Search engine like grade and rank the website by the link popularity. Link popularity is controlled by the quantity and quality of relevant backlinks. Backlink is the incoming link to the websites. Many webmasters doing link building activities to increase the link popularity. Link farm, link exchange directory and link exchange management software are examples of the ways for link exchange. The purpose of link farm is to link to other sites with the sole purpose of raising the link popularity score. Some webmasters stuffing their website with as many links as possible. However, not all links are created equal. They have ignored the relevancy of the content for their neighboring webpages.

Google does not like link farm. They analyze page content of the website and also analyze the content of neighboring websites to ensure the results returned are the most relevant to a user’s query. Once Google discover a website links to unrelated sites with irrelevant information, it judges the link they generate as spam and the site will be punished.

Good linking strategies are useful to growth the page rank and link popularity score of a website. Webmasters should take into consideration these strategies when they practice link exchange. Webmasters can practice good linking strategies by maintain coherent theme, include the links in page content and have quality inbound and outbound links.