Links ‘Should Continually Drive Traffic’

by Samantha Noble on 28th October 2010

The value of a link to a website can be partly judged on how much traffic it is helping to drive to a company's pages.

This is according to Search Engine Watch commentator Garrett French, who said there are several ways to judge the success of link building campaigns.

He noted that links should be reaching a targeted audience who will be compelled to click through, while they can also help to funnel visitors towards making a purchase.

"Valuable links send targeted traffic every day – usually just a trickle, but this trickle adds up," he went on to point out.

"This continual traffic is often because the linking page ranks well or has earned its own valuable links."

Earlier this week, Search Engine Land columnist Julie Joyce suggested that companies should look to get rid of any low-quality links they may have accumulated to improve the effectiveness of their campaigns.