Google is the first search engine that started giving importance to links on the web-page and efficiently used it as the measure to assess the worthiness, popularity of that particular web-page compared to other pages on the Internet.
If the patent applications filed by Google are carefully scrutinized then you would understand the depth and intensity of research done by Google on analyzing & interpreting the meaning & quality of the links.
Links & Content go hand in hand with each other. Popularity cannot be gained with just one of them.
Links should always the effect of Content and not the cause of content. This means that the purpose of links are to connect different content. Content must not be created just to propagate links.
To put it in simple words links on any given web-page have 2 essential attributes.
A) Weight
B) Direction
Direction of Links
Every content copy has a theme, there is a concept or an idea that it communicates to the user. The links on the content which lead to other documents which strengthens or compliments this content then these links have positive direction.
Similarly links to your copy on documents which have different theme are in negative direction.
This way links on documents that neither compliment or harm your copy will have directions appropriately.
Weight of Links
Every link has a weight. The weight of the link is given by its ability to catch user’s attention. There is difference in weights given to a link is present in the footer as compared to Top navigation.
The content which talks about a feature of a product links to certification of authority in the relevant section in the flow of content is given a higher value compared to certification link at the bottom of the page.
Links which are repeated more than twice in a single document will dilute its weight. Links placed on the top of the page which catches maximum eyeballs will have higher weight.
Therefore links have to placed only where necessary in the right place (proximity) with right anchor.
Out-Bound Links
Outgoing links also can affect your website greatly. Linking to sites which have higher theme strength and authority can help increase the theme of your web page content.
Always ensure that your out bound links have positive direction.
Anchor Text
Anchor Text can be keywords, but carefully ensure that you do not overdo the use of keywords. Always use stemming in keywords such as key word, keyword, keywords, all keywords, many keywords, key term, key terms, key term.
Description around anchor text is as important as the anchor text itself.
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