A link exchange campaign is all about getting quality back links (inbound links) to your website with an objective of gaining targeted traffic and better search engine ranking. Any link exchange campaign becomes aimless if these two objectives are not taken into consideration.

The two main objectives to bear in mind

• Gaining Targeted Traffic
• Getting better search engine ranking

Link popularity is the measure or extent to which a website is visible over the internet. To put it in simple words, link popularity of a website is the measure of the number of external websites that link to that website or the number of inbound links that a website has. In the eye of the search engines like Google, a site's link popularity is decided not only by analyzing the quantity but also the quality of websites that link to it. This is where strategies like themed search engine optimization comes into play.