by B.J. Tolentino

Created on: September 15, 2010   Last Updated: September 17, 2010

The heart of Google's dominance on the web search industry is a patented software called PageRank. Its original algorithm involved an unprecedented system wherein the quantity, quality and relevance of links is vital to page ranking. Even though Google has explicitly said that there are now more than 200 parameters in its current algorithm, link building continuous to be very important to SEO. However, the launch of

Caffeine brings in a lot of doubt about the acceptability of current borderline link schemes. Getting credible backlinks from reputable websites is the only logical pathway to increase page rank in the future.

♦Create highly linkable web content
The most ethical and organic way to gain backlinks is when a page links to another because it contains fresh, original, insightful,  and credible source of information. In an ideal world that would be it; in terms of link building. You see these popular and high ranking web pages around and they usually revolve around these subject matters:
1. How-to Guides (including DIYs)
2. Debunking Myths
3. The best (the top, the worst etc.) of...
4. 101 Ways
5. Controversial insights (divisive but can go viral)

♦Build a Reputation
Evidently, even if you write quality (highly linkable) content, nobody would link to you if you don't have that reputation (high page rank) yet. This is a very straightforward reality on the Internet. It is for this reason that part of sustainable SEO campaigns is expanding the level of influence in online forums, social networking sites (Facebook, Twitter, LinkedIn, YouTube etc.), blog sites and virtual communities related to your niche. This is one of the main reasons why increasing page ranking usually takes time.

♦Buying backlinks?
Many simply forego the normal evolutionary process of slowly building importance and reputation; which ultimately increases page ranking. Google acknowledges what it describes as a "normal part of the economy of the web" - in reference to the practice of buying and selling links. There are reputable websites selling paid links. Google allows it for as long as they are designated as such by:
1. Using a nofollow attribute (rel="nofollow") to the <a> tag
2. Redirecting to an intermediate page where search engines are blocked using a robots.txt file

♦Reciprocal backlinking
You can also embark on a reciprocal link building campaign - a "Link to me and I'll link to you" campaign. You can send emails and make formal queries to website administrators on the prospects of exchanging links. However, make sure that you campaign only to related websites. Otherwise, Google will most likely penalize your page rank. Also, Google considers excessive reciprocal linking as a violation of their webmaster guidelines.

♦Optimize your content for anchor text
Anchor texts (visible text components of a hyperlink) are important to Googlebots and other search engine crawlers. Those planning to link to your page naturally examines the keywords and phrases associated with the content. Well written, informative and unique content doesn't qualify as a highly linkable web page if it is not keyword optimized. The prospective linker may even be penalized in cases wherein Google spiders view the referenced page as irrelevant to the anchor link.

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