The philosophy of link popularity is that important sites will attract many links. Content-poor sites will have difficulty attracting any links. Link popularity assumes that not all incoming links are equal, as an inbound link from a major directory carries more weight than an inbound link from an obscure personal home page. In other words, the quality of incoming links counts more than sheer numbers of them.
Multiway linking is a technique used for website promotion whereby websites may create similar one way links that each involve 3 or more partner sites. This provides each website with a one way non-reciprocal link.
This technique has evolved from reciprocal linking, which is a link created between only 2 websites. According to Google and Yahoo, the latest search algorithms have evolved to hold less favour towards websites that a contain a high percentage of reciprocated links, and a higher favour towards websites that maintain a high level of incoming non-reciprocated (one-way) links.
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