Search engines reward websites that are well linked. Search engines operate under the assumption that if many other websites link to yours then that reflects a measure of trust and value in your site content. This means that building up these links to your website is an important task for any website owner. Finding relevant sites to approach for a backlink can be a difficult prospect. Reciprocal linking Many reciprocal link exchanges end up being an exercise in spam management as completely inappropriate sites approach you for a link. Reciprocal linking is actually a risky affair. Google specifically warns against creating pages for reciprocal linking in its Webmaster guidelines. It's pretty obvious why reciprocal linking is discourage - it is an articifical distortion of a person's desire to link to your content. They're not linking to you because you have valuable content, they're linking to you in exchange for a favour. One way links Clearly one way links are mu...