Links in your site or blog comments section are good, right? They can be. They can also be bad. To keep them good, you need to police them.
Any link on your site – internal or external, inbound or outbound – will affect your site’s search ranking. The most important factor here is the link’s quality, and several factors will determine a link’s quality.
(Photo: Simon Rowe, creative commons license.)
Internal links (links to pages within your site) that go to pages with high quality content add value to your site. The closer the anchor text relates to the topic of the page you’re linking to, the higher the value. You want links to all your pages to show search engines the size and breadth of your content, but the more high quality content you have, the more value your site has.
External links (links to pages outside of our site) that go to pages with high quality content add value to your site, and the higher the authority and popularity of the page and site of that link, the higher the value. Again, anchor text needs to relate highly to the topic of the page you’re linking to (or being linked to), and it’s always best if link URLs use keywords, not random code. (Content management systems and some blogs will default to using random code, but you can often change to using keywords.)
Inbound links (links to your site from outside), including trackbacks, are less within your control, but can affect the value search engines assign to you. That’s why it’s important to look at trackbacks (referrals on other sites to yours) and monitor when another site links to you – if you don’t like a trackback you can often delete the notice in your own blog and if you don’t like an inbound link you can request that the other site not link to you; most will comply. One inbound link to avoid is a “doorway” page, which is a list of links between unrelated websites often in exchange for your linking to them.
Don’t accept offers to “exchange” links when you have nothing in common with another site. They’re just doorway sites, regardless of their sales pitch to you. If you don’t have a business or social relationship with the other site in which you would naturally link to the other site in your content, don’t exchange links.
Outbound links (links from your site to others), including those that commenters add on your site, can also detract from the value of your site. You would like high authority and high ranking sites, but in a comments section is less within your control. What you should watch out for include:
- Obvious spam – links to product pages or topic pages or blogs that have nothing to do with your content but are meant solely to benefit the poster.
- Stealth spam – written to look like a legitimate comment but containing poor quality links, usually with misspellings to avoid spelling filters. Website URLs and email names are often nonsensical letter combinations, again meant to avoid filters. Also look for URLs with .nl, .pl, .ru, and other international extensions where spammers often originate, plus use of URL shorteners meant to hide obvious keywords or odd URLs.
- Legitimate comments that link to low quality pages – spam pages, doorway pages, and other garbage content meant to fool you into allowing the link on your page but having no real value to you. Search engines will devalue your site when they follow the link from your site to this eventual garbage page.
You can often engage filters on your comments section that won’t allow comments with spam or with certain numbers of links and other parameters. Some bloggers don’t like to filter their comments; that’s fine if you don’t mind losing search ranking value.
You’re the Boss of You
I once experienced another blogger who used the comments section of my blog to sell her wares on my site. It was blatant hijacking of my blog to sell her stuff, never asking permission and never apologizing. She promoted her products and then provided a link to her product pages. I politely asked her to stop but she continued anyway, so I had to block her from my site. I found out through comments on her own blog that she was doing it to other blogs, too. It’s not OK.
Your blog and your site belong to you, and you set the rules. It’s also up to you to police the rules. That includes watching for links and where they lead or where they originate. Links may be good but they also may be bad. Either way, they can affect your search ranking, which can affect whether new readers can find you!