Understanding link building is a simple task if a person can comprehend the concept of relevant link building coupled with some of the other link building myths and half truths that are circulating at the moment. Here are some of the popular myths and half truths surrounding link building at the moment:

Zero page rank websites add nothing to a website

This is a myth. Apart from increasing the search engine ranking of a website, a zero page rank website also ensures that a website receives an increased number of incoming links. It is important to note that a thousand incoming links from PageRank zero websites can increase the PageRank of a website considerably. What is also true about the PageRank algorithm is that there is no decimal system for page ranking. This means a website with a 0.4 PageRank is still assigned a PageRank zero, and only websites close to one are assigned a PageRank 1.

The lack of a decimal system for PageRank effectively means that a thousand PageRank 0.4 websites will add considerable value to the PageRank of a website. In a nutshell, a PageRank zero link will add something to a website eventually.

PageRank and good search engine rankings are interlinked

This myth is only partially true. The truth is that zero and low PageRank websites are frequently outdoing their competition and search engine optimization is much more than high PageRank generation. In fact, the number of websites that are doing well solely based on their content is on the rise, and link building is now a specialized process.

Link building does not require expertise

The above mentioned statement is completely false. Gone are the days when buying high PageRank links was enough to increase the PageRank of a website. Today, link building is a specialised and intuitive process that involves more than just finding high PageRank directories and incorporates complicated processes like link baiting.

Directories are a 100% safe link building option

Wrong! Not all directories are established or indexed by search engines. In fact, many websites masquerading as directories have been penalised and removed from Google's index over the past few years. Contrary to popular belief, even directories are required to maintain strict quality standards by search engines. In fact, a number of ?leading? directories have now been blacklisted by Google for following unethical practices.

Link building has lost its value

This is another myth circulating search engine optimization circles. Link building is still very important and a high PageRank can help websites oust their competition. A typical example of a high PageRank website making the most of competitive keywords is Wikipedia. Wikipedia is one of the first websites to come up for generic keywords like ?car?, ?gun? and ?engine?. There is no denying content is playing an important role in Wikipedia's success, but successful link building and a high PageRank have also added to Wikipedia's success.