The Importance of Link Building: What Is Link Popularity?
Whenever there is talk of SEO, the term link building is thrown at you. It is considered to be an important part of search engine optimization. SEO professionals and webmasters use link building to enhance a website’s link popularity by improving natural search engine rankings.
Search engines like Google, Yahoo and MSN take into consideration the link popularity of a website as well as the quality of the links, when determining the website’s ranking for the keywords.
The link popularity and PageRank are determined by Google after taking into consideration several factors, such as the inbound links, the growth rate of such links and their quality.
All inbound links may not pass link popularity
Webmasters often outsource their link building and are happy to notice that a certain number of inbound links are making their way in. Here we are not talking of the demerits of outsourcing, but rather the importance to looking into who is linking to your web pages. There are several links that may not pass link popularity.
No Follow Pages: The no-follow link attribute was initially created by Google to tackle spam; although many of the major sites now are also no-follow. Taking a close look at all the inbound links will certainly reveal a majority of the inbound links to be no-follow.
There are a couple of ways to find out if a link contains a no-follow attribute:
Pages Not Indexed: Many web pages are not indexed by the search engines. There could be various reasons for this:
Links from web pages that fall into any one of the above categories will not be considered for link popularity.
Tracking Codes: Tracking codes are used by webmasters to find the number of impressions and clicks generated by their ads. These tracking mechanisms use redirects and redirects do not pass link popularity.
Only pages with natural-looking inbound links are rewarded
Over the years, search engines have covered many of the loopholes and developed highly accurate systems to ensure only websites that stick to the rules are given high rankings.
Here are some factors that lead to natural-looking inbound links:
Growth rate of inbound links Search engines are vary of websites that experience a surge of inbound links for a short time with a heavy reduction or no incoming links later. In the eyes of search engines, genuine websites are consistent in their link-building efforts, and if a website receives a huge amount of links initially, the pace is expected to remain on the same level. Growth rate of inbound links is very important and affects the page rank.
Inbound links pointing to different pages It is not enough to point inbound links to the main landing page of a website. For search engines, an authority website is one with inbound links pointing to all the pages of the website along with appropriate anchor text that looks natural.
Proper link building plays an important role in priority placement of a website on Google and other major search engines. Higher visibility on the search engines means increased traffic and increased popularity of a website, which in turn leads to the fulfillment of the goals of the webmaster concerned.