Relevant to what Leisa wrote re : "link exchange based on Alexa's ranking."

Most webmasters take Alexa's positioning of your site into considering because of their (Alexa.com) relationship with Google and Google's association with the Yahoo Directory therefore any site evaluation made by Alexa.com is believed by many to carry a lot of weight even if only a limited number of sites worldwide are contained within the Alexa pages.

The relevancy issue should form the basis of linking to other sites along with the back-end product or value added service that a site linking to you has to offer.

A lot of webmasters seek links with the main idea of boosting traffic rather than see it as a partneship to improve the overall value of the sites involved.

Links outgoing should act as an add-on to the service your offer and links incoming should do more or less the same but makes sense when they provide a complimentary effect to your website.

Keep in mind that there are websites that will attract 100 cash-in-hand visitors a day with pin-point accurancy and have no need to generate 1000's and 1000's of non-converting 'onlookers' to their websites only with the intention of "looking good enough to get links" by having Alexa rank them in the top 100,000 through generating 1000's of visitors that never converted into anything worthwhile other than a position.

Webmasters must apply the "value for money" approach when considering exchanging links with other relevant sites. The three E's should be put in effect : Economy,Efficiency and Effectiveness should always be applied within.

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R. Urien Shaw is a qualifying certified accountant and an internet marketing researcher and the developer of the 43-21 marketing concept and SYGNETIPRO; Internet Marketing Resource Development at: http://www.royanopia.co.uk/