The most constructive place of placing a link would be in websites that rankrank high on results with the same keyword topic as the advertiser’s website, or offer the same type of product. For example, if the site of the advertiser offers supplies for pets, then they will be looking for a site that trade in pet supplies, pet shops, animal training, veterinary services, kennels or dog shows.

The advertiser should keep the exact keywords, for which they want to get a rankingranking. Words that are related to the keywords and synonyms are helpful in getting the required results. If the advertiser is putting lots of text link ads, then he may vary the text in order to safeguard himself from being filtered out. A keyword ‘supplies’ would be related to manufacturers, distributors as well as suppliers. An advertiser would ensure that he gets a link from the distributor or suppliers, as well as the manufacturer of the product he is advertising.