Following a link is one of the most popular ways for people to find new sites. If a site or a writer that you respect gives a link to further resources, then because of that respect you're likely to follow it. Therefore, the more inbound links you have to your site, the greater the opportunities for people to find your valuable content. Search engines give sites with good inbound and outbound links a higher ranking. The logic goes that if you provide outbound links to other material you are providing a valuable service: and, if other sites link to you then you must have content of value. By providing links to other material you don't have to re-invent the wheel and create it yourself. In writing this report, we provide lots of links to additional material. We see this as a valuable service to our readers and it also makes good use of the material we collected in researching and developing the report. Having a linking strategy forces you to ask the fundamental question, "Why would anyone want to link to you?" The answer of course is that you provide something of value: you need to be clear about what that value is. Inbound links help to build trust. If people see that a popular or respected site links to you, then their level of trust in what you say and what you offer is likely to be higher. Perhaps most importantly, you become part of a community. In every field of activity on the web there will be a number of key sources. Linking to them and providing valuable content that they can link to will make you a part of a powerful virtual network.

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