Backlinks: Why your web pages need them

by admin on Dec.08, 2009, under General

Often referred to as inbound links, backlinks are the oxygen of search engine positioning and traffic generation. Backlinks have three key elements, the source from which the backlinks come from, the anchor text of the backlinks and the content of the page to which the backlinks sends the visitor to.

The volume of backlinks

All search engines consider the volume of backlinks to a web page when deciding where this page should be presented in the search results.

The origin of the backlinks

Backlinks are like votes – the higher the quantity of votes (backlinks) the more authoritative the page is viewed by the search engine. So it follows that pages with backlinks from authoritative pages will receive fairer consideration from the search engines. Government (.gov) and educational (.edu) sites are great examples of sites that are authoritative and trustworthy.

Google Page Rank

Google has the concept of ‘page rank’, this is the property it awards to a page it considers to have accumulated authority over time from backlinks pointing towards it.

The ‘anchor text’

When you see a backlink on a web page it normally has a label a word or text related to the content at the page to which this backlink is pointing, what this ‘anchor text’ says has influence upon the value the search engines award to the link. Relevance is the first principle for most search engine algorithms and it follows if the information on the page is about ‘drying chillis” then it is from a search engine’s point of view, more valuable for the backlink’s anchor text to this page to contain the word ‘chilli’ as opposed to a related term such as ‘drying spices’.

Common problems

A lot of people mess up their backlinks strategies because they focus on quantity as opposed to quality of backlinks. For instance if a significant number of your backlinks to your ‘parenting’ page come from sites not related to ‘parenting’ then whilst you have backlinks they will almost certainly bring you the wrong visitors.

How to create backlinks

So here is my tried and tested advice for getting backlinks to your pages, high rankings in the search engine results pages and quality traffic to your web pages.

Finding the right keywords from the outset is critical.
Your objective should be to end up with a keyword cloud.
I always start with a single primary keyword or key phrase which has significant visitor traffic.
The fastest and cheapest method to find out how much traffic a keyword or key phrase is getting is to use the Google keywords discovery tool.
I analyse words and search phrases associated with my primary phrase and build my ‘cloud’.
Using this cloud I generate a selection of content containing articles, videos and blog posts each with backlinks labeled with the related anchor text and then use a portfolio of content distribution tools to send my articles and videos to a wide range of directories.
My guiding principle is to author content that will attract traffic and persuade them to follow the backlinks to my money pages as well as send backlinks.

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