Link Building
Reciprocal link
A reciprocal link is a mutual link between two objects, commonly between two websites to ensure mutual traffic. Example: Alice and Bob have websites. If Bob's website links to Alice's website, and Alice's website links to Bob's website, the websites are reciprocally linked. Website owners often submit their sites to reciprocal link exchange directories, in order to achieve higher rankings in the search engines. Reciprocal linking between websites is an important part of the
search engine optimization process because Google uses
link popularity algorithms (defined as the number of links that led to a particular page and the anchor text of the link) to rank websites for relevancy.
Relevant linking
Relevant linking is a derivative of reciprocal linking or link exchanging in which a site linked to another site contains only content compatible and relevant to the linked site.
Three way linking
Three way linking (siteA ? siteB ? siteC ? siteA) is a special type of reciprocal linking. The attempt of this link building method is to create more "natural" links in the eyes of search engines. The value of links by three-way linking can then be better than normal reciprocal links, which are usually done between two domains.
Two-Way-Linking (Link exchange)
An alternative to the questionable automated linking practices referenced above are free, community-based link exchange forums such as LinkPartners.com, in which members list their sites according to the sites' business category and invite webmasters of other compatible sites to request a link exchange. Such forums were created to foster the ethical exchange of links between sites dealing with similar, relevant subject matter in order to offer visitors broader access to information than that obtainable on either site individually. Unlike automatic linking schemes, these forums require members to editorially review sites requesting a link and make human-intelligence-based decisions on whether establishing a link with them would benefit end users and comply with search-engine quality and best practices guidelines.
One-way linking
One-way link is a term used among webmasters for link building methods. It is a hyperlink that points to a website without any reciprocal link; thus the link goes "one-way" in direction. It is suspected by many industry consultants[who?] that this type of link would be considered more natural in the eyes of search engines. One-way links are also called Incoming Links or Inbound Links.
Resource Linking
Resource Links are a category of links, which can be either one-way or two-way, usually referenced as "Resources" or "Information" in Navbars, but sometimes, especially in the early, less compartmentalized years of the Web, simply called "Links." Basically, they are hyperlinks to a website or a specific webpage containing content believed to be beneficial, useful and relevant to visitors of the site establishing the link.
In recent years resource links have grown in importance because most major search engines have made it plain that -- in Google's words -- "quantity, quality, and relevance of links count towards your rating."
The engines' insistence on resource links being relevant and beneficial developed because many of the methods described elsewhere in this article -- free-for-all linking, link doping, incestuous linking, overlinking, multi-way linking -- and similar schemes were employed solely to "spam" search-engines, i.e. to "fool" the engines' algorithms into awarding the sites employing these unethical devices undeservedly high page ranks and/or return positions.
Despite cautioning site developers (again quoting from Google) to avoid "'free-for-all' links, link popularity schemes, or submitting your site to thousands of search engines (because) these are typically useless exercises that don't affect your ranking in the results of the major search engines -- at least, not in a way you would likely consider to be positive," most major engines have deployed technology designed to "red flag" and potentially penalize sites employing such practices.
Multi-way linking
Multi-way linking is a technique used for website promotion whereby websites may create similar one-way links that each involves 3 or more partner sites. This provides each website with a one-way non-reciprocal link. This technique has evolved from reciprocal linking. The latest search algorithms have evolved to hold less favor towards websites that contain a high percentage of reciprocated links, and a higher favor towards websites that maintain a high level of incoming non-reciprocated (one way) links. How to filter out excessive reciprocal link schemes is even being mentioned in anti link spam patents.
The term multi-way simply refers to the fact that the link exchange is between 3 or more websites, however each link is singular by only pointing to one other website. Other means of linking that may increase your web presence may also include other indirect methods such as loading images, videos, content or RSS feeds from a third partners website.
Link campaign
Link campaigns are a form of online marketing and SEO. A business seeking to increase the number of visitors to its web site can ask its strategic partners, professional organizations, chambers of commerce, suppliers, and customers to add links from their web sites. A link campaign may involve mutual links back and forth between related sites, but it doesn't have to require the reciprocation of links.
Incestuous linking
Incestuous linking is an SEO strategy used by a webmaster to promote a collection of their own web sites, or those of close friends.
Due to the domination of the search engine market by Google, and its underlying PageRank technology, sites are deemed to be more important if they have large numbers of inbound links. If those inbound links are also from highly ranked web sites, they will boost the web site further. With the take-up of blogging and social networking sites such as MySpace, this has resulted in lots of web sites that are inter-linked and can artificially improve the ranking of a web site without merit, i.e. without valuable or unique content.
When the sites are not directly owned, this is referred to as a web clique.
Overlinking
Overlinking in a webpage or another hyperlinked text is the characteristic of having too many hyperlinks.
It is characterized by:
A large proportion of the words in each sentence being rendered as links.
Links that have little information content, such as linking on specific years like 1995, or unnecessary linking of common words used in the common way, for which the reader can be expected to understand the word's full meaning in context, without any hyperlink help.
A link for any single term is excessively repeated in the same article. "Excessive" is usually more than one link for the same term in a line or a paragraph, since in this case one or more duplicate links will almost certainly then appear needlessly on the viewer's screen.
Underlinking
The opposites of overlinking are null linking and underlinking, which are phenomena in which hyperlinks are reduced to such a degree as to remove all pointers to a likely-needed context of an unusual term, in the text-area where the term occurs. Underlinking results whenever a reader encounters an odd term in an article (perhaps not even for the first time), and wants to briefly browse more deeply at that point, but he or she cannot without an extensive search of the article for a (possibly non-existent) instance of the linked term.
The extreme case of underlinking is a dead-end page, a page with no links at all. Usability experts discourage making dead-end pages.
Underlinking also occurs when web pages use the rel=nofollow attribute to prevent search engines from considering these links when performing link analysis, weighting or ranking.we are well known example of this kind of underlinking
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