Optimization

One of the things that bothers me about current Search Engine Optimization technique is not just the understanding that the successful website requires more high quality incoming links than outgoing, but also the focus that’s been put on that idea. It’s very likely true–everything else being equal for a well-established website with interesting, frequently refreshed content–but I have a problem with it.

1. You can’t stop someone from linking to your website (thus it’s quite possible that link farms or other “low quality” websites will link to your site and in turn lower your rankings).

2. If you want to be truly useful to your readers you’re going to be linking to other sites, either to provide your readers with more information or to give them a different point of view on the subject.

I’m going to use Drollerie Press as an example (www.drolleriepress.com). The press provides links to author websites and to author and reader resources. It has incoming links from reviewers, readers, others in the industry, and its authors.

In order to take full advantage of the understanding that it needs more quality incoming links than outgoing to be considered successful, it could pull the resource page. Unfortunately, to do so would be antithetical to the Drollerie Press business model, which, boiled down, says they have pie (media that is attractive to a certain type of consumer) but that others have pie as well, and honestly pointing that out, and who else might give good pie is just good business.

In addition, those quality incoming links need to be a range of long-standing and fresh to maintain ranking, but that can be managed over time by regularly providing fresh, interesting content that people will want to share with others.

So, what’s the bottom line as far as I’m concerned? Not to worry too much about linking. Don’t link willy-nilly to anyone who asks, but keep focused on good business practices. Offer good products and fresh, reliable, relevant content, then link to others who also provide useful content. As long as you’re taking care of business, this portion of SEO will most likely take care of itself.