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Search Engine Optimization Bible, Second Edition by Jerri L. Ledford

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Chapter 15. Understanding the Role of Links and Linking

IN THIS CHAPTER

  • How links affect SEO

  • How links and linking work

  • The basics of link building

  • Using internal links

  • Link trading strategies

  • Using RSS feeds

  • Free links vs. buying links

  • Avoiding deceitful linking practices

  • Judging the effectiveness of your links

During the early days of the Internet, before it began to interest the general public, there were two ways to get around in it. You either had to have the URL of the page that you wanted to reach or someone had to send you a link to it. There were no search engines to help you find what you wanted.

Even though we have powerful search engines today to help us find information on the Web, linking from one page to another is still a powerful tool for helping users find your site. Links can also group together sites that are relevant, giving visitors additional options for the information they seek. Links, when used well on your site, also give you more leverage with search engines than a site without links might have.

How you populate your web site with links will determine how useful they are in improving your search engine rankings. This method is called a link strategy. There is a fine art to creating a linking strategy, however. It's not enough just to sprinkle a few links here and there within the pages of your site. There are different types of links that register differently with search engines, and it's even possible for your site to be completely delisted from search results if ...

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