Relevancy is the Goal

One of the primary goals with backlink building is to obtain relevant backlinks. A relevant backlink is a simple concept and simple to clarify. It’s simply a backlink from a web page that has content directly related to your website. An example of a relevant backlink would be an auto repair website getting a link from a website on BMWs. Both sites are related to automobiles and this would be considered a relevant backlink. But, you could get even more relevant. Let’s take the same auto repair website and instead get a backlink from a site that contains how-to guides on BMW repairs. Not only did we get the relevancy of automobiles we also achieved getting relevancy in the repair section.

This will tell a search engine like Google “Hey, this BMW repair website is linking to this other auto repair website, so it must be relevant to auto repair”. You see, part of the whole concept of Google’s algorithm of using backlinks to help determine rankings is quite simple. It helps figure out which sites in specific niches or content fields are the most well loved in terms of raw backlinks. Generally, all well developed and well loved websites will have many inbound links from other sites related to it. This is the primary reason why you should aim to build relevant backlinks.

Quality over Quantity

There is a huge misconception when it comes to building backlinks. Many webmasters and search engine optimization professionals reckon the site with the most backlinks is going to achieve the highest ranking and this is far from the truth. In fact, you can usually test this theory easily with a simple Google search of a random keyword. If you compare the backlinks of the top ten sites, a excellent majority of the time you’ll see the top sites don’t have the most backlinks. This is because quality is much more vital than quantity when it comes to backlinks. Reckon of it like you’re on the battle field, on one side an army has 10,000 peasants with no military training while on the other side an army has 1,000 military trained and disciplined soldiers. As seen in history the well trained soldiers even though outnumbered will most likely win the battle. This same factor plays when it comes to search results and the quality of a websites backlinks.

Now, you’re probably wondering “What the hell is a quality backlink then?” As we’ve touched on earlier, you always want to get relevant backlinks but this isn’t where the buck ends. Google Pagerank is a excellent method to determine how well loved a web page is. A higher Google Pagerank value means that web page has a excellent amount of quality inbound backlinks. But, due to the age of text link sales a web page can have a Pagerank value based solely on text link buys. Regardless the Pagerank value is still a excellent general way to determine the value of a web page. Alternately, you could look at the actual backlinks pointing to that web page. A web page with relevant inbound backlinks shows that it’s considered well loved in its area and that the content is useful. Webmasters will find many different ways to place a value on a backlink and this is just a few examples how you can as well.

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What is Link Popularity?

The theory goes something like this: The search engine Powers That Be have chose that if other sites are linking to your site, it must be a winner; therefore, it deserves a boost in rankings (when all else is equal). If you reckon about it, this makes a lot of sense. People link to excellent sites, not terrible ones.

PageRank Does Not Equal Link Popularity

It’s vital to note that Google PageRank is not the same thing as link popularity. PR is really a subset of link popularity. Whereas PR focuses strictly on the quantity and popularity of links, link popularity adds a “quality factor” into the equation. Unfortunately, many people mistakenly use the terms “link popularity” and “PageRank ” interchangeably, which has served to confuse the issue further.

All major search engines place some emphasis on link popularity in their ranking algorithms. There appear to be 2 main types of links that work best to increase your link popularity: links from other sites that focus on the same keyword phrases your site focuses on, and links from relevant categories in major directories and industry-specific portals. “Free-for-all” (FFA) sites do not constitute quality links, so don’t waste your $24.95 submitting your site to 500 of them. Links from sites that focus on topics that have nothing to do with your site probably won’t help you win any link popularity contests, either (although they may temporarily boost your PR).

How Does Link Popularity Work?

Here’s an example of how I believe link popularity works:

Let’s say that Bob’s Pizza Palace Website has a link to Joe’s Men’s Clothing store site. If the link uses the keywords “men’s clothing store” in the anchor text (the clickable part), it may help Joe’s link popularity a small bit for those keywords. But, Joe would benefit a lot more if the same link came from a site that was more related to Joe’s site than a pizza palace. For instance, a more related link might be from a woman’s clothing store, a men’s shoe store or any other type of store that relates to clothing in some way.

An even higher-quality link for Joe might be from “Sam’s Clothing Store Directory,” which lists a whole bunch of clothing stores that can be found on the Internet. That is exactly the kind of link that the search engines would want to credit toward link popularity. Again, the key is in having that common thread between the sites.

Where Do Reciprocal Links Come In?

The other well loved misconception floating around is in regards to reciprocal linking. Since so many people reckon that exchanging links with sites is the simplest way to get them (it may or may not be), new people learning about link popularity are under the mistaken belief that they must have links that are reciprocated on their site (e.g., “you-link-to-me-and-I’ll-link-to-you”-type links). Still others are saying that reciprocal links are dead and you won’t gain any benefit from them.

Both camps are incorrect. You certainly don’t need to get reciprocal links, but you can if you want to. Remember, it’s links pointing TO your site that are the helpful ones. Links pointing FROM your site to other sites are wonderful to have because they help your visitors find related stuff, but if your site doesn’t lend itself to linking to other sites, then by all means, don’t do it. You need to do what’s right for your company and your site visitors, first and foremost.

Should I Care About Link Popularity?

In general, there’s no need for the average site to obsess over link popularity. Yes, you’ll want to keep it in mind, and yes you should make sure that your site is what I like to call “link-worthy.” But, from my experience (and contrary to well loved belief), link popularity constitutes only a part of most search engines’ ranking algorithms. Arguably, Google places more emphasis than most other engines on incoming links at this point in time. How much these really boost a site’s ranking is debatable and truly depends on the site. It also depends on the words that are placed in the anchor text. I have found that just a few highly relevant links with strong anchor text can go a long way towards link popularity for many sites.

For sites that want to take it to the next level and are trying to rank highly with extremely competitive keywords, it may be necessary to actively seek out links from other relevant Websites. This doesn’t mean you should go out and make a whole bunch of domains yourself and link them all together because it sounds simpler than getting others to link to you. (Yes, that trick has been tried before!) It simply means you should look for sites that are related to your site in some way, and see if they might be interested in promoting your site to their users.

Whatever you do, do not send automatically generated link requests to any site. Most Webmasters consider them a nuisance at best and sp@m at worst. Certainly, a personal email may be welcome, and it also doesn’t hurt to pick up the phone and start a dialogue with a potential link partner. Remember, very often these links from relevant sites will bring more traffic to your site than a high search engine ranking will bring.

How To Get Linked Without Even Trying

My favorite way to get links (but the most time-consuming) is to simply have the best site on the Internet in your specific niche. Fascinatingly enough, if your site is well written, provides tons of useful information and is constantly updated, you often won’t have to seek out links at all. Other sites will link to yours of their own volition.

This has worked for me on my High Rankings site for many years. Without actively requesting any links (other than a few major directories), hundreds of highly relevant sites have added HighRankings.com to their list of recommended sites related to SEO. Some people link to my home page, others to the main newsletter page, and still others to my forum. Some will link directly to an article or newsletter they’ve loved, and some will question if they can republish some on their site, while also including a link.

This is the ideal, and not every site is going to have the time or inclination to get to this stage. But, I firmly believe that any kind of site in any type of business can use this method if they are willing to work at it. I know of no other method that can even bring links from direct competitors! Personally, I’d rather spend my time making a link-worthy site than sending out repetitive reciprocal link exchange requests…but maybe that’s just me!

Your homework for this week is to reckon about how you can make your site so excellent that others will be only too willing to link to it — without your even having to question for it. If you can figure it out and really spend the time implementing the strategy, eventually you won’t have to worry about link popularity, reciprocal links or PageRank ever again!