Technology – Increase corporate visibility through link building

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From a technical point of view, links are cross-references within a hypertext. On the Internet, links are one of the most unique features. Thanks to the links, you can not only move from one website to another, but you can also navigate through the various subpages using just one website.

A distinction is made between internal links, i.e. references to pages within one website, and external links, i.e. links that point from one site to another. Relevancy plays a major role in search engine optimization (SEO). This is why backlink building is one of the essential SEO measures for many businesses today. There are many ways to improve a cookie. So links can be won or exchanged organically, but also Buying backlinks is one possibility Create high quality links quickly.

The purpose of link building

Link building is primarily aimed at improving the search engine rankings of websites. The relevance of web pages is determined by search engines in part based on the links pointing to each page. In order to do the best you can on Google and thus end up in the list of results for search engines, your website should be linked as closely as possible. If many high-quality links point to the pages, this increases visibility in search engines. To do this, backlinks on other websites must be modified. In principle, backlinks can be understood as recommendations, because they act as references to your website.

For example, such a recommendation can be made through the author’s guest post on another website. Then your website is named here and provided with a link. This type of marketing measure is part of off-page optimization. Basically, incoming links are placed outside of your website. The operator of the website to which the link is pointing sees an incoming signal in the backlink. This is why a backlink is also called an inbound link.

Search engine rankings and ways to measure them

The purpose of links is to increase the visibility of the page the link leads to. This makes it easy to find them in search engines. But the categories of search engines are constantly changing in order to adapt to new conditions. Links are now qualitatively relevant and it’s not just the sheer number that matters anymore.

page rank

This value was the basis for search engine rankings. The higher the ranking of pages in a website, the more important the page is in the perception of search engines. Accordingly, it is better placed in search results. So Google has measured the value of PageRank as a rating indicator. This was used to determine how many readers were interested in the site.

This is how PageRank works

The relevance of the website is higher, the more links point to the website. The more benefits the linked website has, the more important the linked website will be. However, this is a purely quantitative measurement, which in turn is not entirely a problem. Here, precisely, neither the qualitative content nor the real interest of the readers are decisive.

The only basis here is the number of incoming links. Another problem is that PageRank can be manipulated in different ways. The effect is when building links, the so-called search engine spam or spam links. What this means is dubious means that systematically exploit the known algorithms of search engines to better rank their website.

Algorithms and Analysis Methods

With the revision of search engine algorithms, new measurements of website relevance have prevailed. The main focus here is on the qualitative aspects. The two most popular new indexing methods are TrustRank and the Hilltop algorithm.

TrustRank

Many trustworthy websites are selected either by a search engine or manually by search engine administrators. TrustRank is then automatically calculated by analyzing the link structures of source websites. It is assumed here that the sites linked here are also trustworthy. With this algorithm, however, the given trustworthiness drops more and more, and the more links there are between the page and the hand-picked page.

hilltop algorithm

The Websites are evaluated using backlinks in the Hilltop algorithm, which they receive from experts on a particular topic or keyword. Expert results are evaluated against a certain number of outbound links. An authority page is distinguished by the fact that different pages link to it.

Precise algorithms used Unknown search engine. But one thing is for sure, and that is that search engines react to the disproportionately fast increase in backlinks by penalizing websites for ranking. This is especially true if the linked website itself or the sites linked to it have a bad reputation with search engines.

Today’s build link

The goal of link building is and still is to increase the visibility of individual websites in search engines. In the meantime, other measures have been put in place for this. Efforts to get backlinks are called linkbait. This action is part of link marketing. The goal here is also to increase the popularity of links to corresponding sites. This popularity comes from the quantity and quality of incoming links. Each individual correlation is quantitatively evaluated.

On the other hand, quality depends on certain values ​​measured for the linking site. In order to evaluate individual links and also the entire website, so-called web crawlers are used by search engines. They check and rate sites based on certain characteristics. Correlation strength is expressed as association juice or association strength. To some extent, the strength of links can be delegated to linked sites. Each individual link receives less link strength, and the more websites linked.

You can use link juice from other websites for your own site. Therefore, the pages that are supposed to increase with backlinks should be in the search engine ranking. At best, the incoming link comes from a homepage that has been rated high by search engines for pure quality.

But there are also other actions related to link building, which are not only promising in relation to Google and other search engines. This concerns, for example, the increase in the number of visitors to a website. Quite a few visitors come to the linked website for the first time via a backlink. If the content is compelling afterwards, it can be assumed that the visitor will remember the page and possibly visit it again. If the linking site achieves a certain level of awareness, the chances of new visitors increase.

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