SEO Link Building: 9 Ways Search Engines Value Links

Everyone wants to know how to get higher web site page rankings in search engines such as Google, Yahoo! and Bing.

Golden Link in Chain Image

No one can guarantee you first placement on any search engine and if someone does try to promise you that highly sought after spot for your keywords, they are trying to sell you a bridge in Brooklyn. However, when traveling down the path of search engine optimization (SEO), there are ways that search engines value your links and knowing this can help you build the best strategy for that highly coveted #1 space.

  1. Internet vs. External Linking – although having good link structure is crucial, search engines weigh internal and external links to your web site pages differently. The algorithm is highly protected; it is evident that external one-way links from highly relevant websites and documents to your web site weigh higher than links from one page of your web site to another page on the same domain.
  2. The Importance of Anchor Text – pay attention to what keywords you are using in your anchor text for your hyperlinks and the order in which they are listed. Exact matches in search engines rank higher on the search engine results page (SERP).
  3. The Mighty SEO Page Rank – the more popular your web site or page, the higher it will rank. It is a popularity contest and those with the most relevant clicks get the higher page rank.
  4. Remember Trust Rank – this is based on the good and trustworthy sites that are linking to your web site or blog. Those with higher trust rank are those pages that are closely linked together and support each other in information relevance. For example, a dog web site linking to another dog web site will have a higher Trust Rank than a dog web site linking to a show retail outlet.
  5. It’s All About Page Location – where the link is located on the page denotes how important it is. Higher listed links get higher priority in indexing.
  6. Staying on Topic – the words that surround your links give that link authority in the topic of the web site. Although those specific words may not act as links, they add to the keyword density of the page and prove to the search engines that the link it relevant to the content and therefore is not spam.
  7. Your Geographic Location – based on your host IP address location, country-code, language of the content, domain registration and so on, search engines can assess any links in relation to the content on the page. A site that is targeted for a specific geographic location will display higher in page ranks. This is why the search engine results page (SERP) displays relevant maps, eateries, retail stores and more based on both the location of the website as well as the geographic location of the person searching. Earning links from your geographic location can help that page perform better in that region’s search results.
  8. Understand the Rule of No Follow – links are great but sometimes other websites will put a sort of caution sign on your link that only search engines can see. Links that contain a ‘rel=”nofollow”’ tag will have less weight to a search engine than a link without it. It plainly means that although there is a link, the web site owner cannot confirm nor deny the integrity of the web site to which it is linking.
  9. The Link Format – there are three link types: straight HTML text links, image links and JavaScript links. Each has a different weight to the search engines and most JavaScript links cannot even be indexed without a special tag added to the code of the page. When earning an external link, know which type of link it is and how it will add to your search engine ranking.

Is there anything else you would like to learn from Shannon? Have you had success in link building and finding those golden SEO links?

I’d love to hear your thoughts if you leave a comment below!


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