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Back LinksToday, in an age when most of the traffic that is conducted over the Internet is navigated by the major search engines, the Internet "Sharks" spend most of their energies on actions that promote their website and help ranking their websites higher, in the search engines, and rightfully. While other websites, with large budgets and enough money to spend on publicity, attract the browsers using marketing and publicity techniques on which they spent a great deal of money, web developers can easily achieve impressive result by using search engines ranking methods and spend no money at all.

These methods take a lot of energy, time and knowledge. I will share some results of one of my customers with you, according to which - by using these methods of improving the ranking on the search engines, he maintained 20 times the visits a well sponsored website, with huge budgets, received. Each case differs from the nest one, of course, but there is no doubt concerning the success of these methods and the need to use them for higher ranking.

This article will deal generally with the way of work and criteria used by major search engines for ranking websites, and will discuss one of the most important techniques - Back-Links.

Nowadays, many useful techniques for a higher ranking on search engines can be found on the Internet. Most of them are considered Immoral (backdoors, automated keywords generator, pop-ups, etc.) and others annoying (Spam and Junk mail) for they try to manipulate the search engines and the browsers. Personally, I object them.

There are many search engines on the web, but the most dominant one of them all, is with no doubt, "Google". In order to get to the bottom of this and grasp how the search engine actually works and how it ranks websites, an article would not be sufficient, so I will discuss it briefly and go over one of the most important techniques for website promotion.

How does a search engine work?

Submitting a website to search engines is available for every browser and is simple enough to do on your own; you fill out a form and submit it. As a matter of a fact, being included in this gigantic database means nothing. The ranking is what really counts, since if your website is ranked at the 5478 place, it would make the 62nd page, meaning - no one would ever notice it. Researches show that only the first three papers of the search results are relevant. Converting these results into numbers would give us 30-45 results on the primal search. Therefore, the real war is on the ranking of the website on the search engines results. The search engine locates and ranks the websites using a clever robot called a "Crawler" which crawls all over the Internet, analyzing the websites it finds and according to the results, it ranks the website. Part of the websites scanning that is made by the software includes pulling out all the links to other websites that are on a certain website and linking to them at the end of the website examination. These links are called "Back-Links" and they have a great deal of importance in the ranking of the website.

Parameters for Ranking:

Many articles and books on the topic handle it as if it was a secret. Usually, their title would be "The deepest Secrets for a Higher Ranking", "Learn the Secret Techniques Used by the Internet Sharks", "The Confidential Report Concerning the Success on Search Engines." We are not talking about secrets, this information is available to the public on the search engines themselves and all you need to know is where to look and from whom to learn. The information publicized in this article is based on the studies I learned from the search engines' publications and from years of experience, lessons production and monitoring websites statistics. Here are a few parameters which influence the rank:

Content:

The content of the website is an important parameter. These days, the Web Crawlers of the search engines know how to examine the website contents in a fairly high level. The Crawler looks for spelling and grammar errors. The level of the contents is being examined as well; illegal or immoral content (Pirate softwares, Racism, etc.) will diminish points and lower the ranking of the website. The choice of words has significance as well.

The Quality of the Script:

Code bugging influence the rank as well - unclosed meta-tags, Javascript errors, nameless pages, etc. would lower the rank. In addition, broken links (to websites that no longer there or pictures that are missing, or dysfunctional URLs) would substantially lower the rank of the website.

Flash:

There is a difference of opinions concerning Flash based websites. Some say this format lowers the website ranking and others say it does not. Therefore, I will be very careful with my words. I want to stress that it is my opinion alone. From my experience, Flash based websites are not search-engine-friendly. This format is unreadable for a search engine and thus - it cannot be analyzed. In a simulation conducted in Google, one would see that a flash website appears to the search engine as a black page. Nonetheless, there is no reason why one should not work flash elements into the website.

Back-links:

This has got to be one of the more important parameters; the algorithm responsible for examining the back-links to your website, on the search engines, is extremely clever and complex. The more websites are linked to your website, the more the search engine realizes that the website is interesting and active. The more it realizes that, the more it expands the circle of websites linked to yours. Now know this, it is not as simple as it may sound - there are few important ground rules. The "Crawler" takes under consideration the quality of the websites connected to yours, low ranked links, personal homepages, problematic websites, etc. All these factors could lower your ranking.
In addition, the location of the link is taken under consideration as well; a link that is not located on a page that leads back to the main page of the website, will not be taken under consideration, as well as a link in a page that has over a certain number of links in it (30-50) - it depends on the search engine.

How to make other websites link to our website?

Collaboration with other web developers is a good alternative from which both sides benefit. On many websites links exchange programs, you can find these program under "Links Exchange," on the search engine. Nonetheless, you should be extra careful about the partners you choose. In order to look up the rank of your website and other websites click here:

http://www.marketleap.com/publinkpop

High Quality Contents on the website would make other website want to be linked with yours. For instance, if a website that deals with electricity supplies contains a weekly section that offers tips and recommendations on electricity supplies (poles, prices, etc.), it is likely that other websites from the same area of expertise would choose to link their websites to that section.

Granting Rights of Use in which there will a link to your website. Try to offer a certain product on your website, for free, and ask in return for credit and a link on the user's website. For example, on a website that markets posters, clipart galleris, designs and photos it is best to create a "free sample" section that the use of these samples would obligate the user to link his website to yours and give you credit for the samples.

Forums Activity can be highly efficient; answer the browsers' questions that are relevant to your area of expertise, sign your name and provide a link to your website. Search engines give great consideration to forums due to the nature of the forums, meaning - constant activity and updates.

Projects and Public Initiatives could assist in receiving a higher ranking. One example could be the multi-lingual free Encyclopedia, known as "Vikipedia." It is a gigatnic virtual Encyclopedia that was written based on browsers alone. It should be in your interest to apply and participate in this project, to write and rewrite contents that are relevant to the topics your website is about, and add external links to the relevant contents in your website.
Pay attention, there is no point in linking contents that are not relevant to your website due to the fact that it could easily be modified by the next browser.

So... Till next time, Good-Luck
Rami Ben-Ami and Staff


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