Top 10 Benefits of Links and Link Building

Top 10 General Benefits of Links + Benefits of 15 Specific Link Building Techniques

This post has been derived fom the list of benefits we have displayed on our linkME! link building service page . We felt it deserved it's own place as a unique tidbit of information for interested webmasters and online marketers alike. Please feel free to comment below to add your thoughts - we just may use them to revise this list...

Below we'll first discuss the general benefits of links and link building, then we'll get into the specifics.

1. General Benefits of Links and Link Building
2. Benefits of Specific Link Building Techniques

A History:
Links are the foundation of the internet and were the original functionality of web pages. The 'http' in your address bar refers to 'hyper-text-transfer-protocol' - 'hyper-text' is links. Links are what distinguish the internet from other forms of documentation / communication in that internet documents can be 'linked' - from and to any other available document.

General Benefits of Links and Link Building:

1. Links ARE Usability

   Foremost, links provide simple navigation between documents on a website. But in addition to regular site navigation, links dramatically increase the usability of site information since words within an article can be linked - or extended out in a tree-like manner - to many other documents of importance, like definitions, resources and items of interest, on-going, without interrupting the flow of the originating concept.
   Links make your site - and the internet - more usable, and useful.

2. Links Create Direct Traffic

   Link Trivia

   Links = Neurons?

   For those of you with a neuroscience bent...

   Recently, I viewed a series of 12 videos available at Google video on a recent IBM initiative called "The Almaden Institute on Cognitive Computing".
   Essentially, this was a gathering of the world's top scientists who are pursuing the goal of "cognitive computing" - or - "conscious machines". They explain in great detail the most contemporary beliefs and research on the structure and function of the brain, and how it can apply to creating conscious machines.

   What struck me was that the link architecture and function of the internet was remarkably similar to the link archtecture and function of neurons in the brain.

   In writing this list I recognized that these principles can also be applied to understanding how the brain forms memory... It seems the brain uses a form of TrustRank to determine thought and action.

   I'll have a thesis soon, but until then, form your own opinion. (Video #2 - "The Emergence of Intelligence in the Neocortical Microcircuit " from Henry Markram is especially cool - 3D view of a neuronal structure.)

   Clicking a link from a trusted source is one of the most popular ways for people to find a new website. If a user is on a website they trust, they are likely to follow links that it recommends - or at the least, users will follow links that make the destination site appear to provide some valuable information.
   More links = more traffic.

3. Links Build User Trust in You

   If users see a link to you on a popular or respected site, their level of trust in what you say or what you offer is likely to be higher. MySpace generates more traffic to eBay and Amazon than MSN search does - because navigating through MySpace is about trusting what 'friends' recommend. Blogs create this same link-trust factor. Blog readers have a certain 'trust' in the author.
   Word-of-mouth is the best advertising there is.
   

4. Links Build Search Engine Trust in Your Site

   There is no doubt that link score is one of the most important factors the major search engines consider when determining where websites are ranked. The reasoning is simple: if you have many links pointing to your site from other sites, your content must contain quality, important information. A link is like a vote. Although links from important 'authority' sites carry more 'vote weight', ultimately, total 'link/vote score' is one of the heaviest algorithmic factors considered in rankings.
   Sites with links from trusted sites are 'trust-worthy'.
   

5. Links Tell Search Engines and Users What Your Pages Are About

   To determine what a web page is about search engines look at a few critical elements on a web page, but just as important (if not more) is the text used in links that point to your page - from within your site and from outside sites. E.G.: If a page has 10 links from outside sites, and each link uses the word 'pizza' as the link text, it stands to reason that the page is about pizza. You could probably determine the page topic without even looking at the page. And, most likely, the link text is why users clicked the link in the first place.
   If you could describe yourself in two words, what would they be?

6. Links Establish Your Site in 'Communities'

   Typically, the types of sites that easily offer and create links to your site are community type sites that are updated on a regular basis, either by a main administrator, or by users themselves. Examples are; blogs, forums, wikis, MySpace, and other social networking sites. See MySpace example in point #3. Communities are based in trust.
   "Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has." - Margaret Mead

7. Links Are Free Advertising

   Unless you've paid for your link - it is free advertising for you.
   That was simple, eh?

