50 Ways to Make Google Love Your Website by Liam McGee

Author:Liam McGee [Steve Johnston and Liam McGee]
Language: eng
Format: epub
Publisher: Random House
Published: 2010-05-05T16:00:00+00:00

Reciprocate Intelligently

Google’s view of links from sites that point to each other will be determined by their individual qualities, namely the Reputation each source site (and source URL) has in Google’s eyes. Because no two links will ever be exactly equal in these terms they will contribute their Reputation value in both directions, but on different criteria, based on their differing levels of authority and Relevance. Google cannot know if these links are pre-arranged, and they frequently occur in a perfectly legitimate manner, so there is no recommendation to avoid them. As a consequence, you shouldn’t be afraid to link to a site that links to yours – in a misplaced fear that it might cancel out the good their link does – but you must do it for the right reason, namely because their site has quality content that will be useful to your visitors. If their site is not relevant to yours, or if their content is of dubious quality, don’t do it. Irrelevant links will flag to Google that you are a possible link-sharer, which may result in your site being penalised in some way.

There are reciprocal linking plans and link exchanges provided by third-party businesses who are attempting to manipulate Google’s perception of the sites included, but most of these will involve far too many irrelevant sites and therefore should be avoided. Google itself has a name for groups of linking sites like these; it refers to them as bad neighbourhoods. You really want to avoid acquiring links from anything that Google might consider to be a bad neighbourhood.

There may also be occasions when you want to link to a site from your site, but for one reason or another – perhaps it’s a negative story about a competitor – you don’t want the link to pass any of your Reputation over. In this situation you can add an attribute to the link code that says rel=“nofollow”, which tells Google not to allow the Reputation to flow between the two sites. Here is an example of how to place the attribute in the link code: <a href=″http://www.example.com/″ rel=″ofollow″>No.1 in Google Guaranteed</a>.

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