The Key element in getting higher page rank is link building. Link Building plays a vital role in search engine position and ranking of a keywords that the reason why Link building has a prominent position in search engine optimization of any website. Link building not only helps in improving rankings on search engines but also helps in getting targeted traffic and boost sales
Typically link consists of two parts.
• URL - it is the web address of the site your link points to
• Anchor text this is the valuable text of the links.
Search engines use links (both internal and external links) to assess context both within your website and to your website from other sites and what ranking factors and values your website receives and passes on to others. Every link from within your own website represents a fraction of the total volume of link flow that moves throughout your site. Much like a moving target, harnessing this flow of link current is crucial to impart vital ranking factors from page to page and consolidate them to areas designed for conversion (your top landing pages)

There are three kinds of link building techniques.
One Way Link Building, Reciprocal - Two way link building and Three Way Link Building .
Through the combination of forward linking (to other sites) and back links (from other sites) the synergy of both is integral for (a) ranking higher with less effort in contrast to non-optimized sites and (b) to establish your website as a hub or authority site.
One-Way Linking Sources
There are a number of ways to get links from other sites back to yours. The most important principle to keep in mind is that you will get the most links when you offer something significant to link to. Think of what you can provide that people will want to link to:
• Natural links given from topic-related websites that like your website
• Providing free content, such as access to articles, e-books, FAQ's and white papers
• Directory links, listed under the category related to your topic
• Business directory links, listed under the category related to your topic
• Blogs, submitted to a blog directory and archived online
• Business associations, listed under the category related to your topic
• Newsletter text ads promoting your business, archived online at topic-related websites
• Original articles, submitted to and archived online at topic-related websites
• Original press releases, submitted to and archived online at topic-related websites
• Original newsletters, submitted to and archived online at topic-related websites
• White papers, submitted to and archived online at topic-related websites
• E-books, submitted to and archived online at topic-related websites
• Free software tools provided with required link back to website
For each of these types of content, you will want to have an active link pointing back to your site. Of course, when creating your own original content, always archive your own work on your website to build your content and increase your own link popularity by growing the number of pages on your website

The extra value of one-way links is the fact that you are also promoting your website from the listing as well as the active link. Articles, newsletters, white papers, directory and business association links may bring in traffic from visitors who are interested in the description of your website listing.