Link Buying Stradegies - Many sites use reciprocal links, also known as link sharing. Regarding this strategy, websites agree to display each other’s links (commonly attained through link exchanges) in an attempt to increase the number of back links that register with search engines. While seemingly an effective way to increase a site’s rank, there are a few drawbacks to this strategy. Generally, attaining links through link exchanges can prove time consuming. Also, Google discounts reciprocal links as an unnatural attempt to boost a site’s rank. Search engines value one-way links over reciprocal links and also penalize sites that have an excessive number of outbound links (links to external sites). Google considers all these factors when determining search rank.