Link building in simple words is the process of interlinking web pages. Link building is widely used as a Search engine optimization technique to provide high search ranks to web pages. The search engines rank websites and web pages on the basis of number of website it links in. Link building is considered as the master card in website optimizing technique as it is considered as major criteria for search engine algorithms to rank pages.

Link building process works in two simple steps. The first step is called “forward linking”. In forward linking a single page is connected to several other web pages in a linear manner. First page linking to second, second page linking to third and so on. A single page can be linked to several different pages as well by the process of reciprocal linking.

The process of forward linking only helps in generating traffic but is not considered as a major valuation criteria by search engines. Submitting your website to online directories, blogs, forum etc are various manual methods of forward link building. The second link

building process is “backward linking” or back linking. This is process which follows a cycle of linking web pages. This means that once a link originates from your website, then after how long does it links back to your page through some other site. Consider a cycle of linking website A with B, B with C, and then linking C back to A. This whole cycle creates a backlink. The bigger the cycle, better will be for your page as it shows there are several websites linking to your content. IT is an important technique to gain high page rank.

The other beneficial feature of link building is attaining higher Alexa rank. Alexa is an organization which ranks every website of the web based on its popularity. Alexa considers forward and backward links as a major factor for ranking the websites. There are several websites like stumbleupon, digg etc which accepts web page submission so that they can build up a directory of information to be shared by their users. This helps a lower ranked website to reach audience quickly. Many search engine optimizing companies provide link building feature as an essential tool for gaining high page rank. It is to be noted that the search algorithms have become smart enough to identify fake and original links hence the process of link building should be given proper attention. Companies subscribe to paid link building websites which use fake and black hat link building measures which in turn degrades your traffic. So make sure that you always relay on companies who implement correct link building strategies as it can greatly affect your website’s search ranking.