There's been a lot written lately about link popularity and PageRank™
in particular. One thing that I feel many are forgetting is that PageRank
is just one search engine's way of calculating link popularity. Other
engines have their own ways. I think some people are missing out on
other opportunities by focusing so much on PR. Additionally, I have
read or heard that people will not link to a page with a low PR or a
PR lower than his or her site. Again, these people may be missing out
on other traffic building opportunities with this type of mentality.
Think on this... What is the purpose of linking to and receiving links
from other sites? Is it to get a high link popularity score that will
help your search engine rankings? Why has that become the single most
important reason for reciprocal linking? It wasn't that way a few years
ago. A few short years ago, reciprocal linking was done to bring in
more traffic and provide other options, products and services to your
visitors (why do you think affiliate marketing became so popular --
that's another topic, but it's food for thought). No one cared about
PR and link popularity back then. And personally, I don't worry a whole
lot about it now. It's only one part of several search engine's ranking
algorithms, that I cannot totally control because it relies on off-page
factors. What's on my site counts more to me, since I have control of
what goes there.
I don't look at just the link page to determine if I want to ask for
a reciprocal link. I look at the whole site. Does it gel with what I
am trying to achieve on my site? Does it offer complimentary products
or services? Does it offer similar or the same products and services?
In some cases, linking to sites with products and services like yours
can be of great value -- both in terms of the bottom line and inbound
traffic volume. Will I fill a hole in the other site's product or service
offerings? Am I a natural vertical product or service for their customers
and are they a natural vertical product or service for my visitors?
While links are essentially free, I look at it from a financial standpoint
as well... will a link from this site add value to my site, and if I
add a link to this site, will it add value to my site for my visitors?
While it's hard to evaluate, I also ask "can I expect to receive
some traffic from this site upon which I can gain sales or at least
prospects and/or contacts?" And, perhaps most importantly, will
a link affiliation with this site negatively affect my site's credibility,
goodwill or reputation?
If more of my questions are answered in the negative, then I must seriously
evaluate whether a possible boost in PR is worth more than the negative
aspects that may come into play with the link. If the answer is no,
and it most likely will be if most of the above questions are answered
in the negative, then I pass on the link and look for a better match
and opportunity for my site, regardless of PageRank.
Link popularity is not the only reason to seek out, analyze and link
to other sites. Building value for your visitors and building traffic
may be more important to your site and business than a link popularity
score that is but one factor in overall search engine ranking algorithms.
For more information about Look Sharp Designs' link analysis and management
services, please fill out and send our search
engine marketing request form.
***About Bill Gentry:
Bill Gentry has been a professional Web designer since 1999 and a Search
Engine Optimization and Online Marketing specialist with Look Sharp
Designs since February 2000.
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