Link Exchange ("Reciprocal Link Exchange") is the practice of exchanging links with other websites. There are many different ways to arrange a link exchange with webmasters. The simplest way of doing it is to email another website owner and ask to do a link exchange. Also visiting webmaster discussion boards which offer a dedicated link exchange forum where webmasters can request a link exchange be it of a certain category or open to anybody. Link exchange has been a long time practice by website owners since the beginning of the web.

In the last few years (after year 2000), this practice has gained more popularity as search engines such as Google started favoring sites that had more links in the rankings. This system was very accurate at gauging the importance of a website when it first started, leading to the popularity of Google. However according to experts, search engines no longer place a heavy emphasis on reciprocal links. Instead, the popularity or credibility of a site is now gauged by one way incoming links to that site. In addition, analysis suggests that it is very important both that the theme of an incoming be link be relevant to the page being linked to.