Quick Tip for Link Building

Links are essential to promoting your website and ranking high with the big search engines. But, as Eric Ward pointed out at Tuesday's SES Chicago conference, it's not about how many you get, but the quality of those links. And it takes hard work to secure quality links. But what happens when you get those great links and you don't take full advantage of them?

The link itself is great, but if not properly displayed, the search spiders will not see it and your efforts are wasted.

We see many sites that reference a great link, then ask the user to click here. The problem is, "here" is the anchor text - what is picked up by the spiders, not the descriptive content of the link. Therefore, if you are referencing a link about a new study on email open rates, grab the attention of spiders by describing the link in your anchor text - "click to read this important study on email open rates."  Now, the spiders will get a clear idea of the content and your hard work will pay off.

For an extnesive analysis of link building, look for Website Magazine's next issue that will include an insightful article on this very topic, written by Chris Boggs.