Choosing high value links for SEO - By: Davis Morris

An essential part of a link building campaign is understanding that not just any link will necessarily be helpful in terms of SEO. Link building strategies need to take into account the quality of potential links as well as the quantity. Search engines have sophisticated ways of assessing links which include looking at individual pages within a site as well as at the site as a whole.

For example, it is commonly thought that certain types of website, such as those with .edu and .gov domains, which are referred to as top level domains, will automatically be given more weight than other kinds of sites. While it would make SEO link building plans more straightforward if this was the case, it is not necessarily true, although there is a grain of truth to be found in the idea.

It is often the case that sites ending in .edu and .gov belong to authoritative organisations, as certain Universities and government departments may well have constructed what are seen by search engines as trusted web pages. However, this does not mean that each and every page on such sites is trustworthy and will be rated highly by search engines.

Sometimes unscrupulous link brokers buy the right to a number of pages on these domains and go on to sell links from them. There is also the possibility that blogs and forums which belong to a respected site can be used by spammers in order to create links to their own sites. In both these scenarios, the search engines are not blind to such goings on and the less authoritative pages on such websites will be noted. As a result, any links from them will be given relatively less weight, although there is still the possibility that their absolute rating will be slightly raised as a result of the site as a whole being valuable.

Search engines place great importance on the relevance of a link, examining the text it contains and whether this matches the topic on the page where it is situated. The presence of other text, and other links, nearby which also share related subject matter will usually help to raise the value of a link, and this includes any text associated with images.

If there are a large number of links on the same page, this has a tendency to 'dilute' the value of each individual link. However, the initial value of an individual page can be quite high to begin with, depending on its Page Rank, the Page Rank of the site as a whole (usually taken to be the same as the Page Rank of the home page) and the assessment by search engines of how authoritative the website is. This could mean it would still be worth having one's own link sharing a page with many others, if that was the only option available.

At SearchEngineOptimization.co.uk we understand all the complex issues involved in a link building campaign, and we can use our knowledge and experience to create the optimum plan for your website.

About the Author

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