External, Inbound
Links
External links are those
website links that reside on other websites. The
term "Inbound" refer to a link's direction:
pointing to a page on your website; typically the
home page. Sometimes, these links are called
"backward links".
From a spider-based
search engine's point of view, each quality link
to a website is interpreted as a vote of
confidence in that website -- the more votes, the
higher the ranking. But links are not all created
equal.
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The concept is simple. Affiliate and graphic links
are for sales and marketing. These links can be
"bought" so the search engines don't value them.
But a text link required a Webmaster to inspect
the target site and then post a link. It is
visible to everyone. The implication is that the
Webmaster has validated the authenticity and theme
of the target website through the link. When the
link text (anchor text), body or title includes
the keywords, the link has a higher value and
complements proper page optimization.
The
Evaluation Process
The process
begins with an accurate measurement of a
website's existing link popularity and quality
and compares it to highly ranked websites for
targeted keywords.
Each keyword is
entered into a search engine. The resulting top
websites are cataloged. Then a specialized tool
measures the link structure (popularity and
quality) of each competing website for each
keyword. This analysis yields a quantified
measure of how many quality links are required
to successfully compete for top ranking for each
keyword.
With the completion of the
Strategic Link Analysis, a link campaign can
begin. Link OptimizerSM
is a service
that focuses on building the proper inbound link
popularity and quality for a client's website.
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