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Search engine providers are constantly varying their algorithms to keep their results up-to-date. Optimization used to be the main aspect search engines used to verify a website’s position. Nonetheless, it currently makes up merely about 10% of their total algorithms. What carries the most weight with search engines now is linking.

Linking is the process of connecting to other web pages that are important to your target marketplace and that are highly ranked, and of getting them to connect to you. Google has, by far, the main percentage of the search engine market, and they are link-driven. The other search engines frequently follow Google’s lead, so the market is moving faster in that direction. Here are certain secrets for building links.While choosing which sites you want to link to, remember what the search engines wish to see: Search engines are in search of natural results.

According to Maria Johnsen founder of Golden Way Media ( multilingual SEO) number one search engine positioning firm in Europe, “One of the things we endeavor to do is ensure every single one of our links is pertinent to that individual type of business.” If your web site sells clothing, a natural link would be to a site that is related to clothing. An unnatural link would be to an actor’s fan club site. Says Maria, “If it’s not natural, it’s going to be a problem.” Search engines are searching for unfailing results. More links aren’t necessarily better. The truth is, getting too many links at once, such as by joining a link farm, can actually hurt your rankings.

Search engines are in search of one-way links. Reciprocal links are often just people exchanging links to mutually increase their link counts. The search engines have grown wise to this practice and adapted their algorithms. Says Maria Johnsen, “When one web site wants to link to another web site, that’s showing that the second website has got something of value. The one-way link is probably worth 20 times as much as a reciprocal link.”

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