Effective linking strategy, anchor text, and three way links

To speak about the value of a specific inbound link is fairly complicated. To speak about the value of inbound links in general is simple: links coming in to your website from other websites are among the most powerful influences to how a search engine ranks your page. Links from a website with content similar to the content on your website will give you much better results than links from an unrelated site. A link from a quality website will have a positive effect, regardless of content or topic, though the effect may be small.

Anchor text is high value

The text used in making a hyperlink to another website is called anchor text, and it’s very important to search engines. Suppose website A was linked to from 15 different websites, all related to the content of website A, but all using different anchor text in the hyperlinks. While the site will gain importance with search engines, it won’t have particularly “high value” for any specific keyword or keyword combination. Suppose that same site was linked to from those same 15 websites. This time every site used the anchor text “Website Development” when linking to the site. The website will still gain importance with the search engines from having 15 relevant inbound links, but it will also gain very high value for the search term “Website Development”. This is where good linking strategy can turn a mediocre link building campaign into a huge success.

Standard link trades

Website developers and promoters are very familiar with the practice of link swapping: offering a link on your website to another site, in return for a link back to your website. These are sometimes referred to as link exchanges or trading traffic. While this practice isn’t likely to hurt your rankings, it certainly doesn’t help nearly as much as it used to (as far as search engine rankings are concerned). Search engines have been aware of this practice for years, and they have adjusted the value of traded links. While trading links with other sites related to your content can still be an excellent promotional method, swapping with everyone you can find isn’t necessarily beneficial.

You can bet your bottom dollar search engines stay on top of the latest tricks and gimmicks used to artificially inflate rankings, because their business depends on providing the most relevant, high quality search results they can. Attempting to trick a search engine will often result in your entire site being dropped from the listings altogether, which can be a painful experience.

Three way link trades

Instead of using standard link trades, try applying a different method: the three way link trade. This requires at least one person in the trade to have two websites. For the additional search engine benefits the sites need different domains, and preferably should be hosted on different IP addresses (search engines are becoming wise to “networks” of sites all owned and operating from the same server). Assuming you had two websites (one named Trade and the other named Swap), you would offer a link from Trade to the other persons site, and in exchange they would link to Swap. In this situation two websites get the full benefit of an inbound link. They still get traffic traded between the sites, and the links also appear non-reciprocal in the eyes of a search engine.

 There is one aspect that must be nailed for a successful advertising campaign

One of the things many people have a very difficult time getting a grasp on when it comes to the web is advertising. I still learn new things about it regularly, and I’ve been studying and learning this stuff for years.

There is much to consider when researching where to purchase web traffic, but there is one aspect that must be nailed for a successful advertising campaign: the demographic. If your website sells household appliances and you advertise on MTV’s website, how many potential customers are you likely to get? Not many.