Top web sites rank websites in a particular topic based on the number of votes or referrals they receive from other sites. Sites place links back to the top web site to receive votes when visitors click through. This automated process distributes traffic among participating sites according to how much each sends in. However, top web sites are not always effective - their quality varies, and they may divert potential customers from sales pages. While high rankings can increase a content site's traffic, top web sites may not be suitable for sites primarily aimed at making sales.