The Search engine’s purpose is to provide useful, high quality and relevant information for any search term.  There is a real war between the search engines’ methods and algorithms and search engine optimizers. The result must be the user’s satisfaction: high quality web sites in high positions on the search engines lists.

Page Rank is an indicator that Google is using to measure web sites popularity. The algorithm to establish it is a secret, but it is easy to find that the most important factors can be the number of links leading to the website page and the Page Rank of the link’s source.

It looks like the most popular search engines are counting the links (incoming or outgoing) and considering their number like a vote for quality. In reality, not each link is equal in quality to the others.

Search engines are considering the link’s quality as very important; maybe this is the determinant factor to establish a page rank. Google is the first search engine taking this factor into account.

Search engine optimizers are trying to do their best to find the top quality links for their web sites. But there are many types of links. They must find the ones giving high ranks all the time. Everybody agrees that links from high quality web sites are a major gain for a page rank. There is also the possibility to build links from related sites.  In this situation, the sites must have many topics in common.

Google is developing clusters for specific topics. These clusters are hosting pages having inbound links from the sites having the same keywords. The best a search engine optimizer can do is to establish a link to one of these sites. The reason why it can be the best kind of link we can get is that the search engine will find the reference site relevant for the keywords demanded in this category.

If the search engine optimizer can include useful keywords in the text of the inbound link, he is in luck.

Reciprocal linking can be realized finding the non competitive and topic related web sites. If the search engine optimizer can realize an emails campaign, he can have good results in reciprocal links building.

The search engine optimizer has the possibility to write a personal email to a contact address or to the website’s owner. He can tell them that he appreciated their website so much that he included a review about it in his own website.

This is a very agreeable letter for anybody, even finding that, near the review, there is also the web site address. The possibility to have a reciprocal link, in this case, is 9%.

To increase your chances of getting reciprocal links with higher PRs, you should consider joining a linking directory. This can be achieved by exchanging links with other websites of similar content to your own.

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