This is according to experts speaking to Newsday, who claimed that quality inbound links can do much to enhance search engine rankings.
Ways of researching potential websites that could offer quality links include seeing which sites link back to competitors and looking at their PageRank via the Google Toolbar.
When it comes to obtaining links, harnessing social media and ensuring relevant, engaging content is available on the website is essential.
Jennifer Laycock of SearchEngineGuide.com also gave the view that building up links should be seen as an exercise in forming and maintaining relationships.
"Links are one of the top ways people find their way to a website," she said, later adding: "You need to view link-building the same way you build any other relationship."
Blogger Wiep Knol recently told Winning the Web that following competitors when it comes to links can be a good way of establishing what is "normal" in a particular sector.