The question of link building has been around for a very long time now.
Ever since search engine optimization has become important to websites looking for a solid internet presence, link building has been in the news constantly. The bulk of the discussion has been about whether all the practices in link building are ethical or not.
There is no disputing the fact few websites looking to boost their search ratings over a short term use link building services in a negative way – i.e. by creating cross linked websites and blogs and artificially trying to boost the page rank. However, it has been proven beyond doubt that these practices do more harm than good in the long run.
There are some websites that are exceptionally good at link building of all kinds. Like for instance the reciprocal link building campaign that is run by the new age companies gives a boost in the presence of two websites rather than one! But then, it is always to be ascertained that both the sites belong to a similar kind of a genre, to ensure sustained customer interest.
When choosing an SEO company, do make sure about the link building capability that they have. You can easily confirm that by looking at the page ranks of a few web pages that they have already optimized. Also, there are SEO tools like link checkers, that confirm the number of live and dead links leading to and from a particular website.
