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Glossary of Terms - Link Exchange

Link exchange is the process whereby websites exchange text links or banners links. A link exchange brings two potential benefits to a website, firstly it may bring extra visitors directly to the website and secondly, it may improve the search engine rankings of both websites involved in the link exchange. When searching for websites to make exchanges with the main factors to consider are:

1. How relevant and complementary is the content of the website you wish to link exchange with to the content of your own website. The more complementary, the more positive the effect on your search engine rankings and the more likely it is that you will get ‘quality’ traffic to your website. By complementary content for a link exchange we mean content that is likely to be of interest to your own website traffic or is from an associated business or organisation.

2. When making a link exchange you should also consider the current search engine ranking and the levels of traffic on the website that you are considering the link exchange with. Websites with better search engine rankings or higher levels of traffic will make for a more valuable link exchange.

3. A link exchange is usually of a reciprocal nature. Businesses or organisations will only place a link to your website if you will place one to theirs in return. One way links can actually have a damaging effect on search engine position. The most valuable link exchange is when is placed to your website and no return link is required. A link exchange of this type is usually only available via a free or paid for directory.

The most effective way to make a link exchange is via one of the many specialist link exchange websites available on the net. These websites usually offer a basic free service with a more comprehensive service available at a small fee. If you wish to make numerous exchanges it is best to add a link exchange page to your website where the new links can be laid out in a well designed manner.

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