Link building is an essential part of search engine optimization, yet it's oftentimes misunderstood as a quick solution to upping a site's rankings. It's not hard to find blogs set up solely to collect money in exchange for links, and there's a lot of awful content out there with the sole purpose of including one short phrase of anchor text.

For effective link building, it's important to remember one key word: community. Link building is more about building relationships than chalking up another 30 paid links on your SEO list from bloggers you've never heard of. By connecting with colleagues in your industry, partners in business, and relevant writers, link building becomes more of a way to build a strong network that is mutually beneficial for everyone and adds value to your online presence.

Part of making these connections is by creating content that can actually be useful to others- not just to add content to your site. Make sure articles and web pages are well written, informative, and present new ideas. Then share this information with others through social networking and through contacting a specific person (not just an "info" email address), explaining why you feel the content related to their business and mission. Others are more likely to link to you, and you create lasting, valuable relationships as well as increase your reputation.

Building communities is also about listening and taking in information, even more than putting it out. Your customer and colleague community is a wealth of information on how to improve your brand, your products and your marketing strategy. In a digital age when everyone has the ability to publish content, it's important to remember that everyone has a voice and expects to be heard. Forming a dialogue with others creating lasting relationships and in turn will help then listen and link.

Finally, returning the favor is always encouraged, as others will appreciate reciprocity. If you find a partner or customer's comments, articles or feedback interesting, then link to them. Chances are they will happily link back to you in gratitude.