微軟搜索談交換連結

仲介交易 SEO診斷 淘寶客 雲主機 技術大廳

原文：

On the web, links are the coin of the realm and as such, it is probably one of the most talked about subjects in webmaster blogs and at search conferences. In the last few weeks, there have been a few blog posts and 「link」 related product launches that make it clear there are s till some misconceptions about what are effective and beneficial ways to build links.

Link building is one of the most important and difficult jobs for a webmaster. Generating links for a site is not always obvious and webmasters may not know where to begin getting links for their sites . This leads some to focus on link exchanges or use complex link schemes to improve the rank of their sites. The truth about link exchanges and other link schemes is that if it is automated, super-easy, or super-fast, it is not wor th the investment of time or money.

What is wrong with link exchanges?

In our Webmaster Center guidelines, as well as the other search engines’ guidelines, we warn against the use of techniques that artificially increase the number of links to your site as it may actually hurt your rank in the long-term. Link exchanges are a method of exchanging links on a large scale (sometimes automated and sometimes not) for improving sea rch engine rankings. We see these links exchanges as being generated for the search engines and not having value for user. Other problems for link exchanges include:

Lack of a valuable return on the investment

Being built with software which mass-emails site owners with generic mails, asking for an exchange of links

Requirement that webmasters to set up new link directories or require participation in directories that offer little or no value to the end users

Webmasters who leverage link exchange networks are hunting for a perceived win that is easy to automate and replicate. In some cases, the techniques used are less than helpful or downright spammy. Some misguided techniques include:

Using auto-surf traffic exchange programs

Paying for search engine submission networks

So where do I get the links I need?

That begs the question, 「What is a great link and how do I build them?」 The truth is that great links are earned based on your unique content, service, or product. These links are always on topic and should not require a link in return.

It is good for a webmaster to link to the products and services they like and believe in. There is nothing wrong with naturally linking out to sites that are of value to your visitors. In addition, often if you link to a product or service you enjoy, they may naturally link in return to where you mentioned and linked to them. However, these links should be in coNtext and relevant to both the linked to site and the linking site.

For most webmasters, you will acquire links from a variety of sites; some that are valuable links and some that are not as valuable. We covered several ideas for link building in the past but here are some additional thoughts on where to get links:

Become a subject matter expert

At SES San Jose during a site clinic, a webmaster shared a site that sold custom and niche glass tools for the hobbyist an d professional glass worker. All of the panel speakers agreed that a blog discussing specific tools, their uses, and giving project ideas or patterns w as a great opportunity for attracting links. By setting themselves up as subject matter experts, they could submit their articles to industry blogs or hobbyist magazin es, which would probably be more than happy to link to the site.

Another benefit of being the subject matter expert writing on a blog is it the content itself can be a draw for those look ing for information and help. Adding value for customers is one of the most natural ways to generate links and attract search engines, not to mention at tract more readers.

Offer a free service

Whether it is a one-time or an on-going offer, providing a useful service through your website is a great way to capture y our audience’s attention and drive traffic to your site. One site that I really like is Microformats.org. It offers an hCard and hCalendar creator. The site’s goal is the promotion of microformats but the free tools are reason enough to go to the site. These tools help create code you can use on your site and at the same time promote the adoption of microformats. It is a win-win for readers and for the site owner.

Work with industry or professional associations

If you are in an industry that has a successful professional association, working with that association is a fantastic way to get high-authority links. For example, in cities around the US, there are home shows sponsored by the local or national Home Builders Association. These shows often promote the companies that participate in the shows. For example, Seattle’s Street of Dreams has a subcontractor page which links out to the individuals who helped with the lo cal home show.

Many associations also link to members in good standing with the organization. For example, USA Hockey has a club finder, which helps users find clubs in good standing with the league. Clubs with websites get a link from the parent organization. These types of links are far more valuable in terms of ranking than those garnered from link exchanges.

Leverage Social Media (blogs, forums, video, twitter...)

Something new that may or may not be useful for everyone is leveraging social media. By building a social network and sharing when you have something people might find valuable or interesting, it can drive t raffic to your site as well as get people to link to your site. However, you need to be careful when sharing in a social network, as it is very easy to annoy your audience by spamming th e social network. Figuring out when you should share links in a social network comes down to knowing how to add value to an audience.

A couple other good posts on Link Building you should read:

The Seven Habits Of Highly Effective Link Builders

3 Jump-Start Methods For Passionate Linking

The truth about link building

Trying to create interest in your site with valuable content will always be a hard task. There is no quick solution to that challenge. Remember the old maxim, 「If something sounds too good to be true, it probably is.」 It holds true for link exchanges as well. Most link exchanges and link building tools will not explain to you the risk of the behavior they are selling. Real success can be yours if you are willing to focus on creating great content and do the hard work of marketing your sit e. It will pay off with improved ranking and better organic traffic.

HTTP://blogs.msdn.com/webmaster/archive/2008/12/04/getting-the-right-kind-of-links.aspx

微軟搜索很少給SEO和站長提建議。 當然也許是人家提了，咱們都不太關注Live搜索，沒看到而已。

前幾天微軟搜索官方博客發了一篇關於交換連結的帖子，還挺有借鑒意義。

帖子中說，如果交換連結可以自動化，又容易又快，那麼這種程式或聯盟，恐怕都不值得投入時間精力。 不可否認，站長們夢寐以求的就是這種簡單又快的方法，效果卻不好。

微軟給交換連結的定義是，大規模交換連結以圖改善搜尋引擎排名。 這種連結交換通常只是為搜尋引擎而做，而不是考慮網站使用者。 除了所謂「大規模」，這種不受歡迎的連結交換的特徵還包括，第一，往往是使用軟體自動生成頁面，也自動發出請求郵件，批准連結等。

第二個特徵是，往往在網站上建一個專用的目錄，用來交換連結，而這個目錄對網站使用者其實是什麼用都沒有。

我再加一個特徵，這種連結交換往往不具有內容相關性。 再總結一下，對搜尋引擎來說，無益的連結交換有幾個特點：

1·大規模

2·使用軟體自動化

3·假目錄形式

4·沒有相關性

這種交換連結曾經是獲得連結的主流，英文網站中大把大把的。 其實小規模的，手工的，一對一的連結交換，有益無害。 只是要注意程度和規模，不要做著做著就做成具有上面四個特點的連結交換群。

這個帖子又給了幾個建立連結的建議，雖然都是老生常談，姑且列出要點。

1·成為本領域專家。

2)提供免費服務。

3)參與行業或專業協會的活動。 很多行業協會會有會員清單，有的時候會員説明舉辦活動等，協會網站也會以連結形式鳴謝。

4)充分利用社會化網站，博客，論壇，視頻，twitter等。

最後微軟的帖子提醒大家「建立連結的真相」。 英語中有一句格言，If something sounds too good to be true, it probably is，大意是，如果什麼事聽起來不像真的，那一般就不是真的。 沒這麼便宜的好事。

微軟說，連結建設是推廣網站最重要，也最難的一部分。 簡單說建設連結的真相就是沒有捷徑。

最後給大家推薦一個提高站長收入的站 HTTP://www.googlermb.com