Select link partners based on popularity and relevance to your web site.

While search engines' emphasis on "link popularity" would seem to imply that more links are better, it is a better decision to identify quality link partners than to simply get as many inbound links as you can. Look for link partners that target an audience that complements or overlaps with yours, and web sites that use keywords that are related to your keywords. If you are a chiropractor, it does not make much sense to get links to your site built on a book shop's web site - even if that site gets a lot of traffic; chances are, not many of their customers will want to click through for a chiropractor. Putting a link on a health web site's back pain page, however, will get your information to people more likely to be in your target audience, increasing the chances of them clicking on the link and visiting your page. Conduct some internet market research to identify potential partners, focusing on sites that use keywords that generate a lot of traffic and that are related to your site.