* Reciprocal links - A reciprocal link is when a website links to you and you link back to them.

To search engines one-way links are usually much more valuable than reciprocal links. However, each link has its own individual value based on: how relevant it is to your site, the text in and around the link, how much authority the website that links to you has, etc.

However, there are links that the search enginges rates as 'no value' links, even though they are bringing you boatloads of targeted visitors every day...

Generally speaking, the more websites that link to you the better. Link building is a time consuming task and to put your energy on getting 'high-quality links' will give you more value back on your invested work. 50 high quality links can be much more valuable from a search engine optimization perspective than 1000 'low quality links'.

What's a high quality link? - Links that brings you Page Reputation (which shows the search engines that other related websites consider you to be important), and links that give you PageRank. Sometimes both at once, sometimes not...

To get high rankings on your website, you want to obtain links for targeted keywords. For this reason it's necessary to start with Keyword Research.

If your website is about "bird watching", the first step is to 'do keyword research' and find out which keyword you should aim for. While you could just start getting text links for the keyword phrase "bird watching", if no one is searching for that - you won't get any visitors. There's no sense in ranking on the first page for a keyword that no one is looking for.

Or, if there is a lot of competition for that keyword, you might want to pick a "lower hanging fruit".

This is an excellent free keyword research tool. (The numbers you see are searches/day.)

Another important part is making sure your page is optimized for the keyword you are targeting. If you are focussed on building one way links to your site but the links have anchor text which doesn't even appear on your page, you will likely be wasting your time. (I say likely assuming that you have some competition for your targeted keywords, if there is no competition then it doesn't matter).

In this case a site that has fewer one way links but much better on-page optimization is likely to rank higher. Or the one way links you are getting to your website are just url linkd but not anchor text links. A site that has more high-quality(anchor text) links than yours is more likely to get a higher ranking.

Ideally, you want to build a lot of one way links that have anchor text which includes the primary and secondary keywords that your page is optimized for. Google also uses Latent Semantic Indexing which (in a nutshell) means that they study the synonyms of the keywords on your page. This is to prevent spammers from just loading every second word with their keywords. The relation between all the words on your site is what their algoritm looks for.

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