Links are vital parts of a website because of its characteristic of connecting a web page to another within the website. The validity of the link further gives the website a property that makes such web page usable. It is also because of this importance that links are considered as one of the criteria that determine a websites’ page rank and even search engine results page ranking. Search engine optimisation plays a big role in making your links function according to the desired data set by the search engines. Search engines particularly gives importance to two type of links that will help determine the websites’ page rank or search engine results page ranking, the process of incorporating links for SEO campaign purposes is called link building. In link building it recognises two types of links which is also recognised by search engines. The first type of link is called the one-way link, one-way links pertains to links coming from external websites or websites that are not related to yours this is usually done through blogs, ezines, news sites, search directories and even forums, this type of link further does not require you to create a link back to the website that created a link towards your website. This type of link is heavily favored by most search engines most specifically Google as the rationale behind it is that such one way link to your website is considered as a vote to your website or to put it in perspective it is viewed as a referral from the origin website to your website thus implying your websites’ reliability and integrity.
The second type of link is the two-way link or otherwise known as a reciprocal link. In SEO this is done through formal communication with the webmaster of a website of your choice and asking such webmaster if both of you can enter into an agreement that you will create a link to the webmasters website and he or she will reciprocate by incorporating a link from his or her website to your website. But because of the susceptibility to of this type of link to abuse or over use Google and other search engines do not give much importance to this type of link. Although linking is an essential part of your website in terms of usability and web visibility through SEO it is important to know their different types as there are types that are more relevant or helpful to your SEO campaign as compared to other types of links.
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