Search Engine Optimisation FAQs
Why is developing inbound links (IBLs) so important for SEO?
Developing a website’s link relationships is a major element of a search engine optimisation campaign. In order to achieve high search engine rankings for competitive search terms, a web page must have the requisite number of quality inbound links with appropriate link text. Whilst the quantity and quality of inbound links are both important ranking factors in search engine algorithms, the factor of paramount importance is the link text. The link text of a hyperlink is the anchor text of a text link or the ‘alt’ text of a graphic used as a link anchor. The quantity of links refers to the number of inbound links which are capable of being indexed by a search engine spider and therefore recognised as links. The quality of inbound links is a less concrete concept, but the major search engines are currently developing algorithms which attach greater weight to links from authority sites and those with related content, and which devalue site wide links, non-contextual links and links from sites hosted on the same Class C IP block.
A number of different strategies can be used to obtain the requisite number of inbound links:
- Developing a website with original content and an attractive product will result in the natural acquisition of inbound links from forums, bloggs and other websites
- Exchanging links with a non-competitor website with related content produces a reciprocal link between the two websites
- Submission to quality directories, some of which charge a fee for inclusion, can be used to obtain non-reciprocal inbound links from pages with related content
- Purchasing links is an easy way of obtaining large quantities of inbound links, but usually involves ongoing expense to retain the links
A link development programme requires intensive management in order to maximise the ranking benefit to be obtained from the inbound links. Selecting appropriate and varied anchor text, identifying suitable directories and link partners, writing directory descriptions and negotiating link exchanges are complex tasks best undertaken by a skilled SEO practitioner. Once a link is established, it needs to be validated to ensure that it has been correctly implemented and is capable of being indexed by a search engine spider. Ongoing monitoring is required to ensure that established links have not been altered, moved or removed and that the site remains a suitable link partner.
An Optillion link building campaign will provide sufficient quality inbound links to conduct effective search engine optimisation, together with valuable additional website traffic from direct referrals. Optillion’s link development expertise also ensures that a client’s website is not at risk of receiving a search engine penalty or ban as a consequence of linking into bad neighbourhoods, web rings or link farms.
