When internet was in its early stages, links were used in a very straight forward way to help visitors find pertinent information through one's website. However, as the importance of links enlarged due to run for search engine optimization, links have since been used to help webmasters as a substitute of visitors.

When the Google came up with its concept of Page Rank as a method of website all sites were classified based on their importance and relevance. By Google's logic, the importance of a site increases by links that point to it, and the importance is directly relative to the significance of the pointing site. As a result Google's ranking algorithm lends important weight to this ratio, affecting the search engine results.


Links to other websites is critical to any existing website and especially so for new sites to find traffic. Link partnering is important for the following reasons:

Getting traffic from inbound and back links

Improving Search Engine Exposure

To obtain back links

One way Links

Reciprocal Links