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This article mainly introduces "how to build the outer chain in order to improve the effect of SEO". In the daily operation, I believe that many people have doubts about how to build the outer chain in order to improve the effect of SEO. The editor consulted all kinds of materials and sorted out simple and easy-to-use methods of operation. I hope it will be helpful to answer the question of "how to build the outer chain to improve the effect of SEO". Next, please follow the editor to study!

Why is the outer chain so important?

Anti-chain can improve your search rating. Search rating means that when a user searches for a keyword through a search engine, the search results page will sort the listed pages according to certain criteria, which is search rating. The higher the search rating of a site, the higher it will rank on the search results page and get more clicks. The following image shows the Pillman correlation study (Spearman Correlation Study) rated by Google's search results page. Pillsmann rank correlation coefficient is a statistical concept, which is a non-parametric index to measure the dependence of two variables. It uses monotone equation to evaluate the correlation of two statistical variables. If there are no duplicate values in the data, and when the two variables are completely monotonously related, the Spelman correlation number is + 1 or-1. This kind of research topic is called Pillsmann correlation study. When studying SEO, you only need to understand the general meaning, and there is no need to have a deep understanding of this statistical concept.

The above figure can be summarized into five points:

1. Anti-chain will help to improve the rating of your website.

two。 Anti-chain to enhance the popularity of your website

3. Anti-chaining makes social content sharing deeper, because more anti-chaining means more websites have read and recognized your content. It also helps to improve your site's Social Signal, that is, the spread of your site's content on the Internet. The above picture also proves that social signals are the main factor in determining the search rating of a website.

4. Establishing these links will help you develop sustained and beneficial relationships with other webmasters in your field (e-commerce, cultural exchanges, etc.). And these relationships will be of great help to the future development of the website or your business.

5. The most important point: anti-link can improve the SEO of your site.

Until recently, building anti-chain was still the most important factor in improving the SEO of your site. On this point, many webmasters who have come into contact with SEO understand. Unfortunately, just like the keyword tagging a few years ago, some webmasters do not hesitate to abuse this mechanism in order to achieve greater results. The means of abusing keyword tags are nothing more than keyword stacking, while the means of abusing external links include buying a large number of external links or using external links to point a web page to another page that is not related to its theme or content (often advertising, especially pornographic or gambling advertisements). In desperation, search engines can only change the algorithm and add more indicators to reduce the importance of external chain factors. New indicators include the spread or coverage of the site on social media, the behavior of users on the site, whether the content of the site is novel, and so on. Even so, anti-chain is by far the most important indicator. However, now the search engine is not only based on the number of anti-chain to determine the rating of a website. The quality of the website anti-chain has also become an important rating consideration. How to build the outer chain in order to improve the rating of the search engine to the website? It can be summarized as follows:

1. Outer chain quality

The quality of the anti-link depends on the quality of the site that points to your site. Search engines rate your anti-chain according to this criterion. There is a saying that one Qian Xuesen is worth five US military divisions, so a highly rated website (such as websites of international well-known media, government departments or academic institutions, large portals, etc.) points to your website's anti-chain quality and brings positive effects far higher than the anti-chain of ten or more low-rated websites (websites full of low-quality content, newly launched websites not long ago). Take Google's PageRank rating as an example, the same anti-chain, a website with a PR of 6 can bring you a weight of 1000 units (Link Juice), while a website with a PR of 4 can only give you a weight of 100 units. In other words, a site with a PR of 6 brings as much weight as 10 sites with a PR of 4. Of course, unless you have exclusive content with high news value or your site itself is well-known, it is generally difficult to get the outside chain of high-rated websites. In this case, it is the right choice to look for a medium-quality reverse chain.

In the extreme, if a website with a PR of 10 (the highest level) points to you through an external link, your related page has a good chance of winning at the top of the relevant keyword search results page. But in fact, this is almost impossible, because there are very few websites with a PR of 10 in the world, and most excellent websites have PR values between 6 and 9. Generally speaking, any site with a PR higher than 4 is an ideal target for getting anti-links. This is not to say that sites with PR values between 0 and 4 are useless. Even if it doesn't work, they contribute to enriching your external chain; all the anti-links come from sites with high PR values that seem unnatural, and search engines may wonder if you cheat.

