The importance of link building has been rather unusually highlighted by a number of online pressure groups.
An article by Times analyst Drew Broomhall stated that search engines are now a battleground between charities, interest groups and unions, and the corporations or regimes they target.
The reporter noted that when searching Google for Exxon Mobil, the Exxpose Exxon website ranks alongside it, boosted by links from thousands of blogs, forums and environmental pages.
Protest groups even support each other’s causes by reciprocal linking, the article suggested.
This is another interesting example of the power of the web to offer equal coverage to hefty corporations and smaller firms or charities.
Search engine optimisation tactics such as generating inbound links (through white-hat methods, of course!) can place any business on an equal footing with its larger competitors.