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Reciprocal Links, one way links, back links, inbound and outbound links are the various terminologies used to describe the link phenomenon. But the big question here is whether these links help you in jumping up the Google ranks?

Many of the SEO professionals realised the potential of linking and started incorporating the concept and thereby improving upon the Google rankings. Search engine companies realised the abuse of this phenomenon and later devised the strategy to evaluate the linking in terms of few parameters such as the reference given by the link and the ranking advantage passed on by the link.

By reference benefit, search engine companies gives more impetus to the links which are more relevant in terms of reference , for e.g. a furniture website referring a website of interior decorators will bring more relevant link valuation from a search engine perspective than a furniture website pointing to a mower making company’s website.

The other parameter is ranking. Ranking is an important factor which helps in improving the website going up the Google ranks. Now a high page rank website, having passed the referral parameter, giving the link is definitely weighed higher than the less page rank website.

Therefore it is important to realise the importance of an incoming link before actually doing so.