Reciprocal links work like this. You will put your link on someone elses website and they will be able to list their website on yours. It is a trade off. But, there has been a lot of controversy about these links. Do they work to help improve your page rank in search engines? Do they hurt your page rank? Should you bother investing in them? To answer these questions, take a moment to consider both sides of the coin. The bottom line, to most webmasters, is that they are capable of working for you.
Why They May Not Be Good
When reciprocal links first began to be used, it was a trade off between one webmaster and another. If you were in the home decorating business, for example, it would be beneficial to work with and have a link to a company that provides windows. You both would benefit. When the webmasters did this, they found that their websites did in fact rank better. In fact, it worked so well that they went out and sought more and more of them.
There in lies the problem. Instead of working with other website owners to develop a relationship and create a reciprocal link that benefited both parties, many website developers found that they could buy these...