Linking in Search Engine Optimization

Reciprocal Linking

A lot of people today are still using programs like Zeus to build large quantities of reciprocal links to their website. In most cases these programs really do not help in the process of building a great reciprocal link campaign. The use of these programs usually result in link farming, which refers to a massive reciprocal linking of websites that really do not pertain to any industry and/or related to each other. A good reciprocal link would be described as two sites that are linking to each other which are of related topics. As times change, quality search engines like Google are adding filters to their Algorithms to combat spammers that are clogging search results with irrelevant information and link farms.
Finding good link partners

With billions of websites making up the World Wide Web, your first question is probably going to be "Where do I start?" Good Question. If you already asked yourself this question before you read it, then you most likely already understand the fact that there are sites you should link to and sites you shouldn't. Your search for good link partners should start with educating yourself on the who's who of your industry on the web. Use a few search engines to find websites related to your industry. Run some searches using your researched keywords and click through some of the sites that appear in the results. Next, critique the sites you view. Are they well written? Is there an abundance of good content? Is this a site that you would want to suggest to someone in a conversation? Are they a reputable business? Lastly, scan around their site for a links page. Do they offer reciprocal links? Sometimes you will find forms to fill out to submit your site. These forms get submitted to the webmasters and a review of your site will take place. Upon review, the Webmaster will either accept or decline your link to their page. If there is no form for links, look for an email address to contact the Webmaster directly.
Receiving Reciprocal Links

Now that you know how to find good links, where do you put the reciprocal links on of your site for your link partners? As you would assume, create a links page. This page should consist of the outbound links to your linking partners. You can chose to create a form for other people to offer their site for review as you might of done, or simply add an email address them to contact you. The amount of links that you have on your links page should not be excessive. In fact, in the eyes of search engines, like Google, it is not about how many links you have but how many quality links do you have. Do not bother linking to sites that are not reciprocating back to you on your links page. If you have relevant information that you wish your visitor to view, then add a link to the page of your site that the information pertains to. Your links page should be respected, as you do not want to just link to every website out there nor do you want to be considered a link farm. Remember: 5 good links are better than 15 ones.