Before we start talking about search engine optimisation and link exchange in more detail, let’s define a few terms:

1.     URL – this is the address of the page you are linking to, i.e. http://www.YourWebsite.com. Make sure that when you are building external links, you include the whole URL address, also with “http://”

2.     Anchor text – this is the clickable text you can see on the website that is linking to your page. This should contain your most important keywords. For example, your website could be using “your [YourTown]”.

3.     Hyperlink title – this is a little bit into coding – but don’t be scared, it’s pretty easy. Every hyperlink looks something like this in the HTML code:<a href=”http://www.YourWebsite.com” title=”Keyword1,Keyword2, Keyword3”>Keyword1</a>

Can you see the title=”Keyword 1, Keyword 2” there? Yes, it should contain your keywords, although you can use a sentence as well – and when you hover over such an optimised hyperlink, you can see these keywords.