Link Exchange
Link Exchange is the process where two website owners agree to display links of of each others websites on their websites. This is usually part of the Search Engine Optimization process, and is suppose to increase "Authority" of a website in the eyes of the Search Engines.
Unfortunately, Search Engines have identified this Search Engine Optimization technique, and have removed / reduced the importance of these links. Some websites with thousands of inbound links from other websites do benefit from the reciprocal links, but the cost and effort of updating these links are sometimes not worth the effort.
Related Information:
Disadvantages of Link Exchange
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