Okay - I have heard the you should only exchange links with similar sites and also get backlinks from similar sites. How similar do they have to be? What if I carry out a backlink campaign on complimentary sites - for example if I sell potatoe chips I go to every site that sells fish and get a link back from there is this okay since fish compliments chips but the sites are not similar?
Relevant means just that, relevant. I hardly see much relevancy with chips and fish. http://www.google.com/search?hl=en&defl=en&q=define:relevant&sa=X&oi=glossary_definition&ct=title
ssandecki, "fish and chips" is the British phrase for "fish and french fries". It's basically the same thing.