There is no doubt among SEO/SEM professionals that "Incoming Links" to a web page is one of the factors, if not the most important factor, used to determine Page Rank and therefore ultimately has a significant impact on the position of a web page in a search engine. As a general rule, the more links pointing to a page the better the page will rank. But, keep in mind, not all links are equal and Page Rank is not the only factor used to determine how well a page will place in a search engine. Those are topics for future articles.
 

        There are many techniques currently being used to increase the number of incoming links. One, "Reciprocal Linking" or "Link Exchange" between "two" web owners is simply based on "You scratch my back and I'll scratch yours." Or, if you will agree to put a link to me on your web site, I will reciprocate by placing a link to you on my web site. This approach to getting links has worked and to a degree still works. But, as we all know, search engine algorithms are constantly evolving and being "improved" in order to filter out abuse or excessive use of techniques.

        My suggestion is to use a technique I call "3-Ciprocal" linking when establishing "links of general interest" (links not necessarily related to the theme of your site) on your site. I am in the SEO group that believes any link, other than those that might be objectionable for children, will contribute (albeit in a very small way) to the overall success of a web page.
 

        Unlike standard reciprocal linking, which a search engine algorithm could easily identify, 3-Ciprocal linking is much harder to detect because it is NOT based on a return link originating from the page or domain that is being linked to. In 3-ciprocal linking, Domain A includes a link to Domain B. Domain B includes a link to Domain C. And, Domain C includes a link to Domain A. Each domain / page benefits from what appears to be an unsolicited recommendation / vote for a particular page from an unbiased (non-reciprocal) source.

        In the hierarchy of link value, the theory is: Incoming links from other theme related pages / domains are the best to acquire. Next, incoming links from any other domain (other than link farms and sites considered objectionable) are desirable. Reciprocal links between theme related domains take the next spot. And finally reciprocal links between unrelated (non-objectionable) themes completes the lower end of the link ladder. All links, except as noted, are good links and will to a more or lesser degree contribute to the ranking of a page.
 

        As search engine algorithms continue to evolve, the benefit of reciprocal linking may likely shrink to the point where it is on par with many of the META Tags that once had a place and have now been abandoned.