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The idea that links from other sites to your own, actually aid your site, is a logical one. But can back-links hurt or harm your ranking?

Many of us seo afficionados keenly know what this terminology means, but for the non technical it simply means getting links from other sites to your own.

Traditionally, this was done by exchanging links between sites, and initially search engines had no problem with this but the search engines soon began to devalue these reciprocal efforts due to not just the potential for spam but due to the fact that a sort of REAL link spam that was taking place in this area.

Spam is known to many of us as ham, but in internet lingo its also known as the email that floods your inbox and makes it difficult to find your real mail.

So for example, some marketers send out unsolicited comments using software robot programs – to create thousands of backlinks automatically in forums, blogs and other places. Some made hundreds of real but content-less webpages/sites with links back to their own – not the phrase “their own” – commercial products – thus creating a need for Google and other search engines to objectively create quality ranking scores to determine the relationship between linking sites. At that time, the search engines were not looking at these items such as which reciprocal links were owned by the same group or which 20 reciprocal links were with the same ISP. In order to thwart those who would fill our inboxes with junk, this info is deemed to be rather important for determining exactly who the spammers are.

Perhaps one of the most important aspects to the backlinking process is in what keywords one uses – traditionally, this has been where most linking efforts have fallen down.

Why? Because unless you created the links yourself, you can’t determine how someone else will link to your site. And in direct contradiction to what you might be reading around the net, therein lies a big part of the problem, right?

Also, since as a casual reader, you are not likely to be an expert on long tail keywords, you are going to most logically try to pick the keywords having the most traffic. One could however be forgiven for this as it really is a most logical mistake. A very new website, even after being indexed by Google or most search engines, doesn’t stand a prayer for getting traffic based on the most highly trafficked keywords – sorry but this wait for traffic could extend to many months or even years.

And perhaps that’s not all one has to worry about.

But there is yet another major issue. Initially a new html or htm page has a Google Rank of N/A. Then after its indexed, typically 0 where Zero is not good and 10 is the best. Although some may argue this while a new page with N/A or O as its rank will have a freshness quotient that can help it positively, in many search engines, its zero which is evidence of lack of credibility will definitely work negatively against it.

Exceptions to this – if the newly created page is sitting on a grandly popular Web 2.0 social network property like squidoo or craigslist, bebo or scribd to name a few then it won’t be penalized as much just because its current pagerank or credibility level appears to be a zero.

We suspect these exceptions work because, it is thought that new pages on foundation sites such as those with a credibility level of 5 or above, inherently acquire some of the PageRank or PageTrust of the site that they are actually hosted on.

All sounds rather complicated huh? What really, does one do ?

Google’s time worn advice, go back to fundamentals, ensure that you are putting up great and be innovative. They would recommend strongly that you even create “link-bait” that will cause others to want to link to you.I like both this phrase and the thought if you can get this very weighty idea to lift off the ground any at all. Ignoring Google’s advice is always done at your own peril, however I urge you to examine the decision to get involved in creating link-bait more deeply. Do you really have 3-6 months that it takes to consistently create new articles almost daily, and to put out such a ferocious amount of high grade material in one spot that would cause people to consistently put a link to that page from their own – If the answer is yes, then you now know the true meaning of link-bait.

Many more questions than answers, huh?

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