Reciprocal link exchange is more popular among the small to medium sized sites, which agree to link to one another. This is considered as an inexpensive way of bringing an increased flow of traffic to the website and link popularity is also increased.

Why engage in a reciprocal exchange? Web design allows documents to be linked to other documents, which is how the web inventors planned it should be. This options was considered a long time ago when the hypertext protocol got developed. Needless to say this was a long time before the internet made its appearance. The initial development was to help researches to link documents that were related to one another. This linking was possible from the computer all round the world.

What followed on was that people interested in the commercial aspects of the web and reciprocal link exchange have developed the feature to bring us to the present day possibilities. On the commercial front, all of the web development has centered round the options of improving the linking of one site to another.

Banner advertisements are a form of reciprocal exchange, linking one site to another. Text advertisements, badges, icons and so forth are all forms of reciprocal link exchange. Basically it can be summarized that anything that you can click on, which moves you from one place to another is a link.

Link popularity is becoming increasingly important in the internet world with regard to search engine rankings. The more you optimize the reciprocal link exchange feature, the more links to your site and the higher your ranking will become. Reciprocal link does not constitute simply linking to as many sites as possible. It means a responsibility to link your site to sites related to yours because these links are more valuable than any links from sites that have no relation to your site.

The development of all forms of linking has never improved upon the original, and no amount of cleverness will ever change one universal truth: the less useful your content, the less likely you are to ever receive a link to it.

The advantages of the reciprocal link exchange option encourage people who are just starting out to improve visibility of their site. A new comer to the field may not have sufficient capital outlay to invest in buying links, in such cases the reciprocal link feature is the best option.

Reciprocal exchange is beneficial to both parties linking their sites together; it helps page rank and visibility of the site. The advantage in a reciprocal link exchange between two sites that are related is increased traffic to the sites, better page rankings and site visibility.

The reciprocal link exchange method does not really involve any money, just the linking of two sites that have something in common. Though money is not at risk the reciprocal link exchange method has the potential to help both websites make money.
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