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If there is one area of misunderstanding on the subject of good SEO practices, it is that of linking. Getting links to your website is not difficult. But getting the right links to accomplish your goals is what really matters. After all, what good are links if they aren't actually going to do what you expect them to? With a few considerations in mind, you can accomplish your goals fairly easily and achieve the results you expect.

Search Engine Optimization is a very broad term. Generally it is accepted to mean, optimized for the best possible rank on a given search engine for a particular keyword or phrase. So when we talk about linking, we are not only talking about the links, we are also considering how relevant those links are to our own keywords or phrases.


SEO rank via linking

Inbound Links Versus Outbound Links

An inbound link is one that points TO your website from another website or location. An outbound link is one that points FROM your website to another website or location. Inbound links send "relevance" to your website. Outbound links send "relevance" to another website from yours. For good ranking, you want to be the recipient of more relevance than you give. Getting relevance then is what it's all about. The best way to do this is to create as many inbound links to your website as possible and to create as few links from your website as possible. Nuff said?

Okay, maybe that's a little extreme. But not much. If you look at the criteria that most of the better search engines look at when evaluating content, way up on the list is "content uniqueness".

What they, meaning Google, is looking for is content that is both compelling and real. One way they evaluate the realness of a document is by who unique the content is. Are there copies of it elsewhere on the web? Does it look vastly similar to other documents? Or is there even a pattern to the documents on your own site? Are you yourself repeating this document with only one or a few words changed?

Social Media and Real-Time News Releases Take Effort

For the last several months, chatter among web developers and those who specialize in SEO has been all about the effects of Google's implementation of the Caffeine search models. Now that Google has implemented Caffeine, it is clear that the effects are all about being real time and popular "in the moment" and "in the news". What does this mean? It means that in order for us to keep our websites in the top results, we are going to need to pay attention to many outside factors.

With the introduction of the Caffeine model, webmasters, bloggers, and especially companies and corporations, are going to need to pay attention to keeping themselves talked about by others. This means a regular stream of publishing, in various forms, as well as building a strong base of followers who will read and repeat that body of published works.

Now that we've successfully scared the hell out of you, let's take a look at what all that publishing really means.

I'm guessing that most web developers have experienced clients who want their website to be the end-all be-all website by creating one just like Facebook's website, or whatever is hot today. The idea is to take users from Facebook by building the world's greatest website for whatever your customer sells and then adding all the things that Facebook does. After all these years, it still amazes me the clients think this way. Do them a huge favor, don't let them! Educate your client on what matters and you will both be happy.

Ask your client, which social network is more popular, Facebook's or McDonald's? They will probably answer "I didn't know that McDonald's offered social networking", and make the point for you. You simply don't go to the hardware store for oranges. Therefore, it is best to concentrate on building a compelling website for whatever it is your client specializes in. Adding features from popular sites won't help, but communicating well and creating real value for visitors will.



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