There is currently a despicable trend in SEO, mostly practiced by companies operating out of India (in my own personal experience). Usually, when a site is seeking links someone in the company will contact other webmasters and offer a link exchange, but with the rise of external agencies being hired to gather links, new, and dodgy, techniques seem the norm.
The one that is annoying the hell out of me at the moment is the arrival in my email of what appear to be genuine requests for a link exchange. As I handle the SEO, and linking, for quite a few sites, I see the exact same emails in many accounts despite the fact that these sites have little or nothing in common.
The technique is as follows. The email requests a link to a site that looks good, and informs you that they have already provided a link back, supplying the URL of the page where the link to your site is located. Usually there is quite a bit of text between the URLs, and at first glance it appears that your link is located one click away from the home page of the requesting site. However, if you look closely you’ll find that the site you’re being asked to link to has a different URL. For example, the email text might look something like this:
“We are marketing ( http://www.ZYXsystems.com ) and we feel that reciprocating it with your site should help increase traffic and also search engine rankings to a certain extent.
We have placed a link to your website over here:-
http://www.ZYXsolution.net/web-development.html ”
You’ll then visit the page where your link is located, and it will look decent enough - there probably won’t be more than 10 links on that page, and the link text used will be something taken from your meta-description. The page will have PR0, but sometimes that’s not the point, the site might be new and may increase its Page Rank at the next update. The problem is that if you remove the extension so you’re looking at the main URL, and view http://www.jewelsolution.net what you’ll find is a standard link farm.
I estimate that I’ve been getting 4 or 5 of these requests per site per day. Obviously, because I’ve quite a few years experience in SEO, I always check out every aspect of a proposed link exchange, in particular I look for a link from the home page to the page where the link to my site has been placed - even for the good sites. My worry is that with more and more small sites taking care of their own linking programmes, more and more site owners are going to fall for this scam - and a scam is exactly what it is - and give a link to a good site, passing on PR juice in the process, while getting nothing in return, apart from a link from what can only be described as a bad territory. Link farms are frowned upon by the search engines, to say the least, and there is no good can come of this.
I’d love to hear from any other marketers or SEO folk out there who have encountered this new technique, and hear their views.
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.
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