You have to be selective in reciprocal link exchange. Here are some tips to polish your skills.

  • Don’t go after each and every site or accept all proposals. You can use Google Page Rank and Alexa Rank as measurements. It’s always better to have links from established sites. But don’t neglect new websites if the content is really good. They will really do well in the future and it will be hard to get a link at that time. And also you will get a good placement in them comparing to established sites.
  • Link texts (Anchor texts) in your incoming links can provide clues to SEs on what your site is all about. So, try to blend your main keywords in Titles when providing linking details to other webmasters. To get it right, write down 5-10 profiles (a profile basically contains the Titles and a few lines of description) and rotate them in your campaigns. Don’t repeat the same Title or only keywords. SEs will easily identify this and flag you as a spammer.
  • Most of the time, you will only get links to your home page. But if you have sections (or just pages) that need prominent attention then try to get links to them too. This can also increase SE reputation of those sections since the links are from outside sources which can be considered as fair votes.
  • Always examine the place on your partner’s website where your link resides. If it is too buried (4, 5 links away from home page) or/and the page contains tons other links, you won’t get any PR value at all. State your conditions (politely preferences) when you exchange links.
  • Avoid tricky proposals. For an example, if someone asks for a link to Site A promising a link from Site B then be aware that Site B may be no value.
  • Avoid automatic link inclusion programs. You will find some programs that ask you to insert a bit of code to your web pages that would show other webmasters links and promise same return to you. The problem here is, most of the time, you can’t control what type of links appear or what type of links you get.