Today we'll be talking about site readiness.
Link building is an essential part in order to raise your ranking. There are three different ways that link building is done. The first is one way linking. One way linking is by far the best way to improve your ranking. These are links to your sites from sites which do not receive a link from your site, which is also why it is sometimes hard to pull off. It protects you from bad back links and it is important to keep in mind that when it comes to search engines find your links, simpler is better. The next way to build links in reciprocal linking. This is the most popular and it relies on trust. Basically 2 websites agree to link to each others websites in order to up ranking, but it is not nearly as powerful as one way linking. The third and final way is triangular linking. This is when 3 or more websites set up a kind of chain of linking, so that all links appear to be one way links, when in reality it is a deal between different sites.
Another big topic that chapter 3 covered was cloaking and doorway pages.
Cloaking is when webmasters deliver one page to search engines for indexing while serving an entirely different page to everyone else. There are 5 different types of cloaking. The first is user agent cloaking which is good fro specific agents. IP address cloaking which is good for taking care of demographic groups. IP and agent cloaking which is good for a combo of the above. Referrer based cloaking which is basing delivery on specific referral strings. It is good for content generalization. And the last is Session based cloaking, which are sites that use session tracking in order to do incredible things with content.
Doorway pages are programmed to be visible only by specific search engine spiders. They are build specifically to draw search engine visitors to your web site. The purpose is to trick search engines for higher rankings therefore its unethical. There are 3 ways to deliver doorway pages. The first is low tech delivery. Webmasters create and submit a page targeted towards a particular phrase and use meta refresh tags. The second is agent delivery. This is a doorway page that only the search engine sees. You can send the search engine to a tailored page while they direct users to the actual content you want them to see. The last is IP delivery/page cloaking. This delivers pages to search engines by IP address.
-Caitlin Campbell
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