Link Building – 7 Factors That Contribute To High Web Site Rankings

For the past few years site owners tried to get as many links as possible (link schemes) to their web sites. It didn’t matter where they came from. Search engines willl now penalize you for this practise because they want searches to be relevant and targeted.

Here is the warning from Google’s webmaster guidelines about what constitutes a link scheme:

Links intended to manipulate PageRank
Links to web spammers or bad neighborhoods on the web
Excessive reciprocal links or excessive link exchanging (“Link to me and I’ll link to you.”)
Buying or selling links that pass PageRank

7 factors that determine link quality

1. Unique content

Content that relates to your web site’s purpose is well written and informative will naturally attract links. This is because visitors value the information and will include it on their blog, newsletter, or web site with a link back to the resource.

2. Relevance

When getting links from other sites make sure the content of that web site or directory relates to your own. Don’t get a link from unrelated sites ie gambling..even if is has a high ranking and gets lots of traffic.

3. Quantity

The more incoming links you have pointing to your site the higher your site will rank providing the links are related to your site’s content. A link from a high traffic or high ranking site is better than a link from a new web site that has a low ranking or hardly gets any traffic.

4. Anchor text

Anchor text is the text used in your linking structure. There are 2 ways anchor text can be used.

a) On page anchor text – this is where you will use the link text on a web page that links to another page on your web site. For example if I have a page dedicated to “web designers in maryland” I would include this link text on my homepage. This is called internal linking. If I used “click here” as my link text it would not help increase my rankings.

b) Off page anchor text – this is where another web site links to yours using the anchor text you give them. If you get many sites to include this anchor text when linking to your web site, you will see your rankings begin to rise dramatically over time.

5. Logical link structure

Every web page should be reachable from at least one static text link. The best way to achieve this is to create a site map. The site map should include links to all pages of your web site with a brief description of each link. If you make it difficult for your visitors to find information (ie he needs 7 clicks to access information) the search engines will also have trouble reading it. They may not index the page that is buried deeply within your web site.

6. Repair broken links

Broken links will prevent search engine spiders from indexing your web site. Use this link checker to repair them.

Check the links within your web site as well as the sites you are linking to. Web sites often disappear from the Net.
The web site you linked to months ago may not exist anymore.

7. Use flash or javascript sparingly

Search engines will spider html links but not links that are contained in flash or javascript code. Only use flash or javascript to enhance your web pages so use it sparingly. Often web sites built exclusively with flash will not rank well.


Once you attain high rankings for your web site, traffic and sales will increase also. Keep in mind the rate at which visitors will buy your products depends a lot on the strength of your web copy.


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