Ask any proficient search engine optimization (SEO) practitioner, and you will learn that building links to your website is one of most significant methods to use, and also one of the most confusing. For example, you might be told that not all links are equal, and you have to learn about concepts like nofollow, link trust, link density, link popularity, and PageRank (PR). Managing the link profile is not exactly rocket science, but it is not simple either. Here are three main guidelines you can follow.