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Link Exchanging Explained

by Joe Lovrek

When internet was in its early stages, links were used in a very straight forward way to help visitors find relevant information through one’s website. However, as the importance of links increased due to run for search engine optimization, links have since been used to help webmasters instead of visitors.

All this began when Google came up with its concept of “PageRank” as a method of website classification based on their importance and relevance. By Google’s logic, the importance of a site increases by links that point to it, and the importance is directly proportional to the significance of the pointing site. As a result Google’s ranking algorithm lends significant weight to this ratio, affecting the search engine results.

Thus, “PageRank” or “PR” had suddenly become a new and very important factor to choose link exchange partners for getting lost in the crowd,

in turn helping visitors getting better and more relevant information. Webmasters in search of more and more traffic started pacing more relevance on


Links to other websites is crucial to any existing website and especially so for new sites to find traffic. Link partnering is important to

any website in two contexts:

Increasing Traffic – Traffic of the site from where the link comes from is tapped into. Search Engine Exposure – is improved drastically because search engine results position is passed on for the specified keywords.

Getting traffic from inbound and back links:

Any new website has to obtain traffic before it can be possible that it will show up in search engine rankings and is included in search engine databases. Borrowing traffic becomes the only way in this context if you are just starting a new website. Negotiating with other sites to carry your link will be the best road to take to borrow traffic.

Improving Search Engine Exposure:

Search engines in general place a great importance on incoming links to your website. These incoming links or back links are interpreted by search engines as an endorsement or certification to your website by the site carrying the link. This recommendation or endorsement goes a long way in search engine indexing or PageRanking.

When a link is passed from one website to another, it also passes some of its Page Rank to the other without undergoing any loss in its own PageRank. This help in boosting the PR of the back linked site thus boosting the search engine position. This in turn gets the back linked site a better rank helping it get more free targeted traffic.

How to obtain back links

There are various ways of obtaining back links. The strategy you take depends upon whether you are looking for pure back links or reciprocal links which are both made possible through Back links taken or given are looked upon as favors. However, pure back links and forward links are more effective.

One Way links

One way back link is just placing a link on someone else’s site without anything in return. This can happen when your site is linked by an article, request, directory or citation by the carrying site. This can also be achieved by signing up for the paid service, which allows the subscriber to accept incoming links without adding any code to their pages for reciprocal linking.

Reciprocal Links

As the name suggests, reciprocal link is an exchange link with another website. These are established by mutual agreement and permissions but automated link exchanges now exist to make this task easier like

How to identify Link Partners

Putting up a back link or reciprocal link with an irrelevant website will be of no use i.e. if you website deals in auction of household goods, building any kind of link with a steel makers website will not help. Therefore a suitable link partner has to have similar or complementary content.

Creativity will help in identification.

Visit sites that have good keyword density and rank well on the keywords of your site. Target the top 20 sites with your keyword density and obtain them as a linking partner and or sign up with a link exchange and link to only relevant sites, a good place for great quality links is Express Linking. Send requests to them, chances are you will be granted many requests since they had undergone the same process at some point of time before getting to the top. Also, Express Linking has certain reciprocal link exchange management tools available that you can make use of.

Written by Joe Lovrek Owner Express Linking

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