Link building is an important tool for optimizing a website. Links keep the viewers on the site, while sending them towards other articles and spaces that can round out their experience. But why do links build trust in search engines?
What are links?
A link’s hypertext markup language (HTML) code allows search engines to secure a location for the anchor text. The most common links are those that send the public to a specific website, containing a subject which search engines trust.
The uniform resource locator (URL) informs search engines that the site’s anchor word appears elsewhere in the site. This makes the browser trust the site as a secure place, and direct searches towards it.
How search engines find links
The way a link is built determines how trustworthy it appears to the browser, and whether it will display it to the public. The machine looks for a place where the anchor word can be found in more than one link from that website. Some sites come with lots of words that are not the anchor word or the specific content that the person is looking for.
When users search for a particular term, they want to see the most accurate results possible, hence the prominence of links where the anchor word appears throughout the website. This creates a belief in the browser, and among users, that this website contains more links and is relevant.
The continuous subject that leads to other links
A good text helps people gain trust in a website and to keep using it in the future. Content is invaluable for making the subject’s target audience keep coming back, because they know that the site will have articles that can satisfy their needs.
When these articles include other links that have some sort of connection with the anchor word, this generates more clicks and a continuous interaction that leads the visitor further into the website. A site with lots of internal links is considered to be safe and an authority on the subject at hand.
Showing constant interest
Websites that focus on a specific subject – like music – should be consistent in this theme. Articles should lead to other articles that provide more insight into the topic. This creates interest among the target audience, who realize they can browse through the site to get more information.
This can occur by using search engines correctly:
- Typing keywords into search engines such as Google to see how your website and its competitors approach the specific content.
- Analyzing the kind of language that is used to describe a specific subject can lead to insights on how to use keywords so they remain as visible as possible to users.
- Using key phrases not only helps search engines to understand that the website has authentic content, but also attracts target audiences to content which contains more than just the word or phrase they’re searching for.
So why do links build trust in search engines? Because they show that a site is not looking solely for clicks, but is concerned about providing genuine content on the subject at hand, and constantly refreshing its own material.
