An important aspect of internet marketing is search engine optimization. Web sites are ranked by the search engines to show their relevance, popularity and importance. These rankings affect the sites’ positioning in the search results pages. By carrying out SEO techniques, a website owner can improve their ranking and receive more traffic due to the fact that they are among those listed at the top of the search engine results. More traffic means more customers and higher revenue. A major factor that goes into the calculation of your website’s rank is its popularity with other sites. In the web, popularity means links. Links coming into your site show that your site is worthy of a visit and that the other website owner likes your content or what you have to offer. Links to your site can be either a one way link or a backlink that goes both ways, i.e. your site also points to the other website. These return links are known as reciprocal links.