8. Links Are Trackable and Provide Market Intelligence

   There are a few methods of determining who links to you, and this information can be very valuable in providing market intelligence such as;
   - competitor strengths/weaknesses (find out who links to them, request a link)
   - consumer/user opinion (what are people saying about you/competitors on blogs/forums)
   - potential suppliers (industry insiders who liked/linked to your site)
   - source of testimonials
   - reveals potential PR hazards (negative posts/links)
   - reveals strategic partnerships (next point)

   To determine who links to you, you can first check your traffic logs for 'referrers'. Once seeing who has generated some traffic for you, you can find out who the search engines have listed that link to you. Here's how you can check:
   - at Goolge, search: link:www.yoursite.com
   - at Yahoo and MSN, search: linkdomain:www.yoursite.com
   Find out who, what, where, when, why, how - and use it.
   

9. Links Reveal Strategic Partnerships

   Upon reviewing your traffic logs or doing a simple link check on any of the major search engines (as mentioned above) you may encounter some sites that link to you that can reveal sources of mutual benefit, such as;
   - marketing partnerships (develop reciprocal ad campaign)
   - service or product suppliers
   - potential employees
   - potential contractors
   - or for support/education/help
   "There's GOLD in them there hills..."

10. Links Are Assets - They Add Value to Your Property

    Your website is your internet property, and it has value. What gives your website saleable value (typically) is the amount of traffic the site can generate. As we've shown, links are one of the most important factors in generating substantial website traffic, search engine rankings, trust, publicity, market intelligence and more. A substantial link network offers significant value to the overall package when determining a website's value.
    The marketplace creates the asset, and its value.

Benefits of Specific Link Building Techniques

1. PPC (pay-per-click) Links
   

   Benefits:
   PPC campaigns can be initiated within 1 day and can provide immediate traffic if required. Cost of traffic is relatively inexpensive when compared to traditional marketing methods. Target marketing can be very precise as link ads only appear on pages contextually relative to the ad. Traffic is generally pre-qualified due to the nature of clicking links - people are interested in or looking for what the link leads to.

2. Purchasing Links on Other Relevent Sites

   Benefits:
   Link purchasing provides direct traffic that is typically pre-qualified since links are generally purchased and placed on sites with content relevant to the link - users are already on these sites for topical interest. Non-PPC links from outside sites also provide value to SEO as search engines value links highly in their ranking algorithms. Also, you can control what the link text says, which is also very helpful to search engine optimization.

3. Directory Listings

   Benefits:
   Directory listings such as; Yahoo directory, DMOZ, Best-Of-The-Web.org, business.com, bCentral.com, etc. provide very valuable links as they can be implemented relatively easily, and inexpensively (some charge an annual fee). In addition to the major directories, it is also beneficial to be listed in industry directories and local 'yellow-pages' type directories, etc. Search engines consider links from trusted directories to be the one of the most valuable types of links they categorize - these directories are well-established, well-visited, well-maintained, and useful resources - they are "trust-worthy", so if they link to you, you must also be "trust-worthy".

4. Association Listings

   Benefits:
   Association links are very similar to the benefits of directory links, and although they are generally free they typically take longer to be implemented (they're free!). Examples of association links are: Chamber of Commerce, Board of Trade, industry associations and organizations, clubs, committees, sports teams, arts and entertainment groups, social groups, ethnic and cultural groups, pensioner associations, environmental groups, etc... these association websites are typically well-established, focused, maintained, and useful resources - they are "trust-worthy", so if they link to you, you must also be "trust-worthy".

5. Competitor Analysis

   Benefits:
   This is an excellent method of determining a source of links that are recognized to be highly valued by the search engines. Doing a "link:www.competitorsite.com" link check reveals who links to your competitors. After doing a little research, you can determine which of these sites will most probably link to you, and that will also pass on a high amount of "trust" value - also known as "TrustRank". If a request for a link from this type of site is fulfilled, your overall "trust-worthiness" increases, thus increasing your rank in the search engines, beating out your competitors, using their resources. :)

6. Outside Blogs

   Benefits:
   Benefits of links from outside blogs are can be numerous, but generally; popular blogs can drive a flood of traffic over-night through one link. As the blog post ages traffic will subside, but, the link remains - thus passing on its "trust value". Outside blogs generally link to corporate sites for specific reasons such as; news items, resources, references, and for items of interest. Creating these 'reasons' on your site increases probabilities of a blogger noticing your 'reason', then linking to you, which, because blogs are read by other bloggers, creates the potential of acquiring more links from other blogs. Blogs typically spread links in a viral nature.

7. Corporate Blogging

   Benefits:
   Creating your own corporate blog has many marketing benefits in itself, but in addition to the main benefits of links from your own corporate blog (direct traffic, passing on 'TrustRank'), you have complete control over frequency, position, and function of the links (link text) within your posts that point to your main site.

