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Link popularity and search engines

Link popularity, or more appropriately link development, is a building block of successful search engine optimization (SEO). Without it, few websites receive qualified search engine traffic over time.

Link development is a form of validation. Search engines try to validate that what you say about your own content is true.

Many online marketing specialists believe that link popularity is simply obtaining as many links as possible. However, the quality of the link holds more "weight" than the quantity of links. You will get better results in the search engines if you have link popularity from sites that have considerable traffic.

To develop popularity for your website, you should submit your site to the most visited nice directories and industry portal sites. Thomas Register is an example of a niche directory for manufacturing companies. Also, to further develop link popularity, you should consider sites/directories that are very industry specific, such as for a health-related site.

Even more important, it can help your search engine ranking if your site is reviewed by a directory that is associated with a search engine. To be accepted into a major directory, we recommend that your site have content that can show credibility in your field. A tips page, links page, or a "how-to" page can showcase your credibility on your product or service.

Obtaining links from other websites is not enough to obtain long-term results on both the search engines and directories. People have to actually click on those links to your website and browse your website. AND they need to return to your website when they see the quality content, products, and/or services that you offer, i.e. the usability of your Web site. That is the definition of "popularity" according to the major search engines and directories. Other terms for it are "click" popularity or "click-through" popularity.

Therefore, both link popularity and click-through popularity are essential for obtaining optimal search engine placement.

Remember, a search engine position is not permanent since the search engine companies change their algorithms all of the time. Being listed in directories and other sites can significantly drive traffic and sales, particularly if your site is listed in specialized directories (health, financial, manufacturing, and travel, for example).

Link development serves multiple purposes. It can drive traffic and sales to your website, and it can also help your search engine rankings.


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If you have any questions about Omni Marketing Interactive's search engine optimization (SEO), website usability, information architecture (IA), or web design services, please call us at 847-426-4256.

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