Quality link building involves getting inbound links to increase the overall SERP positions of not only your website’s homepage, but also your deeper URLs.
Simply exchanging links indiscriminately with other webmasters and bloggers, although this creates lots of noise, it does not necessarily generate any great SEO value for you. In order to engage in meaningful link building exercise the placement of the links should be voluntary and only between related sites. For instance it doesn’t make sense that your web designing website links to bodybuilding websites and the bodybuilding website links to web designing websites, nor would it give great value.
The external links that you have on your website should add value to your existing content. If you design websites but don’t provide SEO services than it makes perfect sense to recommend to your visitors some quality SEO websites and online resources. Similarly an SEO company can link to a website or websites that provide a search engine friendly website designs or the websites that contain useful web designing tips and tricks.
Indiscriminately Exchanging links with all sorts of websites can actually have to be counterproductive because the search engines can penalise you for linking to websites that have a bad “reputation”.
When you have lots of quality inbound links it conveys to the search engines that your website contains really valuable information and hence it should be ranked higher for the related topic. Even when you link to other external websites and if those websites contain trusted information then too your website earns higher rankings.
So always remember: when it comes to exchanging links the quality matters far more than the quantity.