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Link exchange, more often known as ‘Reciprocal link exchange’,
is defined as the practice of exchanging links with other
websites. There are innumerable methods of conducting link
exchanges, the simplest of which would be advertising. Link
exchanges are often made by getting the permission of a popular
website owner to include a link in his links page. The aim of
all those who exchange links is to increase the traffic in their
sites. Benefits of link exchange

The main advantage of link exchange is that link exchange
improves the link popularity and in turn increases the search
engine rankings. Major renowned search engines like Google and
Inktomi rank pages on the basis of content as well as link
popularity. It is a shame if a site is not listed in Google and
those web pages that are not listed in Google are called part of
the ‘Invisible web’. Link exchanges results increase traffic in
a site, since Link exchange helps gain more visitors from link
partners. Link exchanges can also lead to cross market
agreements and affiliate programs.

The best way to be listed among the top ranked sites of major
search engines is by exchanging links with theme related
websites. Though the relevance of a website is determined using
PageRank by Google, the number of pages having links towards the
site, the contents of the page and the pages linked to it are
more important. Link exchange helps a lot in increasing the
relevance of a site. Link exchange with relevant websites using
keywords as anchor text, improves search quality since the
search engines evaluate the people and site linking to the web
page too. Themed link exchange is the best way to increase link
popularity since relevant content will be contribute to market
space, reflecting the site in search engines.

Inadequate link exchange practices A very important factor that
you should beware of during link exchange is from being scammed
or played tricks on by webmasters. You must always make sure
that the link that has been exchanged with a webmaster is not
placed in an inaccessible page. It is always preferable to
exchange links with those pages that has a direct link in their
home page to their links page, without which the search engine
spiders will not spot the link. After link exchange, double
check whether the link in the exchanged site is a valid one,
which contributes a PageRank to the site. Another pitfall to
look out for during link exchange is a ‘nofollow’ tag, which
tells search engines not to follow the link. It is always safe
to avoid linking with sites that are banned by search engines,
since they can bring a detrimental effect to the rank of the
site. It is also important to avoid having unvaried anchor texts
for a link, dur ing link exchange since search engines take this
lack of variety to be a result of artificial link popularity.

Link exchange has the ultimate aim of sharing information, thus
serving the purpose for which the Web was created, which is to
share information with everyone who is connected

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