A website may be huge in size and rich in content constituting
large number of pages. But it serves no purpose if a website
surfer would not be able to navigate easily to the page he
desires. The designer along with the search engine optimization
expert should try and formulate a link management strategy
to achieve two ends.
- Ensure smooth and intuitive navigation
- Ensure search engine optimization with proper placement
of links for, proper link management is a key to top search
Link management forms an important basis in evolving a robust
search engine optimization strategy and is a broader concept
in the sense that it is not just confined to linking of pages
but it encapsulates the different concepts like link popularity,
click popularity, reciprocal linking which greatly aid in
achieving top search engine rankings.
In the first place, study the website and evolve a site
map which clearly depicts the linkage between different web
pages. Checking the site map, start connecting the pages using
appropriate links. The link text should give an indication
of the destination topic to which the link points. In other
words, the text in the link should be very much closely related
to the context of the destination page as most search engines
rank a page higher if the link text speaks of the subject
of interest. Use keywords and key phrases as and when necessary
in the link text extensively. In this way, one can attain
good keyword density and keyword frequency enabling top search
engine rankings. It would also be a good idea to use appropriate
tool tip text for the links as some search engines do consider
this factor while indexing. Do not forget to include the keywords
in the tool tip text.
Let us now discuss the different types of links existing
for a web page and study how each link affects the search
engine optimization. Primarily we have two types of links
namely internal links and external links. Internal links are
links which link to pages present in the website only. On
the other hand, external links are links which point or link
to pages outside the website. The various external links a
web page can consist are inbound links, outbound links, broken
links, dead links, reciprocal links etc. An inbound link is
a link from a page external to the website pointing to the
web page in the website. An outbound link is a link from a
page internal to the website to a page external to the website.
It is quite necessary to have proper inbound and outbound
links in our website as they greatly determine the website
position in search engine rankings. Inbound links actually
determine the number of sites pointing to our site. The more
number of inbound links, the more popular the website is.
The more popular a website is, the more traffic the website
receives. The more traffic the site receives, the more chances
of generating business, which is the ultimate objective of
any website. Relating to search engine optimization, inbound
links add to link popularity which is defined as the number
of links outside the site pointing to the website. The more
number of inbound links, the higher the link popularity is.
Usage of outbound links to sites relating to similar subject
and content will incredibly boost the link popularity of the
Utmost care should be taken while creating links and one
has to ensure no broken or dead links exist in the site. Broken
links are links which when clicked return an error without
actually displaying the required page. Dead links are links
which when clicked do not perform any action. They neither
display the required page nor return an error. These two types
of links are very dangerous as they lower the link popularity.
One has to take time out in formulating an error free link
management system. The links in the site should be created
such that the user can freely navigate the entire site from
any page. The links should emulate the traffic road signs
clearly directing the user to the destination of his choice.
Now at this point we can clearly come to a conclusion stating
that link management of the site is an essential feature for
an effective search engine optimization strategy and also
a very important decision maker in achieving top search engine
The basic tenets of link management as far as search engine
optimization is considered are
- Have as many inbound links as possible
- Have as many internal links as possible in each page.
- The internal links should use keywords and key phrases
- Wherever you find keywords create a link and point it
to the page, which has more information about the keyword.
- Name the destination page in such a way so as to include
keywords and key phrases. E.g instead of naming a destination
page as services.html name it as search_engine_optimization_services.html