This document provides tips and strategies for link building to increase a website's search engine rankings. It defines important linking concepts like inbound/outbound links, one-way vs reciprocal links, and link popularity vs reputation. It explains that search engines use links to determine a page's relevance and importance. The document recommends building a natural-looking portfolio of links from important pages in your niche, and using targeted keywords in anchor text, to positively influence Google's PageRank algorithm and achieve higher search results rankings.
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