What are reciprocal linking and its value?

Reciprocal linking is the procedure of tying two well-matched websites together with a duplex hyperlink between both sites. The major benefit is that the reciprocal link introduces guests to either of the sites to the linked site and makes it possible for those visitors to navigate directly to that site and return to the original site with a simple mouse click.

Because quality reciprocal link exchange programs are designed to link sites whose content appeals to similar users, the traffic driven from one site to the other by the links generally consists of consumers already interested in the products and/or services offered on those sites. For this reason, the conversion rate (i.e. the percentage of site visitors who actually make a purchase) is generally higher for traffic generated by reciprocal links than it is for traffic which reaches a site via other gateways.
For example, an antique mall might want to swap links with a furniture restoration service. The two websites are separate, but related. Visitors on one site are thus naturally interested in the other site.

Another example: An online auto parts store might want to swap links with a car detailing shop. Again, the two websites are separate but related and the customer bases for both businesses are very similar.

A few of the many benefits of ethical reciprocal linking include:

•  Increasing the value and revenue of your own website through higher traffic.

•  Providing valuable external resources to your website's visitors.

•  Adding stickiness to your website by increasing the amount of rich content available on it.

•  Building the link popularity of your site with potentially beneficial effects on your search-engine rankings.