Incoming Link Building
Link building, done correctly and without causing the search engines to think you’re doing something wrong, can turn the right anchor text into excellent SERP ranking power.
Research your competitors and once you understand how others have brought in links, you’ll have a better idea of the direction you need to go to make your website more successful in organic search results.
Beware of anyone offering shortcuts or big promises with incoming, one-way links as they may be giving you an exit from the search engine rankings. Buying into a link farm or other negative links can really destroy your existing Organic Search Rankings.