The mutual exchange of weblinks between two websites. This is beneficial for both parties as they will hopefully drive traffic to each other.

Reciprocal links are an important part of search engine optimisation (SEO) as the number of external links to a website forms part of the algorithm used by search engines to rank search results.

See also:
Search engine optimisation (SEO)
Unique visitor
Unique page view
Cost per acquisition (CPA)
Cost per click (CPC)
Ad rotation
Ad impression
Behavioural Targeting
Contextual Marketing
RSS
E-Marketing
User Session
Deep Linking