For some website owners, the majority of their business is done by referral, or at the Point of Sale. In these and some other cases, where the website is more an introduction to, or the solidifying of, you as a legitimate business, and there is not actual accrual of customers, or online checkout or other service that can be offered electronically; your placement within the major search engines may not be as critical.

For any other website owner, where a service or product is offered through their website, or general visibility determines success, search engine placement is key. All major search engines have based their ranking systems on links and linking. Who you link to, and more importantly who links to you. There are many other factors involved in their hefty algorithms, but linking is still one of the key factors that says whether or not your site is relevant to what your customers are searching for.

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