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Links are the basis for ranking in search engines. But over the years Google and other search engines have tweaked their algorithms so devalue paid links and are continuously working on counting only links which are legitimate.

John Scott has a nice article on Link Building. You can read it here but the 10 tips to take from it are:

1. Buy links from websites which exercise editorial integrity.
2. Vary Your Anchor Text
3. Buy Non-Keyword Links
4. Avoid Site-wide Links
5. PageRank Zero Can Pass Link Weight
6. Avoid Automated Link Spamming
7. Image Links And ALT Text
8. A Link On A Page Is Not The Same As A Link On A Page
9. Do NOT Rent Links
10. Google Tells You Where To Get Links

If interested in link building, please also refer to the article: 131 (Legitimate) Link Building Strategies.

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