Search Engine Optimization (SEO) can be the difference between a small, barely profitable or visible website and a traffic magnet website. There are a lot of ways, both good and bad, to influence the search engines. Some search engines react to certain strategies better than others. Some even have conflicting strategies that they react to. To document all of these things would require a significant number of pages and research that goes beyond the scope of this article.

However, there are a number of things that can be documented that will work for most if not all search engines. And let's face it; there are really only 3 that make a difference between a successful and an unsuccessful SEO strategy. They are the big three: Google, Yahoo and MSN. These three search engines in any given month are responsible for over 90% of all internet searches.

So, what is this article about? It's about what you can do as a website owner that will influence the search engines using commonly accepted practices of linking to other websites (outbound) and getting website links (inbound) back to you. There are basically 4 strategies that a website owner usually will employ to increase their website value in the eyes of the search engine. They are reciprocal linking, one-way linking, multi-site linking and directory linking. A website owner should not think that using just a single strategy is the right answer - sure it will help your SEO but it won't be the Best answer. The Best answer is to employ all 4 techniques and to do it naturally.

Each of the four linking strategies has specific descriptions that can be summed up as: 1. Reciprocal Linking = Site A links to Site B, Site B links back to Site A 2. One-Way Linking = Site B links to Site A 3. Multi-Site Linking = Site A links to Site B, Site B links to Site C, Site C links to Site D, and Site D links back to Site A. Could be 3..N number of sites involved. 4. Directory Linking = Site Directory A links to Site A

That seems simple enough but it takes time and effort to perform all 4 strategies and most website owners aren't willing to spend the time or don't have the time to spend on it. As a website owner, SEO needs to be one of the highest priority tasks that you need to address, just after Order Processing and Fulfillment and Customer Service. Without free traffic from the search engines, other traffic generation strategies that usually require payment must be engaged.

Now doing the 4 strategies above is great, but it gets even harder because you have to do it in a way that doesn't trigger the search engines to enforce a penalty upon your website. No one except the search engine engineers know all of the exact penalties but we have some good theories for some of them.

The first is the rate at which links are created. There is a certain threshold for creating links that is too fast. It's possible that the threshold is a sliding scale and is related to the age of the website according to the engine. For example, a young low-traffic website should not normally be getting 1000 links a month whereas an older website that gets a lot of traffic could be OK to get 1000 links a month. As you progress in your linking strategies make sure you keep this in mind, especially if you are thinking about buying links.

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