Anyone who has developed a website hopes to quickly achieve a high ranking in the search engines, especially Google. This is usually a key objective. However, many have discovered that the task is much more daunting than they originally thought. That is because new websites and even existing websites must prove to Google, Yahoo, MSN and the other search engines that they are worthy of being ranked high.

This article is focused on link popularity. However, I will note that there are some basics that have to be completed that relate to the website itself such as relevant content, alternate image text, page titles and page URLs. Content can also include PDF documents which can be written to be content-rich and some other on-page factors before the search engines even start to notice you. Once these on-page items are in place it is time to focus on link popularity. This is sometimes described as an off-page factor because this factor is not on the website itself. Even though it is not on your site you still can influence the off-site factors. To achieve the really high (page one) rankings you will need to do this.

Let's talk about linking and define what is meant by is Link Popularity?

Many people think link popularity relates only to the number of incoming links a website has linking to it. However, it is not simply realted to the quantity of websites are linking to your website.

Link popularity is much more than just the number of incoming links you have coming to your website. Factors can include, but are not limited to, the quality and type of website linking to you, whether you link back to that website or not, the reputation of the website linking to you, and if it appears that you paid for the link or not. Also, Google has just made the distinction between quality links versus non-quality links even more pronounced with their latest algorithm update.

In a basic sense a website's link popularity, as defined by the search engines, is designed to increase as the number of other websites linking to your website increases. Google's original concept was based on the premise that if other websites were linking to your website your website must have some great content and therefore must be worth linking to. Googles's concept was that if other website owners have voted in favor of your website then your site must be good. It does make sense. Therefore, Google did reward a website by assigning it a higher page ranking if there were more incoming links.

However, as in all aspects of Search Engine Marketing, website owners and SEO specialists found ways to manipulate Google's Page Rank (Google's indicator of the importance of your page). Many website owners actively seek other websites that will "exchange" a link with them. "If you link to me, I'll link to you." Therefore, a site can have links that are are completely irrelevant to the content on either site. The reciprocal link arrangements are simply established in order to try to increase their link popularity and thereby their Google Page Rank. There have been significant high-profit businesses built on helping websites exchange links with each other to boost their Google Page Rank.

Of course Google is not oblivious or blind to this manipulation of their algorithm. Google does not approve of this abuse and Google is constantly working to figure out a way to help stop or minimize the abuse of their link popularity ranking of websites.

The Meaning to Your Site?

Google has adjusted and refined their Page Rank algorithm many times. After the most recent algorithm updates you can count on many of your reciprocal links being discounted or even being completely ignored. Links that have been "bought" on other websites have also been discounted.

There are some excerptions. First, there are quality directories that charge to be submitted and added to their directory. Most quality directories are normally worth the money they charge due to the benefits you receive from the directory listing. Second, there truly are collections of sites that all do have relevant content to each other and that compliment one another. These links remain fine and are even important. Examples of this type of link would be a real estate site that has exchanged links with real estate appraiser sites, home mortgage lender sites, contractor sites, etc. These make sence and are relevant links.

"Run of the site" links are also being discounted or ignored by Google. Those are links that someone puts on every page of their site to your website to make it appear that there are a lot of pages linking to your site. I suggest that you would be better off just having one link to your site from a page on another site that does not have a lot of other outgoing links on it as opposed to having a link from every page on another person's website. In general, try to get a link as high up as possible in the site from the site linking to your site. You will only be able in a position to try for this if you have great content on your site.

Get Quality Incoming Links

How can you increase your link popularity and thereby your Google Page Rank? First things first - you should first develop a site that has great content people want to visit and link to it. Of course, there are also some good opportunities to help people (and Google) find your website so they can have the opportunity to find out just how good it is.

Consider Using:

• Press Releases
• Online Articles
• Listings in Quality Directories

Articles help to not only build quality content on your site, but you can submit your articles to a variety of article directories that allow others to find what you have written and link to your site as an expert on a particular subject. When I write an article I publish it on a number of article websites such as eZine Articles (like here) and Search Warp. I place keyword rich phrases in the article that links to my website. I then also publish the article on my own website. Visit Presentations That Talk and click on Articles to see what I mean.

Quality Directories can provide good links back to your site but they can also land you a high ranking in a search engine results page. There have been many instances where a website may not be listed on the first page of Google for a search, but the directory listing for that website is listed on the first page. Having that high ranking in the directory is almost as good as having the ranking yourself (or perhaps as good). It's all about bringing visitors to your website when they are searching for your products for services. Directories can help bring you that traffic.

You can help boost the rankings of your website through good, quality content (on-page factors) but to get the really high rankings you need to develop strong link popularity. You can achieve a higher link popularity rank through your online press releases, articles and quality directory submissions.

It takes time for a website to build a good reputation in the search engines, but the long-term benefits are worth the time and effort. Trying to achieve high rankings through questionable practices and shortcuts may work for a while but it will almost always come back to haunt you. It may even result in the search engines penalizing your site or even remove it from their index.

Do some good work with on-page content and over time develop your in-coming links and you will be rewarded with higher page rankings and more traffic.

Gary Horsman is the President of Presentations That Talk.com. Visit the website of Presentations That Talk at http://www.PresentationsThatTalk.com This site is full of advice and educational material to help you with your online presentations and communications. One way to leverage the great content of your site is to ensure that you get high search engine rankings.