Thread: Backlink Manual

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    Backlink Manual


    I wrote this for internal employees, and questioned whether to publish this or not, but I've gained so much from this forum I'm going to go ahead and do it.

    Keep in mind this is a work in progress, but here's what I have so far...

    Back linking 101

    Link building is the single most important element to obtaining high rankings in all of the major search engines. It is vital that continual efforts be made and long-term plans be laid out to insure a web sites continued success in organic search results, and reduced costs in paid placement (PPC).

    The best links a web site can have are natural, one-way inbound links. These are links that are posted by other web sites, forums or blogs. These show a natural interest in something the linked web site offers such as valuable information, news, a tool or some other resource.
    The more one-way links a web site has, the more reliable the search engine algorithms consider it to be. Google has gone as far as to rank a web site in terms of PR, or page rank. This is a sliding scale of 0-10. The more important Google considers a web site, the higher the PR that it awards it. (PR also includes visitors as well).


    You can check the number of back links to a web site in many different ways. The Firefox browser has an installable extension that allows users to “right-click” and scan down to “back links” to see the number of back links a site has. There are several toolbars that you can install (Google, Yahoo, etc.) that allow you to see this, and there are various web sites that offer tools to do this.



    (Google is unique in its approach to back links as it will only show a percentage of the actual back links, whilst Yahoo and MSN show all. Google also will delay showing back links in order to attempt to weed out purchased back links or schemes to affectively fool the algorithms into awarding a higher PR, and thus a higher position in the SERP’s – Search Engine Ranking Positions.)

    These will check the number of back links that a page has: http://www.iwebtool.com/backlink_checker
    http://www.searchenginegenie.com/backlink-checker.html

    This will check the number of back links that the top 10 sites have based on your selected keyword (this will help you find relevant sites);
    http://www.webuildpages.com/seo-tools/whoischeck-bykeys.pl

    Types of Link Strategies
    Natural Link Building – Adding quality content or something that benefits the end user that they would want to link to
    One-Way Linking (Purchase) – Buying one-way inbound links to your web site
    Reciprocal Linking – Exchanging links with another web site
    Link Farms – Companies like linkmarket.net (but not directories, FFA’s, or obvious abusers of linking)
    Three-Way Linking – Site A links to Site B, Site B links to Site C, and Site C links to site A (www.three-way-links.com/)
    Forums and Blogs – Links from forums an blogs
    News Articles (PR Web) – Typically created by web site owners to promote their site. These are effective after 2-4 weeks when Google has crawled them and indexed them within their search results. Never put more than 1 link to any one page per article.
    One of the tools mentioned above, linkmarket.net is a good tool, that has spawned many other linking tools that do similar things.
    Here’s how it works; You search through their categories for relevant categories. Once you drill it down to the category and click on it, a list of other members will come up as well as their Google PR. You add their link to your website and send them a request. This request will also provide them a link for them to insert into your web site. The downfall is that you need to check that the link remains there, or even that its placed in the first place. This is where the work begins.
    You need to track all of the links to verify they aren’t taken down. There are tools (Web CEO for one), that will do this for you, but you will still need to record the link page URL so that you can enter it into the tool so it can do the check.

    There are many ways to gain back links to a web site. You can offer valuable information on something that an end-user finds useful, such as a map to, or of a destination, a tool such as a mortgage calculator, or even a coupon or shopping tips. This is the way the search engines want you back links to occur…as this is the Natural Link Building process; An end-user finds something on a web site that they feel is useful and they create a link to it.
    Another method is purchasing One-Way Links. You must be very careful when attempting this strategy as many things can go awry, and the search engines (especially Google), are looking very hard at how to avoid awarding web sites higher SERP’s based on link building efforts attempting to obtain a more favourable position in their search engine.
    Whilst Google Page Rank doesn’t directly affect your SERP’s, the back links from trusted sources do. The way this works is that Google looks at the PR of the referring web site and passes on PR. The influence of this “bleeding” affect is determined by:
    • The PR of the referring site
    • The number of outbound links on the page containing your back link
    • The “trust” rating of the referring web site, according to Google, which is based on the registration date and consistent content, as well as the web sites own back links and these same parameters

