Reciprocal link exchange, or simply link exchange, describes a popular practice nowadays in the virtual world: that is, exchanging links with other web sites. Why would anyone want to focus on this aspect of online marketing? The reasons are plentiful. With the advent of Google and other major search engines, it is now a common practice for search engines to carry out an analysis of each web page based on how often it is linked to. The web pages that are linked to the most get higher rankings in the search engine, making it more likely that a surfer researching a particular area will come upon that page.

So how does one get on this link exchange network? The easiest way to begin is to simply write an e-mail to websites that you like or are similar to yours in some way, and ask if they would be interested in exchanging links. There are also discussion boards where webmasters offer link exchange opportunities to one another.

When considering who to practice link exchange with, it is vital consider the ways in which the exchange will be beneficial to both parties. There are some web sites that practice widespread link exchange with anyone and everyone in an effort to massively boost their site’s PageRank. The results of this approach can be quite disastrous. Chances are great that Google and the other major search engines will catch whiff of their practice sooner or later and either demote their sites or ban the sites altogether. This can also have a negative effect on your web site by default if you are viewed as being connected to the demoted web site.

Then there is link farming. Forming a link farm is one method of spamdexing – that is, illicitly spamming the index page of a search engine. It causes a group of web pages to automatically link to one another. Link farms are a relatively new development in the web. The idea came to fruition just after the advent of Google in the late 1990s, when search engine optimizers were seeking ways of increasing their PageRank by cracking the link popularity algorithm.

The search engines didn’t respond kindly to the link farms. They initiated a counterattack by filtering out specific attributes generally attributed to link farm pages. Whole domains were purged from the search engine indexes in an effort to combat their influence on search results.

This is why it is best to always exchange links with web sites that you trust. The search engines will have you tagged as representing a particular service or theme. If unrelated links begin to appear on your site, then they will be able to figure out that something fishy is going on.

What is more, it seems that search engines are relying less on links to determine PageRank. While links were a staple in the early years of Google, industry analysts claim that the major search engines have expanded their system to include other factors.

A website has data that is of paramount importance to a business or an individual. A remote backup of data is imperative to safeguard your interests. In the event of hard disk failure a hard disk recovery is possible but you are calling for a disaster by not having data back up server for your business. Just think of it, you are offering a file sharing service to your users and suddenly people find out that their data is lost just because you did not have a computer backup solution.

In 1997, the concept of search engine optimization was born. It followed shortly upon the heels of the launch of the very first online search engines. The main idea behind search engine optimization – or SEO, as it is known for short – it to help webmasters attain the highest ranking on search engines. In turn, more traffic will be brought to their websites. When people are able to bring more traffic to their website, that means that they have a greater chance of doing business online. Thus, search engine optimization has emerged in recent years as a lucrative business. It has become a self contained industry with specialists in the field whose role is to bring businesses a higher quantity – and quality – of visitors to a particular website.

Things have certainly changed a lot since the early days of the World Wide Web. It used to be that webmasters could simply manipulate the original search engines’ indexing systems in order to increase their rank. This could be accomplished by providing false information about their sites in order to lure more visitors there.

Such practices became known as “Black Hat” search engine optimization. Black hat practices gave rise to new search engines, represented today by Yahoo and Google. These search engines utilized complex algorithms as a way of making it not so easy to score well on searches. The idea was to provide organic search results, rather than something that the webmasters themselves were capable of controlling and manipulating to their own advantage. These complicated new algorithms would take in to consideration a variety of different factors, such as term frequency, domain name, keyword proximity, keyword sequence, and HTML tags.

It was Google in particular who revolutionized search engines with a thing called PageRank. While previous search engines relied on information provided by web masters, Google’s PageRank would measure the amount of incoming links to a particular website. The higher the site scored on PageRank, the more likely a random surfer would stumble upon that web page anyway.

To those still intent on doing things the Black Hat way, PageRank proved to be a major challenge. What Black Hat practitioners then began to do was exchange, sell, and purchase the most precious links available for their sites. Those utilizing search engine optimization black hat techniques are always on the look out for ways to crack the constantly changing algorithms put in place by search engines such as Google and Yahoo. This is incredibly risky business, though. If you are caught employing black hat techniques, then your website might be denoted in rank or even completely banned from a search engine.

Legal search engine optimization tactics are known as “White Hat” practices. Such practices entail the creation of real content for actual users. That content is then optimized as a means of attaining a higher ranking. All the guidelines that a particular search engine has set out are adhered to. This leads to a higher quality and higher quantity of website traffic.

