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Link Building

Link Building is the process of getting other websites to link to your website. This is one of the most important tasks you can undertake to promote your website in the search engines.

Search engines look increasingly to links to determine whether a website is relevant to a search, and assign a pagerank to your website based upon the quantity & quality of links to it. This page rank, combined with the content of your website, will determine your search engine position for particular search queries.

Links pointing to your website are probaly the most powerful off-page factors determining your search engine ranking. Link building is a time-comsuming task and this is why so many websites rank poorly. Many website owners do not know about the importance of links or they don't have the time or patience to undertake a link building campaign.

AltaVista, AOL, Google, HotBot, Inktomi, MSN, Teoma and Yahoo all use link reputation or page rank in one form or another to determine their search engine results.

Search engines evaluate link reputation differently putting varying weight on different factors:

  • Inbound and outbound link relationships
  • Whether a page is considered an expert page for the theme
  • Page rank of the website that links to yours
  • Whether pages are affiliated to each other
  • Whether a page appears in a directory listing, like DMOZ

Directories & Web Portals

A directory or portal is simply a web site that contains a categorised listing of links from around the web. Submitting your website to these directories & portals is probaly your first port of call when it comes to a link building strategy. You could ask your web developer to undertake this time consuming task on your behalf, and pay for it. You could also do it for yourself - the process is straightforward.

Getting your link listed varies between directories as each has their own different process. Some directories require a fee but most do not. We would not recomend paying for a listing unless the link is particuarly well ranked, or specific to a target group. Often the fee will only guaratee that your link is added faster to the portal site.

When submitting a link to a directory you will more than likely be asked to provide the following information about your web site:
  • URL
  • Website Title
  • Description
  • Keywords that describe it
You could prepare this information in advance and to use the same information when submitting to all directories. If you type it out into a text document, you can cut-n-paste it into all the submission forms & so speed up the process.