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Search engine optimization is the process of taking steps with your website to make it highly ranked by the search engines for your desired search terms. The key element in getting a higher page rank is link building. Building high-quality links to your website that appear natural to search engines is one and most important step towards increasing your page web ranking.

Links make your website get indexed by search engines so they begin ranking your pages for target keywords. The higher the web ranking in search engines, the more visitors you will get. Links are used by search engines to determine how relevant your web page is to search terms. By building links from relevant websites, you ensure that your web page gets indexed and ranked by search engines accordingly.

In doing the website promotion, it is important to know some terms of the web links. They are inbound link, outbound links, one way link, and reciprocal links.

An inbound link is a link that points to your web page from a different page hosted on someone else's website. An outbound link is located on your website and points to someone else's page. One way link is a link that points from one web page to a page on your website. A reciprocal link is an agreement between you and other webmasters to provide a hyperlink within your own website to their web site.

It is also very important to know the link popularity and link reputation of the website link to be added to your website. When another website links to your web page, this will be used by search engines to vote for your website. Since search engines believe that some links are more important than others, you'll need to understand the concepts of link popularity and link reputation in order to build a natural looking link portfolio for your website. Link popularity is the quantity of links pointing to your web page from other sites. It can also be determined as PageRank passed to your web page.

In old days, search engines ranked web pages merely depending on the number of links pointing to them. It was thought that good pages attracted more links. But, nowadays it is changed. Search engines don't rely on the pure link popularity anymore. They evaluate links based on their importance or the contents of their website. To establish your web page as important, you can do the following:

1. Get a lot of links from other webpages

2. Get several links from already important web pages, that is, with high web ranking from google, yahoo, bing, and alexa.

You should keep in your mind that a few links from the pages with high web ranking is the most effective way to get a higher page rank because the pages linked from them are themselves considered to be important. In other words, just a few links from pages with high web ranking can do more good than a ton of links from websites with low web ranking.

Link reputation is connected with the type of keywords you used in your anchor text, the visible, clickable text in a hyperlink. It is used to determine relevance for certain search terms in the search engines. So, you'll have two tasks to accomplish for a successful link building strategy by doing the following:

1. Get as many links from the pages with high web ranking as possible.

2. Build relevance between your anchor text and target keywords phrases used in search engines