The first commercial search engines that we are familiar with
today started to appear in the mid 90's - Yahoo Directory in '94,
LookSmart in '95, Ask Jeeves in '97 and Alta Vista in 1995. Google
was launched in 1998.
The more profile a site had the more people visited - clicks tuned
into cash as the internet became money orientated through
advertising revenues, e-commerce and other commercial opportunities.
As website owners began to recognize the value of having their sites
highly ranked, so they sought to engineer ways by which their sites
would appear at the top of search returns. In so doing they created
what has since become the multi million-dollar Search Engine
Optimisation (SEO) industry.
Over the last decade SEO techniques used to ensure top positions in
search results have changed repeatedly, as have the search engines
and the ways in which they determine which website is relevant to
any given query. It's a game of cat and mouse, with the search
companies working hard to keep ahead of ever-resourceful webmasters
and SEO marketeers. Whereas many websites simply live for traffic,
playing a 'throw enough mud at the wall and hope some of it will
stick' numbers game, search engines live for relevance - providing
the most useful return to the user's search.
In the first decade of the Internet, search engine optimisation
comprised mostly of using descriptive file names, page titles, and
meta descriptions, the search engines believing these indicators
would return high value results. As search algorithms advanced in an
effort to maintain integrity, page factors such as Keyword
Densities became more important. Subsequently Page Ranking based
upon the number and strength of inbound traffic evolved in
importance. As each of these search criterion became used and abused
so the algorithms evolved. It's a running battle and in their
ongoing efforts to stay one step ahead of unscrupulous web masters,
the search engines now use sophisticated and extremely complicated
algorithms that incorporate in excess of 200 factors to determine
It is a commonly shared belief these days amongst SEO professionals
that honest and strategic linking could very well be the single most
important influence on search engine optimisation. It could be even
more important than keyword density and position, with all of the
major search engines using Link Analysis as an important part of
their ranking algorithms. The main reason for the importance of
linking is that it is extremely difficult for webmasters to "fake"
good links in the same way that they might try to spam search
engines by manipulating the words on their web pages. Consequently,
link analysis gives search engines an effective tool in determining
which pages are appropriate for particular topics and search terms,
determining which sites and pages are relevant. Sources include
affiliate, online directories, press releases, blogs and social
Quantity AND Quality
All links are not created equal. In addition (and in fact
preferable) to a large volume of links you will also need some
quality - you'll need some link juice. 'Link Juice' refers to the
quality of links that a website has to it and plays a vital role in
getting better ranking for the website. There are different concepts
at work including page ranks, link votes, backlinks, inbound links
and outbound links. If you manage to get sufficient 'Link Juice'
then you will earn authority; the weighted respect of different
search engines whose algorithms acknowledge that other good quality
authoritative websites link to your websites. Without doubt this has
a positive effect on your website and its ranking.
At SEO-MAMA, we are experts in developing powerful link strategies.
Strategies that serve the dual function of not only significantly
increasing traffic in its own right, but also improving search
Although it takes time and expertise to successfully develop
effective SEO Linking strategies, there are numerous and long terms
advantages to be had. Effective linking might also be regarded as a
way to stabilise your online presence, acting as an insurance
against losing ranking should Google adjust its search criteria.
Whilst many site owners and SEO companies focus on getting links to
just the home page, we aim to attract traffic to targeted content on
as many other pages of your web site as is appropriate through the
cultivation of deep links. Not only will this lead to the spiders
accessing larger areas of the site, but if Google sees 5000 links to
your homepage and just a few links to other pages they'll query the
authenticity of your link campaign and you may be penalised. It is
important to clearly show the search engines that your site uses
real, natural linking.
The tactical deployment of deep linking is inextricably related to
the SEO-MAMA mantra of 'content, content, content.' Google is
looking for good content because it adds editorial value to their
own content and offers the opportunity of delivering relevant search
returns. We insist that a critical component of any SEO strategy
is Quality Content across the site - the perfect environment in
which to nurture deep linking as part of a link strategy to drive
traffic, authority and high search engine positioning.
Stuffing the home page with all the main keywords dilutes its
effectiveness. It's better to create pages of content including only
a handful of keywords or keyword phrases. Content should be
generated around particular keywords to increase the chances of that
page ranking well for that keyword. Authority is earned throughout
A site that contains deep links to other pages gains high rankings
because it has more depth than web sites that just have links
pointing to the home page.
Web users want to find the most relevant information as quickly as
possible. They don't want to spend time searching all over the Net.
By providing the most targeted information possible through deep
linking, you will attract and retain those visitors thus generating
more SEO Traffic to your site.