One way links are links where Website A links to Website B, and Website B does not link to Website A.
Most experts will tell you that one way links are more important than reciprocal links. I have yet to see really good evidence that one way links are given more weight than reciprocal links by all three major Search Engines. There have been some hints by Google that one way links are more important than reciprocal links.
At some point it would make sense for Search Engines to do this, but one problem with this is the added benefit to your Search Engine ranking when you have outbound links to high quality sites (which we will discuss later in this blog). Not to mention, many times webmasters will unknowingly link to each other’s sites.
How can a Search Engine determine the intent of the links?
They can’t! Unless Search Engines develop a “big brother webmaster mind reading machine”, they will never be able to determine the true intent of all links made from one website to another. Which is why I expect that eventually Search Engines will find a way to lower the impact of ALL LINKS in Search Rankings.
Having one way links to your site will help your site, but I don’t believe you should worry too much about getting only one way links to your site.