Proper Link Building – One Way Links

There was a time when a reciprocal link was all that was required in order for your site to rank well. They were easy, find a site that promoted itself actively, add their link to your site, email them telling them that you had, then wait for them to add your link and there you were, ranking well, everybody happy.

All that has changed recently however as the value of reciprocal links has steadily been down graded by the major search engines. If you look at it from the point of view of the search engine, they are looking for pure links coming to your site.

If they find a reciprocal link then they quite rightly assume that you have done a mutually beneficial deal to help each other. As such, they rightfully have decided that such links are no longer going to provide you with the shove up the listings that they once did.

The search engines, somewhat naive vision (particularly Google) is that the owner of a site, would find another site, be very impressed with the site, and put a link of his site to the site he has found. For example, if a window cleaner went with his family to go and stay in Devon for a week, and he found the hotel and the service so amazingly impressive that when they get home, he puts a link to the hotels site on his window cleaning site, advising anyone who is thinking of going to Devon to stay at that hotel.

Of course it didn’t develop like this, instead search engine optimization specialists sprung up everywhere to manipulate the system. Initially, reciprocal links worked well, were easy to set up and very easy to manage.

Keeping in mind that you can only add a certain amount of links over a month to avoid being penalised for your link building, in order to accumulate enough link juice you will need to spend probably triple the amount of time building links to achieve top rankings than you would with one way links. If you can achieve top rankings at all with reciprocal links.

Although one way links are harder to manage than reciprocals as you cant easily keep track of the link you’re receiving back (not in the same way as reciprocals anyway), they are the most powerful type of link to get your site ranked well. There are rumours that as soon as spring 2010 reciprocal links will be devalued to zero. I do not think that this is very likely as large business will want to exchange links in a fair way with their business partners and suppliers, and surely they should not be penalised for that.

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