By James M. Lipson
Copyright Websight.org
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7.12.06 - V1.04
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 Link Exchange Dejour
Of the over 200 separate factors that are attributed to the major search engines (SE's) algorithms link exchanging is most assuridly in the top three. Well written code, original content and high quality back links are the steam engine pulling the train of high ranking in the SE's. Today we will focus on link exchanging and what it really means. And no Virigina it doesn't have anything to do with a fence company on the Nikkei index!
As you are all aware Google ranks your site on a scale of one to ten, and surprisingly they refer to this as a your "Page Rank". Both PC and Mac's have a small plugin you can install into your browser to see the Page Rank (PR) of the current site you are on. If you have a page ranking of 3 to 6 you are doing well, okay if you have a PR 6 you are doing great! But don't get your hopes up ever having a PR 8, 9, or 10, it simply won't happen unless you are Google, Yahoo!, MSN, well you get the poing. While this ranking does factor in towards your overall key phrase result(s) don't put 100% stock into it, we have seen PR2 pages rank well above a PR5 page. Is there a logical reason for this? Nope.
Okay now that that lesson is out of the way we can focus on what the search engines are looking for as far as your link exchange program is concerned. The SE's are looking for both quality of sites and quantity of listings. The quality issue brings us back to the PR issue, when searching the vast black hole that is the internet for other web sites to exhange links with, WebSight.org (plug, plug, plug), you most definately want to exchange links with site who have a PR that is equal to or greater than your own. That's not to say that if you have PR5 page (like us), exchanging links with a PR3 or 4 page won't do you any good. It will! But make sure the companies you are exchanging with have a good PR based on quality, not because they have implemented "black hat" techniques that may, and will, get them banned in the future. Becuase Google will follow their links possibly back to you, and you may get thrown in the trash along with their site. So when exchanging links it is imperitive that you inspect their site, both front and back end, to make sure they are a fine upstanding web site that follows the rules put forth by the SE masters.
In the world of quality link exchanging another important fact to consider is what industries are you trading links with. It appears that Google puts more value on sites that exchange links with companies who are in a similiar type of business as their own. Meaning if you are a doctor of medicine, as opposed to a doctor on the history of wood, it would behoov you to exchange links with other health orientated web sites. And once again this is NOT a rule set in stone. It won't do you much good to trade links with fifty PR 0 health sites, all the while ignoring quality PR 3 web sites that fall outside your business.
Copyright - Websight.org
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