Authoritative linking "lends you credibility"

The powerful influence of links in web marketing has been noted in a search engine optimisation (SEO) article.

Located in web resource MarketingSherpa, the piece notes: "A link from an authoritative site lends you credibility. A link from a popular site sends you traffic. A link from a relevant site boosts your search results."

It explains that firms should take into consideration a number of factors when building links.

These include how it is created and where it is placed, its value and which websites they intend to target with the link.

In conclusion, the article reminds brand marketers that, as with all SEO, link building is not a "quick win" but rather an ongoing process which pays off over a longer period of time.

Meanwhile, sector commentator Richard Zwicky recently told online resource SEORoundtable that links are probably "the most relevant non-page factor" which can be incorporated into an SEO strategy.