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Relevant Link Trades and PageRank™

The article below is based on a reply to a post on Greenguy & Jim's Webmaster Board. After hitting the submit button, I thought it could be helpful for webmasters seeking link swaps here. Sebastian, August 2003.

You'll find posts titled 'I'm looking to boost my index and category PR' on every webmaster message board. If you don't read between the lines, these link requests are blatant attempts to cheat. Why? They result in artificial linkage to influence link popularity/PageRank™(PR), and will get all participating sites penalized or even banned sooner or later. Artificial linking (like shared links tables on many domains or other mass link swaps) is intentional cheating. Google can detect it and will not reward it.

Since webmasters asking for category page link trades obviously have the right ideas, I assume most of them do not cheat intentionally, they just don't know that following bad advice on message boards can get their butts grilled by the engines. Forget everything you've heard about 'advantages of PR boosting', it is not true and it does not work. Every attempt to solely boost PR is useless, and dangerous. PR helps if on-page and off-page optimizing is done properly. High PR alone does not boost your rankings on the SERPs.

PageRank ('Page' from Larry Page, one of Google's founders, not from 'page') tries to follow traffic streams. It ranks web pages more or less based on weighting of inbound links. Measuring the weight of a vote (link), it considers a couple of factors. The PR of the source page of an inbound link, the number of links on the source page etc. play a role, but Google has improved the PR algo during the last years. There are other factors which you cannot find in public papers, and especially not on message boards. Better forget the technical stuff and link natural with your visitor in mind. Google will reward your honesty with a higher PR.

Furthermore, PR is only one factor when it comes to rankings on the SERPs. Caused by the nearly useless toolbar PR display it is totally overestimated. Since every dumb fuck and his grandpa out there have something to contribute in public PR discussions, webmasters and search engine optimizers have forgotten everything about the purpose of PR. PR is meant to emulate surfing. By ranking votes, it tries to estimate which links on a page a surfer will click. The first version used a dampening factor to take into account that a real surfer won't click every link on a page. Nowadays the algo is more sophisticated. You can't hack it and you won't understand this technology deeply, thus make your decisions based on common sense instead.

When you're after targeted traffic (coming from related votes) for your category pages, a reasonable planned link swap campaign is the way to go. Always remember, you want deep inbound links not for a more or less useless PR boost, you want targeted traffic. You want your category pages recommended by other (related) web pages. Surfers shall follow these links. SE ranking algos, made to fulfill their users interests, shall recognize these links too, and the engines shall send you some extra traffic. In exchange you recommend the other site's content (categorized site listings) on your category pages.

Well thought out. It works perfectly, as long as these links are on-topic, visible and prominent, and both sides are valuable resources, sorta theme authorities. Your category page becomes a theme authority, when you manage it to compile a list of valuable on-topic links (site/gallery listing), each link dedicated to a (related) (sub-)topic, describing the (sub-)topic in anchor text and surrounding unlinked text. Long descriptions and keywords in site titles work best. Also, your category page's title, description tag, headings, body text and even text ads and ALT text of banners should be on-topic, as well as the anchor text of your internal links leading to your category page. Split your huge categories into smaller pages, each carrying not more than 100 links.

Do not hide your link trades, link prominent. Use on-topic keywords as anchor text in your outgoing links, and request on-topic keywords in inbound links. Swap text links, not buttons. Additionally, improve every link with a TITLE attribut, carrying keyword variations, not repetitions. In plain english: link natural and valuable for your visitors. A natural link is a honest recommendation to your visitor, leading to an on-topic authority. Topic gets defined in the link's anchor text, it's TITLE attribut, and surrounding unlinked text. SEs will reward your effort and send you targeted traffic.

Don't put too much effort in acquiring homepage inbound links. Your links list's homepage is the most useless page of your domain. Surfers are scanning, many of them won't scroll down two screens of ads and recips, and you'll lose even more on the following FPA (hopefully visiting your sponsor, but more likely leaving your site). Better feed your category pages and your category index page with link swaps. Ignore the PR of your link partner's pages. If the site is nice and you like it, some surfers will like it too, and it will have traffic. Even brand new sites with no Google PR can have some traffic (currently and/or in the future).

Bottom line: Ignore Google's PageRank™ and trade text links on category pages for traffic with nicely designed, well maintained and related sites which have a user friendly navigation, and don't cheat. Follow this guideline and your site will become an authority hub getting nice targeted traffic.

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