What ranks well MUST have a better link profile than what doesn’t? Right? Wrong! I came across this misconception on some squidoo blog or other.
One of the ways to find relevant pages to get links from is to just Google that phrase in Google and ask links off everybody who ranks in the top 100. Say you got links from everyone of them (fictional example, obviously) would the link from no. 100 be very much less valuable than the one you got from no. 1? No. They are likely each just as good. It’s very likely the difference between no. 1 and no. 100 is the on-page factors: keywords in the title tags, headings etc. (in my niches anyhow)
The place you get links doesn’t have to rank – it just needs to have links pointing to it (within the same site and preferably also from outside the site), and it should ideally be on topic for your lens/blog/webpage. Note that the links pointing to that page don’t have to all be on topic, though if they are natural they are likely to be on topic at least part of the time.
For instance: I’ve been getting links to my lensography from the giant squid community showcase blog. That’s a great link to have, especially since they invariably use the word ‘spirituality’ when linking to it. It makes sense of course, because that’s my lensmaster name, but it is also a keyword I love to be associated with.
BUT – that link-text is not relevant to that page itself. Nor does it rank for anything. I just checked my stats and 4 out of seven visitors for the last 7 days were referrals (e-mail and squidoo). The others apparently have the page bookmarked (why they would I don’t know, but that’s another story).
So – does that mean the link is worthless? No. The links I get to that page give pagerank to all the pages linked from that page. That is: the lensmasters I linked to on that page, the lenses featured and my profile page. And a few groups too.
For all those pages the chances of ranking are higher because of those extra links to my lensography. Does it stop there? Not really – the link to my profile page means that all my other lenses (and the lenses I’ve favored) also have a higher chance of ranking in Google.
The point? Don’t judge a link by it’s cover: don’t judge it by whether the page in question ranks in google or not. Judge it by the backlinks it has in its turn, and the backlinks it is likely to get in future.
Another way of putting that is: all the links on my lensmaster profile start out with the same set of backlinks. They therefor have the same link power. Some however get traffic from Google and others don’t. The difference? Keywords. Keyword density (some are too dense: they have too many keywords on the page). Competition on the internet.
More about SEO.