The Internet is a mass of links all over the place. Search engines like Google pick out those links that give relevant hits for a search. Some claim that the right search optimization technique is the way to a successful web presence, others say content is king. As usual the truth lies somewhere in the middle.

To simplify it a little you can say that search engines try to imitate a person who is looking for information. So it’s important that your website is well structured and well formulated. The easier to use and more interesting your website, the greater the probability that you get a lot of visitors and that more link to you – two important criteria for search engines.

But of course visitors have to find you in the first place. You have to work in a way that appeals to search engines. Write clear titles and headlines, mark important words in bold and say which heading is most important on each page. Remember search engines are text-based. Write captions on pictures and films – otherwise they won’t be found in a search.

What about sponsored links then? Yes, they’re a way to be seen. But every click costs. And your link has to give a lot of clicks – otherwise the search engine company pushes you down in the rankings or takes you away completely. Not surprising – they earn money on the number of clicks. In general, sponsored links are always worth considering. If only to learn what works on the web and what doesn’t.

Whatever you do, don’t try and trick search engines. There are companies that promise a high ranking by getting (non-relevant) websites to link to you. But if the search engines find you out you’ll be pushed far down in the search list. Some also try to get a high hit-rate by connecting their name to a celebrity or something similar. But Britney-trygg would be revealed fast. Same goes for Britney-to-Britney advertising agency.

Some tips for reading more: www.seo-forum.se and www.mattcutts.com/blog. Or contact us direct if you’d like to discuss how your company can be at the top of the list.