Many search engines use the rate that your website gains links as a key ranking factor. One key mistake made by some internet marketing specialists is that once they receive top positions for their desired search terms, they take their foot of the pedal as they believe they have achieved what they need to. In fact, this is exactly what you shouldn't do in order to retain your high ranking.
Think about it: if you were a search engine, how would you use your massive data mining abilities to accurately present websites to users? You'd utilise your capabilities - and that's where link trends come in to play.
Link Trends
Well thought out and useful websites will naturally gain links, based on their content and any authoritative information they contain. You can also use other ethical ways to help promote your site and gain links - by making use of directory submissions, for example.
So what are link trends? Well, link trends are the rate that your website has gained links over the period of time that it has been in existence. Think back to your high school physics lessons and you may remember the equation:
Speed = Distance / Time or V = D/T
If we manipulate this equation to apply to link trends, you could possibly generate:
Ranking = Links Gained / Time or R = L/T
A search engine could easily mine all dates that they discovered a link to your website and then plot this on a graph like so:
If you then use the equation, you can see which site you think will rank higher than the other based on the maths.
Results
Website X results are 436 links / 19 months = 22.9
Website Y results are 515 links / 13 months = 39.6
Website Z results are 760 links / 9 months = 84.4
So which website do you think a search engine would favour over the other two and why?
X has been around for longer, but has less links than Y and Z.
Y has less links than Z, but more than X, and has been around for less than X, but longer than Z.
Z has more links than X and Y, but has been around the shortest.
Confused? How do you think a search engines feels! This type of analysis is what makes search engines such as Google, Yahoo! and MSN what they are today.
Link building is an ongoing process. Peaks and troughs will appear, but overall, every search engine is has its own method and gaining the most beneficial amount of links is never possible. There is no sure-fire answer in the link building process, as every website is different and influenced by a number of variable circumstances, but there is certainly a best practise.
So remember the next time you embark on a link building plan, a short burst of link building activity will not guarantee high ranking spots in the long term. Search engines are great at combating unethical or unnatural linking, so be sure you don't get burned by the quick win solution.
Link building is a marathon without a finish line rather than a 100 metre sprint, so prepare yourself well for the race if you want to carry on achieving the best possible rankings for your site.
