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Link Strategies - Banner Advertising
Banner advertising is effectively a link which takes a site's readers to another web site when they click on a graphic. If that company does not provide a link back then this is termed a "one way link" or outbound link.
This type of link may not always give you a boost in link popularity as the link may not be counted by search engines. It is possible to alter the web site's source code to inform the search engines that their spiders, or bots, do not have to follow this link as it is for advertising purposes and not meant for improving your link popularity.
If the links are using a special script or going through an affiliate program, then they may not get counted by search engine spiders.
Link Strategies for Internet Marketing
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