Google considers more than 200 variables when ranking your site against all the other sites out there. Of those variables, one of the most important elements is the number and quality of incoming links, meaning links that are pointing from other website to your own. The general idea is that when another site links to yours, it deems your site content valuable. The more sites see you as valuable, the more Google perceives your value. A link is a link, however there are a few important elements to consider when you’re thinking about link building:
1. Not all links are created equal. A link has more value when it comes from a website that matches your industry or content topic. For example, if you own a site that sells skin care products, a link from a spa will be more valuable than a link coming from a roofing company. Also, a link from a website with a high page rank will be more valuable than a link from a site with a low page rank.