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Why back links are important to search engines

September 5th, 2009

There is no point in creating a website unless you have thought about how you are going to get visitors. It doesn’t matter what content you intend to put on your web pages there can only be one reason for a web pages existence and that is to get people to visit it. You should devote your energies to getting the search engines to direct as many visitors as possible to your web pages. The search engines generate targeted traffic and the great news is its costs you nothing.

Search engines make money through presenting searchers with answers they are looking for. The delivery of relevant and accurate results to searchers is the key objective for search engines and is a major factor is maintaining and increasing user loyalty. The more users come back the stronger the search engine brand and the more money they make. The challenges are the exactly the same for you and your website.Make your users experience your number one priority so they return to your web pages time and time again.

So what should you do?. There are two paths to achieving this and the good news is you can if you have the money do both. You can pay for advertising, commonly known as Pay per Click or you can create great content and get people to link to it.

From a search engines perspective there are only keywords and key phrases without these content on the Internet simply doesn’t exist. Searches always begin with the entry of a keyword or phrase into the ‘search box’. The search engine scans its index of web pages and returns the web pages it has decided are most relevant to the keyword or key phrase. Search engines decide what web pages are returned by using two prime factors – authority and relevance.

Relevance is a function of the keywords in the text of the webpage and authority is determined by the number and type of back links . Search engines calculate the position of a web page in a returned list of results by measuring the authority and number of backlinks to each page.

Back links are the number one priority you should focus on in web page optimisation.

Back links have two key uses – influencing the search engines ranking decisions and directing traffic to your web site from other internet properties. People searching for and reading relevant content will click on the back links that contain text related to their quest and subsequently be directed to your web pages. ‘Anchor text’ is the correct term to describe the text appearing as a link and contributes to the value given to the link by the search engines. Each back link has a value associated with it which can vary depending upon its origin.

Back links from web pages that contain content related to your web page have an impact on the authority of your web page.Significantly authoritative web pages can pass some of their authority through the back links to your page.