    This, put in basic terms, means that spending the time that it takes to obtain a back link from a site that has no PR is meaningless.
    Here is an example of Google’s “weightedness” (a made up word by Gary);
    Site 1 with a PR5 has 50 links (the max you want on 1 page) = bleeds .0012 PR
    Site 2 with a PR5 has 10 links = bleeds .430 PR
    Site 3 with a PR5 has 2 links = bleeds .776 PR
    Additionally, Google seemingly awards back links from .org’s slightly higher, and back links from .edu’s and ‘gov’s significantly higher. This opens many vertical possibilities when taken into consideration whilst planning your long-term back link strategy. Ask me about these if you’re willing to do a lot of hard work.
    The following is the same example above, based off a back link from a .edu and a .gov
    .org/.edu Site 1 with a PR5 has 50 links (the max you want on 1 page) = bleeds .4352 PR
    .org/.edu Site 2 with a PR5 has 10 links = bleeds .88721 PR
    .org/.edu Site 3 with a PR5 has 2 links = bleeds 1.176 PR
    So this means that it is important to get back links from high PR sites, as well as sites that have related content.

    The Link
    Just as important as the back links, the actual content of the back link is as important.
    Because of the overwhelming problem the SE’s are experiencing with Spammers and Black-Hatters overtaking their results and therefore skewing the quality of the overall purpose of their primary intended function, which is search and providing relevant results, each of the main three search engines have introduced, or are soon to introduce an entirely new algorithm that, in purpose, is meant to eliminate the bad, and provide genuine, relevant results, which is what the end-user is looking for.
    So Google tweaked their algorithm to place an increased weight on not only back links, but the actual content of the back link.
    What this means is that if I were optimising a web site and one of its keyword phrases were “debt consolidation”, I would create a back link that used “debt consolidation” (actually Get Debt Consolidation because you need a ‘grey’ word before your keywords in ANY circumstance when doing optimization to avoid obvious SEO red flags), and the link description would also include that phrase. So, a good example of this is here:

    Expert Debt Consolidation – Get Cheap Debt Consolidation Now.

    This is a basic example. Every web site and back link offer/tool will have different parameters stating how many characters you can use, the length, content, number of caps, number of expletives like “best”, “cheapest”, or “lowest” type. The point I am making here is that you need to take full advantage of the link. You do this with carefully selected anchor text and descriptions. These links need to be carefully created and linked back to SE optimized landing pages that mirror your anchor text and description. These elements are EXACTLY what ALL search engines, especially Google, use to weight the link.
    This, coupled with quality content and the correct keyword density and other SEO elements, are core in the future of obtaining high rankings with all SE’s organically, and PPC at a cost well under what the competition is paying.

    Link Tools
    Alexa, WebCEO and many other tools are available that work in an efficient way, and can be very effective if utilized in the correct way. These tools will take your selected keyword and based on the parameters that you set up, crawl the search engines and the top ranking web sites that come up for that particular query. They then pull any available emails from the site, if available, or if there isn’t one available, it will default to whatever you select (i.e. webmaster@ or info@).
    So lets say you are searching for back links from sites that are related to women’s under garments for Bravissimo. I would enter “women’s clothing” into the search box and these tools come back with the number of sites that you request. The tools give you the amount of back links a site already has, the PR strength, a relevancy grade and so on.
    These tools have many other optional settings to help in your link building schemes.
    • Find web sites with link suggestion forms that can be setup to be completed automatically and submitted;
    • Find web sites that link to your competitors
    • Find web sites that already link to you (to possibly change the anchor text or add additional deep links
    Investigate the many tools available to find the one that suits your needs the best. Stay away from the cookie cutter approach if possible as Link Building has been going on for years and most web site owners have received many “canned” requests.

    Here are things to avoid when link building
    • Stay away from link farms (http://www.jimprice.com/jim-lnk.htm#people)
    • The site has no possible connection to your subject matter whatsoever. The page they put your link on isn't linked to FROM any page, meaning it's floating out there in never-never land and is a ploy to get you to link to their site.
    • The page where they put your link is on a URL a mile long and several directories deep so engines will never find it.
    • The page looks like a farmer's field with nicely arranged rows of links to hundreds of sites which aren't necessarily organized in any logical manner, but that doesn't matter because someone told them the link is all that counts.
    • It's a link and a link only. No description. No proof the person ever actually reviewed the site.
    • They don't seem to know that links leak PageRank in Google, not the other way around or that the link that does you the most good is the one that shares space on a page with about 2 other outbound links, not 3596 other ones.
    • Signs they'll accept anything that shows evidence of being a "live" link. A true Directory has criteria, frets about the quality of sites it links to and doesn't have people out begging for links. Instead the reverse is true, with people begging to be let in.
    • They ask you for a link on your links page, even though you don't have one.
    • Watch for scams such as sub-domain one-way traffic feeders where the page your site is linked to isn't part of the main website. Study the URLS carefully before you decide to accept a link request.
    • Stay away from FFA sites (Free For All)
    • Avoid being on a web site that has pages and pages of links. This is viewed as a Link Farm.
    • Stay away from sex oriented, gambling, RX and other unsavoury sites.
    • Be aware of the possibility of bad neighbours. If you are on a shared server, do a blacklist check to be sure you’re not on a proxy server with a spammer or banned site.
    • Don’t waste your time getting a link from a non-ranking page within a site. The page needs to hold a rank of a minimum PR value of 1 below your landing page, particularly if there are going to be other outbound links to other web sites. If there are not going to be other outbound links, or just a few, then a PR of 2 and above will still boost your ranking and benefit your SERP’s as well as your own PR.
    • Stay away from link pages called “Link Partners”, “Links” or the like, especially if “link” is part of the URL
    • Stay away from pages that have more than 50 outbound links

