Search Engine Optimization & Building Quality Links


The important part of the search engine optimization process is internal and external linking. In general, Google and other search engines use links as ‘votes’ or ‘opinions’ to determine what pages appear to be important and popular. The more important external sources are linking to your web page, the better.

Search engines use complex algorithms to evaluate sites and pages based on this information. Google placement depends on content value, which websites are linking and how they link to your website. Link quality is important for improving Search Engine Results Pages (SERPs).

Types of Links

There are essentially four types of links: inbound links, outbound links, one-way and reciprocal links.

  • Outbound links are pointing from your pages to external websites.
  • Inbound links are links that originated from an external website and pointing to your website.
  • Reciprocal links are created when both your page and a page on another site are linking to each other.
  • One-way links are the links that point directly to your site from external source.

The most valuable links are inbound one-way links. Reciprocal links are only valuable if Google Page Rank of the linked site is greater than the PR of your own website. Reciprocal links are not as powerful as inbound one-way links, because search engines assume such links are produced in an artificial manner as a result of link exchange. The best way to build link popularity is by finding sources of inbound, one-way high quality links.

Even though, basic reciprocal linking is not popular anymore, a combination of link-building strategies is still a good approach to achieve top search engine placements using desired keywords. If you try to develop long term quality backlinks, don’t use reciprocal links. Think about developing other type of links that will actually drive you traffic.

All linking coming into your website should contain keywords and keyword phrase. Search engine algorithms are specifically coded to give inbound links more value than others. Special URL itself will not rank a website high, but link structure will definitely help with REPs.

Simple links are not given the same weight as links with the following attributes:

  • Relevant Links from pages in terms of topic and theme
  • Links that contain more keyword rich anchor text and surrounded by relevant descriptions
  • Links that are coming from pages with a higher Google PageRank
  • Links that pointing from content pages rather than from “links pages” and free link catalogs (exceptions are DMOZ and Yahoo! directories as the links from them are considered “expert”)

A site like Wikipedia has thousands of sites linking to it with “nofollow” code implemented. To check the code example, search Wikipedia site for any popular page that contains external links to various sites on the bottom of the page. Take a look at the HTML code that Wiki creates to let Google know not to pay attention to those links by placing “nofollow” code.

Link Structure

Naming your internal links appropriately considered a good practice with a good text surrounding those links. The same practice should be applied to external links.
Link to less important pages on your site from more important pages.
If you have navigation that is not aligned with your keywords you might want to insert “nofollow” code.

Anchor Text

Link text used as a link description is called Anchor Text in active URL. It is a clickable text that users will see as a result of a link, and is placed within the anchor tag. This text tells users and Google something about the page you are linking to. Links on your page maybe internal and pointing to other pages on your site. Links can be external—leading to content on other sites. In either of these cases, the better your anchor text is, the easier it is for users to navigate and for Google to understand what the page you’re linking to is about.

To rank higher for a particular keyword or one or more keyword phrases (for example, Mens Athletic Shoes I Nike Athletic Shoes), anchor text should include relevant to a web page keyword phrase. For example, descriptive text such as Best Dating Techniques contains keywords and an actual URL is hidden. Search engines use Anchor Text to help determine the subject matter of the linked-to content. If search engines will determine that a particular page is relevant for a given set of terms, that page can rank well.

Note: if you will place two identical links with different anchor texts on the same page, Google will only use the anchor text in the first link. It is recommended to optimize the first link first.

Your search result placement on Google is directly correlated to the quality of the links pointing to your site and their link text. Too much artificial links or low quality links can hurt your ratings.

It is better to create informative link text that includes your target keywords for the website URL instead of just using naked URL The whole process is not about trying to rank well for your own URL, it is about to rank well for a given keyword phrase.

Hiring SEO expert in Los Angeles will help you ranking on the search engines and will drive new customers to your business.