Search Engine optimization has become such a huge field. The oldest technique to increase ranking was to directly buy backlinks from websites that sold them. But with recession and economic drop, people have figured out many ways to create back links that can fool the search engine and ultimately help them increase the ranking of the website. Hence there has been a continuous battle between search engines and webmasters. Recently, there has been much discussion about reciprocal linking. In the latest Google update, reciprocal links were one of the targets of the search engine’s filter. Reciprocal linking involves mutual helping between webmasters. Many webmasters form a mutual agreement and link their websites together to create large number of back links. In a link exchange, one webmaster places a link on his website that points to another webmasters website, and vice versa. The major drawback is that, many of these links do not have related content. Webmasters used to buy back links and then relate these back links to each other’s website and increase the number of inbound links per website.