A link exchange, swap or trade is a search engine optimization (SEO) technique which entails exchanging links with other web sites. You can perform this merely by sending an e-mail to the owner of another web site and request a link exchange. What happens is the person puts a link to your site on his web page, usually on a links page, and expects the same in return from you.

Link popularity is one of the most essential factors that lead to a high search engine ranking. SEO experts believe that seeking the right link exchange partners will undoubtedly improve a web site’s popularity. This eventually improves your search engine ranking, boosts traffic and increases your ROI (return on investment).

A link swap is a mutually beneficial SEO tool for the main reason that instead of purchasing or selling links, firms can just exchange links for their web sites. The benefits are many – improved search engine rank, big traffic volumes, and a huge potential for sales. If the links are plainly visible, both web sites will gain from improved traffic.

Since there is no monetary risk involved, link swaps are as expensive as sending an e-mail – meaning they’re free! As any expert will tell you, external and internal links are essential to SEO, making link swaps all the more important.

Unfortunately, link swaps can be very risky at times. It is not wise to randomly trade links. Before you do, keep these in mind: Exchange links only with targeted web sites and avoid sites that bear no relation to yours. Blacklisted sites are best avoided as you may find your site caught in a black hat undertow.

Do not link to or add links from link farms; these are spam sites which can wreak havoc on a marketing campaign. It is never wise to jeopardize an investment over a few places on the rankings by switching to a black hat SEO practice.