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Bing: Here Are the 4 Reasons You Want Links

Guess what: Bing Doesn't Like Link Buying.

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Bing: Here Are the 4 Reasons You Want Links
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Bing’s Duane Forrester has followed up his recent post about how Bing evaluates content quality with one about how Bing looks at links. He says you want links for a few reasons, and lists 4 of them:

1 – because they alert us to your website when its new, or to new content
2 – because they are a vote of confidence in your site – quality websites tend to link to other quality websites
3 – because those links can send you direct traffic
4 – because over time, they can help establish a footprint that points to your authority on a topic (think guest blogging)

The main point from the post is pretty much: links are not everything when it comes to ranking in search engines. Nothing new there. Still, it never hurts to listen to the policies as they’re explained by the search engines themselves.

You love links. We love links. Build for the right reasons. – From an early stage people are taught that links are i… http://ow.ly/1e7uc9 2 days ago via HootSuite · powered by @socialditto

On how many links you need, Forrester says, “Not as many as you may think.  Again, as with so many other areas of search optimization, there’s no exact number here.  On popular phrases with lots of query volume, to rank well will require more links from trusted, quality websites to boost your rankings.  Less popular phrases can often require many less links pointed at your site to see the same lift in rankings.  This is where a targeted link building approach can pay off for you.”

The take-aways of the post, Forrester says, are: don’t buy links, great content builds links, prove to users you’re a trusted authority (and links will follow), and social media can help grow links.

Here’s where Bing gives its advice for link building.

Bing: Here Are the 4 Reasons You Want Links
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  • http://www.seo-theory.com/ Michael Martinez

    The “don’t buy links” stance appears to reflect a shift in official policy from Bing on the topic. Earlier this year Duane indicated at a conference panel that Bing wasn’t necessarily opposed to people buying relevant links. I guess they are bowing to the criticism.

  • http://www.LAokay.com Adsense Publisher

    Don’t hate the player, hate the game. It was Google that started this whole thing with links being able to influence relevancy. A publisher would write some good content, but another site was determined to be more relevant so that other publisher than went out and purchased a bunch of links on a relevant site and posted a few on some relevant blogs by commenting on a post the blog author wrote. Over time publishers realized that by creating enough links, even if they weren’t too relevant in general, a less relevant page could rank higher than a more relevant one. Google’s methods will always be flawed, and the more they change the rules just to screw with those who would play Google’s relevancy game, it’s causing a lot of innocent sites to be caught in the crossfire who don’t play dirty. Google needs to identify the sites who are playing dirty and reprimand those sites manually. Just like Google did with JCPenny, and almost had to with Overstock.com.