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Reciprocal Link Programs
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A reciprocal link with another web site, something most web sites have, is a simple link exchange system. It works by allowing two web sites to trade "used" traffic for "new" traffic. link placed on site A, pointing to site B, on the condition that site B returns the favor. Also called a link swap. Contrary to popular belief, reciprocal linking does not necessarily improve a site's Page Rank. In some cases it can have a negative effect on Page Rank.
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