Generally there are two types of Link Exchange. One is active link exchange and second is passive link exchange. Here all the details I have mentioned in the below chart:
Active Link Exchange means we are doing work actively for getting link for our website. In Active Link Exchange we are doing three types of link exchange.
1. One Way Link Exchange
2. Two way Link Exchange
3. Three way Link Exchange
In one way link exchange we are getting one way link from other website, but we are not giving a link to the other website, that is called as a one way link exchange. We can get one way links from Directories Submission, Blog Posting, Article Posting, Press Release Submission and Social Bookmarking.
Two way link exchange is also known as a Reciprocal Link Exchange. Reciprocal Link Exchange is doing on the basis of mutual understand of two potential link partners. In Reciprocal Link Exchange potential link partners place a link of our website and in return we have to place link of potential link partners on our website. Reciprocal Link Exchange is good for getting listing of our website in Google. But now in present as per new Google Webmaster Guideline, It is advisable that we should not do excessive reciprocal link exchange for promote our website. We can do reciprocal link exchange, but excessive reciprocal link exchange is increase the chances of our website getting penalize.
Three way link exchange, we can do when we have a 2 websites. In three way link exchange we are offer for placing a link of potential link partners to our popular site A. and in return we asking to potential link partners for placing a link of our Site C on their Site B. (Site B means potential link partners). Three way link exchange is very effective link exchange. The main benefit of three way link exchange is that we are getting a one way link from potential link partners.
Now we are going to discussion about Passive link exchange. Passive link exchange means it is a link exchange, in which we are not doing link exchange actively for our website. But we are getting links from other potential link partners without offering a proposal for link exchange. Link Bait is part of passive link exchange.
Link Bait means Useful or entertaining web content which compels users to link to it. So if your website has a unique and useful content then other potential link partners place the link of your website on their website without offering any proposal for link exchange.
Hope this all information is becomes useful for all people who are engaged in the field of SEO and SEM.