Welcome to the second part of a two-part article that strives to give an overview of search engine optimization for beginners. In the previous article, we explained the limitations of search engine spiders, the importance of good content and frequent updates, and how to use keywords. In this article, we'll start by focusing on links.
Broadly speaking, there are two very important non-technical aspects to your web site when it comes to ranking high in the search engines for your chosen keywords. One is your content, and the other is your links. These two factors play a huge role in the algorithms used by the search engines to determine your site's relevance.
And “relevance” is really the key point here. Just as you would not include any content on your site that isn't relevant to its themes and keywords, you should not pursue links to any site that does not have a good, logical reason for linking to you. If you carry pool-cleaning supplies, it makes sense for a pool construction company to link to you, but not a pet-grooming company.
Content and links have something else in common: key words. Any links to and within your site should use appropriate key words as anchor text. If the key phrase “blue widgets” carries a hyperlink that takes you to a particular web site, the search engine spiders will treat it as a “vote” that says “this web site is relevant to the topic of blue widgets.” Not every vote is counted equally in the algorithms, and the search engines constantly tweak their indexing rules, but a link that features “blue widgets” in its anchor text will generally give you more juice as far as relevance for blue widgets than one that uses “click here” as anchor text.
You may not be able to control the anchor text to one-way links into your site, but you can certainly control it for internal links within the site. “Digital Cameras” will do better for you than “our products,” and the name of an actual product line such as “Inspiron laptops” is better than, say, “our mid-range laptops.” Consider what key words you want to target when you choose your anchor text.
If “mid-range laptops” really is the key word you want to target, though, go ahead, but be mindful of this: there is a lot more competition for general keywords than those that are more specific. Therefore, it will take a lot more effort to rank well for a general keyword than for one that is more specific.
Potentially, you'll see more traffic for the general keyword, but you won't necessarily see more conversions. Searchers who use more specific key words are more ready to buy than those who use general key words; they're interested in a specific brand, not just a mid-range laptop. So a more specific keyword may bring fewer visitors, but more conversions.
Search Optimization 
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