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If you've ever done a search on the Internet and wondered why your competitors sites have managed to rank so highly in search engines search results such as Google while your website is buried deep in the search results that you can't find them. I'll let you in on a little SEO secret, it's because of the backlinks that the top sites have acquired. Not all backlinks are created equal though. Back in the the good old days it was easy to rank a website just by getting as many links as possible from any available website or by reciprocal linking with every website that would trade a link with you. These days search engines are a little more discerning with the types of backlinks that they give preference to. The value of reciprocal linking has been devalued by search engines these days as well as acquiring lots of backlinks from websites that have little or nothing to do with the topic of your website. 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