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SEO Articles:
Build Traffic And Ranking With Reciprocal Linking
How Does Google Rank Web Pages?

Last Modified: 22 Feb 2009

Build Traffic And Ranking With Reciprocal Linking
By Ivan Kelly

The aim of a reciprocal linking strategy is usually twofold: First to attract visitors from the linking partner to your own site and, secondly, to improve your page ranking with the search engines. A higher page ranking, especially with Google, indicates more relevance when inquiries are made on a given keyword. Relevance encourages the search engines to send free, targeted traffic to your website.

Important Considerations

1. Build online relationships. Exchanging links with other relevant websites is a great way to start building partnerships with other website owners and may open the door for future joint venture requests.

2. Build your link popularity. Most search engines view sites that have many links to them as being important. So, the more sites that link to your site, the higher your site might rank. But again, make sure that all reciprocal links are relevant to your site or the search engines will penalize you.

3. Avoid exchanging links with sites that have a huge link directory. If your site is listed on page 43 in your category of another site's link directory, few people will ever see your link. Although a link will be generated to your site for the search engines, you will not receive much traffic from the link exchange. Try to exchange links with sites where your link will be displayed on the first, or at the most, the second page of another site's link directory.

4. Don't exchange links with everybody that asks. What advantage is there in exchanging links with a site that sells wedding favors when your site is about dog training? Anyone that visits the wedding favor site will be looking for information concerning weddings, not dog training, and very few will click on your link regardless of how high the page rank is for the wedding site. The key here is to exchange links only with sites that are relevant to your site or to your keywords.

5. The main goal of any linking strategy is to get more traffic to a website. Reciprocal linking can work for or against you in this matter depending on the site that you exchange links with. If you exchange links with sites that receive a lot of traffic, some of that traffic may be diverted to your site. On the other hand, if you exchange links with a low traffic site, you may divert some of your traffic to the other site without seeing a similar return. The solution is to exchange reciprocal links with a site with a page rank no lower than one level below yours and to try to exchange links with many sites with a higher page rank. Ideally, you would seek to exchange links with sites that have at least a PR 4.

How To Set Up A Link Page

The optimum way to set up a link page is to enter all links manually. Yes, it is time consuming but when you are starting out, this is the best way to do it.

You would first need to set up a page on your website just for your link categories. You can call this page anything you like such as Links, My Partners, Link Partners, My Link Partners, etc. Set up this page with the major categories and subcategories that are relevant to your site. Then, set up a page for each subcategory that will contain the actual links. Test to be sure that whenever anyone clicks on a subcategory that they are taken to the appropriate link page.

Prepare a short 3 - 5 line ad about your website or your product and include the URL to your website. This should be in HTML code for easy uploading. Each linking company has their own procedure, but generally, each time you ask to exchange links, you'll need to copy and paste the other website's HTML code onto your link page under the correct category and subcategory. You will then need to upload the updated page to your website.

Once this is done, let the other website know on which of your pages they can find their link. If the other website owner approves the link exchange, they should add your link to their link page and inform you on exactly what page you can find it.

Check to make sure that your link has been added to their site. If they have not added your link, you have the option of contacting the website owner as to why or of removing their link from your site.

Mention reciprocal linking on any internet marketing forum and you will be sure to get a barrage of heated replies. There is a continual debate about the advantages and disadvantages involved in reciprocal linking and both sides make convincing statements.

If you do decide to get involved in reciprocal linking, join only well established link exchanges that allow you to approve or disapprove the link. Avoid link farms or link exchanges that will automatically exchange your link with their entire database regardless of the relevancy to your website.

Ivan Kelly managed a Direct Mail business with extensive mailing lists for ten years and has designed and promoted many websites. He also provides quality f'ree courses on key internet marketing subjects. A list of these free courses is available at: http://www.WebStartAdvisor.com/info.html

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How Does Google Rank Web Pages?

This article discusses how Google rank pages in order of relevance and importance. It is not a secret or sure formula that guarantees good ranking. However, understanding how one of the most popular search engines rank pages will help you to strategize your web pages to rank well. Ranking well on Google need not be a shot in the dark exercise. All you need is to understand Google's scoring system and work on your web pages accordingly.

When someone performs a search query, Google needs to do 2 things before it presents the results according to ranking. Firstly, it finds the pages that contain the search query term and ranks them in order of relevance. Secondly, it determines the importance of each page. The final ranking results are combinations of relevance and importance. Remember the 2 keywords relevance and importance, which form the heart of Google's scoring system.

Relevance

How does Google define relevance and rank pages for a particular search query? Well, if someone do a search query on 'internet marketing, Google will look up its index for pages containing the words 'internet and 'marketing'. Web pages' relevance will be ranked accordingly to the following criteria...

1.Pages that contain the 2 words 'internet' and marketing will rank higher than those that only contain either one of two words.

2.Pages that contain the 2 words 'internet and marketing' right next to one another and discuss internet marketing will be deemed more relevant than pages that discuss marketing in general and only mentioning internet marketing in passing.

3.Page titles that contain 'Internet Marketing' will give Google a hint that they are more relevant than others.

4.Also a page that contains the term internet marketing several times is likely to be more relevant than a page that contains the term once. (However, do not overstaff your web page with your targeted keywords or else you may be penalized for keyword spamming.)

Google uses your page titles, and content to determine the relevance of your web pages for your targeted key phrases.

Importance

After having retrieved pages from its index that contain the search query, Google will now determine the importance of the web pages through its Pagerank algorithm. Pagerank basically evaluates 2 things: The quantity of links to web page from other web pages, and quality of the web pages from which the links originated.

These two factors, quantity and quality determine the importance of a web page. With Pagerank, emphasis is placed on quality over quantity. Four or five quality links from websites like adobe.com or cnn.com would be valued more highly than twice as many links from less reputable websites. And of course, a web page with a lot of quality links will boost its importance significantly.

As a rule of thumb, Google uses relevance and importance to rank pages. It will find pages that are relevant and reputable. If two pages contain the same amount of information that matches a search query, it will give a higher ranking to the page that has more quality links. Still Google has given higher ranking to a page with fewer links or lower Pagerank because of its onpage factors - page title and content. For example a page that focused on 'internet marketing' is more useful than a page in a reputable site like cnn.com that only mentions 'internet marketing' in brief.

Once Google has consolidated a list of web pages with their scores, it will select those with the highest scores as the best matches for a given search query.

Gerrick W mailto:gw@1stinternetmarketingsolution.com Information and Software Tools You Need to Effectively Promote Your Online Business. Visit: http://www.1stinternetmarketingsolution.com

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