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bow-tie theory

Attracting Links to your site to improve your sites SEO 

When link building is done right, it can help your rankings.

Websites that are well established have probably attracted many links and the best kind of links are the ones from high profile sites. However, a new site does not have any links. Creating high-quality content on a subject will allow you to attract more links from other sites on the long run. 

One of the biggest elements of a search engines ‘s view of your page’s reputation is driven by links. 

If your website is well known you might already have attracted many links but even some large companies that are well known for what they do may, attract fewer links than they could and for this reason a campaign to attract more links can change all that. 

Links drive visitors to your site and web visitors that follow these links could mean more web conversions and in this short article I will making notes on the relationship between links and organic search results. 

Since the late 1990’s, with the advent of Google in 1998 to be precise, Search engines have begun to use links to judge the quality of every page on the web. When thousands of pages are voluntarily linked to an article, it’s a strong recommendation for its quality. So, when your page links to another page, you are providing access to your network of trusted information. It’s that trust, built up by the recommendation of thousands or millions of people that allows search engines to conclude that the article in question is valuable, trustworthy information. However, is not that simple. Web pages are linked using an HTML tag.  

Internal links are links from one page to another but search engines are more interested in external links which connect one website to another because those links indicate more impartial recommendations. 

The Web is actually composed of four kinds of pages as described by AltaVista, Compaq and IBM scientist. These are Core pages, Origination pages, Destination pages and Disconnected pages also known as the bow-tie theory as shown in the Figure 1 bellow.   

bow-tie theory
bow-tie theory

The importance of this theory to the marketer is that core pages and destination pages have the highest link popularity. Those are the best pages to get links from. Practically, 30% of the web is composed of core pages and these pages are the most linked to and lined from on the web, while Destination pages comprising of 24% percent of the web consist of pages that are commonly linked from the core, but do not themselves link back into the core. These pages are typically high-quality pages but they might be corporate websites that tend to link internally more than externally. 

Disconnected pages and origination pages make up 22% and 24% respectively. Disconnected pages are not directly connected to the core, they might have links to or from origination and destination pages or they might be linked only to other disconnected pages. On the other hand, origination pages have numerous links into the core but relatively few from the core. These pages might be new or not with terribly high quality so they have not attracted the links back to them that would mark them as part of the core.  

In conclusion, gathering links from origination pages and disconnected pages will not bring as many visitors and will not carry the same weight with search engines.  When link building is done right, it can help your rankings. To find out more about how link building can be done the right way, you can read a survey provided by SEMruh users to review the most effective link building strategies.

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