I'd like to be a bit more specific than widgets, so I'm going to use a mortgage broker as my example (I am not a mortgage broker, but it's a good simile to my business).
I published a paper on something like 'the pyschology of mortgage rates'. (again, I didn't, but I published something similiar). So I Googled 'pyschology of mortgage rates'.
The first 7 results for the actual term I searched on were academic article sites, google books, amazon. I had a look at each one, nothing.
The 8th one is paydirt. It's an academic page on a .edu and he's got an entire structure of pages on this very topic. And it's got a (C) of 1999-2010, so the page owner keeps it current.
On this person's pages he's got article after article on the subject, with extensive links out to other sites. And a webring on the subject!
I'm going to read his pages (that alone is likely to take me an hour or so) so that when I email him, I'm going to have very specific info on why he should link to me.
Then I'm going down the rabbit hole on this one - I'm going to follow all the links on his page and the webring and look at every site there. Plus I'm going to check sites that link to his pages. For this, I use the middle mouse button to open up new tabs in firefox. I'll click all the links on the page, open up a bunch of tabs, then close each one I don't find interesting, leaving me with the ones I need to research.