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Link Building & Brokering

Link building & Brokering are terms used to describe anything you do to build and acquire links to specific website. There are two primary reasons to build links; Search Engine Optimization (SEO) and Direct Click-Through Traffic. We focus primarily on the Search Engine Optimization aspect of link building to drive quality targeted traffic to client websites. While the goal of most search engine optimization campaigns is to build traffic, the goal of SEO based link building is higher rankings and therefore better traffic, people whom are actively seeking your particular products or services.

There are some links that are good for traffic, there are some good for SEO, and there are some good for both. This is important to keep in mind. Links that provide both traffic and a rankings boost in the search engines are great, but it is to realize that just because a link gets good traffic, it doesnt mean that it is good for SEO. It's all about quality of traffic in Link Building.

Link Brokering is a unique form of advertising and promotion that only exists in digital media and the Internet. What is link brokering? Link brokering leverages Google's PageRank and other search engine linking hierarchies or rating systems. Remember getting links from other reputable sites is critical to getting high ranking for your site with all advanced search engines, especially from Google. You find out your PageRank with Google by downloading and installing the Google Toolbar into your browser. Do a search for Google Toolbar on Google.

Below are common terms used in link building and brokering, review them to develop a better understanding of the goal and techniques we employ towards your campaigns.

Anchor Text
Anchor Text refers to the technique of purposely placing keywords in the anchor text of your incoming links in order to rank better for those keywords.

The term used to refer to links which point to your site. Also called "Inbound Links" or "In Links"

Image Link
A hyperlink which appears on an image.

Inbound Links
The term used to refer to links which point to your site. Also called "Backlinks" or "In links."

Landing Page
A page used, which is generally relevant to anchor text, to help bring visitors to a website. A Landing Page can also be used for search engine optimization and PPC campaigns

Link Aging
Ling Aging is a concept that evolved out of the Sandbox theory – a Google-related speculation that has come into the public’s eye since mid-2004. Essentially, Google puts a small restriction or penalty on new websites – this penalty – in part – monitors the “age” of the inbound links of a website.

Link Baiting
The term used when one creates content specifically for garnering a large number of internal links. Generally such content is designed to be controversial in nature, however other forms of content (such as breaking news) can be used to generate large volumes of links as well.

Link Building
The process of increasing the number of links pointing to a website. This can be done a variety of ways including sending requests to other websites to link to the site, or hiring a firm to handle this for you.

Link Farming
Link Farming is a general term used to describe any link building activity that involves "artificially" building links in mass.

Link Popularity
A broad term used to loosely associate how popular your site is by how many inbound links it has. Link popularity has changed over time, however, to now consider not only volume of incoming links but their "worth" to the site. Inbound links from relevant related sites are worth more to overall link popularity than non-related or non-relevant links.

Link Relevancy
Relevant links are those which are in the same or similar category as your site. For example, if you sell health food you should build links from other health related sites including fitness companies, health food vendors and dietitians.

No follow
A recent addition to web sites which allow web masters and site owners to restrict which links a search engine crawler follows. By adding a "no follow" tag to a hyperlink the site tells the search engine that the link isn't worth anything to the site being linked to. This is a common tag used to discourage spam link builders from bulk link building as well as tell engines if links are paid advertising links.

One-way links
These are links where one site points to another without a link on the other site pointing back. See also "Reciprocal Links"

Reciprocal links
Similar to One-way links. These occur when webmasters agree to trade links. In other words site "A" links to site "B". Site "B" then has a reciprocal link back to site "A".

Also known as the Google Sandbox, this is a theory which holds that all news websites are placed into a "holding area" where they must earn their way out through reputation building and management. The quickest way out of the sandbox is to build links from relevant related sources which are considered authoritative in your industry.

Serp, or Serps, refers to the page you land on when doing a keyword search in a search engine.

Text link
Similar to Image Links these are hyperlinks which appear on text found within the site.

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