We want it to be easy for a third-party webmaster to link to our site/page. Here are just a few ideas for how to invite or facilitate their linking to us:

Use headings that are informative and concise, not "clever".

(This would apply less in those kinds of publication where the heading appears to the user before they choose to consume the article.)

This is just good policy while writing for the web, and it'll make it easier for other webmasters to recognize that your info summarizes exactly what they're looking for.

For instance, while researching for this post, I was looking for a mini tutorial on "same-page" links and the "id" attribute, so I could point to it in the third part of this post (below). But I gave up after a few minutes - damned if I could find a page that said what I wanted! The point is, if I had found a webpage whose headings clearly stated exactly the subject I was looking for, chances are that site would have a shiny new backlink from this page as of right now.

Use as large a heading style as the page's aesthetics will tolerate.

Many users scroll rapidly down a page, looking for headings as signposts about what kind of information is available. H4's and even H3's are easily overlooked. (NOTE: It is recommended to use a hierarchical, upside-down pyramid style. It can be confusing or even ugly to have several h1's on a page, and an H3 above an H2 only makes sense if the H3 is a sub-category of a bigger heading style above it.)

Use ID's (or "a names") in your sub-headings, so people can easily link to parts of your pages.

It's a regular occurrence for me to want to link to a PART of somebody else's page, especially if the page is long and the relevant part of it is stuck in the middle somewhere. In that case, I will check the source code to see if there's a page anchor or id that marks the spot I want to link to. If there is one, I can link to that exact part of the page.
If there isn't one, I often link to someone else.
If you're confused about this part, you'll need to read about "page anchors" (I recommend using id="" 's instead of <a name's.) I tried to find a good web resource for learning about this, but I haven't found a good current one yet.