Linking

How important is a reciprocal link

[Rema]

I have been looking at other websites for a long time and notice that some sites with very high PR are actually linking to sites that do not link back. How is this possible? I always thought that in order for a link to count it had to be reciprocated.

[KenB]

When a site links out to another site it does nothing for their own PR. It may, however, help improve the PR of the site they are linking to. The reason the sites you are speaking of probably have a high PR is because other sites are linking to them and they aren't giving reciprocal links to those sites.

I have one site that has somewhere around 4,000 pages linking to it from other sites that I have absolutely no control over simply because the owners of those sites saw fit to link to one of my pages even though I don't provide reciprocal links. The best way to get people to link to your site without you having to provide a link in return is to create compelling content. Many people will link to sites that they like and expect nothing in return. This is one PR inflation scheme that Google wouldn't complain about.

[pleeker]

I always thought that in order for a link to count it had to be reciprocated.

Quite the contrary. There's plenty of evidence that reciprocal links are being diminished (at least by Google) in importance in favor of one-way links and contextual links. It's these types of links that are the true "endorsements" or "votes" that link popularity aspects of an algorithm are looking for.

[DRGather]

This will destroy link structure and strategy as an SEO tactic as we know it. If they actually pull off a non-reciprocating algo that works it would be GREAT for the end user I would think, but it's going to really put the heat on the webmasters to develop even more compelling content.

Right now, all we have to worry about is "getting the links". If they're really diminishing recip value, we're then faced with "getting the links" and "how do we use them". you can't just ask a WM anymore if they want to exchange links. It won't benefit them. And (some speculate) that you have to link out, so... what do you do with those outbound links you've collected without a links page?

This, I think, is EXACTLY what most SE's would prefer over reciprocal links which generally have ZERO usefulness for the user of the site in question.

time will tell... it sure will be interesting.

[elklabone]

I don't think Google would ever completely penalize reciprocal links.

Here's why:

PageRank is PAGERANK, not SITERANK. It gets difficult to discern which links are truly reciprocal.

The changes in google reflect two things (IMHO):

* Penalizing sites with identical incoming anchor text
* Stemming (travel, travels, traveling)

Besides, if Google penalize reciprocal links, we'll all just lunch another site and say if you link to my site sitea.com, I'll give you a link back from my Link Directory at siteb.com. Google knows this... it wouldn't really change anything.

Besides, reciprocal links are actually a very natural thing and are as old as the internet itself.

Mark

[pleeker]

it's going to really put the heat on the webmasters to develop even more compelling content.

And as a regular Internet user, I'm all in favor of anything that makes the Internet more compelling. :)

[pleeker]

It gets difficult to discern which links are truly reciprocal.

I always chuckle when I see suggestions that Google would struggle to figure something out. Have you read any of the white papers or research papers these guys and gals publish? Not sure I'd ever be comfortable underestimating their intelligence and level of sophistication.

Anyway, back to the topic at hand ...

I do agree with you that it would be wrong to completely penalize reciprocal links. My suggestion was only that these are being diminished in favor of one-way and contextual links which, in my opinion, should carry more weight than a simple link trade.

[Rema]

Ok can somebody please give me an example of what an anchor text link looks like? I have never been able to understand the whole anchor text thing.

Thanks

[pleeker]

Anchor text is not a TYPE of link; it's the words used in the link.

So, in this example:

WebmasterWorld offers News and Discussion for the Independent Web Professional [webmasterworld.com].

This text: "News and Discussion for the Independent Web Professional" is the anchor text.

HTH. And welcome to WebmasterWorld.

[Rema]

Thanks Pleeker

Can you be penalized for not using anchor text?

[too much information]

no, it's not a penalty to not use anchor text. It's just a good idea to use text in your links.

Or if you use images for links, include an alt="" or title="" in the tag to describe the link.

[pleeker]

No, you can't be penalized ... but you may still not understand what anchor text is.

ANYTIME you have a text link on your site, the text that makes up the link is the anchor text. Doesn't matter if it says "click here" or "more news" or whatever it is -- the text of the link is called anchor text.

I suppose the only way to have a site with no anchor text would be to have every link come from a graphic. Hmmm. You wouldn't be penalized, but you'd be missing out on some opportunities for better search engine rankings.

[elklabone]

It's fairly common for webmasters to get a nice link, but then ask for the name of the company in the link. That's a big mistake

For example:

Our Company, LLC [webmasterworld.com] - Quality Imported Widgets.

...is a terrible idea. Google will see this, but if you're targeting the search phrase "imported widgets", you need do do it like this:

Quality Widgets [webmasterworld.com] - Our Company, LLC has been importing widgets since 1999!

That way, search engines (and people) will immediately recognize that your site has something to do with "quality widgets".

Also note that I just linked these to WebmasterWorld so that the mods will approve the post. Of course, you'd use your own targeted search phrase and your own URL.

Of course, the same thing holds true for your internal links on your site as well. Don't make one that says "home" or "online catalog", but use "Imported Widgets Home" and "Buy Imported Widgets Online".

Also, one of the post-florida concerns is to mix up your incoming anchor text so they're not all the same. Use several phrases so it seems more natural, and make sure you only exchange links with sites of with a theme similar to yours. This will also help you target additional search phrases.

[DRGather]

Our Company, LLC has been importing widgets since 1999!

I agree with your suggestions, but this example of link plus the above quote as a description will carry no more weight than body text the way you've implemented it. It's not anchor text, only the company name was. Unless Google is now tracking 'proximity' to anchor text for keywords (would be interesting wouldn't it?) then the above example really carries very little (if any) weight in terms of links and anchor text.

Nevermind, I just reread your example and it does work. LOL. It must be earlier than I thought!