| Most web-savvy people quickly learn why they need | | | | pages. Getting your link on some of these secondary |
| "links" from other sites pointing at theirs. Your inbound | | | | sources is almost guaranteed to result in traffic, so it is |
| links are one of the most important ways of getting | | | | worth the effort -- and sometimes the cost -- of |
| yourself known in your field, generating traffic to your | | | | getting listed in the resources that score high for your |
| website, and influencing the search engines to notice | | | | keywords. |
| your site. | | | | **Traffic from Search Engines** |
| "Traffic" is what linking is all about. Without traffic your | | | | The second reason for getting inbound links is to |
| website is useless as a tool for selling your products or | | | | impress the search engines. Most search engines use |
| communicating your ideas. Getting links from other | | | | the quantity and quality of your inbound links to |
| websites is not the only way to generate traffic, but it | | | | evaluate the importance and relevance of your site to |
| is probably the most important one. | | | | specific keywords. For instance, if you sell a product |
| But how do links generate traffic? | | | | like "Full Color Vinyl Banners", or you are a Real Estate |
| **Direct traffic from links** | | | | agent servicing "Kitchener Real Estate", one of your |
| First, links generate direct traffic. Links from sites that | | | | objectives is to rank high for searches done on your |
| share your target audience will be an important source | | | | primary search phrase (and other similar ones). |
| of traffic to your site. A visitor to the other web site | | | | This will result in traffic because when people search |
| sees the link to yours, clicks on it, and becomes your | | | | for your important keywords your site is more likely to |
| visitor. Some estimates put the percentage of internet | | | | show up in the search results. The more inbound links |
| traffic resulting from this kind of link as high as 21% of | | | | you have that relate your site to full color vinyl banners |
| total traffic. | | | | or web promotion services, or "fill in your keyword |
| Why do people click on these links? One reason is | | | | here", the higher your site is likely to rank for these |
| they may view a link to an outside source as an | | | | terms, and the more search engine traffic you are |
| endorsement. They assume the webmaster is saying | | | | likely to receive as a result. |
| "Here is a source you will find interesting or helpful". | | | | **Using Articles to get traffic and impress the search |
| They are looking for the kind of service you provide, | | | | engines** |
| so they click on the link to check you out. | | | | Embedding your links in articles is one of the best |
| But just as important is simple curiosity. Someone sees | | | | methods of rapidly increasing your inbound links. Many |
| a text link with intriguing wording like "Powerful Cheap | | | | times a well-written article will show up in hundreds of |
| Advertising" or "Win a Free iPod" or "See Pamela | | | | places on the web. And if it has your link embedded in |
| Anderson Video" and, depending on their interests, a | | | | it, that will obviously increase your inbound links. |
| certain number of people are likely to click on it. | | | | Webmasters pick up these articles because they |
| This suggests at least three things about your links. | | | | want content to enhance the value of their sites. |
| First, you should get as many links as possible on | | | | Articles will also generate direct traffic because people |
| pages your target audience is likely to be visiting. The | | | | who read them are already interested in your subject |
| more people see your links, the more traffic you are | | | | matter, and are therefore more likely to click on your |
| likely to get. | | | | link. |
| Second, your anchor text (the words that are linked) | | | | This suggests that the most valuable place to publish |
| should be intriguing. It should be short and sweet, and | | | | your article is in a themed or categorized article |
| suggest a benefit -- a reason for people to click on it. | | | | resource. For instance, if your product is "health" |
| Third, your links should be on pages that people | | | | related, having it published on health-oriented sites will |
| actually look at. Having hundreds of links on pages that | | | | be more valuable than having it published on generic |
| nobody ever looks at will not result in traffic -- at least | | | | sites. |
| not direct traffic. Putting your link on a link exchange | | | | You can even take this a step further. If your article is |
| page containing hundreds of services similar to yours is | | | | about something more specific like "mesothelioma |
| not likely to generate very many clicks. This is why | | | | advice", then getting it published on sites that focus on |
| exchanging links with link directories is such a | | | | "mesothelioma" will get more "reads", and have a |
| questionable waste of time. Web visitors rarely look at | | | | greater influence on the search engines. |
| these directories. | | | | Second, when embedding your link, try to use anchor |
| Finding good pages where you can place your link is | | | | text that contains one of your important keywords, not |
| not always easy. One method is to systematically do | | | | just your URL or web address. Remember that |
| searches for your most important keywords -- the | | | | search engines are dumb. One of your objectives is to |
| search phrases people are likely to use when looking | | | | have them relate your website to specific search |
| for your kind of product or service. Many of the results | | | | terms (keywords or key phrases). And the best way |
| will be competitors of yours. But one or two may be | | | | to do that is to use them as your anchor text. |
| secondary sources such as directories or reference | | | | |