When an authoritative website links to a smaller website, it confides in the linked website\u2019s content quality and accuracy. This promotes website owners to focus on their content\u2019s quality and provide fairways to rank them on search engine result pages (SERPs).<\/li><\/ul>\n\n\n\nLink Equity and PageRank<\/h3>\n\n\n\n
PageRank was Google\u2019s first link analysis algorithm that helped it rank websites based on their backlink profiles (number of links pointing toward a website). <\/p>\n\n\n\n
With this algorithm, Google determined which web pages were worth ranking higher, depending on how many links it got. The more links a page had, the more popular it must be, which signaled it was trustworthy. <\/p>\n\n\n\n
Today, Google doesn\u2019t solely rely on PageRank to determine rankings, but it is still one of the many factors. <\/p>\n\n\n\n
The concept of link equity is therefore tied to PageRank \u2013 the more \u201cequity\u201d that flows to your webpage, the better chances you\u2019ll have of ranking higher.<\/p>\n\n\n\n
Why Link Equity is Important<\/h3>\n\n\n\n
More importantly \u2013 as the owner\/marketer of TMS clinic, why should you care? <\/p>\n\n\n\n
Here are some solid reasons why you should:<\/p>\n\n\n\n
It Helps Build Trust<\/em><\/h4>\n\n\n\nIf an authoritative website links to your TMS clinic\u2019s website, it\u2019s their signal of validation for your website. It works the same way referral marketing works and impacts how the visitor views you, which can go a long way in establishing trust.<\/p>\n\n\n\n
Link equity provides a token of assurance to the relevant patients and encourages them to visit your website and find the services they need.<\/p>\n\n\n\n
It Helps Rank Higher on the SERPs<\/em><\/h4>\n\n\n\nSearch engines are, to an extent, democratic when it comes to ranking websites\/webpages on the SERPs. <\/p>\n\n\n\n
When several authoritative websites, say medical journals, leading healthcare blogs, etc., start linking to your TMS clinic\u2019s website, sooner or later, you\u2019ll start ranking higher in the SERPs.<\/p>\n\n\n\n
It Will Help You Establish an Authoritative Brand<\/em><\/h4>\n\n\n\nLast but not least, by garnering links from authoritative websites and getting all that equity, your website itself will start to position itself as an authoritative source.<\/p>\n\n\n\n
It doesn\u2019t matter if your clinic is big or small \u2013 if your website is linkable, you\u2019re well on your way to becoming a renowned brand. <\/p>\n\n\n\n
What is Link Equity Dependent On?<\/h2>\n\n\n\n
Link equity depends on a number of factors, including:<\/p>\n\n\n\n
- Page Authority<\/strong><\/li><\/ol>\n\n\n\n
Page Authority (PA) is a metric (developed by Moz) that predicts a page\u2019s ability to rank on the search engine result pages. PA score ranges from 0 to 100 \u2013 the higher this score is, the greater is a page\u2019s ability to rank.<\/p>\n\n\n\n
Authoritative pages tend to have a powerful link profile and a capacity to provide link juice to other websites.<\/p>\n\n\n\n
- Topical Relevance\u00a0\u00a0<\/strong><\/li><\/ol>\n\n\n\n
Multiple websites of the same niche having similar content have topical relevancy. Backlinks created by topically relevant websites are more impactful as compared to irrelevant websites.<\/p>\n\n\n\n
For instance, if you get linked from a platform that publishes content similar or even remotely relevant to yours (such as Verywell Mind), equity will flow through.<\/p>\n\n\n\n
But if you\u2019re linked from a website that writes about something completely irrelevant, say, international trade, chances are that it won\u2019t do you much good.<\/p>\n\n\n\n
- Crawlability\u00a0<\/strong><\/li><\/ol>\n\n\n\n
This refers to allowing or blocking the search engine\u2019s crawlers to crawl your website. Before reading a webpage, crawler bots read the HTTP header of a webpage and decide whether to analyze the whole page or bounce off.<\/p>\n\n\n\n
Websites that are not crawlable for Google bots don\u2019t contribute to building link equity for other websites.<\/p>\n\n\n\n
- HTTPS Status\u00a0<\/strong><\/li><\/ol>\n\n\n\n
An HTTP status code indicates the web server\u2019s response toward a web browser\u2019s request. When a user performs an action on a website, they\u2019re sending a request to the website\u2019s server. The server responds to that request with a three-digit HTTP status code. <\/p>\n\n\n\n
HTTP status codes<\/a> help the search engines discriminate the operational pages from redirected and non-operational pages \u2013 smoothing out pathways for link equity, bots, and visitors. <\/p>\n\n\n\nEnding Note<\/h2>\n\n\n\n
Link equity creates a two-way road which helps websites develop strong ties that help both the search engines and the audience. <\/p>\n\n\n\n
A final word of advice for website owners is to focus on creating quality content that others find helpful and use proper citation when referring to someone else\u2019s content on their website. <\/p>\n
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