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Link Exchange Link Exchange ("banner exchange") is the practice of exchanging links with other websites. Link exchange ("Reciprocal Link Exchange") is a group of websites that operates similarly to a web ring. Most effective and popular method for link exchange is link exchange program run by many websites. Link exchanges have several benefits as well as few disadvantages of using the World Wide Web for marketing. Primary benefit is the bringing in a highly targeted readership for increasing the "link popularity" of a site with Web search engines. Link exchange has been a long time practice by website owners since the beginning of the web. 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.