Developing a good quality link popularity campaign

Link development has long been a cornerstone of a successful search engine optimisation strategy, yet few search engine marketers do the process correctly. To explain why link development is so important we need to take a look at how the major search engines write their alogorithms.

Each website on the internet has a network of influence which is created by the number of links into, and out of, the site. Google for example interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyses the page that casts the vote. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important." Important, high-quality sites receive a higher ranking, Google uses this ranking system each time it returns a search result.

One might think if a site receives more votes than another site, then the site with more votes has higher link popularity. Unethical search engine marketing companies have promoted this myth for years, just so they can close a sale. It's much better for a site to have a small number of
high-quality links than to have a large number of low-quality links.

In Conclusion

Link development is a fundamental part of your search engine marketing campaign. It's very difficult for a site to get long-term search engine traffic without it. The focus should always be on high-quality links, not a large quantity of low-quality links. With successful link development, Web sites can receive long-term, cumulative search engine traffic.