Linking building brings value to a webpage by creating organic traffic streams. As discussed in previous articles, this kind of traffic can be extremely valuable in the way it creates scalable income streams on a fixed basis, as opposed to the variable incomes of paid traffic. Since scalability arguable a strong competitive advantage for a web asset to have at its disposal, we need to be aware of the different strategies that can be used to build up an organic traffic base. From there, we can determine the value of the page’s scalability based on any opportunities available for improving this organic base.
>One of the more popular methods for building up a traffic base that arose in middle of the web-boom of 2003-2006 was called the link pyramid method. Serving as a basic application of the link hierarchy that is discussed in another segment, the link pyramid strategy builds up organic ‘momentum’ by starting with a large base of low-quality links that lead into a second tier of mid-quality assets. From there, the mid quality assets all lead into the main page.
The end result is that the link quality is upgraded from the lower quality assets as they pass into a mid-grade asset that creates a moderate value of link quality, which then feeds into the main site from multiple directions. In theory, this results in an improve page rank on the final asset due to the quality and volume of referring pages, while creating a greater impression of relevance in the way that it indirectly filters the referring links from the bulk lower-tier links up to the money site.
A couple of variations of the link pyramid structure involve including horizontal links across tiers, so as to create a sense of a more organic flow, or to include incremental ‘tunnels’ which will lead directly from a few lower tier sites directly up to the main site so as to create a robust assortment of link qualities supporting the page. That being said, the main premise remains the same.
It is from here that we are able to build up an assumption about what kind of additional value can be built from an existing link pyramid. For example, if we notice that there is an extremely large volume of lower tier links that are supporting only a handful of mid-quality pages, it might be possible for us to increase the size of the middle tier, and therefore create a stronger supporting structure in the pyramid itself.
Conversely, if we see that the middle tier is not really creating a great deal of incremental page rank for the main page, we might be able to add additional lower tier links to the structure to improve the quality of the entire project. Lastly, if we see that the entire pyramid structure is well built, but with very little impact on the page’s ability to rank, we can assume that perhaps the niche that this asset is competing in is so complex that it requires industrial linking capabilities. If we have access to such a capacity, then we might be in a position to take the page to the next level, where the current owner could not.