OUTboundlink with highquality themerelated noncompeting sites as you happen to discover them in the course of normal business or surfing exchange links with them if possible

Linking counts both ways, IN-pointing and OUT-pointing. If your OUT-pointing links go to an income-generating source for you, even better!

Links OUT count with the human editors of directories and your visitors, too. If directory editors see that you provide bona fide links to other quality sites, your site is more credible, a more valuable resource for their directory. A visitor appreciates being presented with quality, credible links to related material that further enhances her surfing experience.

On the other hand, nothing is more damaging to you, your credibility and your ability to build your business than linking to an inferior Web site. By providing a link, you are in essence placing your seal of approval on the linked Web site. Should that site be of low quality, visitors will question your judgment.

The SEs will not take a positive view of such practices, either. Should you link OUT to a low quality site that practices deceptive linking strategies, the SEs may penalize you. After all, you are, in essence, condoning such activity.

What's the take-home message here?

You can't control which sites links to your Web site so you cannot be held responsible for them. But you must choose your OUT-pointing links wisely.

IN-pointing and OUT-pointing links are both important. In general, of course, you want to have far more IN-pointing. And don't make all OUT-pointing links purely monetary links. You want to show your visitors that you have their best interests at heart, not just yours!

Bottom line about links?

By far, the easiest, long-term strategy for building link popularity is a passive one. Simply build a site of such high quality that people want to link to it in order to increase the value of their own visitors' experiences.

What could be easier? Your link popularity builds itself!

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