A Link is a referral from one web page to another, or to another position on the same page. Most major search engines consider links as a vote of trust, they are the web’s primary traffic directing system. If you’re striving to improve your website’s ranking on search engines it is critical to get other websites to link to it.
Link Building is done to improve the visibility, reach and accessibility of web content. The aim is to build high quality links that search engines will assess to establish your website as authoritative, appropriate and trustworthy.
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The Google search engine initiated the use of link measurement as an indicator of search relevance. The basic theory is that a link to a page counts as a vote from the linking page to the page that is linked to. All the major search engines employ a link based rating model, with some stylistic variations. The various search algorithms continually evolve, striving to improve the quality of search results by emulating human responses.
Anchor text is considered when evaluating relevance of link to keywords. A site about rugby, with lots of links with anchor text containing “rugby” pointing towards it will derive more value from those links than links with anchor text such as “click here”.
Then the semantic attributes of the on page text surrounding links is also analyzed. If a link to “rugby xyz” is in the middle of a page on wildlife it wouldn’t be considered as valuable as the same link with neighboring content relating to rugby.
Relationships between linked sites are also considered. By analyzing things such as IP addresses, reciprocal links and domain registration information the search engine algorithms try to determine whether links are valuable organic links, or artificial ones created purely for manipulating page rankings.
By using the aforementioned factors to measure link quality and quantity, search engines create ranking systems that is much harder to manipulate than one based solely on on page factors. Page structure and content does get evaluated, but the link based model places more importance on links based upon the theory that well designed, content rich pages will get high value links from trusted sources.
The most important factor determining link quality is the trustworthiness of the domain providing the link. A single link from an authority site will be far more valuable than dozens of links from no name sites. Trusted domains have proved over time, through the acquisition of thousands of quality links, to be reliable sources of quality information on their chosen subject matter.
When search engines see these sites linking to you when discussing your area of focus, they take it that they see you as an expert offering content very relevant to the topic. So the process on the web perpetuates. The more trusted, valuable links your site receives, the more trusted & valuable your site (and the links you give) becomes.
