Most search engines like links of either type, although more specifically the one way links. One way links are more especially relevant where the website that has a link to your website has related content to that of your website. The same applies to the importance of the website page which contains the incoming linkto your website – this can be determined using tools such as Google PageRank. Obviously, the greater the ranking, the higher the value of that inbound link in terms of search engine rankings. In short, Google is looking for signs of quality, relevance and great design. At the end of the day, Google does not care about you as a content creator. You are not Google’s customer! Google’s customer is the end user who searches for a keyphrase because they want to get relevant information or find the answer to a question. By having links to your site on other sites of high authority, it builds trust and also helps the algorithm associate your site with both your keywords and reliability. Great copywriters know the importance of using “power words” during content creation – they evoke emotion. Did you migrate from HTTP to HTTPS or are planning to do so? If so, it’s best to monitor after so you can gauge the impact on rankings and traffic.