Linking Without Damage

Outbound Links

Links are what makes the world go around ... but these days, you need to be very careful where you link to.

The logic is, it's your site, they are your links, so if you choose to link to a bad neighborhood, you share in the consequences.

Some niches have far more than their fair share of bad neighborhoods, so careless linking can be a high risk behavior; your site could very likely end up being penalized.

Reciprocal linking is of doubtful advantage (especially done in bulk), with Google (one time link lover!) rewriting the rules, and evicting over-enthusiastic linkers. Individual reciprocal links with 'related topic' sites are fine; but you need to be sure you are happy to recommend the site to your visitors.

Any other form of link exchange is rarely in your visitors interests - it's just for search engines - and Google has made it clear You are responsible for your linkiing choices. So few benefits, big risk

Linking out, without looking for a return of any kind, can also help your site - Google recognises the importance of links, and looks to reward linking sites.

Links pages really do not help, and never will. It only takes a couple of sites to 'go bad', and you'll have a penalty to your name. It's a ticking time bomb. Check them at least monthly, and if you get any problems with search results, specially in Google, they are likely causing the problem.

If you have any links controlled by third parties, and not you, then dump them now.

If you want to link to a site as a resource for your readers, but are a little suspicious of the safety, then consider using the 'nofollow' attribute for the link. But 'nofollow' should not be abused; it's main use is for sites where the owner cannot completely control all the links - such as guestbooks and blogs.

Incoming Links

Try to get your site listed in quality directories - incoming links can rarely harm you (unless from another site you own, or you are part of a 'club').

One of the best approaches is to look for relevant topical and regional directories.

Google depracates link exchanges - particularly if they are part of a bigger scheme, and especially if the links are not relevant to your site. Many sites have been banned for exactly that.

If a link is genuinely for the benefit of your visitors, that's fine, and Google has no quarrel. Links for Google's sake are not good practice and are a serious risk.

Selected link reciprocal linking (see above) can help, but is so fraught with risk, that's it's rarely worth it.

Writing to strangers is one way; 'I like your site, and I've linked to it; I'd be grateful if you'd consider linking to mine' - that's fine, but even that can be dismissed as spam.

Writing and asking people to link to you, with a promise of a link back is spam, of course! It's an unsolicited business proposition.