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SEO & Accountant Websites- Is Swapping Backlinks Actually a Dead Line of Attack?
By now you've heard the expression "backlinks". Backlinks are links scattered throughout the web that map to your site and they are central to your website's search marketing push. Backlinks are a fundamental metric exploited by search engines like Google. These websites believe links to be a measure of a website's comparative significance and rely heavily on them when determining the ranking of best accountant websites in search results.
You'll find that loads of website owners all of a sudden want to be mates once you go public with a website, particularly as you become increasingly successful. You'll start getting emails from companies you've never even heard of that want to "exchange links" with you.
A lot of people refer to this strategy as "link swapping", although that's something of a misnomer. Link swapping was a method we used back in the days of yore.
For example, suppose I was an accountant in White Plains, New York and I wanted to find backlinks. Logically I would try to find relevant businesses to link to, for example other businesses in White Plains and other accounting firms from out of town. If you had an accounting firm in Albany, for instance, I would have contacted you and offered to swap links with you. I put a link to your website on my links page, you put one on yours pointing back. We both get a boost in the search engines.
It didn't take Google long to figure out that people were using it to game their results so they changed the way their system to track down these "reciprocal" links. When they find one they don't give the links any value, but there's a way to use a blog to get around this using blogs. For this to work the blogs need to have "unique URLs". This means the blog can't be hosted on the same domain as the website it's promoting. Rather than linking to each others websites, we can link to each other's accountant websites from our blogs. If you don't have a blog, or if your blog is on your main website and doesn't have a unique URL you'll need another web property to exchange links.
It may seem like a win-win situation where you both receive SEO benefits, but there are several factors your must consider before accepting.
1) Who's there?
Always look over the company's site and do some research on them before you agree to anything. Keep in mind that people are going to see and even follow these links so it's important to make sure you're not linking to "bad neighbors".
A link from your website is no different from an endorsement. Your reputation is tied to your link partners. A link to a less-than-reputable website or business can harm you more than the SEO benefit from their link could help you. If you have any doubts as to the legitimacy of their company, or if your read multiple negative reviews about them or their site, it's best to pass them by.
2) What's it to ya?
Other accountant websites offer the best links. Links from other types of firms still have value, especially if they're in your market, but they won't look very relevant to you.
Keep an eye on the fine print, too. Some companies are going to try to trick you by getting you to agree to give them high value links in exchange for weak ones. Often times they will request it be on your home page or another popular page (or every page). This is because these pages are worth more than the other pages on the site in terms of SEO benefit. The question is, what are they offering in exchange?
Before exchanging links with someone take a look through their site and see where their backlinks are placed. More often than not, you will see a page buried deep in their site, hidden behind many vague page and link titles. This is a completely lopsided trade. They're getting a high quality link from a respected accountant and you're getting an obscure link from a spam site that doesn't offer you any real SEO or traffic value. Make sure you are getting a fair deal before accepting.
3) Discretion is the better part of valor.
The system Google uses to keep track of link popularity is called "PageRank", and they're very proud of it. It was invented by Larry Paige, one of Google's founders, back in his Stanford days and it's been getting tweaked and improved many times a year ever since. They want it to be authentic as possible, so they tend to be very unhappy when anyone tries to exploit the system. Website groups that try to build up huge masses of backlinks to each other for no reason but to increase SEO benefit (aka link farms) often earn Google's wrath and can easily be blacklisted from PageRank, negating the effect of backlinks altogether.
This isn't to say that every backlink opportunity is going to end up being trouble for you, but it certainly pays to look into the company and the offer thoroughly before making a decision. Accountant websites are complicated to promote and you need to exploit opportunities that present themselves, but you also have to meticulously consider the advantage against the risk. These exchanges might look like an uncomplicated shortcut to search engine success, but like most shortcuts these have a propensity of getting you lost someplace you'd rather not go.
Exchange Rate Practice Part 1
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