A website can have the best information, content and SEO copywriting, but without link optimisation, even the best website can fail. Link optimisation extends beyond a webpage or website. Link optimisation begins on the page targeting the phrase and extends to other internal pages for optimised navigation structure. External links are also optimised through using relevant keyword phrases upon authoritive external webpage's, complementing all aspects of the linking structures.
There is no big secret to link optimisation, as you will find out below. The secret, if anything, is in the experience of the person placing the links, sourcing the websites and building a link structure, both singular and reciprocal. No person can damage your site from a link pointing at you, however; you can damage your own site by who you point links towards. Linking to a site is like voting for that site. You are in essence endorsing the site with your seal of approval. If the site is unethical, then the engines may deem your site to be unethical also. Experience is everything.
People will mention quality vs. quantity with links. It is absolutely true with the major engines; however, Yahoo and MSN are not as pedantic as Google when it comes to link analysis. So, what 20 recognisable links in Google can do for your ranking in Google, does not necessarily mean it will apply for your ranking in Yahoo and MSN. We counter all possibilities by ensuring you have substantial links to cover you for all three major engines.
What we are going to do with your links, in a little more detail, is this:
# Create an optimised internal navigation structure
# Create an optimised sitemap
# Use optimised link titles
# Use optimised text within linked images
# Use optimised text in external links (links pointing to other
sites)
# Use optimised text on external pages pointing to relevant
internal pages
# Help you write articles and publish them. Articles are a give me
for quality links (additional)
# Create News pages with RSS feeds. Another give me for quality
links (additional)
# and anything else that crops up.....
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I am here to tell you now, don't worry about how big your PageRank is or will ever be. PageRank is nothing more than a measure of the quality of your links, not quantity. PageRank DOES NOT directly affect your rankings. You can have a PR0 and rank higher than a PR5 website for the same term. The PR5 site may have one or two links that gave it that PageRank value, but your website may have better quality of content, page structure and internal structure than the PR5 site, thus you rank higher than them. Now listen to Google for their insight to PageRank:
# Google's order of results is automatically determined by more
than 100 factors, including our PageRank algorithm. Due to the
nature of our business and our interest in protecting [Pullout: The secret, if
anything, is in the experience of the person placing the
link]the integrity of our search results, this is the
only information we make available to the public about our ranking
system.
# Google uses PageRank to examine the entire link structure of the web and determine which pages are most important. It then conducts hypertext-matching analysis to determine which pages are relevant to the specific search being conducted. By combining overall importance and query-specific relevance, Google is able to put the most relevant and reliable results first.
# PageRank Technology: PageRank performs an objective measurement of the importance of web pages by solving an equation of more than 500 million variables and 2 billion terms. Instead of counting direct links, PageRank interprets a link from Page A to Page B as a vote for Page B by Page A. PageRank then assesses a page's importance by the number of votes it receives.
# PageRank also considers the importance of each page that casts a vote, as votes from some pages are considered to have greater value, thus giving the linked page greater value. Important pages receive a higher PageRank and appear at the top of the search results. Google's technology uses the collective intelligence of the web to determine a page's importance. There is no human involvement or manipulation of results, which is why users have come to trust Google as a source of objective information untainted by paid placement.
# Hypertext-Matching Analysis: Google's search engine also analyses page content. However, instead of simply scanning for page-based text (which can be manipulated by site publishers through meta-tags), Google's technology analyses the full content of a page and factors in fonts, subdivisions and the precise location of each word. Google also analyses the content of neighbouring web pages to ensure the results returned are the most relevant to a user's query.
Source: Google Technology Overview
The biggest fact that everyone forgets; PageRank is only relevant to Google, not Yahoo and MSN. Last time I looked, Yahoo and MSN deliver a substantial amount of traffic to websites. A correctly marketed optimised link campaign will give the correct results across a broad spectrum of search engines. That's the goal.
