Getting a high ranked site in the larger search engines is a difficult and time-consuming process. This is even more difficult if you are just starting your own site or have never bothered to do your own marketing.

Any number of sites are claiming to help provide you with a search result for a particular term on the first 2 pages of a particular search engine. Have you ever stopped to think about how these services can do this for more than 20 sites since there are usually only 10 links per page?

In fact, the majority of services can get you to the top of a search engine for a rarely searched term because the competition for that term is usually very limited. The challenge is to get listed highly for terms that are popular like "real estate", etc. This is where the concept of "link popularity" plays a significant role.

What is "link popularity"?
Generally, the concept of "link popularity" refers to the number of other sites that link back to your site. Links can come in virtually any form whether it is a graphic, a text link or a directory link.

Essentially, the more links to your site that are out there, then the more popular that your site is perceived to be. The importance of this cannot be overstated because search engines are continually looking to improve their search results.

One of the ways that search engines are doing this is to bring sites that are most popular to the forefront. The theory is that the more linked to that a site is, the more likely that people find it relevant to the industry that it is in. "Popularity" then is equal to, or nearly equal to the concept of "link popularity".

Not All Links Are Equal
There is a belief in the Internet world that all links are created equal; that a link on a personal web site about chickens is the same as a link on a site dedicated to your industry or interest.

Unfortunately, nothing could be further from the truth. Search engines are becoming more and more sophisticated in their indexing and site ranking. One of the changes that has occurred is the partial reliance on links that have relevance to particular terms.

For example, if you are in the arts and crafts industry, search engines will rank you higher for the term "crafts" if your site is linked to on sites that are already ranked high for that specific term. If you want to be ranked higher for the word "artists" then search engines will rank you higher if you site is linked to from sites that are already highly ranked.

How Do You Get Links to Your Site?
To get your site linked to other sites is an art unto itself. You will need to be a good salesman, a good negotiator and a hard worker all at the same time. One of the things that you are often fighting is the perceptions of other site owners.

One such perceptions is that adding a link to your site diminishes their own competitiveness. Nothing could be further from the truth. In fact, the very opposite is true. By providing links to sites and information of interest to your visitors, you are in fact helping to convince them to return in the future. Why search through search engines if you know of a site where you can find what you need easily?

There are a number of ways to try and increase your exposure some of which include:

1. Emailing sites in a similar industry and asking to exchange links
   This is probably the simplest way to exchange links and may be a fruitful way to go about an exchange. Keep your letters simple and to the point.

2. Post your request on newsgroups for your industry
   This is typically an overused method but can have some success. Check out the rules for posting to any group before you do so that you don't alienate anyone.

3. Find commercial services that organize links
   There are a number of services out there that are working to provide a link exchange service. Do a search on any of the larger search engines to find companies that do this service and then proceed.

   This method can be successful because the other sites that have joined have a similar view to yours and so they are looking for sites to exchange with.

4. Offer other site owners tools and services that they can link to
   By providing services that are useful through your own site, it is possible that other sites will be using a link to your service to help their own sites. These types of links are great but are time consuming to develop.

   When you have a service or tool that is useful, place an email address below it or above announcing that you welcome others linking to your page. Couch the words positively so that you encourage people to do it. Even provide the code itself to the page so that other site owners can make the link easily.

5. Post a link exchange "welcome notice" on your home page
   Nothing works better than letter others know that you are a willing link exchanger. This is probably the simplest way to generate new links but is also the most overlooked.

6. Post your site to as many directories as possible
   Much has been written about the fact that 90% of directories never deliver you 1 single user. This is true but only if you consider direct traffic. By listing your site in any number of directories you may not get traffic from them but being listed in their directory will help with your link popularity.

   So, even though the directories may not send you traffic they will help with your popularity with the larger directories that will send you traffic. In fact, they may send you more because of the fact that you are listed in so many places. Use a directory listing service such as ThinkSold.com's to find directories to list your site in. Do it manually if possible so that your listing is precisely where you want it.

Ron Thibeault is a lawyer with LeClair Thibeault and contributing Editor to St. Nick Studios. His extensive experience in business startups including ThinkRelo.com and commercial law gives him valuable insight into the needs of small business owners.