One of the hardest parts of good SEO is getting backlinks. These are links from other people's sites that link to your page. And many search engines use these links as a way to judge the accuracy of your keyword phrase. In other words, if more people link to your page with the words "horse bridles" then they're going to rank you higher for that phrase. So when you go out asking for backlinks, try and encourage them to link to your page using your keyword phrase.
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Great reminder. I work with a lot of small to medium size businesses. I try to get the business to view this like they would a professional relationship where they would shake hands and exchange business cards. Much like you would do at a chamber meeting.