SEO 101: What Is A One-Way Link?
Links are still the backbone of most off-page SEO efforts, and it’s not hard to see why. When collected properly, even a handful of good one-way contextual links can shoot a website up the search engine rankings, even to the top of page one in many instances.
To get the most out of links, you need first to understand what exactly a one-way link is and why it is the best type you can receive.
A one-way link refers to when Website A links to Website B, but Website B does not link back. In this situation website A is passing off some of its trust, authority, and “juice” to Website B, which is receiving it but not sending it back.
These are considered the best general links you can hope for, and are slightly better when they come from a home page URL but often that is next to impossible. A link from any high, authority or trustworthy website in your niche is a good one – as long as it is not a link page.
These links are considered more reliable than “reciprocal links,” which is where both websites link to one another. This can be seen as trying to game the system, and so they get much less credit when it comes to moving up the search engine rankings.
Why Should You Prefer One-Way Links?
One-way links are much more helpful, and much more efficient, in helping a website move up the rankings. They indicate trust, and even with the elimination of Google PageRank, they are still a major part of the equation that Google and other search engines use in determining their rankings.
This doesn’t mean you shouldn’t collect other links like social media links, directory listings, or even some good reciprocal links, but none of them are going to have the impact that one-way links will.