The Value of Backward Links
By Steve Hill

What is the value of each backward link that is pointing to your website? I am not writing about the monetary value, I am writing about the value in terms of search engine ranking. This is an important question and the answer can help us to plan our link building campaign.

I personally believe that a one-way link from an old established and trusted site is the most powerful link that you can obtain, especially if it is within the same industry as your own website. A site that has been around for say ten years and is well placed for its own main keywords has obviously been doing the right things throughout this period. To obtain a link on these types of websites is like striking gold, however do not fall into the trap of paying for these links as Google have recently started to wage war on the whole paid links industry.

All links have a value and it is also prudent to obtain smaller value links, in large numbers, from sites which are perhaps just staring out and of which may seem to have only a small amount of page rank value. These sites, may well be quite new, however may well become a gold mine site of the future.

If you have a link that has been placed on a site for quite a long time, perhaps say three years, then this link is likely to have a higher value than a link that has been on a similar site for only three months. Paid links are normally purchased for a rental period of one month, three months, six months or twelve months. If your link has survived for longer than twelve months it is likely that the major search engines will then start trusting that you have not paid for it.

Some people say that obtaining links is not about the quantity but more about the quality, I personally disagree, it is about both. Any link campaign should include spending part of your time attempting to obtain top quality backward links and the other part should be concentrated on obtaining the large volume of backward links.

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