There are a lot of theories and myths going around about links on websites. When are they appropriate? Can link exchange programs actually help increase your ranking on search engines? And how do banners fit in there?

First of all, whenever someone else links to your website, it counts as one "vote" for your website. It especially helps if the link uses keywords that you want people to search for. If an image is used, the "alt" tag should have keywords in it. So technically, yes, link exchange programs can help increase your ranking on some search engines.

However, you still have to decide if putting reciprocal links on your website will be appropriate. After all, it does you no good to get people to your website if they immediately leave because you have a lot of unprofessional looking links on your site. Here are some guidelines for what kind of links are appropriate and useful:

Links that are to websites...

• Related to your industry
• Not competing directly with your business
• That have the same target audience you do
• For businesses you have some sort of partnership with
• That will give more information on products/services on your site

In general, link exchange programs and most banner programs will not be able to consistently give you results that are appropriate. Instead, spend a little extra time on your website and handle all the links and advertising yourself. Not only will you have much more control over what is displayed, but you cut out the middle-man with advertising, which means that much more revenue for you. And, of course, it will make your site that much more professional looking.

Tim is the owner and senior web designer at T&S Web Design. His company has developed and maintained website for dozens of small businesses and organizations. Tim also maintains a blog with free website advice for small business owners, GetASiteOnline.com.