    This is a continuing work in progress that will have many edits, and I feel like something is missing so please comment, critique and criticize!

    GaryTheScubaGuy

    Comments on this post

    • lovekills_s agrees : omg.. thats great.. Just explain a bit of this "Trust Rating"
    Last edited by GaryTheScubaGuy; Nov 1st, 2006 at 05:48 AM.
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  3. rod@missionop.com
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    Constructive feedback (I scan over so comments are not on specifics).

    Avoid two things when attempting to advise other is doing link development.

    1. ignore monitoring

    2. ignore focusing on the negatives of link development

    both of these are under-productive, take alot of literature to convey, and are extremely confusing to newbies.

    If you limit discussion to "best way to" and continuously reiterate these points repeated, they become habit such that they will never venture to a e.g. FFA because in does not match the specifics of your guidance.

    Lastly, start hammering about link bait... the best link development strategy is when 'everyone else' is doing all the work.
    Last edited by fathom; Nov 1st, 2006 at 06:52 AM.
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  5. I Never Finish Anythi
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    Hey Gary..

    Good comeback.. Please explain this point in mor detail if possible:

    • The “trust” rating of the referring web site, according to Google, which is based on the registration date and consistent content, as well as the web sites own back links and these same parameters

    Does that websites own backlinks and same parameters include site wide too?

    Would be glad if u suggest abt that and site wide linking as well..

    btw.. that was some really nice stuff.. Thanks for that and the time that was consumed making that..

    Regards
    Link Diary - Build Links Fast & Easy. Similar to Linkmarket, with option of three way link exchange and anchor rotation.

    **"Save SEO Industry - GO VIRAL!! - Tips and Tricks ."**
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    The trust element in Google's algo IMHO is based off of the registration date, the lateral content based over time, and the number of BL's from other high PR sites with similar content.

    Think of your own best formula for a search engine...I would look for a site that has:

    1. The same site owner for the longest period of time
    2. Consistent content, fresh content
    3. Links to the site that make a statement that the site obviously has good content

    So the "trust element" in Google's algo is obviously weighted very heavily based on these assumptions.

    After all, how would you do it?

    GaryTheScubaGuy
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    Originally Posted by fathom
    Constructive feedback (I scan over so comments are not on specifics).

    Avoid two things when attempting to advise other is doing link development.

    1. ignore monitoring

    2. ignore focusing on the negatives of link development

    both of these are under-productive, take alot of literature to convey, and are extremely confusing to newbies.

    If you limit discussion to "best way to" and continuously reiterate these points repeated, they become habit such that they will never venture to a e.g. FFA because in does not match the specifics of your guidance.

    Lastly, start hammering about link bait... the best link development strategy is when 'everyone else' is doing all the work.
    Fathom you've lost me here....

    Avoid two things when attempting to advise other is doing link development.

    1. ignore monitoring
    So you're saying to avoid ignoring monitoring?

    2. ignore focusing on the negatives of link development
    As far as ignoring avoding the negatives, this is a manual for internal employees (both future and present) so if I'm paying them I want to be sure they aren't spending time doing useless tasks.

    Lastly, start hammering about link bait... the best link development strategy is when 'everyone else' is doing all the work.
    HELL YES!

    GaryTheScubaGuy
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  11. I Never Finish Anythi
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    Ok.. thats a nice explanation.. any comments about site wide links? Was trying to get some information about them, but all the posts in the forum are not conclusive.. every one has his/her own opinion..and then the argument continues..thought since u have written such a nice info, you might give some advice about them too..

    Is there anything in particular, you would suggest abt that?

    Thanks in Advance

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