Link Optimization

A free guide to the basics of optimizing a linking strategy for your website.

Check out the team at Epica Interactive for expert link building services.

Optimizing Your Linking

Links to your site are much like votes for your site. The more votes you get, the more popular search engines perceive your site to be.

Additionally, the quality of the page linking to you can affect how much value or ‘authority’ search engine spiders place on that link.

A very relevant or high authority website linking to you would be more effective than an unrelated or brand new website linking to you.

Optimizing Anchor Text

Anchor text, the text used in a text link, helps search engine spiders to establish or support the relevancy of the link.

An optimized link will be viewed as a vote for your site with special authority related to the content of the anchor text. A link with relevant anchor text would be much more valuable than a text link with “click here” as the anchor text.

Incoming Anchor Text Ratio

While you do want to obtain links to your website that contain highly relevant key phrases, you also want to avoid obtaining too many links, too quickly, with the same link text. This looks unnatural and could be a ‘red flag’ to search engines who frown on link manipulation.

As a webmaster you should be actively obtaining links to your website from other relevant websites, partners, activities & events you sponsor, merchants, fans, friends & family etc.

In doing so make sure to vary your anchor text while concentrating a majority on your most valuable target phrases (Primary).

Anchor Text Ratio Details

  • 50% – Primary Keyphrases*
  • 25% – Primary Keyphrase with +word*
    “XYZ Keyphrase” or “Arizona Keyphrase”
  • 15% – Secondary Keyphrases*

  • 10% – Secondary Keyphrases with +word*
    “XYZ Keyphrase” or “Arizona Keyphrase”

* Vary your keyphrase link text – including word order, interrupted phrase, partial phrase etc Similar to integrating keywords into copy.

Internal Linking

Clean, relevant linking from with-in your site to your sites other pages distributes link popularity, PageRank and builds cross site relevancy & authority.

Your website should have a comprehensive navigation that appears site-wide, this will not only help visitors to navigate from page to page on your site, but will assist the search engine spiders in finding all of your pages and indexing them regularly.

As with external links you should use anchor text that includes keywords relevant to the content of the page you are linking to.

Outbound Links

Sites with tons of inbound links and very few outbound links look suspicious to the spiders. Keep that in mind.

Avoid mass link exchanges, but build linking relationships with quality sites that have content that is complimentary to your own. Use relevant anchor text to link to relevant, authoritative sites.

Link optimization tips

  • Obtain links from a variety of relevant sources
  • Obtain links from authority TLD’s such as .edu, .gov – links from these TLD’s carry more weight
  • Obtain links from authorative sites – links from authority hubs care more weight
  • Include relevant anchor text whenever possible
  • Avoid getting stuck on a sites PageRank – Relevancy out-rates PageRank
  • Avoid mass link exchanges, paid link placement and linking from non-relevant websites

Optimized Link Text examples

Assuming the target phrase is “Free SEO Guide” here are a few examples of link text with varying qualities of optimization.

Bad Link Text/Anchor Text:
“click here” or “read more”

Better Link Text/Anchor Text:
“SEO Linking Optimization Article” or “Read about Linking Optimization in the Free SEO Guide”

Best Link  Text/Anchor Text:
“Linking Optimization”