反向連結的信譽和網站排名的關係

仲介交易 SEO診斷 淘寶客 雲主機 技術大廳

在尋找反向連結時應該注意，反向連結品質的高低和內容相關性， 影響反向連結的信譽， 並最終影響網站排名。

首先要看看對方頁面本身品質如何，受以下因素影響：

1, 鏈入和鏈出的連結以及它們的關係。
2, 是否是特定主題的權威網頁
3, 網頁級別
4, 是否已經加入主要目錄， 如DMOZ等。

然後看相關性。 對方頁面和自己頁面的相關性越強越好，搜尋引擎是怎麼判斷的？ 搜尋引擎看對方頁面的文字和你的頁面的相關性。 對方頁面那麼多文字，搜尋引擎重點看哪裡的文字？ 三個地方 - title文字,H文字和你的連結文字。 這些文字叫做reputation keyphrase, 各有各的作用域，詳見英文原文。 title文字的權重大於H文字，H文字的權重大於連結文字。

在搜尋引擎為你的關鍵字排名時，對方頁面的reputation keyphrase文字對其作用域內指向你的連結起作用。 被搜索的關鍵字和這個reputation keyphrase文字相關性越強越好。

評價相關性的時候首先當然要看被搜索的關鍵字在reputation keyphrase文字中存在不存在，如果存在再看被搜索的關鍵字在reputation keyphrase文字中的密度和位置。 密度越高越好，位置越靠前越好。

總之，在考察對方頁面的相關性的時候，重點看對方頁面的title文字,H1文字中的關鍵字，這些關鍵字最好就是你的頁面的關鍵字，這些關鍵字重複次數越多越好，這些關鍵字越靠前越好。 至於你的連結文字，則完全在你的掌握之中，毫無疑問要放上你的頁面的關鍵字。

英文原文：

Link Reputation and Your Website

-Understanding its benefits to search engine optimization

by Michael Marshall
Jan 07, 2004

Definition of link reputation

Understanding Link Reputation is extremely important for any webmaster or others concerned with search engine ranking. It involves the relationship backlinks (links pointing back to you) have to a target web page and the coNtext of those bac klinks. This relationship and coNtext can be measured with respect to a particular search query or theme and has the consequence o f revealing how highly a backlink speaks about your web page with regard to that theme. If link popularity is how many pages talk about you, link reputation is how well backlinks talk about you - quality vs. qu antity.

Search engines evaluate link reputation differently putting varying weight on different factors:

Inbound and outbound link relationships
Whether a page is considered an expert page for the theme
Page rank
Whether pages are affiliated to each other (based on IP address and/or domain name
Whether a page appears in a directory listing, like DMOZ.

Importance of link reputation

AltaVista, AOL, Google, HotBot, Inktomi, MSN, Teoma and Yahoo! all use link reputation as a major factor in ranking web pa ges. What backlinks say about a target page and how well they say it can increase or decrease the relevancy of that page to a s pecific search query or theme in the eyes of a search engine. Therefore, it has a direct influence on your ranking and, consequently, on the amount of traffic to that target page.

CoNtext of a backlink

The coNtext of a backlink is very important and includes, but may not be limited to, the link text between the open and cl ose anchor tags of the backlink, title text of the backlink page, and instances of header text on the backlink page.

link text - <a href=". . .">LINK TEXT</a>
title text - <title>TITLE TEXT</title>
header text - <h1>HEADER TEXT</h1>

These important coNtext elements are said to qualify the links on a page and are often called keyphrases - not to be confu sed with this term's standard SEO industry use as a phrase which forms (part of) a search engine query. To avoid this confusion, I will refer to this non-standard use as reputation keyphrase. They determine the semantic, or thematic, sphere of influence of the backlinks they govern. Title text governs all links on a page. Header text governs all links until the next heading of the same or greater importance. Link text only governs the URL with which it is associated.

Consider the following snippet of HTML pseudo-code with three links and accompanying coNtext, reputation keyphrases, marke d as RKP:

<title> Title of the page </title> - RKP1
<h1> Header 1 <h1> - RKP2
.
blah blah blah <a href=" URL1 "> Link Text1 </a> blah blah blah
( Where "URL1" Link Text1 marks RKP3 )

<h2> Header 2 <h2> - RKP4
.
blah blah blah <a href=" URL2 "> Link Text2 </a> blah blah blah
( Where "URL2" Link Text2 marks RKP5 )

<h1> Header 3 <h1> - RKP6
.
blah blah blah <a href=" URL3 ">Link Text3</a> blah blah blah
( Where "URL3" Link Text3 marks RKP7 )

In the above example, the following qualification relationships hold:

RKP1 qualifies URL1, URL2 and URL3
RKP2 qualifies URL1 and URL2
RKP3 qualifies URL1
RKP4 qualifies URL2
RKP5 qualifies URL2
RKP6 qualifies URL3
RKP7 qualifies URL3

The strength of reputation keyphrases is also considered. The typical factors considered are the density of the SEO keyphrase within a reputation keyphrase, offset of the SEO keyph rase within a reputation keyphrase, and how many terms within the SEO keyphrase appear in a reputation keyphrase. Furthermore, when calculating the coNtext of backlinks, title text is weighted more heavily than header text which is weig hted more heavily than link text.