A search engine optimisation (SEO) industry expert this week has advised that all links are good links and has outlined a number of ways to make paid links work.

According to a post on Search Engine Land this week by link-building specialist Debra Mastaler, paid links can be used effectively alongside other strategies such as reciprocal links, the use of article directories and adding sites to a number of general directories.

However, she adds that paid links may not work for long periods of time and that in terms of algorithmic insulation, better quality links, such as those from authority sites, may be required.

She states that securing links from an authority site can be a tricky but effective way to build page rankings and that of the three of the authority site types available, those that are keyword-rich could be the most valuable.

Separating the back links provided by these sites can also be a worthwhile thing to do, she states, adding that this should be done by splitting them into media and editorial contacts.

It is noted that by doing this, it can be made clearer which sources will be most valuable in which area. Ms Mastaler states that media contacts, such as any on or offline news sources, can be linked by inviting writers of the site for interview purposes or further information on products. This can lead to relationship-building with specific sites and can generate online media mentions that will in turn generate further mentions.

Editorial sources, she states, can be obtained by offering incentives to the party in question and that submitting a blog that mentions the site before making the request for a link can be another perk that webmasters will respond to.

Debra Mastaler is a US-based link specialist who also blogs for The Link Spiel and Search Engine Land’s Link Week column.

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