There are various levels of search engine optimization – the science of making a website popular in search engine result pages, and one of the most powerful techniques there is link building.

SEO has undergone a lot of changes in the decade since it has been around, but a few of the fundamentals have not changed, and one of the key aspects that have not changed is the creation of back links. There are two kinds of links that a webmaster can build:

1. One way links

2. Reciprocal links

As you can probably guess from the names, one way links are created from one website, pointing to another and that’s it, whereas reciprocal links are where the two sites involved link back to each other for mutual benefit. However, search engines are now advanced enough to detect reciprocal links and so they can see where a deal has been made. Search engine don’t like it when people make agreements to try to artificially make their way to the top, and so reciprocal links are not as valuable as one way links.

Link building is a very specialized field and unlike what a lot of people think, they don’t come easy! Just going on to a forum or a blog and putting up a few back links leading to your sites in the comments column is not link building. High quality links are built from blogs and websites which have a high page rank, and they are not easy to find! The Catch 22 situation here is that the minute search engines sense that a particular high PR website is putting up too many links, the page rank comes down! So the webmaster should be wise enough to strike a balance between page rank and the number of links he has on the site.

You will want to hire a good search engine optimizer who can guide you through the uncertain terrain easily and professionally so as to avoid doing something that the search engines disapprove of and getting your site thrown out of the rankings altogether!

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