By Dan Thies
By now, most webmasters know that link popularity is the single most important factor in driving top search engine rankings. But did you know that some some links can actually kill your search engine rankings?
The importance of links has led to the creation of "links programs" such as LinksToYou and others. If you're already in a links program, hold on to your hat, because I've got bad news for you.
How Links Programs Work:
Essentially, every member of the program uploads a page or pages to their website. These pages carry links to the other program participants' websites.
Why They Don't Help Search Engine Rankings:
All of the major search engines are aware of these programs, and most of them use automated processes to weed out "identical" pages. Even if a search engine recognizes the link, they won't give it much weight.
How Links Programs Can Kill Your Business:
The most popular search engine in the world today is Google. In late 2000, Google began a systematic campaign of permanently removing links program participants from their index. Altavista has begun a similar program, although recent problems kept them from executing it.
Don't the operators of links programs know all this?
Of course they do, yet they continue to operate and proliferate. Tobacco companies know cigarettes kill people, yet they continue to sell them.
What To Do If You're In A Links Program:
First, immediately remove all of the program's pages from your site. Second, remove all the links they had you set up on your other pages. Third, if possible, cancel your membership... then get to work creating some legitimate link popularity.
Creating True Link Popularity
If you want your site to have lasting popularity and relevance with the search engines, you need links from related sites. Dedicate at least 10 minutes a day (an hour a week) to locating and contacting other webmasters to swap links, adding your site to directories, and publishing articles in your area of expertise.
Would You Swap Links If There Were No Search Engines?
All search engines try to deliver the most relevant results for their visitors. If you participate in a links program, or any other link swap, for the sole purpose of improving your search engine rankings, you're asking for trouble. Only swap links with related sites of good quality - there ought to be hundreds of them, if not thousands, no matter what your site is about. Relevant links deliver traffic on their own, in addition to what the search engines might bring in - keep that in mind, and don't waste your time trying to swap links with unrelated sites.
Create Multiple Layers Of Links
For some search engines, links to your home page are good enough. At least some of your links, though, should be targeted at your internal pages. For example, if your site sells tools for gardeners, get some links set up to your "how to" and FAQ pages too. This will help you get more of your site's content into the search engine, and increase referrals significantly.
If you take these initial steps today, and commit to a program of link building for ten minutes a day, your site's traffic will begin to rise dramatically within just 2-3 months, and it should only get better if you stick with the program.
I wish you success...
Dan Thies is the author of "Search Engine Optimization Fast Start," a concise, step-by-step guide to search engine positioning for the beginner to intermediate level webmaster - available now at http://www.cannedbooks.com
--------------------------------------------------------------------------------
Copyright © 2002 by Dan Thies. All rights reserved under U.S. and international law.