A lot of people are talking, and few of them know, the soul of
a search engine was created in the blog. ;-)
There has been a lot of talk about Natural Linking. From Oakland
(Ask Jeeves), Sunnyvale (Yahoo!) and Mountain View (Google),
California, all of the search engine companies are talking more
publicly about "Natural Linking":
WHY IS LINKING IMPORTANT?
The whole concept of linking in the eyes of the search engine
companies is that when Site A links to Site B, then Site A is
making a personal recommendation of Site B. Because Site A is
willing to put their reputations on the line to share the story
of Site B, the search engines have determined that Site B MUST
be of higher value than Site C.
Google established their PageRank system a few years back based
on this conceptual idea. Over the past few years, the other
search engine companies have began to adopt the linking model in
their attempt to catch up with Google's lead in the marketplace.
Because the search engine companies want to provide the best
possible results to their users for a particular search, they
have all climbed on the concept of link counting to determine
the value of the sites that they are recommending to their
WHAT IS NATURAL LINKING?
The idea behind "Natural Linking" is that you can have for
example five people linking to the same site giving the site
a recommendation via the hyperlinked text.
The hyperlinked text is any text that appears between the
<a href=> and the </a> tags. When used in a HTML document,
the hyperlinked text in the viewable webpage becomes a live
clickable link like this: BloggerSupport.Com. When viewing
this link from within the HTML coding, it will look like this:
Each webmaster who decides to link to an invidual website has
a different idea and reasoning as to why his or her visitors
should look at the site they are recommending. As a result, each
webmaster will outline their reasoning within their links to
In our example, we have five Site A's pointing to Site B:
Example Site One will put the following on their site:
<a href="http://BloggerSupport.com">Technical Support for Your
Example Site Two will put the following on their site:
<a href="http://BloggerSupport.com">Another Blogging Site</a>
Example Site Three will put the following on their site:
<a href="http://BloggerSupport.com">Blogging Articles, Tips and
Example Site Four will put the following on their site:
<a href="http://BloggerSupport.com">Technical Services for
Example Site Five will put the following on their site:
<a href="http://BloggerSupport.com">Support Services for
Each webmaster in this example has shown their users why they
should visit BloggerSupport.com. In doing so, each of them has
shown their link using their own descriptive text. It is this
"descriptive text" that the search engines view as "natural
So, "Natural Links" are links that are created by individual
webmasters and not by Site B's owner. In the eyes of the search
engine programmers, these links will likely have a more accurate
representation of the content that appears on a website. And the
search engine masters understand that a stranger is always more
honest in his representations than the webmaster trying to
promote his own website.
WHAT DOES NATURAL LINKING HAVE TO DO WITH BLOGS?
Over the last few years, you have read many an article from
people pitching the importance of the blog in the search engine
optimization game. But, do you know why blogs have become so
important to the search engine companies?
When all is said and done, the text within a link has been given
more weight in the search engines than the real content on a
I heard the guffaws in the audience. I can see the look of utter
disbelief on your faces as you site in front of your computer
staring incredulously at my comments. ;-)
But, wait. I can actually prove this to you.
Come back when you are done, but do click this link to view
the search results for the Worst President:
Did you notice the results in search result #1? Did you go to
the webpage to see if you could find the word "worst" in the
text? I did too. And guess what. I could not see the word
"worst" in the text either.
The same search with a slight variation, searching for the
Worst President in History puts the same page in search
result #4. http://google.com/search?q=worst+president+in+history
THIS IS THE TRUE POWER OF BLOGS
The search engine companies put far more value in the natural
link text than they put in the terms that show up within a
webpage! The bloggers are the ones who have said that George W.
Bush is the worst president in history. And, I will bet that
they get a great chuckle every time someone like me points out
The reason why the blogs are the best new resource of the search
engines is because blogs use natural linking far more often than
regular website pages.
THE CHALLENGES FACING US NOW
As we move forward to promote our website in the here and now
and tomorrow, we must keep in mind the need for natural linking.
The challenge for us is how to communicate our sales messages
in such a way that links to our websites are perceived by the
search engines as natural links.
As we face this challenge, we should consider giving other
people more leeway in how they post a link to our websites. If
you are using reciprocal links or paid advertising, you should
by all means give the person showing your ad several choices for
your advertisement. If you are using reprint articles to promote
your online business, you should find a way to offer publishers
and webmasters mutliple article resource boxes, or you should
just give them more free reign in developing another natural
link to your website.
Good luck in your linking endeavors.