I am a newbie, a webmaster with two years of experience, but still very new to websites. Let me talk about some of my personal understanding of website exchange of friendly links.
Friendly links have two main functions (for search engines): first, to increase the weight of the website, and second, to improve keyword rankings.
Some people may ask why the two functions are separated, because I personally think that the two are related, but they are different concepts.
The weight of a website is mainly reflected in PR and scores in GG and SOGOU. In Baidu, it is mainly reflected in snapshots and inclusions (what others have said). The weight of the website will affect the ranking of keywords, but it does not necessarily mean that the higher the weight of the website, the more important it is. The better the word ranking. The keyword ranking is not only related to the public weight of the website, but also related to the internal optimization of the website.
A little confused, right? To answer this question, why are some old corporate websites inaccessible but their domain names still have high PR? Because these websites have done a lot of external links in the past. Although the website is no longer accessible, the external links are still valid. In addition, the domain name is very old, so it still maintains a high PR. Once the link to this website is removed, the PR will drop.
Why does my website have a high PR and fast snapshot updates, but it doesn’t rank well for a long time? Excluding rival factors, the main issues are internal optimization and the number of keywords included in external links. If every external link to your website contains a keyword, your keyword will naturally have a good ranking (in the long run).
Having said so much, it doesn’t matter if you don’t understand. To sum up, as long as it is a formal external link, it can improve the weight of the website. As long as it is a formal external link containing keywords, it can improve the weight of the website and the ranking of keywords. If you change friendly links, the keyword ranking of your website will be better if the other website contains your keywords.
Conclusion: From the perspective of search engines, the more effective external links (friendly links) you have, the better. When changing friendly links, try to change the other party's website to one that contains your own keywords. When replacing friendly links on a new site, pursue quantity first, and then pursue quality after the number exceeds 30 years. Of course, websites that put user experience first are another matter.
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