Understanding the factors of link building and the way that search engines work is very important because this way you will have guidelines that will help you make strategies that will result with higher rank. Search engines use links in many different ways. Through analysis of patent applications, years of experience and hands-on testing, some assumptions can be made.

Link building mainly refers to making connections with other websites relevant for the work you do. The goal is to link to the important websites, because they have credibility and the traffic, so you can benefit from it too. The answer why this happens is simple – to earn trust and authority with the engines, you’ll need the help of other link partners and the more they are popular, the better is for you. Also, find out more about the concept of local popularity which means that links from sites within a topic-specific community matter more than links from general or off-topic sites.

Back linking is the term that refers to a link received by a web node. It influences Google PageRank and it’s important in order to have a well optimized website. Backward links are highly important as it gives the search engine spiders different ways of repent your website. The term anchor text refers to a situation when dozens of links point to a page with the right keywords which means that the page has a very good probability of ranking.  Internet contains lots of spam, which is a fact that we are used to. There are some estimates that more than half of the web’s pages are spam. In order to weed out this irrelevant content, search engines use systems for measuring trust, many of which are based on the link graph. Earning links from highly trusted domains can result in a significant boost to this scoring metric. Universities, government websites and non-profit organizations represent examples of high-trust domains.

The popularity of the social networks grows, so there is lots of content shared over Facebook, Twitter and Google+. Even though search engines treat socially shared links differently than other types of links, they notice them nonetheless. There is much debate among search professionals as to how exactly search engines factor social link signals into their algorithm, but there is no denying the rising importance of social channels.

In case that one website links to a spam, there is a big chance that spam links will go both ways. By looking at the totality of these links in aggregate, search engines will perceive all of those websites as the “link neighborhood” so choosing those sites you link to should be done carefully. You should be equally selective with the sites you attempt to earn links from. Continuity in link building is important, because they get old over time. It is important not only to earn links to your website, but also to continue to earn additional links over time. This will send fresh signals to search engines so your page rank will increase.