The link building, or web site promotion as we like to call it, of today involves a more holistic approach. An inventory of the digital assets and promotable content should be conducted and then matched with the corresponding channels of promotion. The result is an incremental increase in channels that drive traffic and brand exposure that can also attract an increase in links to a web site’s content. Channels of promotion can increase visitors on their own, but they can also increase links and subsequently standard search engine rankings.