Recognizing, identifying and requesting reciprocal links is a bit more complicated than it used to be in the past. Rank for $ales knows that one important ingredient to a successful SEO reciprocal link exchange campaign, particularly in the case of Google and its PageRank algorithm, is increasing the quantity of web sites providing plain-text reciprocal links to your site. Web sites with related and similar content will provide more benefit to your own site's rankings than will several links from less relevant sources, wich proves again the importance of link and content relevancy.
The unique goals of a search engine optimization professional then lies in the precise task of identifying relevant pages that will link to your site, effectively yielding you quality, inbound links. One must be careful to not fall into the ever-growing quantity of link farms or web sites that offer little, if any content that is of value to your site visitors or to the engines.