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Once you become a site owner you will get a lot of requests to
swap links with other sites in an attempt to increase your search
ranking and the reciprocal's site ranking. There is nothing wrong
with this in itself, however, there are a few things you need to
know in order to make this a successful practice.
It has been suggested that the more links to your site the
better. This is not the case. It has more to do with the quality of
links rather than the amount of links to your site. If you have 100
links to your site from sites that have poor or no ranking, it will
not do you as much good as having five links to your site with
rankings between three and ten. The reason for this is search
engines put more importance into sites that have higher rankings, so
if you are linked to from one of these sites, you will be seen with
more importance than if you are linked to from a site that has no
ranking.
Be careful who you link to. If you link to a site that violates
any or the search engines rules such as hidden text, gateway pages
and so on, you will actually be penalized for their dishonesty.
Avoid link farms and link exchange programs. These are methods
used to boost rankings and, while they work in the short term, once
the search engines find them, they penalize them and you too.
Make sure the reciprocal site's links page is not hidden from
searches. The website may have a high ranking, but the links page is
not listed or even ranked. This will do you no good whatsoever. To
find out a site's page ranking, you will need to to download
Google's tool bar. Follow this link to Google's site to download
their tool bar.
Try to focus your links to sites that are relevant to your site.
For example, if you offer a limo service, try to be linked to from
sites like hotels, tourist information sites and sites like that.
While this will only make a moderate difference to ranking, you will
have a better chance of your links actually being visited by people
rather than just a web crawlers. That is the whole point after all.
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