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Some site are willing to add a text link to you in return for a text link back to them. This should therefore be more effective that banner advertisements. This increases the number of places a link to your web site may be found by both search engines and people and should help improve your search engine ranking and traffic. The web site you have exchanged links with will probably be trying to generate traffic to their page. This increases the places and chances of your link being found. Text, may sometimes, be modified to fit your site content better.
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