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One of nifty things about Google is that if you search on a url it'll give you an option of finding pages that link to that url. So continuing example above next thing I do is click on "Find web pages that link to www.allaboutkillerwhales.com."
Now I have a list of urls that have links to a site about killer whales. I can email these sites and ask if they'd like to link to my site.
But it doesn't stop there. When I find a web page I can also use Google to find similar pages. These similar pages are likely to also be suitable candidates for reciprocal linking.
Finally I repeat process above for other websites I found when I searched for "killer whales."
Kevin Davies is webmaster of eroshummingbird.com