Keywords and AdWords aren’t the only way that search engines score relevancy; links to other similar sites are another important factor. Keywords have been so abused by some webmasters that links are winning much more relevancy points. Google is said to love them.

It might sound strange to suggest that your users should check out your competitors, but they probably know about them anyway. If your competitors have a higher ranking than you, linking to them can make the higher relevancy score—and the increase in traffic—worth your while.

Alternatively, you can link to your own site by creating a sub-directory. This is like building another Web page, but the URL will include your keyword. So if you were selling stuffed toys, the new URL would be www.yourdomain.com/stuffed_toys/stuffed_toys.html. You could then write a short paragraph on the home page, describing the new page and including a link. Big relevancy points!

Reciprocal Links PPC Marketing Business Search

Reciprocal linking means forming partnerships with other sites who place a link from their Web pages to yours. You give them a similar link in return.

When you look for people to swap links with, make sure that you don’t reduce the quality or content of your own site. You don’t want users to click straight through without reading your content; you want them to buy first. One way to stop them from running away too quickly is to create a “Webmasters Resource Page” and link to that page from your homepage. This doesn’t take away from the content on your homepage and the links are just one click away rather than being buried deep within the site, giving value to your partners.

In any case, you want to be sure that your site is more than just a page full of links. If your site contains more links than content, it will not be attractive to webmasters, search engines or users.
Picking your partner

Your link partners should be sites your target market will visit. Think about your product and its subject area and brainstorm to determine where people interested in your product might be looking online. For example, if you’re trying to shift your book about blackjack strategy, it makes sense that the people visiting online casinos would make great customers. Online casinos then could be good partners. Identify top-ranked, high quality casino sites and find the email address of their webmasters.

You can also identify your competitors and see where they trade links.
Apart from these, there are certain aspects that should be avoided. These are:

Dead Links – As search engines index your entire site by crawling through hypertext links, you must make sure you check for dead links before submitting.

Graphics and Image Maps – Search engines cannot read images, be sure to include Alternative Text tags.

Frames – Many Search engines aren’t frames compatible. Meta tags and the tags are important in this instance.

Spamming – Avoid resubmitting your pages repeatedly to search engines if your site does not get listed in the first few weeks. Allow at least 6 weeks before resubmission. Continual resubmission (such as those caused by automatic submission software) can cause your site to be penalized.

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