在尋覓逆向鏈接時應當注意，逆向鏈接品質的高低和內部實質意義有關性， 影響逆向鏈接的信用， 並最後影響網站名次。

首先要看看對方頁面本身品質怎麼樣，受以下因素影響：

1, 鏈入和鏈出的鏈接以及他們的關系。
2, 是否是特別指定正題的權威網頁
3, 網頁級別
4, 是否已經參加主重要的條目錄， 如DMOZ等。

而後看有關性。對方頁面和自個兒頁面的有關性越強越好，搜索引擎網站是怎麼判斷的？搜索引擎網站看對方頁面的書契和你的頁面的有關性。對方頁面那末多書契，搜索引擎網站重點看哪兒的書契？三個地方 – title書契,H書契和你的鏈接書契。這些個書契叫做reputation keyphrase, 各有各的效用域，詳見英文原文。title書契的權重大於H書契，H書契的權重大於鏈接書契。

在搜索引擎網站為你的網站關鍵詞名次時，對方頁面的reputation keyphrase書契對其效用域內指向你的鏈接起效用。被搜索的網站關鍵詞和這個reputation keyphrase書契有關性越強越好。

名聲有關性的時刻首先當然要看被搜索的網站關鍵詞在reputation keyphrase書契中存在不存在，假如存在再看被搜索的網站關鍵詞在reputation keyphrase書契中的疏密程度和位置。疏密程度越高越好，位置越靠前越好。

總之，在考察對方頁面的有關性的時刻，重點看對方頁面的title書契,H1書契中的網站關鍵詞，這些個網站關鍵詞最好就是你的頁面的網站關鍵詞，這些個網站關鍵詞重復回數越多越好，這些個網站關鍵詞越靠前越好。至於你的鏈接書契，則絕對在你的掌握當中，毫沒有疑問問要放上你的頁面的網站關鍵詞。

英文原文：

Link Reputation and Your Website

-Understanding its benefits to search engine optimization

by Michael Marshall
Jan 07, 2004

Definition of link reputation

Understanding Link Reputation is extremely important for any webmaster or others concerned with search engine ranking. It involves the relationship backlinks (links pointing back to you) have to a target web page and the context of those backlinks. This relationship and context can be measured with respect to a particular search query or theme and has the consequence of revealing how highly a backlink speaks about your web page with regard to that theme. If link popularity is how many pages talk about you, link reputation is how well backlinks talk about you – quality vs. quantity.

Search engines evaluate link reputation differently putting varying weight on different factors:

Inbound and outbound link relationships
Whether a page is considered an expert page for the theme
Page rank
Whether pages are affiliated to each other (based on IP address and/or domain name
Whether a page appears in a directory listing, like DMOZ.

Importance of link reputation

AltaVista, AOL, Google, HotBot, Inktomi, MSN, Teoma and Yahoo! all use link reputation as a major factor in ranking web pages. What backlinks say about a target page and how well they say it can increase or decrease the relevancy of that page to a specific search query or theme in the eyes of a search engine. Therefore, it has a direct influence on your ranking and, consequently, on the amount of traffic to that target page.

Context of a backlink

The context of a backlink is very important and includes, but may not be limited to, the link text between the open and close anchor tags of the backlink, title text of the backlink page, and instances of header text on the backlink page.

link text – <a href=”. . .”>LINK TEXT</a>
title text – <title>TITLE TEXT</title>
header text – <h1>HEADER TEXT</h1>

These important context elements are said to qualify the links on a page and are often called keyphrases – not to be confused with this term’s standard SEO industry use as a phrase which forms (part of) a search engine query. To avoid this confusion, I will refer to this non-standard use as reputation keyphrase. They determine the semantic, or thematic, sphere of influence of the backlinks they govern. Title text governs all links on a page. Header text governs all links until the next heading of the same or greater importance. Link text only governs the URL with which it is associated.

Consider the following snippet of HTML pseudo-code with three links and accompanying context, reputation keyphrases, 馬克ed as RKP:

<title> Title of the page </title> – RKP1
<h1> Header 1 <h1> – RKP2
.
blah blah blah <a href=” URL1 “> Link Text1 </a> blah blah blah
( Where “URL1” Link Text1 馬克s RKP3 )

<h2> Header 2 <h2> – RKP4
.
blah blah blah <a href=” URL2 “> Link Text2 </a> blah blah blah
( Where “URL2” Link Text2 馬克s RKP5 )

<h1> Header 3 <h1> – RKP6
.
blah blah blah <a href=” URL3 “>Link Text3</a> blah blah blah
( Where “URL3” Link Text3 馬克s RKP7 )

In the above example, the following qualification relationships hold:

RKP1 qualifies URL1, URL2 and URL3
RKP2 qualifies URL1 and URL2
RKP3 qualifies URL1
RKP4 qualifies URL2
RKP5 qualifies URL2
RKP6 qualifies URL3
RKP7 qualifies URL3

The strength of reputation keyphrases is also considered. The typical factors considered are the density of the SEO keyphrase within a reputation keyphrase, offset of the SEO keyphrase within a reputation keyphrase, and how many terms within the SEO keyphrase appear in a reputation keyphrase. Furthermore, when calculating the context of backlinks, title text is weighted more heavily than header text which is weighted more heavily than link text.