One and Recirpocal Links

If you link to another web site and the other web site links back to you, it's a reciprocal link. If you link to another web site and the other web site doesn't link back to your site, it's a one way link.

Links to your web site improve the link popularity of your web site. If your web site has good incoming links, the ranking of your web pages will increase on major search engines.