2.06 Link optimisation
The power of the internet lies in the way that web
sites and web pages link together. If your site is useful then other
web sites will want to provide a link to it. The search engines,
Google in particular, look at how many of the sites in their index
provide links to your web site. If a lot of other sites find you
important enough to provide you with a link then your ranking improves.
Google has an element in its algorithm known as page rank. Every
page it indexes is allocated a score depending on how many incoming
links point at it and how many outbound links it contains. Every
page rank is then recalculated to create new scores decided by the
number of incoming links and the relative page ranks of each page.
This alters everyones ranking so they reiterate the process
another time or two until scores settle down.
The basic count of links pointing at your site is known as Link
Popularity. Once your site is optimised, easy for the search
engines to index and packed with relevant content, then the most
powerful way to improve the ranking of your site is by working on
your link popularity. If you approach the task with the best interests
of your clients in mind then it will also bring you the right sort
Improving your link popularity
While this can be a time-consuming process it generally takes you
some interesting places online and helps you understand how your
site fits into place in the community of sites around yours. Your
first task is to find sites with related content that are willing
to trade links.
Finding link sites
Start by entering selected key words and phrases from your site
into a search engine.
Including elements of your address and the addresses of your clients
is likely to take you to sites serving your local community. These
are probably going to be destinations for your clients and quite
likely to be happy to exchange links.
Searching using the common species or breeds you treat will find
animal sites worldwide that are less likely to be suitable for a
link exchange. Searching on less common breeds are a better bet.
If you have particular interests or experience in, say, potbellied
pigs then a potbellied web site will probably exchange links to
help aficionados of the breed in your area. If you also provide
quality information about the breed that compliments their content,
then a link exchange is even more likely.
Once you have a collection of links you should decide whether providing
a link to each site will serve the interests of your visitors and
whether you would want a link to your practice to appear on their
pages. Don't dilute the quality of your site just for the sake of
a few links. You then need to contact the owners of each site and
request an exchange of links. Do this with a personal e-mail, praising
their site and pointing out the mutual advantages to their visitors
of a link exchange.
Our approach is that we will only request links from sites that
we are happy to link to even if they don't provide a link in return.
We put a link online before contacting the other site. We then send
them an e-mail that informs them of the link we have provided, offers
them an opportunity to edit the text accompanying their link, requests
a link in return and includes the suggested text and graphics they
might like to use.
Bit by bit
There is no need to do this all at once. Spending a few minutes
looking for sites each time that you go online is likely to be more
efficient in the long term.
© Vetlist Ltd 2004
We welcome your comments, criticism and questions.
here to e-mail us