Links are used to create candidate web pages that are then subjected to further algorithmic processes that judge whether those candidate pages are the most useful.
Links are important for all web publishers because they remain one of the ways a site becomes “worthy” of ranking consideration. Search engines are aware that new sites don’t typically have too many links and will continue to send traffic to those sites.
But until those sites become popular with users and acquire links, they won't be able to rank for a broader range of keyword phrases that attract more traffic.
Therefore, it is important to create web pages that site visitors find useful and enjoy enough to recommend to a friend.
A site that is able to cultivate word-of-mouth enthusiasm will be able to cultivate spontaneous links from other websites. This is the gold standard of linking. It is a method of promoting a website that I call Cultivating Links.
Link farming is a process that focuses on creating useful pages that solve problems for site visitors. For example, a typical problem might be purchasing winter shoes.
A site that makes the process of buying those winter shoes so exciting for consumers is going to generate word-of-mouth enthusiasm, which in turn tends to generate spontaneous links.
A quality user experience that cultivates links could be based on brand equity (people love your brand), low prices, fast shipping, easy checkout, etc.
Of course, a little promotion to get the word out about a site is important. Just like in the real democratic donor email list world, building a business starts when the doors first open.
Random traffic has never sustained a business. Creating a plan for cultivating links and knowing your site is a key part of creating a successful web presence.
Summary of the Fundamentals of Linking
Links tell search engines that your site is important.
Links can be a sign of relevance to keyword phrases.
Not all links are useful for ranking purposes.
The best links are links that are freely offered by relevant sites.
A link building plan can be helpful in building a successful site.
What is Link Spam?
Definition of Web Spam
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