As with anything in search engine optimisation, the benefit of inbound links is not easily understood. Many businesses have made mistakes because of the misunderstanding that any link is a good link. Although it often seems that a site + links = better ranking, the equation isn’t that straightforward. And, like many things in SEO, the real equation is the subject of ongoing debate.

Building links as part of your search engine optimisation plan doesn’t always have to mean simply getting unconnected sites to link to your pages. The early inclusions of links as factors in the search engines’ algorithms were based on this simplistic idea. They led to free-for-alls which added zero value to the net and which still suck in innocent sites today. The algorithms have changed, but the hopeful dream of sites that any link is a good link has remained.

Today’s search algorithms are obviously different. The exact details are still the subject of argument within the SEO community, but it is thought by most that the integrity of the referring site is a big factor. This is logical on the part of the search engines. Referrals from authoritative third parties are thought to count more than the general website. The way the authority of the third party is calculated is still a bit mysterious.

Figuring out what the search engines think of sites you aim to get links from is an important part of any SEO strategy. Many SEO companies aim to get links from sites with a high ranking, which makes some sense. Others try for sites that have a combination of factors, including relevant themed content, links from other important sites within the industry, and other signs of trust that a search engine might pick up on.

The exact effect of garnering bad inbound links is just as shadowy as that of finding good links, if not more so. Some SEO experts argue that it has no effect at all, as search engines allow for the uncontrollable nature of links. Most SEO professionals recommend that you avoid being linked into a bad neighbourhood. It is advisable to keep your links on the straight and narrow, as this better serves your reputation and your site’s users.

When approaching the development of backlinks for your site, consider the reputation and relevance of the links you’re going for. Aiming for sites whose content supports yours also gives you a better chance of achieving the link and this is sometimes a good place to start. Approaching sites within your industry that are relevant and giving them a good reason to link to you, by the provision of interesting content, can often result in some high quality links pointing in your direction.

The value in inbound links is not always the link itself. The relevance of the link, the text pointing the link to you, and the keywords on the linked page all count in some way to the strength an inbound link adds to your site. It can be of great assistance to have expert advice when analysing inbound links. Speak with us at SEO Consult when strengthening your site.

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