Links From Other Websites

Inbound links, or backlinks, are links from another website to yours. The widespread practice of using these has helped build the web and is important to search engines. Google based their ranking system on the number, quality and relevance of inbound links. Over the years, their algorithm adapted to take into account many other aspects but having inbound links from relevant websites is still a major factor.

This tempts website owners to build links which are not freely given votes for their site, perhaps get involved in link schemes that should be ignored. If they work for a while, once the situation is picked up by search engines the site can drop away. This may have consequences for a business used to website traffic. If you see offers such as link exchange, paid posts, links for sale, just hit the back button.

So in a perfect world, you put up a website, then wait for people to appreciate the site and provide a link for their visitors. In reality, one or two links may be needed to appear in the index and a few more to sustain the prominence needed to achieve freely given links. The answer to this conundrum is still to play fair and simply encourage voluntary links, as in the suggestions below:

• Website Content - The "content is king" adage has not gone away, with more alternatives being discounted by search engines. The principle of be creative in the video above will help. Apart from serving your visitors, good websites only link to pages offering value to their visitors.
• On Site Resources - How often do you pop a website in a favourites folder because this offers a tool, game, design aid, list of resources. Just as tempting for others who may link to you.
• Close Contacts - Who do you work or contract with, suppliers, customers, services you use. In many cases offering a link to your site will make sense, give them a call and ask them.
• Related Sites - You may be affiliated with trade or community sites, hold membership of organisations, or be able to join for free. They often carry lists of members websites.
• Off Site Articles - Many article directories accept posts on just about anything. In general they are filled with poor content and a better route is to consider whether you can add valuable content to a specialist website. Again consider trade bodies, many accept articles from knowledgeable people, with a link to your website in the notes. Apart from the link, others reading the article investigate your site, good business and potentially more links.
• Directories - You may see offers to submit a website to large numbers of directories at once, best ignored but they point to a problem. Even where you are required to enter a listing in a directory yourself, you create the all too easy link. Generally given little credibility by search engines, although listings in reputable directories may bring traffic, possibly better links. Also bear in mind many directories no follow (see explanation below) the link.
• Blogs and Forums - Forum posting or blog comments with a link are simple ways to establish an inbound link, as with directories, too simple. On a credible, relevant website, they may bring traffic but not much link value. Once again, they are also likely to be no follow links.
• Social Media - From Twitter to MySpace, opportunities for profile creation or social bookmarking are vast. They warrant attention, for those who see benefit from a loosely targeted, widespread audience. Although links of value can be indirectly created, there is a danger of pointless traffic. Succeeding social networks takes time and effort, nothing wrong if this suits your market sector. For many businesses, the same effort in other directions may help more.
• Give Something Away - We all like something free and word can circulate fast, with other sites adding a link to yours. As an example, a leather goods site wanted a logo for a new range of laptop cases, to engrave on the clasp. They offered a prize of a leather case plus a laptop and posted this on student websites, design colleges, freelance forums. A month later they had a fine logo which they would have had to pay for, a few new customers and about 200 inbound links.

The list above is not exhaustive and excludes reciprocal linking. Many sites exchange links but often for no reason beyond that, not a good reason. Viable links involve editorial decision, real justification for two websites linking to each other. At least keep reciprocal links to related sites and as a small proportion of the total. The same applies on links to other websites in your control, keep them at a reasonable level.

No need to be fanatical, search engines won't jump on one or two out of place links but for any links you feel are innapropriate, there is an option. The links can be left in place for marketing purposes and used by visitors in the usual way but kept out of the search equation. All you need to do is amend the HTML code that normally forms a link, by adding a rel="nofollow" tag:

• <a href="http://www.awebsiteyoulike.com">visit this website</a>

• <a href="http://www.awebsiteyoulike.com" rel="nofollow">visit this website</a>

In both cases, visitors see the same on the page and the link takes them to the site. In the second case, a search engine will not pass value to the other site, or be concerned about the efficacy of the links. So you can publicise other sites, accept commercial links, arrange links, without compromising search position. You are conducting your business but not interfering with or manipulating the way they rank websites.

Accruing decent inbound links is part of running a website, to increase visitors and improve standing in search. Take opportunities, use a domain name in email footers, publicity material, letterheads, business cards. If you have press coverage, ensure the editorial includes your web address. Those areas target people who would like to know of your website, increase relevant visitors and potentially the number of links.

If you would like to read more on helping your website, take a look at our list of website optimisation articles, or the Website Mediation main information page. You are equally welcome to contact us at any time.