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The importance of incoming links to your website is well documented, more so the actual relevance of the links you are getting.

The old strategy achieving this was to create link exchanges. You send an e-mail to another web master and ask for a reciprocal link. ie. I’ll link to you if you link to me. The problem with this is that it is very time consuming and also most of the requests I ever tend to get are from websites that simply aren’t relevant to mine.

Now, the thing is, search engines look at the company you keep. If you are linking to (or have links from) a spammy site, for instance, or even sites that aren’t relevant, these can harm your website rankings rather than improving them.

So What’s A Man To Do?

The importance of social networking and engaging an audience carries so much more power. If you are writing relevant articles, or creating great tools on your website, people will become interested; the same way that I subscribe to blogs or link to web pages I am interested in.

If you can successfully engage your audience, they may even link to you - if you are worthy. Yes you have to put some effort in!

The beauty of creating incoming links in this way are the numbers involved. Say you create a great article that is referenced and linked to by 100 people. How long would it have taken to get those links by asking?

With regards to relevance, if your audience buy into your articles (or website) and link to you, the chances are they are linking to similar quality articles. So, you end up sitting alongside your appropriate peers.

So, the more effort you put in to creating great content in the first place, the easier it becomes… and like a good cheese, your web page will mature over time.