Backward Links

The Importance of Backward Links

Everyone wants to be top ranked at Google, Yahoo!, and MSN and developing links TO your website from other websites, known as backward links, or inbound links, is one of the most important factors related to your search engine optimization strategy.

Backward links are VERY valuable and have a double punch.

Not only do they deliver traffic but, more importantly, they will have a positive impact on your search engine ranking. Actually, I’m confident saying that without backward links you’ll (1) have a hard time getting good search engine positioning or (2) keeping it if you have it.

How does it work?

Search engines track who is linking to your website. Let’s use Google as an example. When search engines like Google see a lot of other websites linking to your website they say “hey, there must be something there worth looking at, if all these webmasters are linking to that page).

When they see that those websites are quality websites, not just websites just made for linking purposes (sometimes called link-farms) and that those sites have a relevant content and a matching theme, your website is gets a few extra points compared to your competition who doesn’t have backward links.

Backward linking is one way to improve what I call “Google Love.”

Put another way, without a solid number of quality websites linking to your website it’s highly unlikely you’ll achieve top ranking – particularly with Google.

So, how do you get backward links?

It’s difficult, time consuming, and a slow process.

You can (1) ask for them from people you network with, (2) write articles or tips for other websites and make sure they link back to your website, and of course (3) buy them.

One think you MUST know. In order to get backward link “value” from another website a search engine must be able to crawl or see that link and it must be a link that has your website address – NOT A SCRIPT OR COUNTER.

If you go to my popular Wedding Planning Links website (http://www.weddingplanninglinks.com) and look at the top of the page, “Some of Our Favorite Links”, you’ll see an example of directly passed backward links.

If your link is at a website that requires brides to register to use it, or see a listing of advertisers where your website link appears - you’re not getting any backward link value with your advertisement.

If the link is not a DIRECT link to your website or if it is passed through a counter script or uses a session ID variable, you’re also not getting any backward link value.

Anything that keeps a search engine from seeing your “pure” link is an obstacle to receiving backward link value.

Link Basics

There are three types of links that you need to be aware of, each with it's own unique value.

Outbound Links

These are links away from your website to other websites or blogs.

Value: Some say search engiens see this and view it favorably. It's very unclear and unmeasurable although their does appear as though there might be a connection. The risk is that it takes people away from your website. I could make an argument that if they want to leave you haven't done a good enough job of keeping them interested in staying at your website.

Inbound Links

These are links to your website from other websites (or blogs).

They come "in" to your website and there is no link from your website back. When inbound links come from other well ranked websites, with the same theme, and the link uses the keywords specific to your products/services (i.e Marketing To Online Brides), you score BIG.

Value: Traffic, inbound link/link popularity value.

Link Exchanges

"You link to my website and I'll link to yours."

Value: Traffic, online visibility, perhaps some search engine value (link popularity) although it's easy for search engines to see the "two way" exchange. This could be interpreted as trying to build links for the sake of link value, so it may actually mean nothing.

Quality vs. Quantity

Most of the experts agree the quality of links is more important than quantity. That said, a lot of quality links will probably give you tremendous competitive advantage.

Chris Jaeger
Book More Weddings
http://www.bookmoreweddings.com