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.
In the ten or so years that search engine optimisation has been a thriving industry, there have been many changes to the processes and techniques used, but the very basics have not changed, and part of the very basics is that building of back links to your site, of which there are two main kinds:
1. One way links
2. Reciprocal links
As one can probably guess from the name, a one way link is a link that goes from one site to another, and that’s it, whereas a reciprocal link is where two different sites link to each other in an attempt to benefit both of them. However, search engines are now sophisticated enough to detect reciprocal links and they don’t particularly like them because they mean that a mutual agreement has been made between those sites and that they are trying to force their way up the ranks, and so they are not worth as much as one-way links.
Link building is a field that only specialists prevail in, unlike what many people think, accumulating high quality back links is no easy feat, Simply going on some forums and blogs and putting up some links is not link building. High quality links come from pages with a high Google Page-Rank, and they are not easy to come by. There is a bit of a catch 22 situation with these pages as well in that when pages with a high PR put up lots of links, their PR tends to drop, and so it is up to a webmaster to strike a balance between the PR of the page and the amount of other links on it.
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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