When do link exchange partnerships make sense?
They make sense when you want to deep link using a specific term or if you want to launch an awareness campaign. I’ve always said the power in reciprocal linking isn’t the link as much as it’s the control you have on what it says and where it points. If someone wants to swap links and you agree, look at the page the link will sit on to be sure it’s not one of a hundred. Give the partner site a well worded anchor text link surrounded by carefully crafted verbiage that points to an internal money making page. If the partner site balks at giving you the additional real estate then I say pass on the link. Even well crafted anchor text links can benefit from intro or explanation paragraph around it. Reciprocal linking also makes sense when it’s done “outside the box”. There are times I’ll offer link space on a client’s site in exchange for space in a mailing (online or off) to introduce a new section/product/service on a site. In this case I’ve swapped placement for exposure. Invariably I’l
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