Basically, Link Building is the process of creating inbound links to one's own website. This can be done by reciprocal links, being listed in e-zines, newsletters, directories, search engines, etc. Link building is one of the best ways to make your site very popular. Reciprocal links or link exchanges is the process where two webmasters agree to show the other's link on their website. After link building when the number of sites which link to a particular site, is known as link popularity, which helps in the search engine ranking of a website.
Today links have become important for all websites and they are worth the money. In fact, there are several companies dedicated to selling links.