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7. Creating Link-Worthy Content and Link... > Further Refining How Search Engines ...

Further Refining How Search Engines Judge Links

Many aspects are involved in evaluating a link. As we just outlined, the most commonly understood ones are authority, relevance, trust, and anchor text. However, other factors also come into play.

Additional Link Evaluation Criteria

In the following subsections, we discuss some of the more important additional factors search engines consider when evaluating a link’s value.

Source independence

A link from your own site back to your own site is, of course, not an independent editorial vote for your site. Put another way, the search engines assume that you will vouch for your own site.

Think about your site as having an accumulated total link juice based on all the links it has received from third-party websites, and your internal linking structure as the way you allocate that juice to pages on your site. Your internal linking structure is incredibly important, but it does little if anything to build the total link juice of your site.


  

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