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On AltaVista, begin the query with "link:". So, if you want to see many of the links pointing to Ford's website, you'd enter the query "link:http://www.ford.com" into the AltaVista search window. The query shows over 147,000 links.

The same drill can be executed on Google (which shows only 4,380 links).

Recruiting researchers use this technique because the people who are likely to link to a company's website are: employees, vendors, distribution players, and so on. It's easy to target potential employees once you understand how likely it is to target them using this technique.

There's more to it than that, however. Increasingly, analysts, potential employees and other sophisticated web users are beginning to use this web of inbound links as a way of judging the credibility of a company. Investigating the web of links that point to a company's website will give you a clear sense of the range of perspectives that various people have on the company. The raw number of links is a solid indicator of traffic volume.

In the web based world, the networks in which companies (and individuals) operate are becoming increasingly visible. While the technique is imperfect (largely because the search engines do such different things), site flipping is an indicator of a new way of judging a company's credibility.

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