Overview of SEO Techniques

Reciprocal links

Reciprocal linking is where you get a link from another site in exchange for putting a link back to their site on yours. Reciprocal linking is a very old technique. The effectiveness of it is severely limited now, as the Google algorithm sees it as you both voting for each other's sites, and in effect cancelling out each other's votes. With sites such as Linkmarket.com, you sign up and find relevant sites to exchange links with which save you some research time. You will also get relevant sites contacting you to exchange links.
Example Site:
www.linkmarket.com

Paid Reviews

This technique involves approaching relevant bloggers through paid review sites to write about your site and include a link to it, or alternatively put out an offer and let bloggers bid on how much they will charge to write about your site or product. Google have recently clamped down on high profile paid review sites, as they disapprove of buying and selling links to manipulate the search results. Sites blatantly selling links have been penalised. This has lead to sites selling in a less obvious way – i.e. not writing sponsored links, or links from payperpost.com on their site.
Example Sites:
www.sponsoredreviews.com
www.payperpost.com

Forum Submission

This is another old technique. Basically the idea is to research forums that are relevant to your site, and leave a comment with a back link back to your site. Many forums don't like people posting links in there as they have been spammed badly in the past. Done wrong this can cause a lot of bad will towards your company.
www.carrepairforum.co.uk
www.motorcarforum.co.uk

Blog Comments
White Hat
This is a newer technique than forum submission, but a very similar idea. You research bloggers blogging about topics on theme with your site, and then you leave a comment at the bottom of the post, with a link back to your site. Bloggers have been heavily spammed, which has lead to an increase in difficulty in getting links using this method.
Example Sites:
http://stephenfry.com/blog/?p=44
http://sethgodin.typepad.com/seths blog/2008/07/how-to-make-eve.html

Blogging
White Hat
Blogging is a great way to increase the content on your website. Blogging software is effectively a content management system with built in syndication capabilities (RSS). Free blogging platforms include: Wordpress, Blogger, and Blogspt.
Example Sites:
http://stephenfry.com

RSS Feed
White Hat
RSS stands for really Simple Syndication. It is a way of syndicating content out. An RSS feed is created (file containing the content you want to syndicate out>, and distributed to places that will then display your content along with links back to your website.

Article Syndication

Article syndication is the process of sending out articles websites. The articles should not promote your brand (Press Releases), but should contain unbiased information. These articles are placed with a link at the end which refers back to your website.
Example Sites:
www.goarticles.com
www.articledashboard.com
Press Release Syndication

Press release syndication is similar to article syndication; however unlike articles you can include brand promotional material.
Example Site:
www.clickpress.com
www.malebits.com
Link Brokering

The link brokering techniques involves visiting link brokering sites such as Text Link Ads, and selecting link partners to purchase a link from. The brokering sites take a percentage of the payment for a link purchased from one of the sites on their books. Google frowns on sites that blatantly sell links, and as a move to discourage people from using them they have stripped sites of their toolbar page rank (the one in the Google Toolbar not to be confused with a website's real rank in the search results). Netcallidus do not use link brokering websites.
Example Sites:
www.text-link-ads.com
www.textlinkbrokers.com
Directories
White Hat
Directories linking is another very old SEO technique, and not very effective any more. Directories are websites that list other websites in themed categories. Some websites you have to pay to be listed, others require a link back to them from your site, and others still just let you put your link on them free of charge.
Example Sites:
www.dmoz.org
www.clush.com
Manual Link Buying and Back Linking
White Hat
Back linking is the process of reverse engineering a rival. This entails researching what sites are linking to a competitor and trying to duplicate the links. Some of these links you may get for free, others may require payment. Manual link buying just refers to purchasing a link by manually researching link partners rather than using link brokering websites.
Viral Marketing and Link Bait
White Hat
As an SEO technique, this would entail creating content for the purpose of attracting a large volume of inbound links.

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