Link Popularity Explained

Link popularity can be simply defined as the total number of qualified web sites or web pages linking to your web site. Improving the Link Popularity of your web pages is key to achieving a front page position on the search engines.
Why is Link Popularity important?

Link Popularity is an important factor in every search engine optimisation campaign, it is the most efficient way to increase Traffic to your web site and to boost your search engine rankings. Increasing your link popularity is both time consuming and laborious but it does bring its rewards. The benefits of increasing the number of relevant web sites linking to yours are three-fold

1. Direct Traffic
2. Improved Search Engine Rankings
3. Keyword Reinforcement

Direct Traffic

Increased Link Popularity brings with it a constant stream of highly targeted visitors. Other than time and labour, this increase is achieved without having to spend an advertising penny and has no recurring cost. The web traffic that is generated through links from other web sites is both constant and regular. It is fair to say that visitors may also view your site in a better light if they have arrived at your web site via a recommendation link on another site.
Improved Search Engine Rankings
an increasing chart

By increasing the link popularity of your web site, you can substantially improve your search engine positioning. Search engines tailor their algorithms to promote web sites which have high link popularity. The engines judge a site to be more relevant if thought to be pertinent by other webmasters, working on the basis that it wouldn't make sense for a site owner refer his visitors to a site that has no Relevance to their needs.

Link popularity is an acceptable, ethical search engine optimisation technique. Search engines constantly update their ranking algorithms to catch rogue search engine optimisation companies, who use underhand techniques to try and trick the search engine Spiders into believing that a web site is something that it isn't..

Link popularity is difficult to abuse, as it's difficult for optimisation companies to have control over thousands of web pages with high page rank and relevant content. If they do try to dupe the engines in this way, it is fairly easy for the search engines to spot the underhand tactics and take the relevant action. This means that link popularity is a safe bet for the future, as search engines are likely to reward link popularity for some time to come.
Keyword Reinforcement

One of the most overlooked benefits associated with linking is keyword reinforcement. Using keyword rich Anchor Text in a link to reinforce the targeted keyphrase of the page the link points to, can produce amazing results.

For example, if your company was a UK supplier of widgets and your Index page was focusing on the term UK widget supplies then a link to your site that contained the terms UK widget supplies in the anchor text would add extra relevancy to the page for that term.

One of the best and most famous examples of this can be seen by searching for miserable failure
on google.com. The no1 result for this search is a page from www.whitehouse.gov about George W Bush. Do the search and have a look at the first page returned. As you can see the term miserable failure cannot be found anywhere on the page or in the code. So how does the page rank No1 in the results?

The answer is the term miserable failure is used repeatedly in the anchor text of the links that point to the site!

This can be seen by doing an allinanchor search in Google. The purpose of an allinanchor search is to find pages that have specific Keywords somewhere in the anchor text of the links to them. Search Google for allinanchor:miserable failure

The results show that the page with the most links pointing to it containing the words miserable failure is the same page from the Whitehouse site.

Whether you look upon this as humorous or malicious does not matter, the fact is Google and other search engines treat the terms used within the anchor text with a high level if importance and the page that the link is pointing to will pick up relevancy for the terms used.

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