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Linking and Search Engine RankingThe Effect of Inbound and Outbound Links on Page Rank, SEO and SEMLink exchanges might be good for traffic spikes, but they can destroy search engine ranking and page rank strategies. Inbound and outbound links can add value, however.
Search Engine Ranking and LinkingDifferent search engines approach the problem of ranking their results in different ways. Most of them realize that there can be value in a content creator providing outbound links on their pages, as they point the reader to new resources they might not otherwise have found. They also realize that incoming links can indicate that a page is of value to other readers, providing those links come in from pages of a similar level of quality. In the end, that is what it is all about - making sure that the reader receives a quality page in response to their search query. The problem is, while many content creators might naturally score highly, there are always those trying to manipulate the system. This is what the search engines have to guard against, and why content creators need to understand how they work so as to be able to make the most of the techniques that ensure that the reader receives the value they deserve. About Page RankPage Rank is a specific Google measure of the authority of a page. It is a relative index with reference to all other pages on the same topic. Associating with pages of a high Page Rank can help to boost the position of the page in the Search Engine Results Pages (SERPs). This association can be in terms of both incoming and outgoing links, although clearly incoming links will be of a higher value. The Value of Incoming LinksA link exchange is a place where people can promote each other's pages by cross-linking them. Informal link exchanges between like-minded content creators are probably acceptable, as they will link together pages of a similar quality. However, link farms, which are basically places where anyone can place a link to their site, have a very bad Authority index with search engines. They do not contain anything of value, and are therefore not an authority. They can be used for temporary traffic hikes, but the association with low quality sites may bring the search engine ranking of the page down. The Value of Outgoing LinksLinking to other sites can also help search engine ranking, but only if some rules are adhered to:
Using 'nofollow' links can help this last point. Linking StrategiesThere are some guiding principles that ought to ensure success with cross-linking strategies:
Search algorithms are generally a collection of dials. They can be tweaked continuously as people try to manipulate them. Linking strategies can only help if (a) all other content is equal, or (b) the quality is so high that it outweighs other site's content value. Any Association with an Authority site (high Page Rank) would help to boost condition (b).
The copyright of the article Linking and Search Engine Ranking in Website Marketing is owned by Guy Lecky-Thompson. Permission to republish Linking and Search Engine Ranking in print or online must be granted by the author in writing.
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