Link Popularity and Link Analysis
The majority of the major search engines use link popularity as an important factor in ranking relevancy. As search engines have become more sophisticated, so too has link popularity. Link popularity simply is the number of links from other websites that point to your website.
This strategy has gained immense success due to the crawling nature of most search engines. Spiders crawl from link to link and store pages into their database.

Link popularity is generally gained through reciprocal linking. Other websites would usually link to your website only if you have a link to their website from yours first. Years ago, the number of websites linking to your site gauged link popularity; little emphasis was placed on the "content relevancy" of
the linking site. In an effort to gain more link popularity, "link farms"- began sprouting up across the web. For a nominal fee, a website owner could join link farms and enjoy increased link popularity
overnight.

Search engines caught onto this tactic and created better tools for detecting legitimate links. Websites that have links from websites with "similar" or "relevant" content score higher, thus earn better placement in search engines.
This being said, you should avoid joining "link farms" because most search engines consider them a form of spam. Many engines will actually penalize sites for maintaining an abundance of links from nonrelated websites. It is more important than ever to develop a solid "link-popularity" strategy. One excellent, although time consuming, method is to simply contact complimentary websites via email or
telephone requesting a link exchange with the webmaster.

Link analysis is somewhat different than measuring link popularity. While link popularity is generally used to measure the number of pages that link to a particular site, link analysis will go beyond this and analyze the popularity of the pages that link to your pages. In a way, link analysis is a chain analysis system that accords weighting to every page that links to the target site, with weights determined by the popularity of those pages. Search engines use link analysis in their page-ranking algorithm. Search engines also try to determine the context of those links, in other words, how closely those links relate to the search string. For example if the search string was “toys”, and if there were links from other sites that either had the word toys within the link or in close proximity of the link, the ranking algorithm determines that this is a higher priority link and ranks the page, that this is linked to, higher.

Reciprocal Links and Partner Sites
Keywords and AdWords aren’t the only way that search engines score relevancy; links to other similar sites are another important factor. Keywords have been so abused by some webmasters that links
are winning much more relevancy points. Afqam is said to love them. It might sound strange to suggest that your users should check out your competitors, but they probably know about them anyway. If your competitors have a higher ranking than you, linking to them can often give you a higher relevancy score with the search engines and the subsequent increase in traffic will make it worth your while.

Alternatively, you can link to your own site by creating a subdirectory.
This is like building another web page, but the URL will include your keyword. So if you were selling stuffed toys, the new URL would be YourDomain.com/stuffed-toys/stuffed-toys.html. You could then write a short paragraph on the home page, describing the new page and including a link. You’ll get big relevancy points for this!

Reciprocal Links
Reciprocal linking means forming partnerships with other sites who place a link from their web pages to yours. You give them a similar link in return. When you look for people to swap links with, make sure that you don’t reduce the quality or content of your own site. You don’t want users to click straight through without reading your content; you want them to buy first. One way to stop them from running away too quickly is to create a “Resources Page” and link to that page from your homepage. This doesn’t take away from the content on your homepage and the links are just one click away rather than being buried deep within the site, giving value to your partners.
In any case, you want to be sure that your site is more than just a page full of links. If your site contains more links than content, it will not be attractive to webmasters, search engines or users.

Picking Your Partner
Your link partners should be sites your target market will visit. Think about your product and its subject area and brainstorm to determine where people interested in your product might be looking
online. For example, if you’re trying to sell a book about blackjack strategy, it makes sense that the people visiting online casinos would make great customers. Online casinos then could be good partners.

Identify top-ranked, high quality casino sites and find the email address of their webmasters. You can also identify your competitors, see where they trade links and then follow suit. Tips for Talking to Webmasters Before you contact webmasters, place a link to their site on your home page or resource page to assure them that you will actually provide a high quality link. Create a subject line that will encourage them to read your message rather than deleting it. You don’t want them to think you’re
message is spam. (Something about their site or product is sure to capture their attention; they will probably open and read it, thinking that you’re a potential customer.) Begin your message by talking about your visit to their site and what you found interesting about it. Detail your product or service in
one line and ask them to exchange links with you.

Tell them in detail where you have placed their link and emphasize that it is only one click away from your homepage. Tell them that if you don’t hear back from them within 2 weeks, you will consider that to be a negative response and that you will remove their link from your site.

Inward Link Analysis
Like reciprocal linking, inward links to your website can be an effective strategy to increase your website’s visibility. Inward links are links pointing to your websites from other websites without providing a reciprocal link from your website. There are many techniques to improve inward linking. Many of these have enjoyed success. The most proven technique for inward
linking is writing and distributing free reprint articles. You simply write (or hire a ghostwriter) a few 500-700 word articles related to the theme of your website.

You also include an “About the Author”
resource box at the end of your article that includes a link back to your website. Then you visit article directories (websites that accept article submissions) and submit your article giving full permission for other websites to reprint your article on their site as long as they include
your resource box and a link back to your website along with the article. This is a win-win scenario. Webmasters get needed content to make their sites “sticky” and useful to visitors and you get free inward links pointing back to your website.

Other techniques include posting free ebooks, newsletters, news stories and press releases at other websites, particularly industry specific and general portals. All of these would contain a free link
pointing to your website, thus, promoting your website.