There are two main categories of links: the inbound links (also called backlinks) and reciprocal links. Inbound links exist on other sites and point to your site. The more the merrier, and it doesn’t matter if the subject of the websites are related or not. Reciprocal links involve two sites exchanging links that point to each other’s site. To add value to your site and improve your ranking at the search engines, these reciprocal links should point to a site with a similar theme or subject. How do you find related sites that are willing to exchange links with you? Here are four ways to find them:

1) Use the search engines
Use the search engines and search for keywords associated with the subject of your site. Check out the sites that are listed at the top of the search results and determine which sites would be appropriate. Send a message to the webmaster for each of these sites. To make your life easier, create a template and save it. Personalize each message with the webmaster’s name, website address and content. The method you use to approach the webmaster will affect your success. Include a link from your site to the site you are interested in getting a reciprocal link from and indicate the address at which the webmaster can find your link. You will also need to provide a description of your site and its URL address so that the other webmaster can easily set up the reciprocal link from his or her site.

2) See what sites are linked to your competitors
Use your main keywords and perform a search at the main search engines to find out who your competition is. Check out their sites. Who do they link to? If you think you would also benefit from having the same links, contact the appropriate webmaster about getting a reciprocal link. Because they have already shown interest in exchanging links with a similar site, they may be more receptive to exchanging links with you.

3) Develop relationships with sites of a similar nature
Another effective way to create some solid and effective links is to develop relationships with other sites that cover a subject similar to yours. If these sites have newsletters, subscribe to them and submit articles. Contribute in other ways by giving them ideas or suggestions about their site. If they sell products or services, offer reviews or testimonials. You can set up a link from your site to theirs and contact them by email about providing a reciprocal link. It may take a while but the links you can get will be great and highly relevant.

4) Use third-party services or software
Locating linking partners can also be done via third-party services or software. While this article won’t recommend one in particular, it’s important to know that this option is out there for those interested. Alexa recommends a free traffic toolbar that can be added to your browser. This toolbar estimates the traffic received by any site and it can be useful information to have when deciding whether or not to approach a particular site for a reciprocal link.
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Having incoming links to your website is the single most powerful way to gain recognition in the eyes of the search engines, Google, Yahoo and MSN. The types of links that you have pointing at your website, however, will make a large difference in the type of attention and recognition that you get from the search engines. Things that worked a few years ago are not necessarily the things that work well now. In order to stay on top of the search engine result pages, you need to stay on top of what the search engines require.

Several years ago, it was a fairly easy thing to get to the top of the search engine result pages, or SERPS by launching a massive reciprocal linking campaign. You simply sent out massive amounts of e-mail to webmasters offering a link to their website in exchange for a link back to your own. As a matter of fact, it really didn’t even matter what kind of website you were acquiring the links from, as long as the link pointed towards you. Google was counting all of these links as being beneficial and pointing to the fact that your website was an authority on your particular subject.

Once the word was out, so to speak, some people over used this method to the point where Google eventually stopped counting reciprocal links as being all important as far as ranking your website. As a matter of fact, too much reciprocal linking may have even been an indicator that your website was participating in something that they disagree with. Overnight, people lost their position in the SERPS as a result of this change in the Google algorithm. Does that mean, however, that all reciprocal linking is bad?

Reciprocal linking can still be a very important part of your search engine optimization plan. What you don’t want to do, however, is to rely entirely on this form of linking. Google loves links and they probably always will but you need to start developing campaigns that will result in one way links into your website from authority websites within your same niche. Links from off-topic websites and reciprocal linking will still continue to give you some weight but the all powerful one way link is what will launch your website to the top of the results.

Even though reciprocal linking may be close to dying, it is still an easy way to gain a little bit of recognition. There are still plenty of scripts out there which make reciprocal linking an automated process and if used properly, can make a difference in your rankings. As of right now, Yahoo and MSN still give credit to these reciprocal links and Google still credits them to a certain extent. Until they are totally dead, it will always be a good idea to include them in your marketing efforts as they may make the difference between you being number two on the listings or number one.
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One of the most vital part of the link building in Search Engine Optimization is the reciprocal link building. To promote the growth in the ranking of the website this is one of the most important things that you need to do. It is somewhat like an agreement that one website would post the link of another website while the other would do the same in return. It is a kind of text or banner link to a site in which both the sites have similar link to each other. It is a kind of agreement based on trust, as the webmasters doesn’t have much time to monitor whether the other site is maintaining the link on their site.

The fact is that too much of reciprocal links doesn’t always work better. Sometimes it is seen that some of the sites have hundreds of banner or text links on a single page and on visiting the linked paged you would find the same scenario. This is most unlikely to have such links, as such a thing can’t always bring more traffic. And therefore it is not a good idea to have lots of reciprocal links. Rather if you try to build up a few such relevant links, that would be a far better thing to do.

Moreover you should always know which site to link to. It is not likely that you go on linking to each and every site that is willing to link with you. Relevancy is the most important thing that is to be kept in mind and you should only link to the handful of most relevant sites. And if you choose sites relevant to the subject of your site, you can better maintain the interest level of your visitors in the topic they have gone through in your site.

However, you should avoid linking with those sites that are having blocked recips. In this case there are some sites who block the back links from the search engine spiders. Perhaps they want to show their sites to be having one-way links, or perhaps they want their site to appear to have fewer outbound links. This is not much a helpful thing for your site.

Moreover it is strongly recommended that reciprocal link building should be the part of the link building strategy not the sole concern of your marketing strategy. However most of the leading search engines check for the quality and the relevancy of the links that you are having. Therefore keep an eye on the relevancy of the sites that you are linking to. You should also often visit their links pages and examine them. Though it sometimes seem to be frustrating and time consuming to find out sites for link building but be sure that you efforts would not be in vain if you are in the right path gather better quality and relevant back links.

In order to get more relevant reciprocal links you can search in Google for link exchange websites which publish directories of website owners who exchange links with each other. But always be careful not to get involved in link firms which link to totally unrelated websites.

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