Users of the World Wide Web who wish to classify, store, search, and share Internet bookmarks employ a system called social bookmarking.

On such a network or system, users of the Internet are able to store lists of online resources that they find to be helpful. Such lists are then made accessible to the public by users of a particular website or network. Then, users who have the same interests are able to look at the links arranged according to category, tags, topic, or on a random basis.

Besides bookmarks for web pages, there are also services that are specialized to a particular format or subject available, such as shopping items, wineries, feeds, videos, books, and more.

The idea of shared Internet bookmarks can be traced back to the spring of 1996, when itList.com was launched. In the next three years, services providing online bookmarks became a lot more competitive. Such venture backed initiatives as Clip2, Backflip, Blink, Quiver, and Hotlinks were launched. The vast majority of these early companies went bust, as they were not able to make money.

Then, in the years 2005 and 2006, a new wave of social bookmarking sites went live. The most popular of these was Furl, del.icio.us, and Simpy. The next wave of social bookmarking sites included Netvouz, Ma.gnolia, Diigo, and StumbleUpon. Social bookmarking is also applied to news items by such sites as The Uncut Times, reddit, Digg, Newsvine, and BEENclicked. The new Netscape also offers this capability.

In the year 2007, it was announced by IBM that they would be entering the social bookmarking network. BBC has also recently added social bookmarking links to its web site.

Recent Web 2.0 startups such as LinkDoozer have been employing the latest web development technology in order to render interactive, online bookmarking combined with a social networking component.

In the social bookmarking nexus, users are able to store links to particular websites that they find to be helpful. Such lists of links are then made accessible either to the public at large, or to a target network. Then, people who have similar interests are able to access the links. Some social bookmarking services allow for privacy on a per bookmark basis.

Social bookmarking services also categorize their resources via a utilization of user defined keywords or tags that tend to be assigned on an informal basis. The vast majority of social bookmarking services enable users to search for particular bookmarks that have been associated with given tags. The resources can then be ranked according to the number of users who have bookmarked them. A lot of these social bookmarking services also make use of algorithms as a means of drawing inferences from tag keywords that have been assigned to resources through examining clusters of keywords and analyzing the relationship among the particular keywords.

There are now some search engines that will only crawl websites that have been listed on social bookmark web sites. As classification and ranking is an ongoing process, a lot of social bookmarking services enable users to subscribe to particular web feeds that are based on tags.

Submitting your web site to a web directory can be quite a complicated process. It is also a process that takes a very long time. This is because a person, rather than a robot evaluates each web site. Given the fact that a tremendous number of web sites are submitted, they can afford to be nitpicky. The best way to increase your web site’s chance of being accepted is to make sure you are delivering top quality content while following all of the submission guidelines carefully. Mainly, be sure that you select the correct category when submitting your web site for consideration. Each category has specific editors, and if you submit to the wrong category, then they will often just reject your submission instead of taking the time to forward it on to the appropriate editor. Pay close attention! It is your job to find the correct category for your web site. There might also be numerous sub-categories beneath a specific category. Be sure to find the one that fits your web site to a T! That includes looking out for regional sections on a directory, which might be more effective for you and your business. The more specific you can get, the better chances you will have of getting your site accepted, as editors of web directories tend to be more eager to fill categories that have fewer listings.

Are you ready to submit your web site?

Sure. But where should you submit it?

The most popular web directory is on Yahoo. You have two options: free submission or paid. The free option is riskier and more time consuming. Once you submit, you wait forever for a human editor to review your site, and guess what? There is no guarantee that one ever will! Although it may sound unfair, the paid option is a lot more attractive for web sites who want assurance that they will be reviewed. At $299, it does not come for cheap, but it does come with a guarantee that your site will be reviewed within forty eight hours. That does not necessarily mean that it will be accepted, although statistically, it seems that these sites are accepted a lot more often, the reason being that the sites who are able to fork over that amount of cash have normally put a lot of work in to their web site – and it shows.

Another important directory is LookSmart. This directory powers the search directories of such web sites as MSN, Excite, and AltaVista. Unfortunately, they do not offer free submissions. For $149, they will review your site within eight weeks. If you want it done quicker, you can choose the Express Option, which guarantees a site review within 24 hours – in exchange for $299.

Business.com is another popular web directory. They charge an annual listing fee of $299. Business.com is good for those who want to bring direct traffic to their web site. Then there is the Open Directory Project, or DMOZ. They provide free listings, but it often takes a while for new web sites to get listed.

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