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SEO: Link Building in Depth

Exploring the two types of links


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SEO: Link Building in Depth

with Peter Kent

Video: Exploring the two types of links

I like to think of linking as two separate games, creating two different types of links. These two groups maybe thought of as the real links on one hand and fake or contrived links on the other. What do I mean by real links? The real thing, a real link, is a type of link that the major search engines really want to see. It's a link pointing to a website from another site but it exists because the owner of that other website really wants to create a link. The owner has found a reference page to be in some way useful, or amusing, or interesting, or engaging in some manner.

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SEO: Link Building in Depth
2h 27m Intermediate Oct 26, 2012

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There are two sides to search engine optimization (SEO): on-page and off-page optimization. Off-page means getting links from other websites to point back to your site, which strengthens your site's position in search engine results. In this course, author Peter Kent dissects the anatomy of a link, explains how links affect page ranking, and reveals the properties that make an excellent inbound link. The course also evaluates reciprocal linking; link building via press releases, blogs, and articles; and the importance of using quality links that are search-engine friendly.

Topics include:
  • Understanding Google PageRank results
  • Analyzing links
  • Building local and directory links
  • Working with article syndication services
  • Creating link bait
  • Distributing links of social networks
  • Buying links: the pros and cons
Subjects:
Business Online Marketing SEO
Author:
Peter Kent

Exploring the two types of links

I like to think of linking as two separate games, creating two different types of links. These two groups maybe thought of as the real links on one hand and fake or contrived links on the other. What do I mean by real links? The real thing, a real link, is a type of link that the major search engines really want to see. It's a link pointing to a website from another site but it exists because the owner of that other website really wants to create a link. The owner has found a reference page to be in some way useful, or amusing, or interesting, or engaging in some manner.

These are the sort of links that search engines are most interested in because they are genuine votes for your site. On the other hand is the fake link. Not fake in the sense that the link is somehow not real in the technical or structural sense. They are real HTML links. But fake in a sense that the purpose for the link is fake. The link isn't there because the person owning the site linking to yours particularly cares for your site. The link is there because you want it there and have somehow managed to convince the site owner to place a link on his site pointing to yours. Or to put it another way, because the site linking to your site has some kind of incentive to place the link there.

Here's an example of what I think of as a real link. Let's say you created glossary of terms related to your business, something genuinely useful to other people in your industry. A few bloggers discover the glossary, think it's worth talking about so they mention it in their blogs and the link to it. Those are real links. This kind of strategy, building something on your site in order to encourage people to link to it is often known by the term "link bait". On the other hand, let's say you buy links.

You pay other site owners to link to your site. Those are the fake kind of links. The site owners don't really care about your site. They don't care what the link is pointing to. They're simply placing the link in exchange for money. We'll be discussing both "link bait" and buying links in more detail in later videos. Of course it's often difficult for the search engines to determine the difference between a real link and a fake link. Which is why fake links are from work well though not always. And why the whole fake link business is so big. Here's an example, let's say you pay a blogger to write about your site and link to it.

How can Google for instance, tell the difference between a real link to a really useful link bait and a fake link to your not so useful site that was placed in return for cash? Often it can't. Which represents a huge dilemma for the search engine companies because on the one hand they try to discourage fake links, in particular purchase links, yet at the same time they reward the strategy. Millions of sites are done very well using a variety of strategies for building fake links.

In fact most link campaigns are really fake link campaigns. It's actually often the case that a fake link is more valuable than a real link because of the problems the search engines have in distinguishing between the two. A real link from a low page rank blog for instance will likely be less valuable than a paid link from a high page rank blog. However, in general, a real link strategy is more valuable than a fake link strategy for a variety of reasons.

First, the search engines are continually getting better figuring out the difference. As an example, when Google discovers a site containing paid links, it often devalues those links perhaps totally ignoring the links and could even remove the page from the index. Another example is reciprocal linking. While many proponents of reciprocal linking would put such links firmly in the real link category claiming they provide value to site visitors. In fact most reciprocal linking is clearly done for SEO reasons and the search engines know it, which is why reciprocal links generally have little value these days.

We'll be looking at these kinds of links in the later video. It's also likely that many fake link strategies create links that even if the search engines aren't certainly fake, are likely to be valued less than real links. For instance, links embedded into an article on really popular blogs are likely to be more valuable than links placed in to websites that were created for the purpose of holding paid links or than links in web directories. There's also a no fine line between real and fake links.

So on the one end there's links to genuinely useful link bait, on the other, purchase links. But in between there are all sorts of other things such as press releases, an article syndication, friends and family links, links from partners, and so on. With links getting more valuable as you move along the continuum from paid links to link bait links. Still, in a general sense it's worth being aware of these two basic link strategies. Real and fake links and understanding that search engines are more interested in real than fake and continually getting better at assessing the difference.

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