First, heres the rundown of some of the terminology Im going to use

Inbound Links Links coming into your site
Outbound Links Links leaving your site
Cross Links Links that you have traded with another site (ie, theyve got a link from their site to your and youve got a link from your site to theirs)
PR (Page Ranking) Googles measure of how important your site is

SEO Is Not Dead

Ok, now lets talk about what you really want to hear how to get those coveted 1-10 ranks for your keywords. Remember this - SEO is not dead. In fact, it is very much alive and important. The first thing to do in order to raise your site rank is target specific keywords. I say specific, because you need to target keyphrases, meaning more than one word keywords. Some people use the words interchangeably (me included) so just ignore one-word keywords altogether. You will waste your money if you shoot for these, because chances are, there are other, MUCH larger companies who already have you beat, and will continue to have you beat unless youve got a bottomless wallet.

Check Out Your Competition

Take this example, for instance, if you sell computers, you should not try to optimize your site for the keyword computer or computers. First, think about all of the businesses that do ANYTHING with computers. Yeah, thats a lot. Theyll all show up if you search for computer. Now try to think of who would show up at the top of that list. Ill make it easy, its Apple, Dell, Computer World, Computer Associates, IEEE, Computer History Museum, Webopedia, ASUSTeK, WhatIs.com, and HP. Im going to go out on a limb here and say that I 99.9% guarantee you that youll never get into that top 10 list. The HP link has almost 5,000 backlinks (discussed later) and a PR of 7/10. Good luck.

Then What Should I Do?

So what should you try to target? Lets re-visit your computer store. What types do you sell? PCs, ok, what types of PCs? Custom. Ok, thats a little better, Custom Computers is still a vague keyword, though. (How many people build custom computers?) What kind of components do you use? Intel? AMD? SoundBlaster? GeForce? There you go, thats a little better Custom GeForce Computers. That returned 476k results instead of our previous 633 million with Computer. Just a little bit less competition.

I Want More

Want to go further? Forget what types you sell, go for what do your customers want. What do they use your computers for? Gaming? Try Custom Gaming Computers - There are 672,000 results here, but the #1 spot has a PR of 5/10 and only 41 backlinks. That shouldnt be too hard to beat, weve just got to know who is linking to them, and beat them at the backlink game.

Oh yeah, before we move on to beating the pulp out of your competition, dont forget to SEO optimize your site for your chosen keywords before spending any time on backlinks. Otherwise, this next section wont mean much.

But I Digress

Ok, now that your site is thoroughly optimized, how do we find out who their backlinks are? Well, you can do it by hand, or you can purchase a VERY helpful tool called SEO Elite (http://www.GetSEOElite.com) that will analyze all of the backlinks to a site (and more). But, since you dont have SEO Elite yet, well do it the long way.

First, go to toolbar.google.com and download the Google toolbar, this will save you some time. Ok, now type in your keywords Custom Gaming Computers. The first link should be overdrivepc.com (if its not, then someone may have already read this column and risen above them!) click to go there. When the page loads, go to your Google Toolbar, click on Options > More Tab > Make sure the Page Info box is checked. Then, click on the blue circle with the i in it. (This is the aptly named: Page Info) It should drop down and allow you to select Backward Links, choose it. Now you should be looking at a Google search page again, but this one is different, it only shows pages that link to overdrivepc.com. (Wow, thats handy!) At the time of this article, there are 41 pages that link to the site, and you can view them all. Some are other pages in the site, others are third parties.

Get Your Site Some Friends!

Follow each third party link and check out the page. Does it have to do with your business? Would their visitors benefit from coming to your site? (The answer is probably yes) If so, email the webmaster - there should be an email address somewhere on the site. Ask him or her if they would link to your site. Be willing to trade links with them, or to pay for a good link with a high PR. That reminds me look just to the left of the Page Info icon on your Google toolbar, and you should see a green bar. That is the Page Rank of the page youre currently on. You want to target pages with higher page ranks than your own, because for each of those sites that link to yours, they effectively give you a little bit of their PR. Kinda like in high school when the head of the cheerleading squad flirted with the nerd in the hallway, she gave him more popularity.

By the way, if you can manage to get a link from the #1 site itself, do it!

Do this for all of these links you can, then move on to the #2 listing for your keywords. Then #3, and so on. Dont get discouraged if some webmasters dont reply to you, it may take an email or two. If they say no, thank them for their time and move on. I try my best not to burn any bridges you never know when youll need to contact that webmaster again, and if he remembers you were polite, that will make you look good.

Whew, Finally Done.

This is a very easy way to move up the Google SERPS, no expertise required, just good old-fashioned hard work. It will take some time for Google to re-index those pages and realize that they have a link to you now. And it will take even longer for your PR to go up (from what I hear, its been around 3-4 months since the last PR change [Today is 7/14/2005]) But be patient, get links upon links, and keep adding great content to your site, and you will jump up in the SERPS by leaps and bounds.

To Your Success, and Your #1 Website!