Understanding Link Exchange Traffic Building and Branding Basics
First and foremost, linking should be pursued as a branding function of your business. Your link partners are like the names of the schools on a doctor's diplomas. They tell visitors to your site as much about you as a diploma tells a patient about his or her doctor.
Links with top-quality, relevant sites help establish a positive brand image for your site. Link farm or other scammy links, do just the opposite and make your site seem less-than-ethical by association.
Linking with quality sites relevant to your industry is beneficial in two ways, it will generate traffic directly from the links and it is the kind of linking encouraged by search engines.
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