Google puts a significant amount of emphasis on link popularity and link reputation when determining your ranking. This really is determined through their PageRank system. Remember, it's PageRank not SiteRank, which determines the importance of your site.
In Google, each page features its own PageRank. PageRank is really a numerical rating from 0-10, which signifies it's importance. "10" is the highest ranking of importance. This number is determined by the quantity and quality of incoming links. Let's say your page contains a link in the Yahoo! Directory and a link from an obscure website. Each link will count as one link; however, there's a difference in quality.
One quality link can carry the same benefit as a hundred or more poor quality links. To gain maximum benefit from a quality link, it is very important to use your keyword phrase in the link text (anchor-text) for incoming links. You would like important and related links, not just any links.
Make sure you vary your anchor text. Too many incoming links with the same anchor text can trigger filters, especially if they have "money phrases" attached to them.
Make the anchor text, or surrounding text descriptive of both target and host sites. You can use links from sites that aren't related, as long as they're of high quality. If you do use unrelated links, make sure the linked page has a current Google cache date. Check that you're linked from a page that has a current Google cache.
Based on Google, outbound links to "good" sites don't help you in link analysis; however, from the search engine standpoint, if your site is "theme" based - where everything coming in and going out of your site is concentrated on one central topic, outbound links may indirectly help.
The more outbound links on the page, the less "credit" each link will be presented in terms of link popularity. Focus your time and effort where it will create the biggest impact. If your plan is to increase the authoritativeness of your site, then focusing a link campaign on your sub-pages and article pages is advisable. It will boost you and also put you on the path to becoming an expert.
If a "bad" site links to you, such as a site that participates in spamming, can your site be penalized? No, but only if your site has a solid link profile. Google's algorithm and filters are designed so you shouldn't be penalized by bad links.
It may seem to be conflicting advice by recommending you alter your anchor-text, while stating nothing a competitor can perform will hurt you, like a competitor could just fire a bunch of links at your pages, increase the anchor text percentage and cause your rankings to drop. Is that true? Certainly not. This area is one of the most difficult to test because there are so many variables to check. However, there are some issues that are consistent. Let me briefly summarize what makes a "solid link profile".
Ever since Google released their toolbar to show the PageRank in the browser, Webmasters and SEO professionals alike, have developed "Green Bar Addiction." In my view, the addiction has become unhealthy. Why? Decisions are often based on inaccurate PageRank data shown in the Google Toolbar.
Links are desired or accepted of sites that appear to have high PageRank when they really don't. Looking at the numbers for the last five years, one thing is clear: PageRank may still be considered a factor in the search results, but it has far less effect than it once had.
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Note: This article was sent to us by: Keith B. Reed at 02242011
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