Most Search Engine Optimization experts will agree that acquiring in-bound links to your web site will positively affect the search engine ranking of that web site. Better positioning means more traffic and, hopefully, more sales. Of course, there are some conditions to this; 1) the links must be from relevant sites 2) you should use keyword optimized anchor text. Following those rules is necessary for the SEO campaign to be successful.

Why do Search Engines place such value on link popularity?

If a web site owner or webmaster goes to the trouble of placing a link on their site, so that his visitors can be directed to the content on your site, then this is a huge vote of confidence for your site.

That was the somewhat naive thinking some time back, but now, as everyone knows, most incoming links are not from sites that admire your content – they are there because the provider of the link has a commercial interest in providing that link.

However the fact remains that search engines still place very high importance on the link popularity concept, and on March 31, 2005, Google even confirmed this when they made public the contents of their filing with the United States Patent Office.
So, whatever your feelings about the soundness of link popularity in determining the quality of a website -- acquiring quality in-bound links is essential for the success of your Search Engine Optimization campaign.

How do the search engines rate sites that purchase in-bound links? Isn't this just another way of trying to trick the search engines into rating your web site higher than is deserved based upon the real merits of your site?

The answer of course is that buying relevant, quality text links can be effective as part of a sound search engine optimization campaign. You have to start with really useful content (the real measure of the value of your site) and then acquire the in-bound links slowly and steadily, with no sudden spurts of links to alert the search engines. And buying in-bound links from a well regarded source will do just that for you.

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Jennifer Horowitz,
Director of Marketing
Ecombuffet.com, LLC