How can anyone suggest the value of a certain link, when there isn’t a determined way of finding the correct price? How does anyone go about it?

While there isn’t an established method for determining link value, there are some things that we can keep in mind whenever someone sends you an e-mail and wants to exchange links. Which is particularly useful if the person you would like to exchange links can actually improve your rankings. Here we go:

1. Traffic - The most obvious reason… if a website gets plenty of traffic then it is a HUGE plus, regardless of PR. If a site with 5000 visitors per day can exchange links with you even though their PR is low, then it is definatly worth a shot. This is one of those instances when links can’t be judged solely on PR.

2. Cache - Google’s cache has been called the new type of PR by Aaron Wall, publisher of the ever so popular SEO Book.

What Google frequently visits (and spends significant resources to keep updated) is what they consider important.

Makes perfect sense to me! Google’s cache is basically a copy of your web site’s text on their servers. When Google refreshes the saved copy everyday, it means your site is being updated constantly, and in turn enables the search engine to interpret that as an important value when determining a web site’s value. It also shows that Google trusts the web site.

3. Anchor Text - When a site allows you to choose what text will represent your link, on their site, then by all means consider that partner for the exchange.

4. Competition - As a general rule in the Industry of SEO, the more competitive the link then the more it will be worth. As an example, a link for paper production would not cost as much as a link about importing goods. Errr…. in orther words if a company (Web Site) earns 1 Million Dollars in a year, in contrast to a company that only earns 1000 Dollars in a year, which one do you think should be appraised at a higher value?

There aren’t lots of different resources out there that will give you a bit more info on Link Exchanges. I’ll try to update this post with a good e-book.