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Link Optimisation: Importance in SEO
The importance of links in SEO has been discussed over and over again. Just last year, on my post entitled “Back to Search Engine Basics: Determining Relevance and Popularity“, I explained how the number of links pointing to a website determines the popularity of a website. Of course the more inbound links to a site the more popular it is and thus the more credit search engines give to that site. What many do not realise though is that it isn’t only the number of links that affect how search engines rate a website. Link optimisation will benefit your website and the sites you link to in several ways including:
- ensuring that all relevant links work (are crawlable by search engines). Errors in syntax will lead to errors in crawling.
- helping determine the relevance of a page. The use of proper anchor text will help humans and bots alike know what the link is actually pointing to (gives context) and thus helps it determine relevance of the page to a specific search term in the end.
- inform bots of the contents images and other embedded media. The use of Alt-tags will let the bots know what the pictures contain so that the images will be indexed.
Note though that while I emphasise the importance of proper linking I can never stress enough the importance of good content. Content is still king, however, “properly linked” content is even better.
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