The reason for exchanging links is to increase your web traffic
Linking increases your website traffic. Each time you exchange links with a website it increases the importance of your website to the search engines, like Google, Yahoo, or MSN. The more important your website is to these search engines, the higher it will rank. The higher it ranks, the more traffic you receive. Exchanging links is an easy and fast way to increase the targeted prospects to your website. With the ever increasing competition online, link exchanges are not just important, but essential to maintain your online presence.
Linking is most effective when done with vendors who are not direct competitors, but are in a similar or related industry.
Will a link confuse my website visitors?
Linking is common across the Web and will not confuse your website visitors when done properly. A link doesn't need to be prominent, but subtle. The interesting thing is that the link is not intended for actual people to click on, but only to 'search robots' to scan. The presence of the html links tells search engines that these two linked sites are related and they will be ranked higher in importance for its particular subject matter.
Are there risks by NOT linking?
Yes. A strong Web presence is critically important to businesses in the 21st century. With competitors constantly building more and more links, website owners that do not build links will find their competitors progressing further ahead of you in search rankings. Your website will likely become less and less important to the search engines, resulting in a substantial loss of visitors to your website.
How to exchange links with us
If you wish to have a reciprocal link to your website page(s), the following rules apply:
For direct, one-way linking, you are free to link to our website; no further permission is required.