An appropriate linking strategy can improve the page rank for Google and the other search engines. But how can a search engine optimizer's inbound links be spidered and indexed by Google and the other search engines? The important part in a successful linking strategy is that pages linked to highly ranked sites are a higher value than those with fewer links. Links from serious and higher ranked sites are increasing the value of their destination, improving its position, giving a higher placement in the results list. Similar results can be obtained using any of the search engines with the same keywords or phrases. To improve the search engine position, the most often recommended solution is to make a linking campaign.

An inbound links method is a proven solution in the high ranking attempt of almost every search engine optimizer. Some inbound links may come from the sites that had added interesting articles about the main site's topics. If the keywords are used with a moderate frequency, keeping the article’s content pleasant, attractive, and interesting; this kind of linking strategy can bring spectacular results. But what about the reciprocal links? Are they really useful for this strategy? If a long list of reciprocal links exists, does the website have spectacular improved position on the results pages? After a few important experiments, it looks like the result is not as spectacular as the premises are. Only a small part of the reciprocal links is considered valid by Google and the other search engines. The part applied to the page rank is not as important as the number of reciprocal links is, so this technique must be applied with measure and prudence.