Trends — Linking

If you have a Web site, you probably know that getting other sites to link to yours has been a big issue for the past few years. As web site developers, it’s hard to go a day without receiving tens to hundreds of link exchange requests. Link exchange markets and link farms have been growing at an unbelievable rate.

Unfortunately, due to several recent shifts in search engine algorithms — especially Google’s infamous “Jagger Update” during the 4th quarter of 2005 — these linking campaigns may prove to be, well . . . too little, too late.

Linking Strategies Then and Now

The search engines seem to be catching on to attempts during the last few years to fool their ranking systems by establishing hundreds of links very quickly — a method many SEO experts use to trick the engines into thinking their web sites are more popular or authoritative than they really are. And until recently, it probably worked. We believe that in the future such linking practices will actually hurt websites more than help them.

Exchanging links with any and every web site possible is now losing its allure. The search engine algorithms appear to be more accepting of quality and related links, and are rapidly placing more emphasis on one-way links instead of commonplace reciprocal linking. Recently published articles and reports suggest that a website may be penalized for establishing links at a faster rate than the average of its competing websites.

Our Recommendation

We therefore believe the “quick link fix” is no longer beneficial. We recommend instead a long-term link-building campaign coupled with alternate forms of online marketing, including article submission, content additions and updates, and press release management, among many others.

In short, Content is King on the Internet. By establishing and dispersing quality content all over the Internet, other web sites will link to you simply for that information, thus positively increasing your link strength over time.

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