Missing Link

Much has been written about the lack of importance of reciprocal linking. It's widely put about that Google discounts reciprocal links in it's assessment of relevance. Effectively viewing reciprocal links as a method of implying popularity where none naturally exists.

Not an unreasonable assumption in most instances. Consequently many in-bound links have gone missing from web site's inventories.

That said, if there is real content attached to those reciprocal links then there is some evidence that Google recognises the fact - and rewards accordingly. And one-way inbound text links, using keywords and/or phrases with strong relevance to your core subject will definitely stand your site in good stead.

This has left many concentrating on building strong, one-way, inbound links and focusing on publicity, articles, directories, and other direct methods of building awareness.

However, building relationships (and reciprocal links) with associated but non-competing businesses is a solid route to increased, relevant traffic - and it has the benefit of being search engine independent.

No more worries about beating search engine 'checklists' - simply concentrate on providing good, relevant, content and a network to other good, relevant, content.

That way you're sure to climb to the top of the search engine rankings.