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So far SEO Tutorial has discussed on-page search engine optimization. (These are the issues that are under your direct control.) However, it’s important to review off-page optimization, as well. (You can influence these items, but ultimately they are under someone else’s control.)
Links from other web sites to your coaching web site tend to improve the search engine rankings. When the site ranking algorithms of major search engines computer the relative popularity of a web site, they consider how many INBOUND links connect to it. The exact formula varies from engine to engine, but it is safe to assume a larger number of incoming links generates a higher site rank.
Search engines use this technique because webmasters do not have complete control over incoming links to their web sites. It’s easy to tweak text on a page to include additional keywords, but more difficult to get a significant number of people to endorse your site. To some extent, the number of inbound links reflects the collective opinion of the Internet about the quality of your site. In essence, there is no way for a webmaster to stack the deck, when it comes to inbound links.
Reciprocal Versus Unidirectional Links. A reciprocal link is formed when two web sites link to one another. For example, Carol (a writer) links to Robert (an editor). Robert returns the favor and links back to Carol.
A unidirectional link points only in one direction. Carol links to Robert, but Robert does not link back. (Robert must have really hated her last book!)
For the purposes of search engine optimization, a unidirectional link to your coaching web site is better then a reciprocal link. Only the most useful and informative sites get a large number of unidirectional links. Search engines place more emphasis on unidirectional links.
Many people are willing to exchange links with sites that aren’t particularly informative to improve the ranking on their own sites. Unidirectional links carry more weight because the originating webmasters don’t get anything in return; they simply think that your site is helpful.
This doesn’t mean that you should immediately stop exchanging links. Reciprocal links are still useful and have the same benefits as unidirectional ones; they just carry somewhat less weight in search engine ranking algorithms. Start a Link Exchange section on your web site; this is a great way to gain more visibility in search engines, as well as generate additional web site traffic.
Less Is Sometimes More. When looking for web sites with which to exchange links, choose quality over quantity. There may be hundreds of sites that would like to exchange links with you, but you should insist on high quality web sites that you would use yourself and recommend to others. Your web site visitors will employ all available information to evaluate your web site; this includes links to other web sites.
Here are a few tips for conducting link exchanges:
- Select well-designed, professional web sites. This will reflect well on your site and your business. Conversely, linking to a site with spelling errors and bad design will reflect poorly on your company.
- Always ask for a text link back to your web site. Many web sites prefer exchanging banner (image) links, but this doesn’t help your search engine rankings. Insist on text links.
- The text link should contain a few keywords instead of simply the name of your site. The text used in the link (called “anchor text”) is a component of search engine ranking algorithms. Hint: keywords in the title or body text of your main page are a great starting point for the anchor text for your web site.
- Exchange links with web sites having complementary subjects. For example, if you sell gourmet cookbooks, a site offering professional cookware would make an excellent link exchange partner.
Part 1: Introduction To Seach Engine Optimization, SEO
Part 2: What Is Search Engine Optimization?
Part 3: How To Optimize A Web Page For Search Engines
Part 4: How To Do Keyword Research
Part 5: How To Use Keywords In Title Tag
Part 6: How To Use Keywords Meta Tag
Part 7: How To Use Description Meta Tag For SEO
Part 8: How To Use Keywords On Your Coaching Web Site
Part 9: How To Optimize Your Coaching Web Site For Search Engines
Part 10: More Search Engine Optimization Strategies