SES Speaker: Not All Links Are Equal

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MIAMI - It is crucial to build quality links in a correct manner to increase traffic to your Web site since search engines rely on link analysis for ranking pages.

But the links may vary in value, according to a speaker at the link building session July 11 at the Search Engine Strategies 2006 Latino Conference and Expo in Miami.

"Not all links are equal," said Mike Grehan, founder CEO of Smart Interactive Ltd., Middlesex, England. "Some are more equal than others and others are infinitely more equal."

So how do you know if a link is good or not?

"A link is good if it sends targeted traffic to your site," said Andy Hagans, strategist at Text Link Ads Inc., Cincinnati.

Mr. Hagans said good link building tactics include submission to directories, swapping links with related sites, using links in press releases, submitting articles to be published on authoritative sites and buying links from related sites.

Offering a useful site is the best long-term method of attracting good links, Mr. Hagans said.

Most importantly, "content is king," Mr. Grehan said.

Internal link building is one way to optimize the content on a site.

Todd Sarouhan, president of GoVisitCostaRica.com, San Diego, said that breadcrumbs, relevant links in footers and Site Maps are key to both improving the customer experience and increasing traffic to the site.

"You have to successfully structure a site to get indexed and ranked better," Mr. Sarouhan said.

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