Maintaining a high page rank can be a challenging endeavor for any organization. Small business owners often fall victim to outdated SEO practices that are no longer relevant to their website ranking. One such practice is when you discuss the topic of link exchange. The good aspect to link exchange is that it does allow you to gain a link for a link, which is checked by the search engines. The downside is these links will not always improve your website ranking, and can often do more damage than good.
Link exchange is a practice that has been around for many years. If you do it in the right way, link exchange can be helpful, but the problem most website owners find is that they don’t understand how to exchange links in the right way. When you exchange links with the right companies, you are able to create long-lasting business relationships with them, and you get exposure to a new audience since your link is now on their website.
The problem that often arises with link exchanging is that companies will start listing their links all over the Internet on websites that are not actually related to the content of the website at all. If you are selling a product based on food and you exchange links with a company offering hair supplies, the search engines will mark this up as a bad SEO practice. Your customers will not have anything to gain when you exchange links with the hair website where they could have benefits if you were to exchange links with a company that specializes in food coupons and discount offers.
One of the other major issues with link building is when a company fails to take the time to find out what the other website is about. What is their domain authority? Is the website filled with quality content, and does it attract high-quality visitors? If you aren’t able to get a link partner that is filled with valuable information for the customers, you are going to hurt your website if you exchange links with them. Seek out the company with a strong presence in the search engines. New websites must be avoided since they do not have a history, and they do not have any relevant information listed with the search engines yet. Part of your SEO strategy is to learn how to effectively brand the business.
If you are sent an email that asks you to exchange links with the other site, always look at the number of outbound links on their site. If they have a lot of outbound links, it clearly shows that the company is just focused on link building, and they don’t truly value the links they are exchanging.
So when should you consider exchanging links? Here are some examples that show you are selecting a good website, and a good email to start with:
• High quality website (excellent page rank, traffic load, and quality design and navigation)
• Quality content
• Not in direct competition with your website
• Use similar keywords and content as your website
Building credible links is a common SEO practice, but you must use plenty of discretion when selecting the ideal websites to exchange links with. Failure to link appropriately can easily lead to penalties from the search engines, ultimately lowering your page rank and standing in the search engine results.