Что такое SEO-ссылки и зачем они нужны

By | October 2, 2019

Hello, friends! I was often asked about backlinks, about how to promote sites using links in current reality and I decided to record a series of videos in which I will describe my attitude towards links briefly explain what it is, what types of links are there, briefly tell about their history. Moreover, I will reveal the practical ways to build up the reference weight on the site in order not to get under the filters and do everything as correctly as possible. But in this video we will talk mainly about the theoretical moments, about what is a reference, what characteristics the links have. It is worth talking about, so that there are no further questions. To begin with, let’s define what a link is A link is a tool for navigating from one page to another and it is always used in the context of two pages, i.e. if we imagine this, it will look like this: we have a first site, from which there is a link to the second site. Accordingly, the first site that is referring, is called a donor, and the site that receives the link, to which the main link leads, is called acceptor. If we detail the link itself, i.e. this red arrow, we will see that the link consists of the anchor. Anchor is the element by which the transition occurs. Usually it is text, but also it can be an image. Both the anchor and the surrounding text on the right and left are usually considered within the same sentence. Further, why we generally talk about links in the context of website promotion. Let’s remember the history: there were no search engines as such before 1997. Yes, they existed, but in their infancy, and the sites were all grouped into special directories Yahoo was the largest one – search occurred inside this directory, maximum by keywords. I.e., for example, the more keywords were on the site, the higher was the position of this site in search results. That’s where all spam, excess use of keywords, spam in meta tags comes from. Accordingly, the results of the search through this directory were not good enough and in 1997 the creators of Google have revolutionized the world of search engines as a search, because they changed the concept of ranking, i.e. the placement of sites in search results using a special algorithm called Pagerank. The essence of this algorithm is that if site A puts link to the site B, then site A considers the site B to be more authoritative, a i.e. he gives his voice to this site. Moreover, if the site A has only one link to the site B, then it transmits all its voice. If there are two links to different sites, the number of votes is divided in half. And this principle, i.e. the more links to the site, the higher it should be located this site in search results. It has revolutionized the search, as a search, because indeed, the more authoritative good sites began to occupy the top positions, because they had a large number of quality links. It worked until the moment when webmasters
learned about the impact of links on ranking and started to buy a large number of links to their sites. Since the links it was the main factor of ranking, then they managed to promote many such sites, it was like this during all the 2000s, links was the main tool to promote sites. What happened? SERPs became irrelevant,
i.e. webmasters were not engaged in the development of their site, content,
usability, but just purchased links. Search engines have realized that the quality of
search is severely affected and began to fight such reference spammers, artificial links by using special filters, i.e. algorithms that lowered sites in the SERP or removed from SERP the sites that abused
artificial ways of promotion, namely the purchase of a large number of low-quality links. All this led to the fact that Google
now has a Penguin filter, which is constantly updated, Yandex has minusinks, and these filters are designed to fight the purchased links. Yes, the impact of links, respectively, decreased. I.e. if in 2000s links were the
main way to promote the site, now, of course, it is not like that. But links still remain an
important factor for website promotion, an important factor in the ranking algorithm of search engines and you need to at least understand what is a reference, how they work, and know how to build a reference weight. Therefore, we need to talk about
links, what characteristics they possess and in the future we will consider how to build up the reference weight for any sites. Now let’s talk about the characteristics of a link and what characteristics the search system considers. There are three basic characteristics That is, the reference has a static weight, anchor weight, or as they say dynamic weight, and traffic or CTR, i.e. how many users follow this link. Accordingly, what is static weight? The more links lead to page 2, the greater the static weight this page has. And if one page leads to some site from this page, it transfers full static weight. If there are multiple links, the static weight is divided by the number of links. Anchor weight. Anchor weight is a characteristic
of a link, which depends on its anchor; and the
closer the anchor text to a particular keyword, the higher the anchor weight. The search uses this information to improve the quality of the SERP, because this text, the text of the anchor, says a lot about