8. Press Releases

   Benefits:
   Press releases are typically posted on "trusted" news syndication sites, as well as local and regional, or industry specific news sites. Because most often you will have written the release - if not edited - it will allow you the flexibility of keyword placement and usage as link text. News sites are generally well-established, well-visited, well-maintained, and useful resources - they are "trust-worthy", so if they link to you, you must also be "trust-worthy".

9. Article Syndication

   Benefits:
   The benefits of links from article syndication are numerous in addition to the general benefits of syndication including; increased brand awareness, establishing your site as an authoritative resource, and relationship building. The benefits of links from your syndicated articles are;
   1. Direct traffic to your site through 'by-line' or 'signature' links where author credits are given
   2. Links increase your TrustRank on major search engines - increasing rankings
   3. Articles can have multiple links to your site, allowing you more control to use variations of keyword text for maximum semantic saturation
   4. Articles are typically archived thus maintaining the lifespan of the links
   5. Articles syndicated on high PageRank sites (not only get ranked well so your article gets increased exposure) - they provide your site with increased PageRank through the links

10. Quality Content Generation

    Benefits:
    In producing quality content on your site, you produce a reason for others to link to you. There are many methods of producing quality content for your site, but some well proven examples are; top-ten lists, helpful tools, noteable news items, expert advice, surveys/studies, reviews, interviews and more. The benefits of links derived from creating quality content are; links usually point to the resource page - providing 'deep-linking', these links are usually keyword saturated (by nature - they describe your content), the link anchor text is usually varied due to multiple sources - avoiding spam penalties.

11. Social Networking Sites

    Benefits:
    Links from social networking sites have huge benefits, if they are in the right place. Social networking sites like MySpace, Digg.com, del.ico.us, etc. can provide enormous amounts of direct traffic if they are on popular pages, and because these sites are highly regarded and trusted by the search engines, these links pass on trust value for SEO purposes as well.

12. Reciprocal Links on Related Sites
    

    Benefits:
    If links are traded between sites of relevant or related topics, this can add value to the score of your page since the topic of the page linking to you is a major factor considered for rankings by the search engines. Be aware not to trade links for the sake of garnering more links - this can hurt your ranking if too may are 'off-topic' (this is a spam indicator). Reciprocal links must be traded on the basis of providing mutual traffic within a related field. These links generally establish both sites as helpful resources in the eye of users.

13. Partner Websites

    Benefits:
    The benefits of links from partner websites such as; strategic partners, suppliers, contractors, etc. are much the same as reciprocal links mentioned above, but these links typically instill a higher level of trust in the user because they signify 'partnership' - this is the ultimate level of trust, next to self. Partner links also produce many of the general benefits of linking such as direct traffic, increased trust by search engines, longevity, etc.

14. "Link-To-Us" Action Items

    Benefits:
    Every website serious about link building MUST have a readily apparent 'link-to-us' call-to-action item. This can be in the form of a page with a very simple request to have others link to your site, or the page can contain more complex suggestions for linking to you. You can provide banners, pre-scripted links, link suggestions, or as mentioned - a simple request. The benefit of offering the link code is that you control what the link says - the link anchor text. The benefit of having others create their own link from your suggestions is that this creates variation in the links pointing to your site - which is desired - it is more natural. Also, just having this type of call-to-action item inherently increases the probability of others linking to you - you're 'suggestive selling'.

15. Link-Baiting

    Benefits:
    Link-baiting is becoming regarded as one of the most effective methods of link building, but, it is also one of the most difficult to perform effectively. Here are the benefits, and thusly the reasons why link-baiting has it's difficulties:
    1. If the link-bait is valuable, acquiring links is very easy to do - no requesting or direct soliciting is required.
    2. Quality link-bait produces exponential growth in link development from an initial original effort, most times very rapidly.
    3. With exponential link growth comes expontential direct traffic through those links.
    4. The resultant linking structure or tree is very organic, natural - not recognizable or identifiable as contrived for SEO purposes.
    5. Links resulting from link-baiting are typically from websites that are updated regularly - like blogs, forums and news, and these types of sites are generally well trusted by users and search engines, thus passing their trust on to you.
    6. Link-bait links are typically deep-linked to a key 'bait' page within the site, rather than the home page. This is good for passing PageRank to inner pages.
    7. If properly executed, the sheer volume of links created alone can produce the greatest ROI than any other link building technique.