As a publicist I’m constantly barraged with the latest and greatest way to get my client’s brand out to the public in an orderly yet expedient manner. Fly-by-night methods and organizations come and go, yet the original promotional concepts that yield that greatest results are still at the forefront of the publicity industry, they’ve just evolved and taken a different shape.

Pursuing to the emotional pressure points of the populace while weaving a web of information and post hypnotic cues through the cynical conscious minds to the unconscious faculty of legions of oblivious targets (oops! I mean ‘potential customers’) is still the name of the game. Television, the visual stimulus that fed exhausted, lackluster minds with a temporary, emotional escape from reality has been replaced by web-mercials and the fast pace of viral media.

The informative minds that would gather facts on industry, politics and special interest concepts once supplied by the New Yorker and the New York Times is now replaced by the 24/7 information tornado of Web 2.0. Those colorful ads in Time and the Sunday paper have been overshadowed by interactive flash ads that cater to the senses of sight and sound. And of course the idiot radio DJ that would spit out grotesque and perverted one-liners while simultaneously converting the listeners mind matter to mush has been replaced by special interest audio and video Podcasts.

The actions and reactions of the general population have kept the same structure, but the adaptability and ability to absorb messages has evolved. When marketing to the masses the path to the decision making sector of the mind is still initiated with a single stimulus such as an image, sound or scent. When the attention is attracted, keep that initial stimuli active like the hypnotic dance of the cobra, then use the other senses to input messages for instant or future action, in most cases this action is a purchase.

Using radio and TV to promote a business on a shoestring or unlimited budget is like passing up a brand new luxury sedan for a 1985 Hyundai. These methods are out of date and should only be used as modest forms of passive branding while the heavy lifting of promotional branding and call to action publicity marketing should be done with online video, social and news bookmarking, press release distribution, blogging, unique article distribution, Podcasts and other innovative white-hat methods that cater to habits of modern man.

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Search engines decide whether a certain website will succeed or fail. If you aspire to run a successful online enterprise, you’ll need to achieve high rankings for each of your primary key words.

One way that you can encourage additional traffic and boost the strength, and thus the search engine ranking, of your site is through link building. It may be time consuming, it may not be an exact science but it certainly can get results.

The fundamental key to link building is the creation of inward bound links to your site. Not just a couple either, but hundreds, maybe even thousands of them. The time consuming element rears its head when you have to choose where you’d like your new links to come from and how you can encourage others to market your site.

The easiest place to start is within the directories. There are literally thousands out there, all serving a slightly different purpose but with the same underlying goal, to provide useful links to relevant sites. Business networking sites like LinkedIn are a great place to start. You can even edit your links to included key terms – more on this in a moment – and can build a community around your business. Likewise most search engines provide a valuable directory service; although these tend to cost, they do provide an extremely strong link for your site.

Also look for industry and location specific directories. It’s a great opportunity to gain a name in your field, boost your linking profile and gain targeted direct traffic.

But directories aren’t, or shouldn’t be, your only focus. In order to have an effective link building strategy, you need to incorporate numerous strands of link building and converge them together to point at your site. You also don’t just want everything going to your homepage or, for that matter, any other single page on the site. Spread it out, get links into all of your key pages – where appropriate of course – as this deep linking will ultimately provide strength throughout.

To get the best out of your link strategy, you really need to ensure that your links are coming from far and wide. You don’t want 90% coming from a single source, purely because this won’t add the strength that could otherwise be attained. Equally, you also want to try to get links sites that have a high PageRank – or at least a higher rank than your own – as this will further benefit you. Thousands of low ranking sites can potentially only have the same effect as one quality link. Therefore the authority of a link is more important than sheer volume, although both will ultimately help.

Writing and distributing articles can be a great source of links. Once again the benefits are manifold, with direct traffic, links from the article submission directory and additional links appearing as a result of your work being syndicated to other blogs and websites.

You can attract visitors to your site with good quality unique content too. Whatever sector you’re in, your company can bring in searchers by providing something new and different. Whether it’s a well-written blog post full of talking points or a free piece of software, people will be far more inclined to link to it; which of course will then help your link building strategy and online reputation.

Where possible you need to ensure that your links use key terms within the anchor text. Simply gaining a link using your company name or an on-page URL will provide some benefit, but to fully optimise it the text needs to be relevant. The reason behind this is that you’ll be able to give your website pages extra prominence for your terms if another site has linked into it using your keyword tag as the anchor. Of course not all websites will allow this, but it’s certainly worth enquiring.

Above all links are one of the most important aspects in the development of your site’s strength. It’s an integral process in search engine optimisation and should be treated as such. You can’t afford to leave your link building to chance, so to boost your search engine rankings you need to have defined and implemented your strategy. It’s an ongoing process, it isn’t always quick to do but the long-term benefits of link building are unparalleled.

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Have you tried to generate traffic for your site by joining link farms or free-for-all link sites that link to your site? So have all the other website owners! The hundreds of other links on the page will make it hard to notice yours, your site link will be bumped off as soon as newer links come along, and like as not, you’ll end up with emails you didn’t ask for. The most effective site promotion strategy? Doing what comes easily.

Forget spending money on paid search engine submission and paid hits services, and don’t go for submitter software that says it will advance your popularity but will turn out giving you the look of a spammer. You’re easy to ignore if you choose these options.

There are websites that receive little traffic as a result of the owner’s failure to plan. Just for a moment, let’s leave aside your painstakingly developed, valuable custom content and contemplate your plans for marketing it. It’s not a good sign if all you could get were a couple links, traffic or banner exchanges. Traffic exchange means visitors, but more likely than not non-specific ones. Exceptional design is not the be-all and end-all of running a website; you will need a marketing plan and you will need to define your objective. You will need to establish long- and short-term business targets in order to determine the actions required to accomplish these targets.

New webmasters make a beginner mistake–failing to pinpoint a specific demographic. Yes, you have a product needed by every person on earth, but you will rarely receive any attention if your web site promotion is without a target market. You can send out mass emails, but their random nature means success is unlikely. Your web site will be unnoticed, as with link listings. Give some thought to the precise characteristics of the people most likely to thrill to the chance to have your one-of-a-kind stationery made from items that you salvaged and you won’t be “crazy junk person” anymore–you’ll be a visionary.

You might be one of the lucky ones with a constant stream of traffic when you launched the website, but now it’s settled down and you don’t expect visitors to increase any time soon. You might have gotten careless about marketing your site. If you want to stay successful, your website has to stay visible. Give continual effort to search engine optimization, or you’ll have to keep your presence in the forums from time to time. If you don’t mind having a confined reach, go ahead and stick to one type of promotion. But think outside the box–there’s no reason to confine yourself to the role of active forum member over regular newsletter sender. Get yourself out there and be seen; write more articles.

Click here for the real story on how to build thousands of backlinks. We have a strategy that works for every site, every time.