The Axandra newsletter archive - 8 February 2005
Welcome to the latest issue of the Search Engine Facts newsletter.

This week, we're trying to find out if one way links are better than reciprocal links.

In the news: Google releases Google Maps, Yahoo releases Y!Q, Ask Jeeves buys Bloglines and more.

Table of contents:

We hope that you enjoy this newsletter and that it helps you to get more out of your web site. Please pass this newsletter on to your friends.

Best regards,
Andre Voget, Johannes Selbach, Axandra CEO

1. Facts of the week: Do reciprocal links still work?

Rumor has it that reciprocal links are not as effective as one way links. Some people in online discussion forums claim that one way links from a web site to another site work far better than reciprocal links. Is this true and what do you have to do about this?

What are one way links? What are reciprocal links?

    If you link to another web site and the other web site links back to you, it's a reciprocal link. If you link to another web site and the other web site doesn't link back to your site, it's a one way link.

Why are links to your web site important?

    Links to your web site improve the link popularity of your web site. If your web site has good incoming links, the ranking of your web pages will increase on major search engines.

    Google has an official statement about this topic:

    "PageRank interprets a link from Page A to Page B as a vote for Page B by Page A. PageRank then assesses a page's importance by the number of votes it receives.

    PageRank also considers the importance of each page that casts a vote, as votes from some pages are considered to have greater value, thus giving the linked page greater value.

    Important pages receive a higher PageRank and appear at the top of the search results. Google's technology uses the collective intelligence of the web to determine a page's importance."

    Basically, this means that your web site will get better rankings if many other web sites that are related to your own web site link to your site.

So are one way links really better than reciprocal links?

    No, reciprocal links and one way links work just the same. The reason why some people think that reciprocal links don't work is that many webmasters who engage in reciprocal linking don't care about theming but only about the number of links. One way links are usually from topic-related sites.

    If you link to any Tom, Dick and Harry you'll end up with a links page full of unrelated web sites. The jumble of links on the page is the reason why the links don't have power, not the fact that you're linking back to the site.

What do you have to do now?

    Just go back to the original concept of reciprocal linking. Reciprocal linking is about building partnerships with related web sites and about spreading your reach within a specific industry or topic.

    When you build links for your web site, concentrate on other sites that have a similar theme like your web site. Links from related web sites will have a positive effect on your ranking, no matter if these links are one way links or reciprocal links.

Building high quality reciprocal links is one of the best ways to promote your business on the Internet. Focus on web sites that are related to your own web site and try to get links from these web sites. Our software tool ARELIS can help you to find these web sites.

By the way, don't focus too much on the green PageRank bar in the Google toolbar. Although Google uses PageRank for its ranking algorithm, it's very likely that the official PageRank of a web site that is displayed in the Google toolbar is not the real PageRank that Google uses for its ranking algorithm.

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2. Search engine news of the week

Google releases Google Maps beta

    "Google Maps is an online service that allows users in the U.S. to find location information, navigate through maps, and get directions quickly and easily."

Yahoo launches Y!Q beta

    "Y!Q is the first-of-its-kind contextual search technology that analyzes the contents of the Web page you're viewing and then gives you a list of search results directly related to what you're reading."

Ask Jeeves buys Bloglines

    "Online search engine Ask Jeeves Inc. has bought Bloglines, a top Web log index and Internet news funnel, in its latest bid to gain ground on more popular rivals Google Inc. and Yahoo Inc."

Yahoo! expands mobile services

    "Initially launched in the UK and Germany, Mobile 365 will provide the connectivity for Yahoo! Mobile's range of products and services."

Search engine newslets

3. Articles of the week

MSN Search will bring in dollars even if it's not No. 1

    "But beyond the battle for dominance, Microsoft's search initiative comes with some practical benefits that promise to help the company's business even if its retooled MSN Search service doesn't ultimately emerge as No. 1 in market share."

The click, the fraud and the ugly side of search

    "Let's face it, click fraud is bad news for the advertiser, but it's still pouring millions into search engine bank accounts. So, is it feasible that they really would want to put such a concerted effort into something, which effectively, helps them make less money?"

    Editor's note: More about click fraud can be found here.

BrainBoost - Interview with founder Assaf Rozenblatt

    "Ask BrainBoost questions in plain English and you'll get answers in plain English. [...] The legend goes that BrainBoost was created by 24-year-old software programmer Assaf Rozenblatt. It took him a year to build it and he built it so that his fiancé could better do her college research."

The fate of the Google bubble

    "Wall Street finally succumbed to the wishes of the small tech investor this past week and unabashedly threw its support behind Googlemania."
    (Registration is required to read this article)

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4. Recommended resources

"I can't imagine anything else I require in a linking program"

    "ARELIS is my choice for linking resources. It's easy to use and manages the whole program for you.

    It will search for appropriate links based on your direction. Search on keywords or a competitor's site. It stores the link, information about the site for your link and searches out the email address for you.

    It will present this to you to email the site owner using their forms if you wish, and places the link on [...] your website pages.

    It then adds the links in a format that pleases your needs all nice and organized. It remembers which sites you have confirmed. It will even easily check all your partners sites to see who is maintaining their link to you. No stone is left unturned.

    It does all this without performing functions that irritate the search engines. I can't imagine anything else I require in a linking program."
    Tom Henricks,

"IBP saves me hours of work every day"

    "Rarely have I penned a complimentary note to any internet business, however I feel I must extend to Axandra the highest of accolades for their powerful suite of simply must have programs.

    As an accomplished Webmaster, I have utilized virtually every type of program that has come down the pike.

    Without a doubt, IBP is not only better than, but also completely overshadows any software attempting to rival it. [..]

    IBP virtually saves me hours of work every day primarily due to the fact that every program one could ever need to succeed and then some is all packed into one program, which I love for ease of handling multiple projects."
    Richard VanWormer,

Lower your advertising costs and make more profit

    If your AdWords pay per click campaigns don't return a positive return on investment (ROI) or if you're paying too much for your PPC ads, take a look at our new Google AdWords eBook.

    Find out how to lower your advertising costs while increasing your profit.

Want to be mentioned in this newsletter?

    Just send us some words about your successes with IBP or ARELIS and you might get featured in this newsletter along with your web site address.

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5. From the developer's kitchen: The next IBP version - part 5

This week, we continue our series about new features in the upcoming new IBP version.

Even more features and many improvements for your web site success

The new IBP version will have many more features and it will have many improvements over the current version. No other web site promotion tools offers as many features as the next IBP version.

PPC manager

Every week, we'll reveal another feature of the next IBP version. Another new feature in the new IBP version is the PPC search engines manager.

The PPC search engines manager allows you to quickly manage your PPC campaigns on all PPC search engines in a single window. You can quickly access keyword suggestions tools, build new keyword lists and apply them to many PPC search engines.

Get the new version for free!

Of course, the new IBP version will also offer improvements in the Search Engine Submitter, the Ranking Checker, the Top 10 Optimizer and much more.

The next IBP version will be a free update to all current IBP users. It will be released in the first half of 2005. If you buy IBP now, you'll get the new version with many more features for free.

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6. Previous articles

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