Backlink Basics
Backlinks are the text links from one site to another and effectively build the web of internet. They can either be reciprocal or one-way.Reciprocal links are from sites that require a link back to their site in return. Care needs to be taken that the site you are linking to is relevant and of a suitable standard, that means you would be happy to promote it.
Determine on what page both the outbound and inbound links are to be placed. You don't want an outbound link on your homepage and only receive an inbound link from a links page four layers down in the site containing a hundred other links. In this instance you would not be getting a good deal.
A variation on straight reciprocal linking is three-way linking. This is where a site will link to you but in return for a link to a third party site. The principles mentioned for reciprocal linking above still apply.
One-way links are seen as more valuable because they do not require a link to be placed on your site in return. There are numerous free and paid directories, article submission sites, press release submission sites and forums where links can be obtained. Review the sites for suitability and quality.
As a general rule you want to build inbound links from relevant sources, including relevant categories in directories, whilst limiting the number of outbound links, particularly on the homepage. Therefore aim to obtain one-way rather than reciprocal links.
About the Author
Holding Court is a search engine marketing business specialising in achieving high rankings in the natural search results through continuous text link building campaigns.