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Have you ever wondered why trusted links are better for SEO than untrusted link neighborhoods for securing a stable search engine position? Link neighborhood directly correlates to the company you keep online and each link distinctly carries its own equivocal weight in search engines.

SEO Tips for Building Links, Trust and Authority

If you have invested a significant amount of time, energy and authoritative content into your online property, then search engines reward your website with trust. Any link from a trusted site can elevate a new page from virtually any site (without a penalty) into a higher SERP (search engine result page) position through an algorithmic process similar to osmosis. This is why outbound links are coveted acquisitions from sites with authority to aid the SEO process.

Links are like the central nervous system of the web that pass along ranking factor and trust; every link leaving your website becomes a path of citation to another online property (which can either elevate or penalize your trust, page strength and or ranking factor). This is known as the link graph (just like a skeleton of the web) where the various links function like fibers that connect collective points of interest i.e. our websites.

We know that search engines are fussy readers and more particularly, they are programed to parse and grade the occurrences of superfluous words and synonyms replete with context. This keyword co-occurrence (related words used in tandem) create a type of profile that much like a hash mark, determines the context of your website and where it fits into the online conversation by comparing your site to others who also use those common phrases.

The difference between a website that has reach, depth and authority and one that does not is (a) one receives a favorable reaction from search engines and (b) the other is essentially ignored. These paths / links act as an irrigation system that provide sustenance, buoyancy and emphasize just how important that body of information is (based on relevance score).

Based on the degree of authority emanating from a domain, the individual pages within that domain and the on page and off page factors (including links) that contribute to each page determines what keywords and key phrases that page can appear for. With this in mind, you can develop your very own cluster of powerhouse internal links that provide more link flow than low quality / untrusted / off-topic links from other sites to rank your own pages?

SEO involves aggregating enough significant on page and off page factors to offset the competition and the tipping point required to achieve a distinguished position (for select keywords and key phrases). SEO is also impacted tremendously from the link quality and trust “passed along” from the various networks of link clusters and various citations from around the web.

This is why it is important to seek quality links from related sources or supplement that quality from other sites with authority in their own market or niche. Aside from the obvious, your own website can cultivate on page trust that contains equally as much latent ranking potential in search engines.

Depending on the scope and reach of a website and the power of its anchor point (keyword-rich backlinks) a website becomes more or less dependent on a particular threshold to “break loose” and start moving up the ranks in search engines. After time, it becomes more clear which synonyms and clusters are working in unison and which keywords are appearing in the SERPs (search engine result pages) with less and less effort.

In the beginning, it is important to augment a newer site with trusted links, but also, to diversify the source and range of those links to provide the degree of trust required to get more link equity into the deeper pages in the site.

Eventually, your website becomes less and less dependent on off page ranking factor as it begins to percolate and dynamically rank itself from the sheer volume of content contained in the pages. Just as off page SEO factors have a tipping point (100 PR4 links with a tightly grouped range of keywords creates a ranking) so does on page SEO factors (such as a website with 600 or more pages budding with authority).

Each page with PageRank can be consolidated to pass along vital ranking factor to more relevant “target-specific” phrase match landing page combination’s vs. having hundreds of orphaned pages incapable of being indexed or ranking on their own merit. Links are the fabric of the web and they are crucial for establishing a pecking order (both within a site and leveraging that authority) to pass it on to other sites worthy of sharing.

Both types of links on page / internal links and off page / external inbound links play an important role in the development of just how potent a page and the words contained by that document become. Eventually however, the real benefit is when the site gains momentum and starts to produce an excess of pent up ranking factor, which in turn spills over as the PageRank within a site migrates and expresses itself through vacillations in search results.

The objective is to (a) preserve and funnel ranking factor to vital landing pages while (b) creating a fresh supply of content which can be used to increase crawl frequency from search engines, improve internal link circulation by using keyword-rich anchors or (c) create an excess pool of link flow to use at will to achieve specific ranking objectives.

Now for the SEO tips:

  • Diversify Link Sources (after  a set # of links from one site, link flow decreases) exponentially
  • Individual Links from Pages w/ Less Outbound Links Count More
  • Unique Content Carries more Trust vs. Duplicate Content with Similar Anchor Text (Blogroll, Footer Links, etc.)
  • Alt Attributes are Extremely Effective for Link Building
  • Try to Avoid Bad Neighborhoods where Quality is not a Consideration (Citation Sources Matter)
  • Better to Get a Link from an Authority Site with Low PR vs. an Untrusted Site with High PR and Excessive Outbound Non-themed Links
  • Authority and Trust are More Important than PR (PageRank)
  • Don’t Overlook the Power of Your Own Pages after they Age and Gain Trust
  • At Every Opportunity, Go Back, Harvest and Edit Dated Content or 301 Redirect them to Leverage New Pages with Links from Aged Pages

Also, were you aware that you can develop your own powerhouse internal links to provide more link flow than low quality / untrusted / off-topic links from other sites to rank your own pages? 

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In 2006, Jeffrey Smith founded SEO Design Solutions (An SEO Provider who now develops SEO Software for WordPress).

Jeffrey has actively been involved in internet marketing since 1995 and brings a wealth of collective experiences and marketing strategies to increase rankings, revenue and reach.

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