Many blogs, press releases, and articles will tell you that exchanging links with websites that have content similar to your website is one of the keys to increasing page rank. This is not always true. Yesterday, I was reading an eBook that I was given from my back office about increasing traffic. It had a lot of information that I unaware of. For instance, those blogs and articles didn't tell me that for each link exchange.. you give away some page rank and receive some. Like many bloggers, I thought page rank increases for each link exchange. 1.) If you don't know how to use meta tags .. Look it up. There is a command you can attach to your links to tell the spider crawler of search engines to not follow out-bound links on your page. It is imperative that you attach the Index, "NoFollow", tag to each of these links. If you don't have these tags for your links, your page rank actually goes down for each out-bound link. 2.) Back links, also known as one way links, are way more effective than two-way links, (for example a link exchange).. because in two-way links you're giving page rank away, with back links, you gain page rank - as I said earlier. This is another reason why marketers use social networks and social bookmark sites. Post your link on as many different websites as possible, it actually will help your page rank. I hope this clears a few things up.