A web ring is group of related web pages linked to each other in a sequence that forms a ring. When someone searching the web stumbles across one of the web ring's pages, they can click through to other sites that have related content. Web content-providers can add their pages to the ring by 'linking in' to the ring so that web surfers are more likely to encounter their site. Web rings usually have a moderator who controls which pages are 'related' and which are orthogonal to the purpose of the web ring. The step-by-step click-through route around the ring is augmented by a hub-site providing links to all member-sites, which also gives some safeguard against member sites going offline.

The intent of the participants of a web ring is not to deceive search engines, and in this sense, this can be considered a white-hat search engine optimization technique.

See also

• Link farm