| Genuine links to your website from other trusted | | | | votes the greater your chances of improving |
| sites will improve its ranking. But don't confuse | | | | your ranking. |
| links from trusted sites with link spam, link spam | | | | If you think about it, it makes sense. Google can't |
| will eat up your time and budget and in the long | | | | possibly review all pages and it needs a way of |
| run prove to be a waste of time. Concentrate | | | | automatically figuring out the wheat from the |
| your efforts on securing links that help people, | | | | chaff. |
| links that add value, links that will help you over | | | | So, how do you get great links? In simple terms |
| the long haul. | | | | there are two ways, active and passive. Active |
| A link from a site to yours is effectively a vote | | | | link building involves going out and asking for them, |
| for your site that tells Google your site has great | | | | passive involves creating great content so the |
| content, or at least tthat's the theory. But | | | | links come in without you doing anything. |
| remember, Google looks at not just the content | | | | If you create a great website that offers |
| on the sites that link to you, but also who's linking | | | | something useful the chances are you will build a |
| to them to check the relevance and quality of the | | | | site that eventually ranks well and the rank won't |
| votes you're getting. The more votes you get | | | | be precarious. Go begging for links or worse still |
| from other sites who are in turn getting good | | | | buy links and you are building your castle on sand. |