The quest for better rankings in the SERPs of the main search engines invariably leads to a constant hunt for sites that will link back to your own. Now, whether you seek out these links yourself or hire an SEO company will depend primarily on your budget, or how much extra time you have to devote.
However, having gotten the links, most site owners tend to forget all about them. Big mistake. It is well worth the effort, and the time, to set aside one day every two months or so to check the sites to see if they are still linking to you. This is especially true if you’ve exchanged reciprocal links, keeping in mind that search engines don’t like broken links. And that you’re passing “link juice” to the sites you link to, so you don’t want to be wasting any.
One of the most popular ways of getting links to your site is through submissions to directories. As anyone who has spent any time making these submissions will tell you, there are literally thousands upon thousands of directories out there. Some are little more than link farms, and these are best ignored, but the fact that there are so many make them an obvious choice for new sites, especially directories that accept free submissions. The length of time it can take to get listed varies, but can be expedited by linking back to these directories, and these links should be checked regularly for a variety of reasons. You may need to remove your links to some of them, for a number of reasons:
The home page of the directory now has a Google PR of 0
The directory is now a parked domain
The directory has vanished
The link to your site from the directory now goes somewhere else. I recently checked a directory, add32.com, and the link to Avatar led to some Persian site in Farsi!
If you have submitted but can’t find your link in the directory, check out the number of links the directory has, and the number of pending links. Usually a directory displays these numbers alongside one another. If the comparison seems ludicrous, give up on the directory. I found one directory which had a total of 324 sites listed within, and 61,596 sites pending. Obviously this directory isn’t being maintained, was probably set up by someone who thought they could make easy money with Adsense programs and discovered that there’s quite a bit of work involved maintaining a directory, and simply gave up.
This debate will probably never end, at least until the semantic web takes hold, with both camps fairly certain that they, and only they, are right. The truth lies somewhere in between: links are always going to be important because links are still the only connector on the web, and quality content is always going to be important because that is what the searcher is looking for. The following is a clip from Matt Cutts on the Google Webmaster Channel where he answers the question “Is it better to have exceptional links and mediocre content, or exceptional content and mediocre links?”.
Personally, I still hold with favouring content over links, or as Jill Whalen might say “Content is King”, but am not such a fool as to forget about searching for good links. One thing is certain, if you provide good content you are more likely to find other sites willing to link back to it.
There was a very informative article posted over at Search Engine Watch on Tuesday, giving some ideas on how to use search engine queries to get better links to your site. Some of the ideas might appear obvious, like searching for trusted sites, others not so obvious. How, you might ask, can we tell if Google considers a site to be trusted? One easy way is to check if the site has been given sitelinks by Google, which is easily done. For example, type “Yahoo Directory” into the Google search box - it returns with a link to Yahoo, and also underneath you’ll see two columns of 4 links in blue. These are sitelinks, and are generated dynamically by Google to sites according to some little known algorithm.
Other methods involve carefully selecting the most important keywords from your site, and placing them in search strings before a wide range of phrases suggestive of a site that will link out. Mark Jackson has done a sterling job gathering together these phrases, and presenting them in a very logical flow, so I won’t list them all here as I’ll link to the piece at the end of this post. Some examples of these phrases are:
keyword “add url”
keyword “add site”
keyword “add website”
keyword “add your site”
These strings should return sites which are relevant to your keyword and which have a page where you can add your site. Of course, not every site uses the word “add”, so other alternatives such as
keyword “submit url”
keyword “submit site”
keyword “submit website”
keyword “submit your site”
or you could try “suggest” instead of submit. You get the drift. The full piece can be read here: Using Search for Link Building.
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