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Don’t tell me about search engine marketing. I have been doing this for years. I have hundreds of articles and blog posts all over the Web. I have two books in print. I have many satisfied clients. I know SEO.

So I feel qualified to tell you that, without a doubt, link swapping still works. My firm will continue engaging in link swapping on behalf of our clients until we see that it no longer works.

Yet this continues to be a practice that we are questioned about over and over. Look, the purpose of link swapping is not to provide your visitors with other web sites they might want to visit. Not at all. It is only for the purpose of improving search engine rankings.

I’m not at all implying that you should rely on link swapping is your only strategy for getting links. You need lots of links from lots of different places. One way links are preferable to swapped links, and you should take steps to get those kinds of links as well. But link swapping is one important component of your overall online marketing campaign.

If you’re going to use this strategy, do it right. To begin with, have mo more than 50 links on a link swap page. So you will probably need to have multiple pages. You also need to supply your link partners with very specific verbiage and HTML to use for their links to you. And remember, this does not have to be a page that is featured prominently on your site. You just need a small text link somewhere on your home page for search engine spiders to follow. That will be good enough for search engines to find.

This is a great way to begin the process of building a catalog of links to your site if you are just getting started.

So don’t be a snob. Set up a link swaps page or directory on your site and begin the process of swapping links with other relevant web sites. Over time, it will improve your search engine rankings.

By the way, if you promote a law firm, you have to check out the Law Firm Internet Marketing site.