The importance of good quality inward bound links is widely known to those working in the Online Marketing sector. High Search Engine Placement results in Google and other main search engines, largely depends on the website in question having several links from other quality trustworthy sources.
We all know how important content is, but the greatest content in the world will not ensure high search engine ranking, without several quality inward bound links. This is particularly true in highly competitive markets, especially where other company has already established some good content and links ahead of you.

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So exactly what does good inward bound linking mean and how do you define the perfect link? Firstly, this written piece isn’t the be all and end all on linking planning, it’s just one man’s perspective on a somewhat misunderstood subject. Listed is my own personal take, on what I consider some of the more fundamental aspects of link building.

The Use of Anchor Text
Having reciprocal links from good sites, linking to you via anchor text through your chosen keywords, can bring huge rewards in terms of high Search Engine Placement.

Links Set Naturally in Text
Google does not like link only pages. These are given zero value and are seen for the cheap marketing ploy they frequently are. Through efficient practices, a good Search Engine Optimization Company will always make sure all links are embedded naturally in the text of the page, just how mother Google likes it to be.

Trust Is Important
Google always ranks trusted sites much better than those it sees as being untrustworthy. Basically, trusted sites only ever link to other trusted sites, and receiving this type of inward bound link is priceless, as far as the positive effect it has on Search Engine Placement. However, having inward bound links from non trusted sources will only serve to drag you ratings down into the mire alongside theirs.

Relevance Is Key
Imagine having a website specialising in the sale of formal hats which has links form a site selling causal headwear. The anchor text description of one of these links is “Top Hats” and sends searchers to a page on your site selling; yes you’ve guessed it, top hats. Google likes this because the inward bound link is coming from a similar source, and confirms the aim of your site, so stated by the page names, titles and keywords are true. Remember, links from relevant sites will always have far more value than those from non related sources.

Page Rank
Regardless to what some may believe, I believe high page rank still to be central. For those frequently adding new content to their websites, high PR encourages spiders to crawl them more frequently, and report all changes back to the search engine. Increasing your Google Page Rank is “simply” a case of getting links from other high PR sources. Alternatively, multiple links from lower PR web sites, will do the same but obviously many more of them will be needed. Through the use of a strategically organised Online Marketing campaign, a good Search Engine Optimization Company will see that these links are supplied, in a natural organic way, that doesn’t offend search engines.

Remember a link is only as good as the source it comes from. Having many numbers of valueless links, won’t won’t help rank to rise. Though it can seem like minefield out there, it pays to take time and care with your linking program. Getting this aspect of your web marketing campaign right, will pay huge dividends, and will allow you to successfully build upon the existing foundations of your SEO campaign.