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| Don't be afraid to link out. Your site visitors will appreciate you introducing them to useful websites, you can increase your credibility and you can achieve a higher search engine ranking.
Many websites I come across don't have a single link to another website. Ask the webmaster why not, and the answer you get is simple enough: "If I link to other websites people might leave my site." At this point I break the news that site visitors will leave your site. And there's nothing you can do about this.
Site visitors won't leave your site because you provide links to external sites. They'll leave for one of two reasons:
* They've found what they were looking for and no longer have a reason to stay on your website
* They can't find the information they're looking for and leave to seek it elsewhere
"OK, so site visitors are going to leave my site. But why should I hunt around for websites to link to?"
Search engine benefits
One of the ways search engines try to work out what your website is about is by analysing its inbound and outbound links. The more confidence a search engine has of what your website's about, all other things being equal, the higher search engine ranking you'll achieve. By providing outbound links to related sites you actually help the search engines analyse your site and therefore help your search ranking.
Don't be afraid to link out. Your site visitors will appreciate you introducing them to useful websites, you can increase your credibility and you can achieve a higher search engine ranking. So check your favourites folder and if you think your site visitors would benefit from any of the websites there be sure to include them in an appropriate place on your site.
Why is Link Popularity Important?
As web marketing techniques become more and more sophisticated, in an ongoing cat and mouse game with the ever-changing search engine algorithms, many search engines look at the links pointing towards websites to help determine the relevance of that site. Whereas it is relatively easy to stuff web pages with meta tags (whether relevant to the page content or not), it is much harder to secure good quality, relevant links from other sites to yours.
Google, in particular, uses link popularity a great deal in determining the relevance of web pages to any given search. As Google completely dominates the search engine market currently, it is vital that small business site owners take notice and dedicate time to building up their site backlinks. We also discuss the Google Pagerank system, and its relevance to successful link building, later in this article.
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