Off page (mainly building links)
Google and most other search engines use links to determine reputation. A site’s ranking in Google search results is partly based on analysis of those sites that link to it.
Link-based analysis is an extremely useful way of measuring a site’s value and has greatly improved the quality of web search.
Both the quantity and, more importantly, the quality of links count towards this rating.
Of course Google does not just use links; they use over 200 indicators such as:
- domain name
- meta tags
- alt tags
- directory names
- heading tags
- link popularity (how many links back to you there are)
- link text (anchor text indicating the subject of the link)
- page title
- Page Rank
PageRank™ is Google’s patented method to assign a numerical algorithm and weighting to each element of a hyperlinked set of documents that provides a rough estimate of the overall importance of a web page.
In short the whole basis of Google’s success- is that success of website pages breeds success.
If you think that buying links is the key to your future success- hold on!
To find the pitfalls of blindly building links, just have a quick look at Google’s own links building rules .
As the article on paid links makes clear: “Buying or selling links that pass PageRanking is in violation of Google’s webmaster guidelines and can negatively impact a site’s ranking in search results”
So, what you need are good quality links and lots of them.
But what is meant by good quality links?
The seven most important factors for link quality are:
Contextual links. One way is obvious and contextual just means appearing within the natural flow of a page’s text. If the link is reciprocal, Google sometimes discounts some of the value of that link.
High authority websites. Getting one link from the Telelgraph or DMOZ is possible worth more than 10,000 links from your new site. Authority does not
just mean high PageRank- but a site that is also well established as one of the most important sites for a topic.
Relevant / related links. If you have loads of sites that are irrelevant / unrelated to your sites topic you will probably lose out. In natural linking by people, they tend to link to one another within the same topics and industry. Spammers- like addicts don’t care where they get their fix- or link.
Diversity of link sources. Having many links from another site is good but it’s probably better to have one link each from many sites. The former could be spam. The latter is harder to achieve.
Deep links. If you only have links pointing to your homepage and no deep links to other pages in your site then you will probably have less success than with a proportion of deep links.
Different anchor texts -the actual text of the link. For example “Dr Search is an online marketing professional” is something we might be able to place with small variations, but hundreds and thousand of individuals who may link to us will vary the text they use just because they will as they all think slightly differently.
Consistent links growth. Link building is a marathon, not a sprint. Acquiring 20,000 links on one day unless your marketing goes viral is very unlikely for the vast majority of sites, so any search engine will rightly be suspicious.