A few years after its introduction in to the world, google had become the most innovative online creations of the twentieth century. Today, google is the most popular search engine in the world. It is estimated that half of the worlds internet users use google in searching content in the internet. This is why many website owners strive to get a better google ranking than the one they currently have. For those websites that have already made it to the top of google rankings, the fight to stay on top is not an easy one. This is because sites are being opened on a daily basis, and when a site is opened, the only thing that a site owner wishes for is to get to the top of google rankings. Hence, the struggle to get to the top of google has turned in to an intensive war between those sites that have already made it and those that have not. To win such a war, website owners arm themselves with vast knowledge on their rivals and effective techniques such as link building to increase their sites exposure.