than regular text, so does link text. If you can use your chosen search term as a link somewhere then this will also contribute to a higher ranking. One legitimate way to score big in this area is to create a "links" page which contains references to as many other sites containing information related to your own site. In the case of our fictitious wooden furniture website we obviously wouldn't link to competitors -- but we could link to sites describing different wood types, wood finishing methods, etc, etc. Another upside of such a page is that it makes your site more than just a simple online brochure or store -- it becomes a source of information and that can earn you extra points in the eyes of prospective customers. There are many other factors and their importance depends very much on the individual search engine. You therefore may wish to spend some time examining the results produced by the search engines you're planning to list on so as to get a good understanding of what is important and what isn't. This information is critical to your success. Some Common Mistakes Many amateurs (and some professionals) make silly mistakes when trying to optimise pages for search engine rankings and here are some things to avoid: Title Stuffing . Most search engines consider the text contained in the title-bar of a webpage to be very important when establishing a ranking. Some web designers have noticed this -- but made a silly