A. Reciprocal linking is the process where two websites agree to exchange text and/or graphical links with each other, by placing links on their websites to the other site.

A. Swapping links with other websites increases each website's traffic and aids directly in increasing link popularity which is used now in many web search engine results.

A. Link popularity contributes to the rankings of a website. The more quality, related websites that link to a given site, the higher the site is likely to rank in the major search engines when searches are made for keywords relating to that site.