If gaining backlinks for your own site can boost its authority and page rank, it stands to reason that links to the back-linking site would boost that site’s authority as well. In fact, that’s precisely what happens. By building links back to the sites that backlink you, you boost their authority. This in turn improves […]

As authoritative websites with rich content rise to the top of search results, many once-popular sites have dropped from view entirely. This isn’t just because they’ve been out-competed by other sites: These shallow websites have actually been penalized by Google to keep them out of the top search results. In effect, sites that are over-optimized […]