Official site:

It’s easy for the search engines to recognize reciprocal linking. If a search engine sees a link from one ultimate banner plugin review to another and then sees a link coming back, there’s a good chance it’s a reciprocal link. (I’m sure it’s more complicated than this, but the basic principle remains. For instance, does the site have lots of outgoing links, to sites that link back, on the same page?) So it’s pretty easy for search engines to recognize reciprocal linking, and because they’re aware that such linking is used as an artificial way to boost ranking, they can lower the value of these links.
Say, however, you have a large collection of sites that want to trade links. Rather than have every site link to every other, you might try a more complicated structure where site A links to B, B links to C, and C links back to A, as shown in ultimate banner plugin review. Instead of getting two incoming links, each site only gets one, but it’s probably of more value because it’s not so obviously a reciprocal link. Or maybe you link site A to B, B to C, C to D, and D to A. In this case, each site gets one link instead of three, but again, the links are likely to be more valuable than simple A-to-B-to-A reciprocal links. Some companies that perform SEO work for large numbers of clients use this technique; for example, some companies with a large number of hosting and Web development clients link between client sites, but not reciprocally. There are also some services that provide three-way linking, but not many, thanks partly to the software complexities involved in managing a three-way process.
Be Careful Whom You Link To! In general, links to your site can’t hurt you. The link may have no value, but it’s unlikely to lead to some kind of penalty. It’s with outgoing links — links from your site to other sites — that people sometimes get themselves into trouble. There are essentially two ways people cause problems:
✓ In attempts to get incoming links, they sign up with some kind of Free for All program or link farm. To be part of one of these programs, they have to link to other sites in the program, thus showing the search engines that they are in fact taking part in such link games. As Google puts it, you shouldn’t link to “bad neighborhoods.”
✓ They sign up with a program to sell links to other Web sites on their Web pages. The search engines are getting much better at recognizing this
kind of thing, and may penalize the owner of the site selling the links.
How links build links
I want to share a story that provides a wonderful illustration of how a link campaign can work. It shows how you can build links, PageRank, and
traffic, all at the same time, the old-fashioned way, using link bait. I found this story in one of WebmasterWorld’s discussion groups a few years ago. As the author of the post put it, you should remember how the “Internet started and what it was supposed to be all about: sharing
information.” The search engines want you to remember this, too. The story is about an Aussie called Woz. Once upon a time, Woz had a site called Glossarist (it’s gone now — this was a long time ago), a directory of glossaries and topical dictionaries. This was a hobby for Woz, and he had done little to promote the site. However, one sunny day — July 26, 2003 — he noticed a 4,000 percent increase in traffic. (For the math
challenged among you, traffic on that day was 40 times greater than the day before!) The site had been mentioned in the ResearchBuzz
e-mail newsletter and Web site (www., which still is around), by the fairy godmother, Tara Calishain. Not surprisingly, ResearchBuzz is a resource for people interested in research. It’s the sort of site that would be interested in a directory of glossaries and topical dictionaries. The very next day, a wonderfully bright and
sunny day, Glossarist was picked up by The Scout Report (http://scout.wisc. ;edu/Reports/ScoutReport/2001/ scout-010727.html ), which, perhaps a
little more surprisingly, is a “weekly publication offering a selection of new and newly discovered Internet resources of interest to researchers and educators.” Then on August 9, a really sunny day, the site was mentioned in’s Hot Sites (
09-hotsites.htm). I’ve had one of my sites mentioned in USA Today, and believe me, your traffic really spikes when that happens! By the middle of August, Woz wuz able to identify links from over 200 sites — “libraries and student-resource pages from schools and universities, translation sites, business reference sites, writers sites, information architecture sites, and so on.” He also got a lot of traffic from newsletters that had been forwarded from subscribers to friends and colleagues. (Both ResearchBuzz and The Scout Report are very popular e-mail newsletters.) Not only did site owners find out about him through these e-mails, but many visitors also came to his site through the e-mail links. All this publicity was great, providing his site with a lot of traffic through those links and making it more likely that his site would be found and indexed by search engines. It also boosted his site’s PageRank. By mid-August, the Glossarist PageRank had reached 3; by the end of August, it was 8, which is an excellent PageRank for a hobby site created by a single person without a marketing budget! By the end of August, Woz had around 300 links. And, as Woz claims, he didn’t request a single one of these links. Today? Well, today, many years later, I checked using MajesticSEO and found that throughout the site’s history it had around 200,000 links, including more than 3,000 links from .edu and .gov ultimate banner plugin reviewDon’t underestimate the power of this kind of grass-roots promotion. It can be tremendously powerful. One link can set off a chain reaction, in the way that a single link in
ResearchBuzz did.

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