The subject of “links” may seem strange to many small business owners. In fact until one understands the importance of links one will be scratching one’s head and wondering what the fuss is all about. It is actually about getting the search engines to recognize your own site as important, because many other well ranked sites are linked to it, and thus give it greater value as they determine its ranking.
All search engines use an algorithm to determine how they calculate the page rank of any website. The algorithm is nothing more than a set of finite questions, given in sequence: The answers to which the search engine factors in when it accesses a website to enable it to determine the value of that page. For example it will say
• Is the language and spelling consistent? To rank well a page must make sense and be grammatically correct.
• What is the percentage key word population? If there are too many repetitions of a key word then the rank will drop as it would appear to be keyword stuffing.
• How many pages link to that site? The more quality links the better, but poor links from link farms eg are not valued.
• Is their fresh content? Search engines love fresh content so a new article linking to that site as well as some form of update every week promotes the site well.
• And so on.
• And so forth.
There are a whole string of questions to which a factor is attached and the end result means that the web page gets ranked and when that particular key word is asked for it is displayed at that position on the search results page.
The algorithms employed by search engines are kept very close to their chests and they do not publicize them. Here are 2 ways of achieving a high ranking; By Adwords (for Google) or other pay per click options or using SEO.
The pay per click option, which is costly. One pays for a specific ad to be written with keywords and then pays for each click through from the search engine to your website. This option may involve huge costs for limited returns.
The Search Engine Optimization (SEO)option is the process whereby a website achieves a high ranking by scoring well on the algorithm, and is thus displayed by the search engine high in their listings for a particular keyword. One employs SEO services because they are experts at building website page rankings and when one subscribes they will continually tweak your page to keep your page ranking good.
Links have always been high on the list of items that boost page ranking of the web page being promoted. The more and the better the quality of the links the better the page ranking will be.
And the advantage of getting links is that once you have got them they are permanent. You will just about always have them unless the website with the link to your site is taken down. So if you are about to employ and SEO operator make sure that a Link building service is part of the deal.
Last but not least the SEO process is a fixed amount on which one can budget.