Ideally, a website that points to your site through an external link had better have the following features:

1. Have rich content

two。 Have a reasonable number of search engine web pages

3. There are no advertising banners in the upper half of the page, especially those that are large enough to affect normal reading

4. Is not a link factory itself (Link Farm, also known as Link Farm)

5. Have persistent exposure on many social media

6. Can provide a good user experience, user bounce rate (Bounce Rates) is not high

7. There is no keyword stacking.

8. Reasonable on-site optimization (On-Page SEO)

9. Does not contain junk content (Spam) or bad ads

10. Itself has a large number of high-quality anti-chain.

two。 Number of outer chains

Just a few years ago, the number of anti-chains was regarded by search engines as an important rating consideration, but this mechanism was flawed. More and more webmasters are trying to improve their website ratings by building external links in large quantities (buying links from highly weighted websites or putting links from their own websites in link factories). Some unethical SEO companies also provide external chain construction services for customers to build thousands of external links in a short time to achieve short-term significant results. Any website, regardless of its own quality, can use this means to put itself at the forefront of the search results page. More seriously, a website can submit the same page to hundreds of sites, causing users to search for a keyword, almost all of the first few pages show the same content or the same page, resulting in a monopoly of information. This is good for some webmasters, but not good news for others, because their high-quality content will not be displayed at the top of the search engine page and will not attract users to click on it. Search engines also find that if these loopholes are not remedied, users will only search more and more low-quality content in the future, thus damaging the reputation of the search engine itself.

Search engines, including Google, have since taken steps to curb the effect of external links on low-rated sites and block a large number of link factories and cheating sites. Therefore, some SEO experts believe that today's few but refined outer chains are more useful than large but low-quality ones, which corresponds to the first point. This is certainly true. However, if your site has two high-quality reverse chains and your competitors have 20, search engines will pay more attention to your competitors' sites and give them higher ratings. Therefore, while ensuring the quality of the outer chain, quantity is also very important.

3. Diversity of external chain sources

Getting anti-links from different sites at the same time is more natural than getting multiple anti-links from a single site, because the latter may be seen by search engines as cheating, especially if these anti-links are built in large numbers in a very short period of time. Obtaining anti-chain from different sites is unlikely to be achieved through human manipulation, and search engines will upgrade their ratings because they think that the sites being anti-linked have high exposure. If your site has anti-links from different kinds of sites, such as social networking sites, news sites, blogs, video sites, discussion areas, site directories, and so on, you will have a higher rating than those sites that have the same number of anti-links but have a narrow range of sources.

4. Outer chain acquisition speed

The speed at which your site gets anti-chain is also one of the elements of search engine ratings. Some websites build external chains in batches through SEO, causing their own external chains to soar to tens of thousands in a short time. In the case of the continuous maturity and improvement of the search engine algorithm, this sudden explosion of external chain will be judged to be unnatural, and even cause the search engine to downgrade your website. So when it comes to outside the chain construction, almost any SEO tutorial website will teach you this: to gradually and perseveringly increase the outside chain, only day-to-day efforts will be successful.

5. Outer chain correlation

If your website specializes in selling digital products, but you have 5 external links that offer yoga classes, what will the search engine think? It may think that these external links are unnatural and have doubts about your website. Therefore, the chain of websites in the same field or industry is more reliable and secure.

6. The use of anchor text

Anchor text (Anchor Text, or anchor text) is text that contains links and allows search engines to determine the relevant topics of the website being linked. Before 2012, many SEO tutorials repeatedly emphasized that anchor characters must be written accurately. For example, if a website uses an external link to point to another website, and the anchor text used is "digital product", then the search engine will think that the website-related pages of the linked website are also related to digital products. When users search for the keyword "digital products", the websites that are linked outside have more chances to be listed in the front row of the search results page. If a web page with an external link is devoted to Samsung Galaxy S4 smartphones and the page title is "Samsung Galaxy S4", then the exact matching anchor text will be written as "Samsung Galaxy S4". If a website wants to enhance its brand or product awareness, the accurate brand name or product name is the focus of anchor writing. On the other hand, those ambiguous anchor words such as "Click here" and "detailed information" make it difficult for search engines to determine the subject of the site pointed to by the external link, and ordinary users are unlikely to search for such keywords. However, this problem is very common, because similar anchor text is often used on any website.

