Everyone who's serious, and seriously honest, about search engine optimization knows that link building is the second most essential element in getting a high ranking and return position.
The most essential element is having a URL that is the same as your hottest keyword, i.e. if you own Ford.com and somebody searches for "ford" you'll definitely show up in the first three returns. Since most of us aren't lucky enough to get dogfood.com for our doggie dinner site, let's go back and consider links.
The reason links are so important in search-engine optimizing a site is because Googlebot is essentially a link counting and analysis machine. The word link and its variations are referenced in Google's latest patent almost 400 times. Here's just one example:
"Generating a score includes: determining behavior of links associated with the document (web page), and scoring the document based, at least in part, on the behavior of links associated with the document."
At "least in part" sure makes it sound like there some pages ranked solely on the "behavior" of their links, doesn't?
There are those, of course, who peddle the notion that how backlinks "behave" doesn't matter. That all backlinks are good no matter how irrelevant, pay-for-play and automatically harvested they are.
Take those schemes set up to instantly sell and deliver hundreds or thousands of robotically generated backlinks to an unsuspecting site operator. Here's what the Google Patent has to say about those types of transactions:
"A typical, 'legitimate' document (web page) attracts back links slowly... A spiky rate of growth in the number of back links may... signal an attempt to spam search engine 125. Accordingly, in this situation, search engine 125 may actually lower the score of a document(s) to reduce the effect of spamming."
Lower the score? But the people selling the links said it would get the site on page one of the returns. Oh, well, if it promises to work miracles, it's a miracle if it works.
There is no magic formula for building a link network that will improve your search engine returns. The patent makes it clear that Google considers "exchanging links, purchasing links, or gaining links from documents without editorial discretion on making links" less than "legitimate" practices that could lead to sites being penalized.
The problem for webmasters seeking to reap the benefits of linking by the rules is often tied to that phrase "editorial discretion. Essentially that means you have to examine each and every site which you might want to link to or which might want to link to you and manually add those links to the respective sites.
For many years, link management services such as the patented, editor-based LinksManager application have reduced the tremendous time burden imposed by this process by automating all the grunt work involved in soliciting and publishing links while leaving the decision making - the editorial discretion part - to the webmaster.
Even that takes some time, however, and the ever increasing tangle of search engine guidelines (Bing, Yahoo and Ask's as well as Googles) defining the differences between good relevant links, passable "gray area" links, and deadly "black hat" links has led to a hot new turnkey solution for adding high-quality, search-engine friendly forward and backlinks to sites organically at the proper rate, in the correct categories and spread over the proper number of pages. (Too many links on a page is a search-engine "no-no."
For a nominal monthly fee, Industry pioneer ManagedLinkBuilding.com, for example, can and does promise full compliance with all search-engine guidelines and World Wide Web Consortium W3C best practices rules because it draws on the human intelligence and editorial discretion of a full-time staff of Atlanta, Georgia based linking experts to find, select, format and publish links for their clients.
The bottomline about signing up with a managed link building service is it gives you a high-powered, search-engine positive and traffic-generating link presence without you wasting uncounted hours soliciting links, designing and updating links pages, checking for dead or broken links, responding to link requests, evaluating potential link partners' sites and tracking changes in Google's link evaluation methods and link quality guidelines.
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