Consistency and balance 'are key in linking campaigns'

25th January 2008

Balance and consistency are the two most important qualities in link building campaigns, it has been claimed.

Arnie Kuenn, president of Vertical Measures, commented on his ISEdb.com blog that as search engines are constantly changing their algorithms and morph, it is important to link to a variety of platforms such as forums and blogs.

Variety balances a website's exposure to the different links major search engines are looking for, therefore there is less risk of falling down in ranking, he explained.

He claimed that many firms are extremely enthusiastic when they start a campaign, setting up links on many sites and packing their pages with quality content.

However, it is a common feature that the majority stop making such effort when customers increase and then wonder why their search engine rankings begin to drop.

Mr Kuenn warned: "The search engines are dynamic, so you can't afford not being dynamic yourself - you have to consistently build on what you started in order to stay ahead of the pack."

A report by eMarketer predicts that online advertising will reach $1.3 billion (£624 million) by 2011, an increase of 142 per cent.