Linking campaigns:
How links can help your web site rank better in search engines

Links play an important role in how well your web site is ranking in Internet search engines. In many cases, a web site won't stand a chance of ranking well in search engines, especially in Google, if no links are pointing to it. That's why linking campaigns have become vital components of off-page search engine optimization and Internet marketing.

Google will treat every page linking to your site as a 'vote'. The more votes a page receives, the more important it's considered to be and the better it will rank. However, not all links are equal. Some links carry a lot of weight, while others are practically useless. Factors such as PageRank, number of links on the page, content, type of link and keywords used and more all play a role in how well your site will rank. You can also hurt your web site's ranking in search engines if you are not careful about your linking campaign.

Ideally, as a web site owner, you want natural links from other sites pointing to your website. 'Natural' meaning someone has visited your site, liked its content and decided to link to it (without being asked) so that other people can benefit from the content on your site as well. For example, investment web sites often link to the websites for stock exchanges. The stock exchanges don't ask for these links, but investment webmasters do it anyway because by offering these links, they are offering additional resources to their visitors.

The problem with natural links is that typically only large web sites with lots of useful content get a chance to really benefit from them. For instance, if you are running a large news web site with lots of interesting stories that get updated throughout the day, you are much more likely to have lots of incoming links than if you have a small, 10 page site, promoting a local spa. It all comes down to how popular a web site is. If your web site is popular, then people will link to it. If not, then they won't. And chances are the 10 page spa site isn't popular enough to encourage many incoming links because it doesn't receive enough Internet traffic and doesn't have enough unique content.

So what can a small web site do? One thing you can do is add more unque and helpful content to your site in the hopes of encouraging more natural links. If you have a spa web site, try adding interesting articles about skin care to your site. When someone visits your site and likes one of your skin care articles, he/she may want to e-mail that page to a friend, or link to it from his/her personal web site if he/she has one, or post the link on a discussion forum. The more original and helpful content your web site has, the more popular your web site will be among Internet users, and the better it will rank in search engines. Generally, you can't really go wrong with adding more content to your site.

So the first step in increasing popularity of your site and encouraing incoming links is adding content. But this may not be enough. So the next best thing after receiving natural incoming links is actually asking other web sites for links. When you ask for links, very few websites, such as some business directories, will link to your site without asking for anything in return. However, most sites out there will require a reciprocal link from your site to theirs. This practice of looking for link exchange partners has become very common among webmasters.

There is some debate about whether reciprocal links are just as effective as natural links, and they probably aren't, but if done properly, they can definitely work to your advantage. It's important to keep in mind that you can also seriously harm your web site's ranking in search engines if you are not careful about selecting your linking partners. A linking campaign seems like a very easy task, but there's more to it than meets the eye. That's why many web site owners hire other companies to execute their linking campaings for them.

How Ront Communications Can Help:

If you don't want to be spending your time, learning about reciprocal links and then researching linking partners one by one, then Ront Communications will be happy to help you with your linking campaign.

During our linking campaign, we will seek out reciprocal linking partnerships with other web sites. This means that we will ask other web sites to link to your site and in return, your site will have to link to their site as well.

We will look for linking partners for your web site that will be most beneficial to your rankings. We will never link to web sites with questionable or X-rated material, sites that use spam or other shady practices to achieve good search engine ranking, or sites that have been penalized or expelled from search engines. In other words, we will look for the best possible linking partners out there.

If there are certain sites that you do not want to exchange links with (for example, some web sites do not exchange links with pharmaceutical sites), then please let us know in advance, as you will not be able to approve the links we find individually. Of course, if you feel very strongly that you do not want to link to a specific web site, we will gladly remove the link from your site. However, this would be an exception rather than the rule.

Rest assured that we've executed linking campaigns for many web sites and we know what reciprocal linking partners to look for. And even though you will not have the ability to approve links on a one-by-one basis (which in reality means less work for you), you have absolutely nothing to worry about.

In addition, we may submit your web site to online directories that are available in your area for your type of business where your web site may be listed for free without having to link back. We will only submit your web site to paid directories if you specifically instruct us to do so and you will have to cover the fees associated with that submission.

Please contact us for more information on getting your web site rank well in search engines, linking campaigns, internet marketing, search engine optimization (SEO), as well as other marketing services such as graphic design and corporate identity packages, please contact us at our Vancouver office:

Tel: 604-629-7499
E-mail: info [at] rontcommunications [dot] com

Thank you and we look forward to working with you!