Search engine optimization has changed a lot in the past few years. Things that used to work great in the past do not work anymore. Other techniques that delivered great results in the past will get your website penalized today. This can be by permanently having it placed in one position; most useful places are either on the web page’s header or footer. There areplenty of business owners whose websites haven’t been updated in years who are being left behind by major shifts in digital marketing. You don’t want to be one of those people. In the long run, not changing with the times hurts your business. Somebody already wrote something about you. They mentioned your brand or product, but they have not linked to your website. In situations like these, it is usually enough to contact the webmaster and ask him to convert that mention into a backlink. Outbound, or external, links are links pointing outwards from your site to another website. They pass along some of your own site’s ranking power.