The text link that an advertiser puts will have the words that are being targeted, in the title, while variations of these words as well as others that are related, will be found in the description, as in the following example:

1. Pet Products

2. Pet Care Product has all Pet Products your dog and cat can eat, and discount prices

In the above mentioned, the second example is using keywords and other synonyms and related words. This might sound strange, but in reality the advertiser wants to boost his search engine result and not ad copy awards.

In the second example search engine will not look into the text which is near the hyperlinks, to see what the meaning is. This makes it more powerful. A link title tag may be another tactic that advertisers use; they must in this case pay attention that their link is not out of place in the particular site, since this may tip off the search engine.

In order to purchase text link ads advertisers may contact the site owners, or else use a text link ad broker, which are becoming very popular. A broker is a go-between, as it matches a seller to a buyer. Such a service allows an advertiser to either bid on a link, or else buy it on a yearly or a monthly basis. In the case when an advertiser is not able to see the host site, before making his purchase, he should ask a few but important questions:

• Make sure that the site it not using tracking codes on the links

• Research whether the site has the required keywords

• Identify the pagerank of the site

• Ascertain what the keywords are, for which the site has its ranking, and what the ranking is.

The link building process can be dangerous since advertisers might not get a return on their money. Companies who have good advert budgets however, may buy lots of links and will certainly do well.