外链是不是必须指向首页？

一、内链和外链常见问题

1、概念区别内链外链
外链就是指从别的网站导入到自己网站的链接。导入链接对于网站优化来说是非常重要的一个过程。导入链接的质量（即导入链接所在页面的权重）直接决定了我们的网站在搜索引擎中的权重。

内链，顾名思义就是在同一网站域名下的内容页面之间的互相链接（自己网站的内容链接到自己网站的内部页面，也称之为站内链接）。合理的网站内链接构造，能提高搜索引擎的收录与网站权重。相对外部链接，内部链接也很重要。

2、内链和外链哪个更重要？
我们知道了内链是网站内部各个页面直接的链接，外链是其他网站中到我们网站的链接，那么很多人想知道内链建设和外链建设哪个更重要一些呢？在搜索引擎判断一个链接重要性的时候，它肯定会认为外链更为重要，因为外链是其他网站给你的投票，搜索引擎会给外链的权重更高一些，但是假设一个页面有大量外链但是却没有内链的话，这个页面往往也不会有好的排名，因为页面的跳出率等方面也是搜索引擎判断一个页面质量的标准。所以，在内链和外链建设上面，两者都要兼得，缺一不可，这样才会让网站有长期稳定的关键词排名。但是，当你网站已经有一定内链的时候，适当的增多外链建设对网站权重的提升还是有比较好的效果的。

3、外链是不是必须指向首页？
很多站长朋友在做外链的时候有一个错误的认识，就是为了快速提升首页权重，将所有的外链都指向首页，这样的做法是不正确的。在之前的《网站长尾关键词的挖掘和设置》已经说到，网站流量不只是靠目标关键词带来的，一些网站大部分流量是靠长尾关键词带来的。所以，做外链的时候不要将链接全部指向首页，适当的增加内页外链是非常有必要的。

4、外链锚文本怎么写？
锚文本外链对网站关键词排名起到很大的推动作用，但是在做站外锚文本是要注意锚文本的多样性，通常我们网站首页要优化的目标关键词不止一个，而且每个关键词的优化难度也不相同，所以，在做锚文本外链时要注意锚文本链接关键词的分配，难度大的词应该对做一些，难度小的词可以少做一些，但是最大的忌讳就是只做一个关键词的锚文本，一定要保证锚文本的多样性。

5、纯文本的外链有用吗？
站长们在发外链的时候会发现，发锚文本外链比发纯文本外链要难很多，那么，纯文本外链有作用吗？这个答案是肯定的，当然会有作用。虽然纯文本链接不能锚文本那样对网站关键词排名有直接的提升作用，但是对网站也是有好处的，比如在建站初期，蜘蛛来网站抓取的次数很少，我们可以发一些纯文本外链引导蜘蛛抓取我们的网站，缩短网站内页的收录周期。再者，我们可以写一些引导性的软文，来引导用户访问我们的网站，提高网站流量，所以，做一些纯文本外链还是非常有必要的。

二、隐藏链接、黑链常见问题
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1、隐藏链接、黑链相关概念黑链
隐藏链接指的是正常的链接通过一些方法，如：把链接放入js代码中，使用display:none等等，从而使用户在正常浏览网页的时候无法看到这个链接。隐藏链接是被搜索引擎严令禁止的，一旦发现，惩罚将会非常严重，轻则降低网页权重，重则清空网页的索引记录。

黑链是SEO手法中相当普遍的一种手段，笼统地说，它就是指一些人用非正常的手段获取的其它网站的反向链接，最常见的黑链就是通过各种网站程序漏洞获取搜索引擎权重或者PR较高的网站的webshell，进而在被黑网站上链接自己的网站，其性质与明链一致，都是属于为高效率提升排名，而使用的作弊手法。

2、隐藏链接和黑链的危害有多大
一些站长由于对网站管理不当，导致网站很容易被黑客攻击，给网站放了大量的黑链，大家都知道，一般买卖黑链的人一般都是做灰色行业的，那么，黑链指向的网站一般都是一些色情、赌博、六合彩、枪支弹药等非法行业网站，这样的链接一旦被搜索引擎识别出来，对你网站的影响是非常大的，很容易导致网站降权。所以，站长们要做好网站安全，防止黑客攻击。

除了网站被人攻击挂黑链外，一些站长为了网站美观或者一些其他的原因，有时会自己在网站上隐藏一些链接，小松建议站长们尽量不要这样做，因为这样的话，最大的危害就是，如果你的网站优化的比较好，权重很高，竞争对手看到你通过隐藏链接来获得的排名时，那么竞争对手可能会把你的网站地址提交给搜索引擎投诉，一旦被发现的话，就会受到不同程度的惩罚。

3、作弊做上来的网站，一定会被惩罚吗？
很多网站通过黑链购买，网站排名上升的很快，一些网站被识别出来了，导致网站的降权，但是，我们发现，一些通过作弊获得排名的网站并没有受到惩罚，而且排名还不错，所以说，并不是作弊的网站一定会受到惩罚，但是，为了网站长远发展，小松还是倡导站长们通过正当手段优化网站，不要为了排名丢了道德。