Search engine optimisation: A primer on linkage strategies

Abstract

This paper and its previously published companion discuss the fundamentals of how search engines operate and present a number of suggestions that e-marketers can follow to improve their sites’ search engine rankings. Since those rankings basically are determined by two overall factors, keywords and links from other sites, our first paper dealt with strategies for optimising a site’s keywords in preparation for search engine spiders, while the present paper deals with strategies for obtaining linkages from other sites. Although the primary focus is on a site’s ranking in Google searches, the information provided should prove useful for increasing a site’s ranking on other search engines as well. This information is suitable for e-marketers, as well as for academicians interested in learning the fundamentals of search engine optimisation.