Links From Other Websites

Inbound links, or backlinks, are links from another site to yours. Their widespread use 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 links from relevant websites are still a major factor.

This tempts website owners to build links which are not independent votes, get involved in link schemes. Even if they do work, once the situation is picked up by search engines the site can drop away, possibly be pegged down. If you see offers such as link exchange, paid posts, links for sale, ignore them.

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

  • Website Content
  • "Content is king" still applies, 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 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 anything, often poor places and a better route is adding to a specialist site. Again consider trade bodies, who accept articles from knowledgeable people, with a link to your site in the notes. Apart from a link, others reading investigate your site, good business and potentially more links.
  • Directories
  • You may see offers to submit a website to many directories at once, best ignored but they point to a problem. Even where required to manually enter a listing in a directory, 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 posts or blog comments are simple ways to create inbound links, as with directories, too simple. On a credible website they may bring traffic but little link value. Again, they are also likely to be no follow links.
  • Social Media
  • From Twitter to Facebook, opportunities for profile creation or social bookmarking are vast. They warrant attention and search engines are now taking note. Links of value can be directly or indirectly created but there is a danger of pointless traffic and effort. Social networks need real input, 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, with other sites adding a link to yours. As an example, a leather goods site wanted a logo for a range of laptop cases. They offered a prize of a leather case plus laptop and posted this on student, or freelance websites. 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 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. At least keep reciprocal links to related sites and as a small proportion. The same for links to other sites you control, keep them at a reasonable level.

No need to be fanatical, search engines won't jump on one or two but for links you feel are innapropriate, there is an option. They can be left for marketing purposes and used by visitors in the usual way but kept out of the search equation. All you need do is amend the HTML code that 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 and the link takes them to the site. In the second case, a search engine will not pass value, or be so concerned about the efficacy of the links. You can publicise other sites, accept commercial links, arrange links, without compromising search position. 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, letterheads, business cards. If you have press coverage, ensure the editorial includes your web address. Those areas target people who want to know your website, increasing 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.