Let's start off at top. The head of your operation is strategy you choose to use. This falls under two options: targeted and non-targeted public relations. If you choose to target an audience, this means that you will be appealing to a specific group of people. Non-targeted public relations, on other hand, mean that you choose to appeal to masses.

Targeting your audience is usually better way to go, because you already know that people that will come into contact with your efforts have an interest in whatever it is you are marketing. This approach focuses on quality, not quantity, which can usually bring in more results than mass non-targeted pr campaigns.

Swapping links can also help you with your search engine traffic. Some search engines calculate number of links to your site from other sites and use it to determine your ranking. As you know, a better position equals more targeted traffic!

Another way reciprocal links can benefit you is by drawing repeat traffic back to your website. If you offer a high- quality list of relevant links, visitors will return often because they know that they can quickly find what they're looking for.

PROACTIVE LINKING METHODS

One way to approach reciprocal linking is be proactive. You actively search out websites that would complement your own, and send a note to owner asking to swap links.

This is actually a very time-consuming task. It isn't as easy as purchasing a list of "targeted" and "willing" email recipients (also known as SPAM!) and then blasting out a link swap request.

It requires research, pure and simple. To find possible link partners, visit any of major search engines such as Google < http://www.google.com/ > to find websites that can offer valuable content to your visitors.