Link Exchange ("Reciprocal Link Exchange") is the practice of exchanging links with other websites. The simplest way of doing it is to email another website owner and ask to do a link exchange. You place their link on your site, usually on a links page and the other site in return will place a link back to you.
It is important to find link exchange partners among websites that offer a good match with the content and the theme of your own website. The partner website's theme or topic is the first thing to review, because search engines give more "weight" to a link from a website that has a similar topic to yours. Websites with themes or topics that are related to, or complement, your website's theme should be considered as your main links swap partners.
It's common knowledge that Google relies heavily on inbound relevant links to rank a site.
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