One way links are the most important in optimisation. If search engine crawlers see a great deal of link exchange—that is, reciprocal links between two pages—they may disregard these if they are in large numbers or a majority of links.

One way linking is important because it serves as a vote for a website or a page. It is not part of a deal (as far as Google can tell) but rather an honest recommendation. In fact, many SEO specialists believe that incoming links are actually the most important part of optimisation since the last round of Google algorithm updates.

Understanding Link Exchange

While link exchanges are no longer a way to single handedly build SEO, they still can be useful because they give a larger number and a diversity of links. There are a few ways to make these even more effective for you:
• Don’t use link exchange pages. Google may penalize you for this.
• Instead, email webmasters of pages similar or related to yours and ask for a link exchange.
• Make sure the other webmaster does not place their links on a page tagged “nofollow” or similar, or the crawlers will never see the link.
• Use keyword-rich anchor text in your link and expect the other site to do the same.

How to Best Use Anchor Text

Anchor text in incoming links is one of the most important parts of off page optimization. While a link is a vote for your page, anchor text is basically seen as a description of why that site has voted for you. Google crawlers will check to be sure that your site’s content is relevant to the anchor text, so this is not a place to try an entirely new marketing strategy.

Anchor text is so powerful that it can optimize your site for a term without your ever having use it. Search “miserable failure” and note that the websites of people come up, people who likely do not want to be associated with this term.

The best anchor text is from a related site to yours, with keywords or branded words such as your website name or the name of one of your products. However, this should be kept as natural as possible. There is no natural way that all of your inbound links would use the same keyword; you know this and so does Google.