Inbound, outbound and reciprocal links. Another aspect of

Inbound, outbound and reciprocal links. Another aspect of your web site search engines look for is the quality and quantity of your links. There are three different types of links: inbound, outbound and reciprocal. An inbound link is a link leading to your site from another site that is not listed on yours. Outbound links are the opposite: an external link from your site to another site that does not list yours on its pages. Reciprocal links are round-robin pairs, and generally are posted when two web site owners agree to exchange links.

Inbound links carry the most weight with search engines, as having several links leading in to your site without reciprocation indicates a high level of interest in your site. Outbound links count the least: anyone can slap an enormous list of links to other sites on their web site. Reciprocal links are somewhere in the middle, but still help to influence your search engine rank.

If the links on your web site do not relate to your business or company, they will be ignored by search engines. Also, posting unrelated links tarnishes your professional image-visitors will view your site as a dumping ground for links, and will be less likely to trust your legitimate content.

Groups and forums. Joining groups or forums related to your business is a great way to build a customer base. Internet groups and forums are virtual gathering places for large numbers of people with similar interests. You can find a group or a forum for just about any topic imaginable.

If you join an internet group, there are a few things to be aware of when posting. First: don't jump right in with a glowing review of your fabulous business and insist everyone in the group visit your site right away. Internet forums are surprisingly tight-knit communities, and tend to ignore or ban people who jump in with a "buy my stuff!" message. Instead, spend some time getting to know some of the members. Make a few personal posts, reply to others' posts, and make an effort to visit and comment on existing members' web sites. They will be more likely to return the favor when you finally post information about your web site.

Newsletters and e-zines. One of the most powerful and inexpensive forms of internet advertising is a regular newsletter or e-zine (which are basically the same thing). You can create a great-looking, professional and informative newsletter for your company for next to nothing, or even for free. The main purpose of a newsletter is to keep potential customers reminded of your company's existence. It usually takes three to seven repetitions of an advertisement for consumers to recognize a new business, and a regular newsletter provides you with repeat exposure for your virtual corporation.

Do not simply make your newsletter an advertisement for your product or services. A good newsletter offers entertainment, solid information and valuable resources readers would not be able to find elsewhere. Of course, you should include any product or service updates and special offers in the mix, but be sure that isn't all you offer. You can publish a newsletter as often as you'd like; most are weekly, bi-weekly or monthly. Be sure to choose a time interval you can meet, as your subscribers will be unhappy with frequently late or missing issues.