Links are an essential but often overlooked factor when it comes to online marketing.

Whether your website is just starting out, or even if it has some maturity, it’s well worth regularly reviewing the state of your link health. Having a strong profile of quality, relevant inbound links will do wonders for your visibility, helping you to rank well in search engine results as well as driving traffic directly to your site.

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The growth of blogs, forums and community websites like MySpace and Bebo allow individuals’ opinions about your business to become highly visible in the results of the main search engines. Here we summarise some simple steps you can take to monitor what people are saying, action you can take, and what to avoid!

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Having been in existence for 10 years as Ask Jeeves, the fourth most popular search engine underwent a major rebranding at the end of February by dropping the image and name of ‘Jeeves the butler’. Supported by an extensive advertising campaign, the search engine is now simply called Ask and has relaunched with an extended range of search services.

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And so what of 2006? As before, the rate of change over the past 12 months has been very fast and the Internet search market is significantly different to that which we saw 12 months ago. However, here are our predictions on what we might see coming up this year.

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Both Google
AdWords and Overture
have recently extended their pay-per-click advertising programs to allow website
owners to display adverts on their site that are relevant to their page content.
These ‘contextual adverts’ are branded as href="http://www.content.overture.com/d/UKm/ac/ba/cm.jhtml"
target="_blank">Content Match by Overture and href="https://www.google.com/adsense/?hl=en_GB" target="_blank">AdSense by
Google, who provide information on some of their partners and an example of how
these adverts work are displayed.

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Staying with Overture, if you’re running a pay-per-click campaign on this
tool, you may be surprised to know that not all of its partner search engines
display results in the same way. Here’s a chart to show how different bidding
positions can get you the most exposure: