The Myth of Link Exchange
If you have got a internet web site that is obtaining a lot of traffic, you may ultimately be approached by someone who will need to link to your website and have a link from yours to theirs. It’s been widely reported that this will help you get higher positioning in search engines. This is often and is not true.
Whereas having someone link to your website may drive traffic if they visit your site from a link on that website, having links that are not relevant to the content on the linked sites on your site could actually damage your ranking on the search engines.
Search engine positionint on sites like Google are based on a purpose system. This technique adds or subtracts points from you for varied reasons. As an example it used to be that if you hid keywords on your page repeated again and again, you moved up in the search engines on a relevance basis. This practice over time became referred to as a type of “spamming the search engines”. When you have got hidden text on your page (hidden text is when you make the text the identical color as the background thus it is invisible to the user) you lose points within the rankings and move down the list.
Search engines are made very intelligent by their creators. They are doing things like compare the keywords to content, explore for content changes, and compare the content of website links contained on the positioning to the sites they link to. If the content has relevancy to the site probabilities are it helps your website rating. If the links are not connected, it can hurt your ranking.
It seems then that to have effective linking we tend to should solely link to sites that contain complimentary content. If I have a business site, my web site ought to link to other sites with business content. To link my website to a beauty salon website would in all probability do very very little good on behalf of me as so much as traffic is worried and would terribly probably be detrimental to my site ranking.
Now I do not need to discourage you from having advertising on your site. Ads are a completely different animal. Links typically are all grouped along on a page of prompt links while ads are usually mixed in with the content and take the shape of banners. These varieties of ads can not hurt ranking. Most profit driven web sites have some form of ads on their web site and therefore the search engines are made to require these ads into consideration.
To add it all up, links are smart solely to sites that are relevant to your content. If someone asks you to try to to a link exchange that is not relevant to your site, thank them for the provide and decline politely. If their content is related to yours be sure to make it happen if you have got a manner to try to to it.
As a web master who enjoys a high 5 listing on most search engines on the web I can say that when it comes to learning how the search engines work it is higher to possess linked and lost than to possess never linked at all. 
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