Competition among websites is always increasing while it constantly tries to stay relevant. Search engines actively rank these websites according to ever changing criteria too.
Initially these links were for the benefit of the visitor to a site, which works as a way to provide the visitor with additional information from the linked sites. Today however the link exchanges work also for the benefit of the webmasters themselves.
There is also the advantage of getting better ranking in the search engines. This is another reason to consider link exchange besides the obvious exposure it assures.
If there are many high-quality sites that are being linked to the site then the interest generated would also allow the search engine to reevaluate the ranking regularly and favorably. This is especially advantageous is the said site is still new and has very little exposure.
A study should be made to familiarize one’s self with the various terms used in the link exchange tool. This could prove to be useful as it would help the individual to create the circumstances within the website to achieve the objectives set before it.
Some of the other elements that should be given due consideration are inbound, outbound, external and other kinds of links. These then need to be broken down into categorically higher quality links. Accessing different links and its benefits to the site also should be carefully considered. Having some knowledge on all these various aspects will allow the individual to make informed choices to benefit the site posted.