The core of the Google algorithm is links. Think of your website like an academic research paper; the more people who reference your work in their own research, the more of an authority you become.

In that sense, the quantity of links into each page is important, as it is how Google determines your authority, and thus your ranking.

But quality is also important. Having your research paper referenced by two top-notch academics might be worth as much as twenty smaller ones.

Balancing these two factors -- quality and quantity of links -- is the art of online promotion.

Having a megaphone and a bikini also helps.

There are generally two ways of obtaining these links: either ask for them, or find sites where you can build them for free. Asking for them is harder but higher quality; free sites are where you can build quantity.

Like all SEO topics, people make promotion overly complicated. "Should I accept a link from this site?" "Will reciprocal links hurt me?" You're promoting your research paper. Get references wherever you can, striving for quality whenever possible.

For a successful website, promotion never ends. It is a continual, ongoing process of building links, which builds SEO ranking, which builds your business. Picture a rhythm where every time you publish new content, you promote it. Publish, promote. Publish, promote.

This is the secret to building a successful, high-performing website in two words: publish and promote. Read on for how to measure that success. Click to continue.