One of the trickiest aspects of search engine optimization is the process of building high quality incoming links. And, as you've undoubtedly heard, it's also the single most important thing you can do to improve your rankings. The more inbound links a page has, the more popular it is — and search engines like popular pages.

The challenge for most sites is to accumulate enough incoming links to appear relevant to the engines without tripping any one of the many spam filters and penalties that are applied to sites that cheat. So, the secret to getting it right is to...

 take the search engine's point of view
when building your incoming link structure. 

The key point to remember is that search engines like natural link structure—they hate artificial link structure. That's why it's our first strategy...

Natural vs. Artificial Link Structure Natural link structure inbound a...