Link exchange is important because it helps you gain link popularity and Page Rank. The best thing about the link exchange is getting a lot of links pointing into your site. As a result, this will enhance your PR, link popularity, and possibly your traffic. That's why building solid link popularity should become one of the daily tasks of your SEO campaign. Reciprocal links are not as bad as some people think. If link exchanges are made between sites sharing similar themes and topics, the exchange is beneficial to both sites – these are the best types of recipricol links to seek out. You should try to avoid exchanging links with sites that are not relevant to the themes and topics of your site... read more http://www.webuniver.com/marketing/link_development/exchanging_links/