There is no doubt that this suggestion was correct and effective at that time. However, Google released an update codenamed "Penguin Update" on April 12, 2012, claiming that the algorithm was modified to further encourage legitimate means (the so-called "white hat SEO") to improve the quality of the site. Outside the chain construction, in order to avoid the webmaster over-relying on the chain to upgrade the site rating while ignoring the quality of the site content, while avoiding the commercial flavor of anchor text is too strong, Google significantly downgraded the effect of accurately matching anchor text. If a website has an anti-link that accurately matches the anchor text, then the site will not be able to get a high rating and ranking of search results for this keyword as before. After Google adjusted its algorithm, some webmasters found that their website traffic suddenly decreased sharply. Apart from the possibility of cheating, the most likely reason was that the site used too much accurate matching anchor text. And can't get the same high ranking on the search results page as before. This used to fall into the category of white hat SEO, but now it has become history.

There are two reasons why Google modified its algorithm this time. On the bright side, it hopes that webmasters can increase website traffic by improving the quality of website content and user experience rather than relying too much on SEO, and users can find sites that satisfy them through search engines can also enhance their favor towards search engines. On the other hand if the use of SEO can significantly improve the ranking of brand or product keywords in search results then the demand for Google keyword advertising will be reduced thus harming Google's own interests.

Whatever Google's motivation, webmasters have to change themselves to cater to it at a time when almost all websites rely on it to get visitors. In order to avoid or solve the problem of anchor text fouls, a compromise is to adjust the proportion of the outer chain of the exact matching anchor text to the overall outer chain. At present, the generally accepted ratio is 50%. In other words, the exact matching anchor text, including the website, brand or product name, should not exceed half of the total number of outer chains. If a website wants to do the theme of digital products, the anchor text of "digital products" should not be too much. Add other anchor text appropriately to reduce the proportion of the total number of anchor words that accurately match the anchor text, such as using "details" or "Click here" which were previously considered useless, or reasonably expanding the anchor text. For example, it is a good choice to use "Hong Kong Digital Product Information", "Mobile phone products" and "Digital Product Price comparison" as anchor text to point to a web page entitled "Digital products".

If you use the Google webmaster tool, then if a website anchor text outside the chain does not comply with Google regulations, the webmaster tool will send a message to remind the webmaster that there is an unnatural link. After receiving the reminder, the webmaster will modify the anchor text of the relevant outer chain until the problem is solved. As the outer chain is different from the on-site SEO, unless the external chain is generated by the website owner opening a batch of blogs (that is, the so-called "maintenance blog", which is a bit like playing online games constantly opening separate accounts, is a more common means of external chain construction), it is generally difficult to directly control, because the external chain is provided by other websites. In this case, the webmaster can make a request to the relevant website to ask the other party to modify the anchor text. If this method is not feasible, the webmaster can add some imprecise matching anchor text to reduce the proportion of accurate matching anchor text by opening a blog described above. When the webmaster can not solve the problem through the above two methods, he can only give up and shield some of the outer chains that use the exact matching anchor text.

7. Nofollow marking

Adding nofollow tags to a link to another site can prevent the weight of your site from being transferred to the relevant site, and search engines will ignore links marked with nofollow. Nofollow tagging can protect your website from being stolen by links left by uninvited guests, but nofollow tagging is not useless to related websites.

Generally speaking, websites that use nofollow tags have a higher weight, so they should protect themselves through this means. Such as social networking sites, blogs, famous news sites and so on. Leaving links to your own sites on these sites will almost certainly be tagged with nofollow. Although search engines will not pay attention to these links, visitors on each other's site will click on the link out of curiosity and visit the unlinked site. Although this means of increasing visitors has nothing to do with SEO, it is still helpful to increase traffic. On the other hand, even if the weight cannot be shared, these external chains also contribute to increasing the diversity of sources outside the chain of their own websites. The third point of this article mentioned the importance of outer chain diversity.

An unconfirmed analysis points out that even if nofollow tags cannot give weight to sites outside the chain, search engines will think that the outside chain of the site is naturally built, and may even upgrade the rating of the site. Because those batch generation outside the chain of cheating will actively ignore the site with the nofollow tag. If all the external links of a website do not contain nofollow tags, then search engines will regard it as the result of human intervention and may downgrade it.

At this point, the study on "how to build the outer chain to improve the effect of SEO" is over. I hope to be able to solve everyone's doubts. The collocation of theory and practice can better help you learn, go and try it! If you want to continue to learn more related knowledge, please continue to follow the website, the editor will continue to work hard to bring you more practical articles!

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