• by Laurie Sullivan , Staff Writer @lauriesullivan, December 4, 2008

Rand Fishkin told Search Insider Summit attendees he realizes SEO isn't fare. The best results don't rank first. He typically hears complaints after clients look at keyword. The complaints range from "I clearly have better content," to "I'm a better and bigger brand, yet I'm ranking behind someone on Blog Spot."

I'm sure no one is surprise to learn that search engines don't know how to recognize the best content. Google has no way to tell you. The only way they can tell is through links, the number of links that connect to your content.

Great content doesn't naturally build links, but there are several ways to build links and earn ranking. One of the most important is to post content that evokes emotional triggers, such as anger, prideful, surprising or shocking, and excitement.

You can leverage your brand equity, partnership and brand distribution network, and because they are a targeted audience, they are more likely to link. If you don't serve people likely to link such as journalists, bloggers, tweeters, you will never earn rankings.

Todd Friesen, VP of search at Position Technologies, said paid links, donating to charities and getting involved in community activities will help drive links too. Don't forget about indirect link building and