An Introduction to Link Exchange
Initially, when the internet was in its infancy, webmasters used links as a way to complement the content of their website and to help their visitors find information. As the importance of links increased, the focus shifted away from helping the visitor to helping the webmaster.
This came about as a result of the Grandaddy of all search engines Google begun to implement its concept of "Page Rank" to classify websites in terms of their importance and perceived authority. Essentially Google defined links from any given website as a vote or endorsement of the site pointed to - the more significant the originating site, the more significant the endorsement. This in turn affects search engine results position as Google's ranking algorithm gives significant weighting to this ratio.
To webmasters in search of ever more traffic, Page Rank or "PR" thus became an all important factor in choosing link partners, with the original purpose for linking getting lost in the stampede - helping your visitors navigate the net more easily.
Linking to other websites is nonetheless critical to any site, and crucial to a new site, which will be hard pressed to find any traffic at all. There are two basic reasons that a website will seek out link partners:
Obtaining Traffic from the inbound/backlink
Your new website will have a task to obtain traffic as it will be some time before the search engines index it and include it in their search databases. Therefore you will have to find other ways to give your website the exposure it requires to generate traffic.
One way is to " borrow" the traffic from existing sites. If you already have an established website, this would be easy - simply put a link on your old site to your new one. However, if you are just starting out, or your existing site does not complement your new one because it is in a completely different category, you will need to seek out other sites that might agree to carry your link. In this way, you can tap into their existing traffic.
To improve search engine exposure
Search Engines especially Google place great stock by the incoming links that a website has. As explained above, these incoming or backlinks are an endorsement or vote for one site by another. Google considers them a recommendation of one site - carrying the outbound link - for the other.
When a website links to another, it passes on some of its Page Rank (without losing any itself). This boosts the PR of the website with the backlink, improving its search position. This in turn increases the chances of the website being found in a search for a particular keyword/phrase and obtaining free targeted traffic.
How to Link
If you are convinced about the benefits of linking, the question in your mind must be
- "Yes, but how do I go about obtaining incoming or backlinks?".
There are various ways you can go about this, depending on whether you are seeking pure backlinks - the best kind; or whether you are prepared to settle for reciprocal links - the most common; or whether you want to do someone a favor and give them free publicity by unilaterally placing an outbound link on your site without one in return - the easiest to do - just to it.
One Way Backlinks
A one way backlink can only be obtained if there is website that carries your link without one in return. This happens when your site is linked in an article, directory, by request, or cited as an authority or resource site by another due to its superior content.
Content
When a website has fresh, unique, informative and interesting content, when it is a recognized resourc
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