Natural links have a positive effect on rankings. Web search engines have become smarter and more effective at detecting artificial links to websites. Links to a web site are used in determining the relative rankings of that site. Search engines see links to your web site as an indicator of the quality of content your site delivers to visitors. The rapidly growing field of Search Engine Optimization (SEO) strives to improve the position of a particular site in the search engines’ rankings. Rankings determine where your site appears in the search results. It is very rare that any site that does not appear in the first two pages of search results gets any visitors. Modern search engines are programmed to respond favorably to natural links.
At one time the web was cluttered with purpose-built sites consisting almost entirely of links to other sites. Early search engines could be manipulated by these artificial links and assign favorable rankings to linked-to sites. This false rating could cause a site to be displayed near the top of search results – artificially increasing hit counts. Today’s search engines are not susceptible to this practice. Natural links are the links that occur naturally as your website is visited and visitors create links to your site on their site.
The only natural way to build up a large number of links to your site is to provide popular and compelling content. People want to share the good things they find. When something on your site is good enough to be shared, web site owners and administrators will provide links to your content on their sites. These are natural links.
The percentage of really good content in the vast sea of drivel on the web today is quite low. Users have become better educated and web savvy. They quickly recognize fluff and sparkle. They are equally quick to respond to worthwhile content by linking it for their friends.
Link exchanges have been a hit-generation strategy for many years. They have proven highly effective, particularly in the internet porn industry. Here is how they work: You visit a site and they have a link to a form where you enter the URL of your site. That site then displays the link to your site and supplies you with the URL of their site where visitors from your site are credited to you. The practice is transparent to modern search engines and has no positive influence on your ranking.
A few years ago link exchanges were the most common way to bring new visitors to websites. In those early years primitive search engines relied on hit counters to establish popularity and the natural link had not been conceived. To increase traffic on your site you found other sites with somewhat relevant contact and posted a link to your site on that site in exchange for a link on your site. Even primitive search engines began to realize they were being manipulated. The response was smarter search engines that were programmed to detect and ignore link exchanges.
One-way linking (also called triangle linking) is a newer scheme for creating “natural looking” links. Call your site A; on site A you place a link to site B; site B links to site C… N; site n has a link to A. There is no detectable link exchange to alert search engines. With several intermediate sites in the chain the scheme is almost undetectable. If some of the intermediate sites have valid natural links from outside the chain the search engines cannot detect the non-natural links.
The best way to rise to the top of search results is to provide content that everyone wants to share with others. The most successful sites on the web have content that generates millions of natural links. With lame, uninteresting content on your site all your “natural links” will be artificial.
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