It goes without saying, one way links have much more utility value than reciprocal links. So much so that a link back from a site with a low page rank will also help in improving PR for your site. It is superior to a reciprocal link with a site of lower page ranking than yours. It is a matter of common sense that links exchange between a PR 6 site and a PR 2 site will benefit only the site with a PR 2.

One must appreciate that Search Engines have developed better algorithms since last few years. In no way does it mean that link building has lost its sheen. But the focus has changed to getting relevant links than merely gathering hundreds of irrelevant links to your website. In fact Google has declared its unhappiness about paid inbound links and has initiated action to penalize paid links. Do also remember that getting too many inbound links in a short span of time can also attract penalty from Google.

The internet is literally like having the world at ones fingertips. Not only does it provide families a cheap way to stay in touch (e-mail and instant messaging), it allows students to cram for finals and write last minute papers in the middle of the night, long after the library has closed, but the internet is suddenly a way for the smallest business to break into a global market.

There is no need to waste money on buying cheap links. Internet is full of ads that proclaim about several thousand links for a few dollars. You must see through the lines and find out whether such links will serve the purpose of either ranking your site better in search engine results position or at least PR of your site.

You should rather concentrate your efforts on obtaining a few quality links. It is a well known fact that search engines assign a high value to a quality website that provides rich and useful information. If you can manage to secure a link back from such websites link to you, it will be like urging the search engines to consider yours as a quality website as well.