Link Building in Enhancing SEO of Your Website 

Search Engine Optimisation (SEO) can become unnecessarily complicated if allowed. There are so many 'experts' who make a cottage industry of telling you how and what to do that it can seem quite daunting.

In essence, as mentioned in the SEO article, on-site SEO is a task that is essential for your web pages to appear well placed in the Google rankings. Whereas SEO is a fairly straight forward task to the well-informed, it is a laborious task and is very time consuming.

At it’s most basic, on-site SEO is making sure that your keywords are found (in the right numbers) in the right places. Specifically, the search engines want to see your keywords in:

- Page titles
- Page body
- Bold text
- Top of page
- Bottom of page
- Alt text
- Text links

However, one of the critical types of off-page SEO is LINK building.

Link building, the second half of SEO, is at least as important as on-site SEO, but is often neglected. When search engines visit your website, they also take a look at all of the websites that link to you. Every site that has a link to you effectively gives your website a vote and the more votes, the more important Google thinks you are. There more links, the higher you appear in the search criteria.

However, poor quality links will not make a great deal of difference to your site. What you actually need are quality links that have a high page rank. These sites linking to you can have the effect of transferring their page rank score to your site, greatly enhancing it's status. There are certain factors that can determine the equality of a link:

Anchor text
High quality links generally have your keyword(s) in the anchor text which is the 'click able' text part of the link.

Site quality
A quality link is one from a unique, content based website related to your site. It may have a good page rank or be a site that Google respects ie. a site with a .edu or .gov extension. It is widely said that a link from the BBC's website is worth a thousand links from 'spam' sites with page ranks of '0' or '1'. Low page ranks however, should not be discounted.

Anchor text variation
When building links, anchor text needs to varied. Failure to mix up the text can result in you being identified as a spammer.

Slowly but surely
Link building should be embedded slowly and steadily. If you were to build a large amount of links at once, you face the risk of being identified as spam by the search engines and having your site placed in a 'sandbox'.