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03.26.10 Understanding The Anatomy Of Link Building  By Stoney De GeyterrLink Analysis Progression I said in my last post that each link is essentially a vote for the page that's being linked to. That, essentially, was the original link analysis factors. Things have come a long way since then. Today's link analysis factors are far more complex. Over the years what gets analyzed as part of the link has changed in order to provide better search results to web users.  The search engines started out looking at sheer link volume. He who gets the most links wins. This created link farms, link trades, link pages and so on. Before Google changed the game in link analysis people did everythign they could to create mad quantities of links to their site. Relevance of the linking page to the linked content didn't matter. While sheer link quantity continues to play a role, it is no longer the only factor in link analysis. Then Google came a long and started analyzing link text. The words in the link started to matter. The words spoke about the page it was linking to and therefore when the words match up with the text on the page the more relevant your page became for those keywords. Next, search engines started looking at the quality of each link. Does it come from a low authority website or a high authority website? The higher the site's authority linking out the more link value was passed. Link age became a factor as it was assumed that the longer a link stayed in place the more "serious" the linker was about the site. If the links came and went then that might say somethign about the quality of the site being linked to, or if the link was an ad purchased under the radar. As link buying became more and more prominent, the search engines started fighting back. It's impossible for the search engines to determine with 100% accuracy whether a link was purchased or not but there are some signals that they have learned to detect. Continue reading this article. About the Author: Stoney deGeyter is president of Pole Position Marketing (www.PolePositionMarketing.com), a search engine optimization / marketing firm providing SEO and website marketing services since 1998. Stoney is also a part-time instructor at Truckee Meadows Community College, as well as a moderator in the Small Business Ideas Forum. He is the author of his E-Marketing Performance eBook and contributes daily to the E-Marketing Performance (www.eMarketingPerformance.com) marketing blog. |
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