Links aren't called the currency of the web for no reason. Most, if not all search engine algorithms rely on link popularity to determine website's position on search engine results pages (SERPs). In other words the more web links pointing towards your site the better position your site will earn.

Now, before you dash out to get millions of links to your site please READ THIS ALL THE WAY DOWN and save yourself some time and money!

First, Understand the Web Link

A link is made of an anchor (text or image you click) and optional attributes (parameters that determine link behaviour).

The Anchor

This should contain a descriptive text which will tell a search engine, and a user(!) what is it they are going to find on the target page.

It's also good if the link includes a 'call to action' (tells your user what you want them to do or what benefit will they receive from clicking your link). Remember, users are more likely to scan through your web page rather than read word-by-word.

When they scan the page, they look for the next action they may take on your site, so you'd better give them something to do!

One is for sure, the famous 'click here' anchor is the worse you can go for!

Here's some real life examples for you:

The Good
Book English Course Now!

This is nice. Tells a user to do something (to book), with (an English course), and to do it now! In addition a title case makes the link look more attractive.

The Bad

To book a course click here

This is acceptable. At least it tells a user what to do (to book a course), but doesn't tell what kind of course!

The Ugly

To book a course click here

That is bad. I mean this is really bad. What does it tell a user about the target page?

The Attributes

Similarly to other HTML tags link has many attributes, but there's one you should be aware of. It's the 'nofollow' attribute.

Nofollow aka the dead end

There are links you may want search engine robots (indexers) not to 'click'. A rel="nofollow" attribute can earmark any link as a dead end. In some cases this is useful, but then any link to your site tagged with nofollow attribute renders that link useless (it simply doesn't count towards your number of incoming links).

Then, Start Developing Links

Links are not equal. Some are better than the others. Some are simply useless and some may even damage your site's rankings! So next time you hire a link development specialist don't let them take you for a ride.

Choose your Neighbourhood Well

Best links are from related sites. A web link from a pharmacy website to a language school website may be considered a bit 'off subject'.

Links from link directories are rather less than valuable - who visits link directories anyway? Of course the robots do, but they can't be fooled too easily.

Go Organic

Don't subscribe to services that offer 100k links in a month. This will get you blacklisted with the search engines. Add links gradually so the numbers grow with the age of your site.

Get Follow on Links

If you exchange the links make sure your incoming link doesn't have 'nofollow' parameter applied.