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Professional .NET Web Development in Cheshire


Backlinks, or incoming links, are links from other websites to pages on your site.

Generally, linking to another page is seen as a "vote in favour" of the content of that page, which helps to improve its reputation and search engine position.

One of the best ways to improve the search engine ranking of your website is to arrange for links back to your site from other people's websites.


The significance that search engines place on these backlinks depends on the quality or reputation of the page that's linking to your site. One measure of the quality of a page is the PageRank assigned to it by Google. A link from a page with a high PageRank will carry much more significance than a link from a low PageRank page. You can check the PageRank of pages on your website using the Google toolbar or one of many online tools (just search for "pagerank checker").

Reciprocal Links

It's usually best to avoid reciprocal link arrangements with other websites that are unrelated to your own. You will probably be spammed by many offers from website owners who want to link to your site in exchange for a link back to theirs. Often these are from pages with hundreds or thousands of links that no-one will ever read, and which will have a negligible or even detrimental effect on your search engine position. In return you will need to "vote in favour" of the page of links, which can only diminish your website's reputation as a source of valuable content.

Reciprocal links can work well with your business partners, provided you offer complementary products or services that you are happy to recommend, and may genuinely be of interest to each other's visitors.

Publishing Elsewhere

Another good source of backlinks is to write editorial content, case studies, or press releases about your website for publication on other websites. This can include social media sites, forums, and local news media websites.

You can create free listings with links back to your website in online directories, mapping tools, and trade organisations.

Some websites automatically insert a rel="nofollow" tag into links that cancels the "vote in favour" in the eyes of a search engine, although it won't stop people reading the article and following the link.

Link Text

It's very important to use the right text for backlinks. The text you click on for backlinks should be a keyword-rich summary of the page you are linking to, as this is what the search engines attribute to your page. Linking to information about custom carbon calculators is far more effective (and accessible) than telling people who want a custom carbon calculator to click here.