Reciprocal Links are a technique used to gain in popularity and increase traffic on the search engines. Using Reciprocal Links is really just exchanging links between two sites that usually have an agreement between owners. This agreement between two website owners to link to each others websites is one of the fastest ways to get better rankings in the major search engines such as google.com

Getting Reciprocal Links helps increase link popularity which is an important factor in achieving high search engine rankings. The bottom line is this: Ask as many other website owners to link to your website as you can find.

I have found that about 1 out of 4 website owners are willing to exchange. However, some search engines know that you are using Reciprocal Links and will not give the same amount of credit as they would in a one way link. The search engines can tell if you're trading links but they can't tell you're manipulating the search engine results if you're only using one way links. Most webmasters are happy to exchange Reciprocal Links with each other with a "scratch each other's back" attitude.

It's much more difficult to get one way links. To get one way links, you'll usually have to pay other website owners to link to you.