You can create an internal link structure that allows search-engine spiders, as well as human beings, to quickly and easily navigate your Web site. Just like human visitors, search engines use links to navigate the Internet. As search-engine spiders crawl from page to page within a single Web site and then from page to page across multiple Web sites, each and every link is taken into consideration by individual search-engine ranking algorithms. Although it can be difficult to control how many links point to your Web site from other sources, you can easily control how your own internal links are structured. Link creation may be a basic task, but if done correctly, it can be tremendously influential to your overall search-engine rankings. A link is created within an HTML anchor tag, and its syntax is as follows:
<A HREF="http://www.somesite.com/page.html"> Link Anchor Text</A>
<A></A> tags are anchor tags and indicate that the element located within will become a hyperlink. HREF stands for hypertextreference and its attribute is set to a URL.
Creating effective links involves only two elements. First, be sure to always use absolute URLs even when linking within your own Web site. Instead of <a HREF="page.htmi"> Next Page</A>, use <A HREF="http://www.yoursite. com/page.html">Next Page</A>. If you use relative URLs, links no longer work if you move pages from one directory to another unless the entire file structure moves with it.
Second, always make sure the anchor text is descriptive. You learn more about the proper use of anchor text in Chapter 8, but for now, know that the search engines use the anchor text of a link to determine what the page being linked to is about. So, if you are linking to a page about LCD televisions, use "LCD Televisions" as your anchor text rather than something more general and nondescript like "Click Here."
1 Open a Web page in any text editor such as notepad.exe or a Web development program and find a location to place a link.
2 Type <a href=" , the URL of the Web page you are linking to, and ">.
3 Add descriptive link anchor text and follow it with </A>.
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4 Save the file, and upload it to your Web server.
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