An Introduction to Link Exchange - Part1

Feeding The Beast
Revelation 13:1-13:9
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As competition among websites increased, attention turned to the search page rankings in major search engines. Since ranking highly for specific keywords could 'make or break' a business, webmasters started looking for any method to increase their ranking. By examining the algorithms of Google and other search engines, it became clear that a high value was being placed on the number and quality of links pointing to a website. As a result, most webmasters realized the importance of finding partners to link to their internet business.

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:

To increase traffic ' tap into the existing traffic of the site the link comes from.

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To improve search engine exposure ' links from high quality sites will pass on page rank and therefore search engine results position ' 'SERP' - for specific keywords to the site linked to.

There are several terms it would be useful to become familiar with in order to fully understand linking and how it can help your website achieve the objectives you have set for it be that:

dissemination of its content;

sales of your goods or services;

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Linking Definitions:

Inbound Link ('backlink') ' a link from another website pointing to your own;

Outbound Link ' a link from your website pointing to another website;

Internal Link ' a link from one page on a website to another on the same site i.e. with the same domain name;

Reciprocal Link ' an exchange of links between two websites, by arrangement;

Deep Linking ' a link pointing to a page other than the home page of the site linked to;

As stated ......