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It is well-known that SEO is the most crucial factor when it comes to the recognition of a site on the online platform. If a site is not visible or relevant to the search engines, then it is of no value. The relevance of a webpage for the search engines was previously heavily dependent on the presence of keywords. However, this practice of keyword usage is not the only method for making a site visible to the search engines. Links are also essential for ranking purposes in search engines. The quality and type of links present on a website greatly determine its relevancy and hence position on the results page of a particular search engine.

Briefly describing the meaning and purpose of a link

To understand the different functions and advantages of using a variety of links, one needs to understand the meaning of the term. In straightforward words, a link can be defined as a form of words, phrases or pictures present on a website which is clickable in nature. This implies that the link will lead an internet user to a different location within the site or outside the site. The presence of links is undoubtedly crucial as it helps search engines to crawl a particular website and also assess its credibility.

The main types of links which are used or present in an online site

There are different kinds of links which form the profile of links present on websites. Each type of link has a definite role to play in the site. The names of all these link groups are given below:

• Internal link: This form of link is a hyperlink which is present within the website. This implies that if an internet user clicks the link, then it will lead to a page within the same domain. If the website developer wishes to link information present on other pages of the site with the home page, then it is essential to use internal links. The internal links not only helps the internet user to search for information on a website but also helps the search engines to crawl a site effectively.

• External link: As the name suggests these links take the internet user to another site with a different domain. If a website owner uses more than one domain and a link is kept for moving from one domain to another, then the search engine will always treat that link as an external link. External links can be used by website owners but should be done when necessary.

• Inbound link: This is a form of link that is used by a particular web page owner to highlight another web page. The website owner whose webpage has been used as a link for another website owner is said to have received an inbound link. This means when the link is clicked on the website then the link will be directed to the website which has been used as a source of information. These links are considered as the credible links that enhance the position of a site. Hence it can be said that the higher the number of inbound links for a particular webpage the higher is its position in terms of credibility. SEO company in Adelaide helps in developing the status of a website by making the website owners aware regarding the potential benefits of inbound links.

• Outbound link: This kind of link is used by website owners to link to another website. However, it is thought that this sort of link takes away the ranking of the main web page and therefore many website owners had to add a no-follow tag to the outbound link. But briefly, it can be said that a high number of outbound links is not suitable, and it is vital where the outbound links are leading. If quality websites and highly related websites are mentioned through outbound links, then it is acceptable but otherwise just increasing the number of outbound links won't help any website owner.

Reaping the benefits of SEO by focusing on inbound links

SEO of a particular website is positively affected by the presence of inbound links, and it is complicated to get a substantial number of these links. These links are not created by the website owner or developer instead these are links which are made by other web page owners by connecting to another site. Hence these links are acquired and not created. When an inbound link is received this means that the information of present on the webpage has been reviewed and used in some way or the other by another website which is why the link has been provided by the other webpage owner. Therefore, these make the site with inbound links more trustable.

However, on the internet, there are some avenues for creating a fake inbound link by using some sites. In the initial stages the presence of a vast number of inbound links was considered for attesting credibility but as the number of fake inbound links are on the rise, so search engines are also evaluating not only the number of links but also the quality of links. If the content of the website is significant and thought-provoking, then it will be used as a reference for substance by other web page owners and in this way credible and quality inbound links will be achieved which will help in raising the SEO status of a site. But if fake links are present as inbound links, then it will do more harm than good.

Hence, it can be understood that just like keyword stuffing is to be avoided link insertion similarly should be measured and used only when necessary. Fraudulent links are always to be avoided because if the search engines detect the scam behind the presence of a huge number of inbound links, then it will hugely impact the position of the website on the internet and the ranking can plummet down sharply.