Many webmasters use more or less automated link exchanges to increase the number of inbound links to their websites. Even though reciprocal linking may prove successful for some websites, using the same services to attract one-way links would of course be a better idea. In fact, using the right services may very well leave you with inbound links to any or all of your websites, not just the one exchanging links.

As webmasters begun to understand the importance of inbound links, the services offering likeminded webmasters to exchange links have grown in numbers. Some are completely automated, others are just directories where you can find website owners likely to be interested in exchanging links. Some services have taken it one step further and are rewarding users who are promoting the service. This is made possible by an affiliate program. Some services offer a monetary reward, while others will give you links.