There are at least two strategies to reciprocal linking. Some give you advice to, use a smart linking to gradually increase traffic and get the attention of visitors interested in your site. The other says, Use a mass linking campaign. Don’t worry about who links to you — it tricks the search engines and gets you higher rankings.

The more traditional approach is to build a link directory with relevant, quality sites that agree to link back. It includes a secret bonus — it provides your site visitors a list of dark web sites resources that you have spent some time checking out and think are worthwhile. This method follows the proven path of the Yahoo founders. They built the Yahoo directory, essentially a large link directory, one link at a time. That was perfect way to ensure quality search results in the pre-Google days.

I have pointed out that several search engine optimization consultants promote the second approach. They are speaking to internet newcomers who are eager to get to the the top of search engines. When you’re running a small business and you have launched a new site, branding is not your goal. You can’t afford to mass market praying of gradually being recognized. You realize that developing a brand is a big businesses strategy. You are never going to be a household word.

Getting visitors is your main concern. The search engines appear to offer free traffic to anybody that gets listed. Your on the right course, they are important. But you can’t let your interest in traffic make you overreact, loose touch, and waste time pursuing gimmicks to beat the search engines. Unfortunately, discussing to the dark side requires the maximum amount of time and money and the “tricks” often do not work.

My opinion — you thought it, I love to wear a white hat — and I know that the traditional approach produces results. Attracting search engines is a great way of generating sustained, targeted prospects. However, it will drive you crazy if you try to know how the motors work. Spend your time developing the content that searchers are looking for. After all, the search engines are only trying to find the most relevant site in respond to a search phrase — and what happens, that could be you.

In addition to your content, most motors pay attention to your link popularity — how many inbound links you have. Google also generally seems to judge the standard of your site by looking at your Page rank and your link second half’s Page rank. But search engines are complicated monsters and extremely capricious, for new sites.

You have to listen to the teachings of the “SEO experts” when building your site. They have experience in building content that works for customers as well as search engines. However, once your search engine friendly site is created, forget that the search engines exist and concentrate on you customers and their experience. Put your time into quality content and the rest of computer into building your link partners. But remember, link directories will help you more if they add value to your site. Don’t hide them. Make them visible and useful.