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Backlinks sometimes referred to as ‘page links’ are essential to the visibility of your web pages in the search engines and attracting visitor traffic. Backlinks have three key elements, the web page from which the backlinks come from, the anchor text of the backlinks and what’s on the page to which the backlinks directs the visitor to.

The volume of backlinks

The volume of backlinks to a page is one of the factors the search engines consider when deciding how to position the page in the results displayed to the searcher.

The source of the backlinks

The source of a backlink can pass authority and indeed visitors to the page to which it points. But ‘votes’ passed via backlinks from trusted or authoritative pages to a page have greater influence over the search engines consideration of this page than backlinks coming from pages with lower ‘trust’ or authority. Obvious examples of trusted sources of backlinks carrying higher authority are pages belonging to education (.edu) and government (.gov) web sites..

Google Page Rank

Backlinks from web pages with high page rank (an attribute awarded by Google to each page that it has observed over a period to have attracted, sustained and continued to accumulate relevant backlinks) pass some of their page rank via the backlink to the target page.

The ‘anchor text’

When you see a backlink on a web page it sometimes has a label a word or text associated with the subject at the page to which this backlink is pointing, what this ‘anchor text’ says has influence upon the value the search engines attribute to the link. If the content of the page is about ‘parenting’ and the backlink on the page is labeled or given the ‘anchor’ text ‘parenting’ then the search engines consider this to be of more value to the searcher looking for information related to ‘parenting’ than if the backlink was labeled ‘babycare’.

Common problems

A lot of people screw up their backlinks building activities because they focus on quantity as opposed to quality of backlinks. Having a substantial number of backlinks to your page doesn’t automatically mean the search engines will see your page as relevant.

How to build backlinks

So here is my tried and tested guidance for getting backlinks to your pages, high rankings in the search engine results pages and the right type of traffic to your site.

1. Discovering the right keywords from the beginning is essential.
2. I like to create a keyword ‘cloud’.
3. I most often start with a single primary keyword or key phrase which has substantial visitor traffic.
4. The fastest and cheapest method to find out how much traffic a keyword or key phrase is getting is to use the Google keywords discovery tool.
5. The Google tool displays a list of keywords related to my main keyword and from this list I build my cloud.
6. I then generate content in the form of articles and videos with backlinks with the right ‘anchor text’ to my ‘money’ or ‘target’ page and send these to the various directories.
7. My golden rule is to write content that will attract visitors and compel them to follow the backlinks to my money pages as well as send backlinks.

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