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Search engines rely heavily on links from other web pages to rank pages. This is understandable, since if search engines were to rely only on web page copy, it would be too easy to manipulate results. Inbound links from quality sites are more difficult to get and take time. Precisely for this reason, they carry significant weight.

Good ways to build links:

Getting listed in quality directories

Since good directories use qualified human editors who choose listed sites very carefully using strict criteria, and place them in tightly focused categories, they are given significant weight in search engine algorithms.  In other words, if a link to your page is found by search engines in a quality directory, your page will receive a boost. Therefore, listing your pages in quality directories is very important.

Exchanging Links

Exchanging links is another way to get inbound links, provided that you be very selective with whom you do it.  Exchange links with an unreputable site and you may be setting yourself up for severe search engine penalties.  As a rule of thumb, exchange links only with sites that you think will be beneficial to  your visitors.  When exchanging links, give the other party the exact link anchor text they should use to link to you, and try not to use the same keywords all the time, since using the same anchor text all the time can alert search engines of excesive link exchange, or unnatural linking patterns.

Submitting articles:

Writing articles as the best way to get your site indexed by the search engines. It is also one of the best ways to promote your website and get hundreds of quality links to your page. It will also help you develop credibility and establish yourself as an expert. The way you do it is by including a small bio (called resouce box) at the end of your article, and allowing other parties to freely reprint it provided that they include your resoucebox.

Renting links

Many high Pagerank™ websites rent text links to other pages. These links are really a form of adversising, although their main objective is not necessarily to generate traffic but to pass along Pagerank™. Links from pages with Pagerank™ of 7 and higher can cost hundreds or even thousands of dollars a month. Links from pages with Pagerank™ of 5 and 6 are less expensive. Google is catching up to the practice of selling and renting links and is taking measures to discourage it.  I do not recommend renting links from unknown services with the intention of pumping up your Pagerank™. It is also recommendable to try to establish inbound links by other means (like directories) before you engage in link renting.

Posting in forums and weblogs

Since forums and weblogs offer plenty of fresh content, search engine spiders tend to crawl them often. If you are a prolific contributor to these types of site and use a signature file with a link to your page, having many entries may give you a relevance boost with the search engines.  This technique, however, has been abused so much that as of January 2005 Google and other search engines have decided to support a ‘no-follow’ filter, an attribute that can be set up by blog and forum owners so that guest comment links and signature links will not be followed by search engines.

Getting unsolicited links

The unsolicited link (also called natural link) is the most valuable link, and the most difficult to get. It occurs when you have content that is so remarkable that people feel compelled to link to you. You will most likely get unsolicited links when you post original ideas, voice strong opinions, serve a specific niche very well, or offer something of value for free (for example a useful online tool).

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