It's no secret that if you want your site to appear in the search engines, you need to get as many links from other sites as possible. Getting a lot of links requires some effort. Because they were relatively easy to get, reciprocal links were the rage not so long ago.

Reciprocal links are links that are exchanged between two or more websites. For instance, Site A will give Site B a link so long as Site B is giving Site A a link in return. Reciprocal linking has become automated with great software programs, making the job much easier. Unfortunately, reciprocal links are thought to be devalued by search engines because of these automated programs. With automation, sites are exchanging links at the drop of a hat with totally irrelevant sites. By way of example, you might find a real estate site exchanging links with a celebrity fan club site. If you are reciprocal linking, you might discover that your URL is appearing on link partners' sites that are nothing but a hodgepodge of uncategorized links, with dozens and dozens of links per page. Having your site appear in these reciprocal link page collections does not necessarily add rank or value to your website.

In contrast to reciprocal linking, the benefits of one-way linking are becoming well known. One-way links are a powerful way to establish your site as an authority because these types of backlinks are considered a "vote" of popularity for your site. In a way, this vote of popularity is untainted because it is not obtained with the "bribe" of a return link.

Because of their lasting value, one-way links are more difficult to obtain than traditional reciprocal links. It's worth the effort in obtaining them because they pay off in securing solid long-term search engine ranking results.

There are several ways to obtain one-way links. You can buy permanent, one-way links that are announced in various forums or available through online brokers. Of course, you can also buy one-way links in the form of advertisements, whether they are pixel ads, banner ads or other forms of paid ads.

Spending some time submitting your URL with keyword focused titles to the directories is another effective method for getting one-way links to your site. There are hundreds, if not thousands, of directories which offer free submissions. The problem with directories is that they are becoming so backlogged that it can take months before your link appears. I think that directories are becoming so commonplace that one-way backlinks from them will eventually become devalued, just like reciprocal links.

Article submissions are perhaps the most powerful and effective way to obtain valuable one-way links. This can be a time-consuming process but one that will reward your site for years to come. Best yet, article distributions are generally free. Since writing and submitting articles can become time-consuming, many online marketers grow weary of their article marketing efforts after they have submitted a couple of dozen articles.

If you want a combination of the ease of directory submissions and the long-lasting effect of articles, blog submissions are the best way to go. Blog posts do not take as long to write as articles, yet blog entries (or comments, where allowed) can be more informative and flexible than the brief descriptions you are allowed to give with directory submissions.

The general rule is that the directories will give links to your home page only and will not link to the interior pages of your web site. The beauty of articles and blogs is that you can create one-way links to your interior web pages instead of just the home page.

It will take some work and effort, but if you want to give your site long lasting value, use the various techniques that are briefly discussed in this article to build an arsenal of valuable one-way links. One-way links are, in effect, the lifeline for your web page.