Many internet marketers complain that it is very hard to very their websites to rank well in the search engines. What they are saying is that they find it hard to build links. Link building should be the core activity in any search engine optimization process. You want to rank well? Simply build more inbound links.

Still, a huge portion of marketers fail to rank well in the search results after spending lots of time and maybe even money on link building. In this case, what is happening is that there is not enough link juice from the inbound links.

The term "link juice" is a loose term that is used by many internet marketers. It refers to the authority of a website. The higher the authority, the more link juice a link will have, and the more desirable the link. But what exactly are high authority websites?

Google has a way of letting the world know whether a website is an authority site or not. The indicator is known as Page Rank. The higher the Page Rank, the more link juice the website can pass to external websites. For example, a link on a Page Rank 7 website is much more valuable than a link on a Page Rank 1 website.

For the other search engines, there is really no way of knowing whether a website is an authority site or not. In this case, the only way to know is to make smart guesses. If you see a website ranks well consistently in the search engines, it is likely a high authority site. What you want to do, is to think of ways to get these sites to link to you. Unfortunately, that is easier said than done. How do you get a well established website like EIN News or CNET News to link to you?

One way to do so, is to publish press releases. You can write your news story yourself, or you can hire a professional PR writer to write your release for you. If you want to hire someone, make sure that he or she knows enough about your company and your products and services to do a decent job at writing the release. If possible, work with the same PR writer so that the writer learns more and more about your organization. Over time, you will observe a rise in the quality of the releases.

The next thing you need to do, is to identify a press release distribution service that will submit your news stories to these authority sites. Many of these News sites (at least according to Google) have high page rank. With a single PR, you can get hundreds of these sites to link to you.

Whenever possible, always try to include your target keyword phrases in your anchor texts. Not all news sites allow you to do this. If you can't use anchor texts, simply use your URL in the PR body. This will be converted into active links and web visitors can still click through the link and arrive at your site.