The text that is the link to a website, is very important (it is called anchor text). For example, if you take the word Google, then you make Google a link to google.com. When other people link to your site it is very important for them to include the website that there linking to’s keywords. The search engines give you a higher ranking for your keywords. So, how do you get other webmasters to give you the right keywords? You should provide a link to us page on your website, and supply HTML codes for different kinds of links. For example, banners, a link, or a link and description.