We typically think of links as means of connection. On the internet a website "links" to another website by offering visitors a means of connecting to that second site. Why would they do that? Simply put, the originating or referring site thinks that the connecting or linked site has something of value to offer the visitor. If you think of the World Wide Web as a community, a link is similar to a word of mouth referral from one person in town to another. "Try Joe's Cafe across the street. They serve the best coffee in town." That's a communal link, as is link to a restaurant site posted on a Social Media site.
Winning the "Popular Vote"
Every person who has put up a website wants people to come and visit. How would the Mona Lisa be considered great art if no one had ever seen it? While some are frenetic in their attempts to increase traffic and others prefer to let a site gain popularity over time, both are dependent on Search Engines as the means Internet visitors use to find their sites. And the King of Search Engines is Google. If you take the time to go to Google and read what they have to say about their business -- and it is amazing how many people don't -- you'll find they see the World Wide Web as a democracy where popular vote is paramount. Their Search Engine process relies heavily on robotic software or bots that look for and tally these votes. A referring link to Website B from Website A is seen as a vote cast by Website A in endorsement of the value offered by Website B.
Your SERP Position
But they go beyond counting the votes. They also evaluate the voter. In communal word of mouth, if a friend you know that never eats out anywhere other than the local fast food chains recommends a fine dining restaurant how likely are you to visit it? On the other hand, if a friend you know to be a gourmet cook makes the same recommendation, you're much more likely to give it a try. Google does the same thing: a referral from a popular site improves your sites SERP position while a referral from a lousy site can actually hurt you.
The implication of this is important and often forgotten. The most basic principle of all link building campaigns is -- or should be -- NOT ALL LINKS ARE CREATED EQUAL. So be careful before you sign up with some Internet "hype-sters" who promise that their approach will link you to a trillion sites instantly. Remember the principle: a link from a quality site is more valuable than a thousand links from bad sites. And if you are a do-it-yourselfer, remember that basic principle as you look for link sources. You want to get into article directories or start using social media? They're not all created equally either. Start by going to Google and learn as much as you can about how they evaluate links. If you understand the basics of that and target your link building campaign you will be way ahead of those website owners running around madly linking to anything and everything in sight! Good Luck with your Links!