what is contained on the site without loading additional pages. So, everything is clear with traffic, with how many people navigate by the link. Then you will understand why I told you this information. Now briefly about what kinds of links are there. Links are divided into active and inactive ones. Inactive link is a link that is just written by text, there is no hyperlink mechanism, you can’t click on it and there will be no transition. In order to go to the site, the user should copy this address or the internal page, paste into the address bar of the browser and press Enter. Next, the active link. An active link is a link that will redirect you somewhere when clicked. Where can the transition occur? I.e. active links are divided into direct links and redirect links. Redirect link is a link, address of which doesn’t match the page, to where the transition occurs. What does it mean? That means, you click on such a link, some address opens and in a microsecond there is a redirect to another address. These links are used primarily on sites with a large number of backlinks to different sites, in order to not give away all their weight. Next, direct links. I.e. these are the links, which redirect you to the site, to which the link leads. Direct links are divided into text links and links-images. That is, the link-image is the kind of links that you encounter daily, i.e. some kind of banners, a picture, which redirects you somewhere when clicked. Text links are the most popular links, they have some definite anchor text, and such text links are divided according to the types of anchors. And so, the anchor can be direct; what it means? This means that we have some kind of keyword and anchor of a link, its text is exactly the same as this keyword. We have a website on PVC windows, the keyword is PVC windows, so a direct link with direct anchor will be PVC windows, just plastic, plastic windows. Further, diluted anchors. I.e. we have PVC windows, some other word or a few words are added to this keyword. For example, the best PVC windows:
PVC windows is a key, the best – an additional word. And the phrase “best PVC windows” is a link. Next, the so-called no-anchor links. What does it mean? This means we have the anchor and this anchor, its some text, is a very popular word. For example, link, source, here, click here, the list can be large i.e. search for this word cannot characterize the contents of the site where this link leads. Or, for example, link text can be represented by a URL, website URL, acceptor URL. Or, for example, we have a brand of some kind on the site, let’s say PVC windows master, then such a link without anchor can be in the form of a simple brand “PVC windows master” and this will be a link. Now let’s deviate from this question and talk about the nofollow attribute. What kind of attribute is it? As we remember that the search actively struggled with spammers, with those webmasters who provided a large number of links, it has come up with a special attribute, because its masters used not only manual linking but also automatic one. For example, when some guestbook, blog, forum on these sites were spammed by a large number of links in the automatic mode and such site, respectively, gave all its weight to such poor quality resources. And the search came up with a way to fight spammers, so they just had no advantage to put such links, specifically, the nofollow attribute. This attribute was automatically added to the reference and fully stopped weight transfer. Accordingly, in the comments, forums, social networks, any link automatically is applied such an attribute, i.e. a site that gives its link does not lose anything, or, for example, in the case of advertising. Next, I distributed all types of links on a special graph, I linked the types of links to the weight of a particular type of links can transfer to an acceptor site. The classical SEO-link is a link with direct or diluted anchor, it transfers both static and anchor weight, i.e. it is the ideal case. Just static weight is transferred by anchorless links and image links, because there is no anchor, or the search cannot determine what kind of anchor it is only static weight is transferred. And inactive links don’t transfer anything.
It is clear: you can’t even click on it. Redirect links – everything is zeroes at the moment of transition to the main site, acceptor. Links with nofollow attribute – as we’ve already talked before, automatic weight transfer is disabled. And links closed from indexing, i.e. for Yandex it is as follows: Yandex search doesn’t see such a link, or, for example, for Google,
Yandex this is closing through the service file robots.txt, or through a metatag. Now you can say: let’s only buy direct diluted links and put them for free, because they transmit both static and anchor weight. Why do we need these links? Yes, that’s how it was done, all used direct, diluted anchors and the search began to fight with such links. Search engines have information about all sites in the world and they know what a natural reference profile looks like. What is a natural reference profile? These are links to the site, which were not purchased, not manually entered by a webmaster, and somehow appeared independently. Let’s imagine an example: a girl has made a site with recipes, and she publishes high quality recipes with photos, text, other girls comment all these recipes. How will the links to such a site look like? Probably, all that will be at first are links from social networks, i.e. girls will exchange links with each other in different social networks and the search sees it. Next forums, there will be some link exchange on forums, in the comments. Perhaps someone will post a no-anchor link, for example, in their blog or somewhere else, or will share a picture of some salad with a link to this site. What we see, we see that only non-classic SEO-links are put on sites. And only in the ideal case links with direct or diluted anchor will appear. I.e. the search knows what the natural reference profile looks like. And we should strive to ensure that the reference profile of our site, even with the consideration that we will buy these links, imitates the nature of all links. I.e. we should not discard active, redirection, nofollow, noindex, non-anchor, image links. We should use all kinds of links, because it is extremely important to avoid getting into the search engine filter for using purchased links and using the direct anchor. On this i have everithink. In the next video we well talk about how from the practical point of view the construction of links looks. Where to buy them? Where can I put them for free? What types of links should I use? How fast should I increase? And much more. If you have any questions, ask them in the comments. Good luck!

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