One Way Link Building Secures
Long Term Ranking Results
By Daria Goetsch - July 2004
One-way link building is a great way to
improve your link popularity and ranking in the search engines. One-way
links are more difficult to obtain than traditional reciprocal links,
but pay off in securing solid long-term search engine ranking results.
Why Are One-Way Links Helpful?
Link building in general is an important part of making sure your site
ranks well in the search engines. Google and many of the other search
engines include link popularity as part of the way they evaluate the web
pages they include in the search engine databases. Links are seen as a
positive "vote" towards the quality of the web page. Each individual
page acquires link popularity based on the pages that link to it. Google
and Yahoo both have toolbars showing the page rank of pages you visit,
so you can use these tools to get a good estimate of your pages' link
popularity. It is not necessary to get totally caught up in the minutia
of which types of links from which types of pages are the most important.
The bottom line is this: acquiring links pointing back to your website,
particularly links from sites covering the same or related topics as your
site, is helpful in the overall scheme of search engine ranking.
The big "plus" of one-way links is that you don't have to worry
about linking back to a "bad neighborhood". If your site has
links pointing back to sites that serve as "link farms" or "free-for-all"
sites, you may not gain, and could actually lose page rank. These sites
are rarely focused, and tend to have links to and from all different sorts
of sites. Since there is no particular topical emphasis here, it is clear
to Google and the other search engines that the sole purpose of these
sites is to artificially increase the number of links pointing to your
site. Since there is no value added for the search engine's users, they
in turn give no value to these links.
Another advantage to these focused, one-way links is that they will tend
to stay in place. A website that features a link to your site probably
does so because that site's owner thinks that their visitors will benefit
from the content your site has to offer. Rather than simply trying to
manipulate search results, they want to add to the experience of their
visitors; you benefit from having a long term link in place. Sites featuring
reciprocal links may simply drop your link when it no longer suits their
How Do I Obtain Natural Links?
Building good content helps interest your visitors and keeps them on
your website. By becoming an authority on your topic, you will attract
more visitors. When another website in essence "votes" for the
quality of your website by placing a link pointing back to it, you are
obtaining natural linking. The more you can build upon helpful articles,
FAQs and white papers, etc., the better reason for visitors to link back
to your website because of the quality content.
One-Way Linking Sources
There are a number of ways to get links from other sites back to yours.
The most important principle to keep in mind is that you will get the
most links when you offer something significant to link to. Think of what
you can provide that people will want to link to:
Natural links given from topic-related websites that like your website
Providing free content, such as access to articles, e-books, FAQ's
and white papers
Directory links, listed under the category related to your topic
Business directory links, listed under the category related to your
Blogs, submitted to a blog directory and archived online
Business associations, listed under the category related to your topic
Newsletter text ads promoting your business, archived online at topic-related
Original articles, submitted to and archived online at topic-related
Original press releases, submitted to and archived online at topic-related
Original newsletters, submitted to and archived online at topic-related
White papers, submitted to and archived online at topic-related websites
E-books, submitted to and archived online at topic-related websites
Free software tools provided with required link back to website
For each of these types of content, you will want to have an active link
pointing back to your site. Of course, when creating your own original
content, always archive your own work on your website to build your content
and increase your own link popularity by growing the number of pages on
The extra value of one-way links is the fact that you are also promoting
your website from the listing as well as the active link. Articles, newsletters,
white papers, directory and business association links may bring in traffic
from visitors who are interested in the description of your website listing.
How Do I Know The Links Are Valid?
To gain the most benefit from your links, the link back to your web
page should be one that can be followed by the search engine robots. Plain
old text links and image links usually can be followed by the search engine
be followed by the search engine robots. When you provide suggested linking
code, the simpler the better. Don't be afraid to suggest linking formats
to owners of sites that link to you. The types of links that serve your
purposes best will generally provide their visitors with the best experience
Check to see if the page where the link will be located can be found
in the search engine results. You can search via the entire website or
by individual page. Different search engines use different syntax in looking
for individual pages and links; refer to the advanced search function
for each search engine for details.
Google Search Example:
Shows indexing of all pages listed in website site:www.websitedomainname.com
Shows indexing of a specific web page in website info:www.websitedomainname.com/pagename.html
If the page is listed in the search engine results, this means the page
has been indexed by the search engine robots. This means the web page
is valid for indexing and that your link will be picked up as well.
Research And Quality Content Equal Success
One-way link building means hard work and long term determination to
achieve good link popularity. By improving the quality of your website,
you improve the chance to obtain good quality natural links. Spend a set
amount of time each week to seek out quality one-way links to achieve
your goal. By using this long-term game plan you will be able to safely
build links for optimum link popularity success.
About The Author:
Daria Goetsch is the founder and Search Engine Marketing Consultant for
Innovation, a Search Engine Promotion company serving small
businesses. Besides running her own company, Daria is an associate of
WebMama.com, an Internet web marketing strategies company. She has specialized
in search engine optimization since 1998, including three years as the
Search Engine Specialist for O'Reilly & Associates, a technical book
publishing company. You can read more of her articles at the Search
Innovation Articles page.