Link exchange has been a long time practice by website owners since the beginning of the
WWW. In the last few years (after year 2000), this practice has gained more popularity as search engines such as
Google started favoring sites that had more links in the rankings. This system was very accurate at gauging the importance of a website when it first started, leading to the popularity of
Google .
However according to experts, search engines no longer place a heavy emphasis on reciprocal links. Instead the popularity or credibility of your site is now gauged by one way incoming links to your site.