• 网站营销知识
• 网络营销工具
• 搜索引擎营销
• 网络贸易知识
• 网络营销行业
• 网络营销基础

Link Reputation and Your Website（反向链接）

Definition of link reputation
Understanding Link Reputation is extremely important for any webmaster or others concerned with search engine ranking. It involves the relationship backlinks (links pointing back to you) have to a target web page and the context of those backlinks. This relationship and context can be measured with respect to a particular search query or theme and has the consequence of revealing how highly a backlink speaks about your web page with regard to that theme. If link popularity is how many pages talk about you, link reputation is how well backlinks talk about you - quality vs. quantity.

Search engines evaluate link reputation differently putting varying weight on different factors:

• Inbound and outbound link relationships
• Whether a page is considered an expert page for the theme
• Page rank
• Whether pages are affiliated to each other (based on IP address and/or domain name
• Whether a page appears in a directory listing, like DMOZ.

Importance of link reputation
AltaVista, AOL, Google, HotBot, Inktomi, MSN, Teoma and Yahoo! all use link reputation as a major factor in ranking web pages. What backlinks say about a target page and how well they say it can increase or decrease the relevancy of that page to a specific search query or theme in the eyes of a search engine. Therefore, it has a direct influence on your ranking and, consequently, on the amount of traffic to that target page.

Context of a backlink
The context of a backlink is very important and includes, but may not be limited to, the link text between the open and close anchor tags of the backlink, title text of the backlink page, and instances of header text on the backlink page.