Link-Worthy Content and Link Marketing

Creating Link-Worthy Content and Link Marketing


LINKS ARE THE MAIN DETERMINANTS OF RANKING BEHAVIOR. Both site architecture and content are big players in achieving search engine friendliness, but when it comes to the mechanism for ordering results, external links are the critical metric.
Links are also multidimensional in their impact. For example, the strength of a site’s inbound
links determines how frequently and how deeply a site is crawled.
In addition, each link’s context (its location within the page, anchor text, surrounding text, etc.)
is taken into account when determining relevance. And links can convey trust, helping to
overcome potential spam designations (which can torpedo a site’s SEO success).


There are two critical points to remember regarding link building:


• Link building is a fundamental part of SEO. Unless you have an enormously powerful
brand (one that attracts links without effort), you will fail without it.
• Link building should never stop. It is an ongoing part of marketing your website.



How Links Influence Search Engine Rankings


The concept of using links as a way to measure a site’s importance was first made popular by
Google with the implementation of its PageRank algorithm In simple terms, each link
to a web page is a vote for that page, and the page with the most votes wins.
The key to this concept is the notion that links represent an “editorial endorsement” of a web
document. Search engines rely heavily on editorial votes. However, as publishers learned about
the power of links, some publishers started to manipulate links through a variety of methods.
This created situations in which the intent of the link was not editorial in nature, and led to
many algorithm enhancements, which we will discuss in this chapter.
To help you understand the origins of link algorithms, the underlying logic of which is still in
force today, let’s take a look at the original PageRank algorithm in detail.




The Original PageRank Algorithm



The PageRank algorithm was built on the basis of the original PageRank thesis authored by
Sergey Brin and Larry Page while they were undergraduates at Stanford University.
In the simplest terms, the paper states that each link to a web page is a vote for that page.
However, votes do not have equal weight. So that you can better understand how this works,
we’ll explain the PageRank algorithm at a high level. First, all pages are given an innate but
tiny amount of PageRank, as shown

Pages can then increase their PageRank by receiving links from other pages, as shown in

How much PageRank can a page pass on to other pages through links? That ends up being less

than the page’s PageRank. this is represented by f(x), meaning that the passable

PageRank is a function of x, the total PageRank.

If this page links to only one other page, it passes all of its PageRank to that page, as shown in

Figure 7-4, where Page B receives all of the passable PageRank of Page A.

Regards,


Akash Shrivastava [B.Tech(C.S.E)]
Software Engineer
(SEO)
AeroSoft Corp
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