Creating Link Popularity -
Without Getting Banned - by
Dan
Thies
By now, most webmasters know
that link popularity is the single most important factor in
driving top search engine rankings. But did you know that
some links can actually kill your search engine rankings?
The importance of links has led to the creation of "links
programs" such as LinksToYou and others. If you're already
in a links program, hold on to your hat, because I've got
bad news for you.
How Links Programs Work
In a links program, every member of the program uploads a
page or pages to their website. These pages carry links to
the other program participants' websites.
Why They Don't Help Search Engine Rankings
All of the major search engines are aware of these programs,
and most of them use automated processes to weed out
"identical" pages. Even if a search engine recognizes the
link, they won't give it much weight.
How Links Programs Can Kill Your Business
The most popular search engine in the world today is Google.
In late 2000, Google began a systematic campaign of
permanently removing links program participants from their
index. Altavista has begun a similar program, although
recent problems kept them from executing it.
Don't the operators of links programs know all this? Of
course they do, yet they continue to operate and
proliferate. Tobacco companies know cigarettes kill people,
yet they continue to sell them. I'm sure both would tout the
"benefits" of their product as a justification.
What To Do If You're In A Links Program
First, immediately remove all of the program's pages from
your site. Second, remove all the links they had you set up
on your other pages. Third, if possible, cancel your
membership... then get to work creating some legitimate link
popularity.
Creating True Link Popularity
If you want your site to have lasting popularity and
relevance with the search engines, you need links from
related sites. Dedicate 10 minutes a day to locating and
contacting other webmasters to swap links, adding your site
to directories, and publishing articles in your area of
expertise.
Create Multiple Layers Of Links
For some search engines, links to your home page are good
enough. At least some of your links, though, should be
targeted at your internal pages. For example, if your site
sells tools for gardeners, get some links set up to your
"how to" and FAQ pages too. This will help you get more of
your site's content into the search engine, and increase
referrals significantly.
Get The Links Indexed!
It doesn't do you any good to set up links if the search
engines never find them. You can submit the pages that link
to you, but most search engines nowadays won't index them
unless there are other links to those pages somewhere on the
web. Consider adding a "resources" page to your site, linked
from your home page, with links to all the individual pages
that link to you.
How To Make Sure Your Links Get Indexed
In order to ensure that the links pointing to your site get
indexed, you really have to take an additional step, and set
up a second domain and website. The gardening website in the
above example might need a partner site like "gardening-resources.com"
with a single page pointing to all the links pages you've
set up.
Once you've set up the secondary domain, add a link to it
from your main site's home page, and wait for the search
engines to index it. Don't forget to link back to your
primary site, of course - not just your home page, but any
content pages as well. You should submit this additional
site to the same directories that you use to list your
primary site.
It also helps to ask for an additional link to your
secondary domain when you set up links swaps. Just explain
how the secondary site helps both partners, by adding link
popularity and helping the links pages get indexed. Any
sensible webmaster will gladly add the second link.
What Happens Now?
As the link popularity of both of your sites grows, they
begin to feed on each other. Don't neglect to track any
search engine referrals to your secondary site - if they
grow to a high level, you may want to turn it into more than
just a links page. If you've done a good job of optimizing
your primary site, though, chances are your secondary site
will never outrank your primary site on any search.
If you take these initial steps today, and commit to a
program of link building for ten minutes a day, your site's
traffic will begin to rise dramatically within just 2-3
months, and it should only get better if you stick with the
program.
I wish you success.
ABOUT THE AUTHOR
Dan Thies has been helping his clients (and friends)
promote their websites since 1996. His latest book,
"Search Engine Fast Start," is available at
http://www.cannedbooks.com
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