In the topsy-turvy world of trying to keep up with Google’s algorithmic changes, it can be hard to know exactly what will help your website gain traction in the SERPs. When you throw the other major search engines into the mix, things only get murkier. True, the secondary search engines generally follow Google’s lead, but there is a rising desire among them to break from the ranks and do things their own way. In their eyes, this autonomy is the only way they’ll ever distinguish themselves from the competition and survive in the competitive world of search engines.
One strategy that still carries a lot of weight with Google and the other search engines is creating contextual links. These links get their name from the fact that they are in context with their surroundings. So if an entrepreneur owns a website that sells duck decoys, links to their site would be in context on a hunting blog.
When you can get contextual links on a popular site, the search engines take note. When those links are clicked by readers of that site, all the better. Your association with such a strong entity benefits your site immensely. In this way, link building becomes a game of quality, rather than quantity. While there are services that will claim they can get thousands of links for your site, they are usually dealing with rubbish. You are better off seeking strong links with respected sites.