f you remember the basic rules below, you'll be able to construct and use links that maximize the benefit back to you.The first rule to be examined is the one that says "get a link that points into your website, but not one that points out". Even if there is room for some flexibility here, the first rule illustrates an important point with links today: the value for you is in being pointed to, rather than you pointing to someone else. The trend setters among the search engines realized that a link from one website to another is actually a recommendation. The recommendation is even stronger if the link is created on the basis of a particular keyword. This means that if your site is built around the theme of "tennis rackets" for example, then links coming into your site should have "tennis rackets" or similar in their link text.
