In the world of Search Engine Optimization (SEO) “one way link building” involves getting other people to hyperlink to your website without sending a link back to theirs (reciprocal linking) or exchanging links in a triangular fashion with a third party.
Google and other search engines use links to your site as endorsements of your content. This was the basis of their PageRank formula, which still plays a part in Google’s Algorithm for ranking websites. Previously, search engines would simply count links as a measure of credibility, but people in the SEO industry found ways to inflate link volume by means of link trading. There is still money being made in the link exchange field, mostly in the form of software that creates automated emails asking for a link from your site, in exchange for what is usually a low quality link from another site. Novices in the SEO field often aren’t aware of how easy it is for search engines to notice link exchanges, so they will buy link reciprocation software and start spamming their online colleagues. While a search engine won’t necessarily penalize you for having reciprocal links, it may completely devalue the links in question, which does nothing for your rankings.
The idea behind one-way linking is simple enough, since a 1-way link won’t get devalued for reciprocation. One way links can be gotten from directories, purchased from text link resellers, and freely given by people all over the internet. Originally, search engines thought that a link represented an unsolicited endorsement of site, and represented a certain amount of “buzz” about the link target. Now, a one way link has to pass a certain level of scrutiny. For instance, a link that sits among a batch of suspicious links is less trustworthy than one that is built into a paragraph among credible context. If the New York Times references your site in an article, you are getting a good one way link. If a blog full of links to offshore pharmacies hyperlinks to you from its footer, you aren’t going to get the same level of respect.
Diversity of one-way links is also important. If you’ve just got links from a few top-level sites, but don’t have a portfolio of “common” links, then you are also going to stand out. A “totally natural” site that engages in no artificial link building, but builds a following, will have links from bloggers, directories, news articles, and other listings on the internet. For instance, CNN.com does not have to engage in artificial link building, but has a PageRank of 10, thanks to its clout as a TV network and the millions of people who reference its articles online. If you want to generate links naturally (and it will likely take a longer time than going out and buying them) then you have to have some really interesting stuff on your site, and should be updated frequently.
How can you get one-way links? First, ask everyone you know who has a website. Whether you’re buying or selling products to/from other companies, you should be able to get a link. You can donate to charities that link to their benefactors, though there is some debate about the ethics of donating just for a link. You can create content that is interesting, edgy, or controversial, and you will get links from people who are for and against what you represent. You can create an online tool that helps people solve problems. You can even build a widget for other websites, and have the widget link back to you. There are many other creative ways to solicit links, but you can still find link building companies like Web.com Search Agency, who can help you find people in your field who are willing to link to your site.
Finally, having one-way links doesn’t mean you should have a one-way site. A true online resource will also link out to other sites, or at least use them as references. While you shouldn’t link to questionable content (unless you’re in the questionable content business, and don’t mind being found on the restricted results) you should reference other sites and useful places on the internet. Another way to get links to your own site is to help people find things, which is how Google became a multibillion dollar empire. Even though your business goal is to make money selling products or services that people want to buy, the best way to get to the top of the search engines involves providing information. Whether you want to be the new Wikipedia or Amazon.com, one-way links (and a well optimized site) are going to be the fuel that takes you to the top of the search engine world.
