MarketingSherpa has highlighted some of the best ways in which businesses can improve search engine optimisation (SEO) through linking.

Developing online tools that are of use to consumers, such as online loan calculators, can do much to boost inbound linking, it noted.

Link bait such as competitions, breaking news and giveaways are also perfect for obtaining high numbers of links, as is having content listed on popular social bookmarking sites like Digg and Reddit, MarketingSherpa said.

It also highlighted the importance of conducting research into competitors’ linking tactics and targeting websites likely to offer high quality links.

MarketingSherpa said: "Do not ask every person linking to your site to use the same anchor text. Search engines penalise sites that have too many inbound links with the same text; it skews their results.

"They argue that ‘naturally’ created links would have more variance."

The BBC has started to incorporate outbound links into its news articles, Graham Charlton of E-consultancy recently noted.

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