Reciprocal Linking: A Disturbing Trend
In the world of Internet Marketing, and Web site promotion, nothing changes
faster than the parameters that rule good Search Engine rankings and placement.
This has led to a developed new science in the last few years, SEM (Search
Engine Marketing). This new science, SEM, has been a boon to both Web
Masters and the merchants that maintain Web sites as a way to increase
exposure and revenue for their products and/or services.
SEM has become a much sought after entity, with SEM specialists, who
focus on optimization of a site, routinely adding linking campaign management
to their overall repertoire of services. This has resulted in a large
influx of Web sites focusing on linking campaigns and reciprocal linking
as it has been established that good, solid reciprocal linking campaigns
increased traffic and visitors to a site exponentially.
However, like with everything else online, the idea of SEM and linking
campaigns has spread like "wildfire", with sites seeking links
seemingly endlessly. This has led to what can only be termed, "linking
explosions", with many sites posting links to everything and anything
in an effort to increase their Search Engine rankings and placements.
The actual attainment of effective linking campaigns, is a work oriented,
tedious undertaking, with literally months spent developing a good campaign.
While a good linking campaign does increase rankings overall, with the
Search Engines, the question remains, "does it increase sales"?
After all, consumers are the ingredient that facilitates the sale of a
product/service in the long run, not the rankings or placement of a site.
Questions about whether linking campaigns increase revenue for a site
are coming into play now.
Recent data (courtesy: WebSideStory) has shown that consumers, now more
than ever, are arriving at Web sites via "search features",
not by direction to a Web site via another Web site link. The use of "search
features" to arrive at a site has increased by almost six percent
in the past year. In addition, direct navigation by visitors to a Web
site, has also increased from a year ago, by almost ten percent. In direct
contrast, Web link "arrivals" of visitors has dropped in the
past year, by a somewhat staggering, twenty percent!
The World Wide Web quite obviously has now become more utilitarian to
consumers, and linking campaigns, as a result, may become more ineffective
as time goes on. Linking campaigns, by their very nature, promote "browsing"
and time-consuming "visiting" of many sites, before the product/item/service,
is found by the consumer. As the Web progresses and consumers become increasingly
discerning in their overall approach to the Web, they are now going right
to the source, more often, via "search features" and direct
navigation.
Accordingly, then, the "digging around" on other sites, has
diminished over the past twelve months, and in all likelihood, will continue
as a trend well into the future, hampering the effectiveness of linking
campaigns overall. This trend reflects an international shift towards
this method of finding information on the Web, and is not localized whatsoever,
crossing many demographic and geographic barriers.
It's really difficult to effectively pinpoint the cause in this shift
for consumers. However, the sheer magnitude of the linking campaign craze
that is so prominent now, may account, at least in part, for the shift
in the attitudes of consumers. Because of the popularity of linking campaigns
as a method of increasing rankings and placement, attaining "quality"
links (those with a Page Rank of 5 or higher) has become more difficult
for Web masters. In addition, the sheer volume of linking requests to
pages with a high ranking, has also increased, to the point where higher
ranked Web sites are inundated daily with linking requests, interfering
with their ability to attend to their own business.
Web masters have now oftentimes taken to using any links whatsoever,
as long as the links added have the appropriate Page Rank. Little thought
seems to be given at times, to the theme of a links page or the relevance
of links that have been added, leaving visitors to some sites confused
and frustrated. This will in all probability lead consumers to turn to
the Search Engines and direct navigation even more in the future, not
less.
This could have dire consequences for many Web sites down the road, as
those at the bottom of search listings could conceivably be forced out
of business.
There are methods however that can aid in the retention of top rankings
and listings with the Search Engines, in and above linking campaigns.
These methods would also hold greater appeal for consumers in general,
as they would add quality to a Web site, as well as content, something
that will add "longevity of appeal" to a Web site:
1. The writing of good, content oriented copy which imparts value to
a Web site. Good copy has always been utilized to establish good overall
traffic and conversion patterns. Even Search Engines seem to understand
this and routinely rank Web sites with good pertinent content, higher
than other Web sites.
2. The placement of ads on high traffic sites. Just one good ad, placed
on another Web site with good overall traffic, will significantly increase
rankings and placement by the Search Engines.
3. The submitting of a Web site to all possible, pertinent directories.
Directories were always a good method of increasing rankings and placement,
and they still, to this day, are a good choice.
4. The optimization of all other aspects of a Web site, from the meta-tags
to the design. Meta-tag optimization, like directory listings, continues
to be a good overall optimization technique. The design of a Web site
can also enhance rankings and placement, as the site needs to be "readable"
to the Search Engines, and some flash and other enhancements, can prevent
"readability", thus hampering rankings and placement.
5. The enhancement of traffic by offline marketing campaigns. This is
one facet of Web site traffic management that many individuals neglect,
but that can successfully increase rankings significantly.
6. The use of PPC (Pay Per Click) campaigns. While these can be expensive,
if care is not given to the bidding, they can also enhance traffic to
a Web site, as "traffic begets more traffic", establishing a
ranking pattern for the Search Engines.
7. The addition of keywords that are relevant to a site, throughout the
copy, the title, and the meta-tags and any other text, such as articles
and reports. Keywords are the "guides" that the Search Engines
use to find a site and rank it. The addition of good relevant keywords
always enhances rankings and placement.
Linking campaigns, as you can see, while having their overall place in
effective rankings and placement within the Search Engines, are not the
"be all and end all" of optimization or rankings. Many various
fundamentally sound methods of optimization still exist, and should be
utilized in any well-rounded Search Engine Marketing campaign.
