Hi:

Despite the debate over whether reciprocal link exchange will enhance your Website's ranking with Google or other engines, I have found it to be an effective means of increasing traffic. The secret is to be very selective in accepting cross-links. By focusing on your niche market, link exchange partners can drive prospects to your Website. And to me that's the important thing.

My experience has been that achieving a good Website rank from Google is a combination of efforts - SEO, good site design, good content that is refreshed on a regular basis, getting listed in targeted directories, Internet exposure AND building referral links with quality sites that market complementary products or services.

In the final analysis, Website ranking is meant to be an indication of a site's popularity among its intended audience. But getting qualified traffic to visit your Website is the actual measure of success.

Good luck to all, Al.