Think Deeper and Link Deeper
SEO for many years had a negative association and many terms still have negative connotations. One of these is reciprocal linking and many internet marketers and webmasters misunderstand what is meant by reciprocal linking and automatically negate things based on these misconceptions. We must think deeper and link deeper.
Often authority sites reach that status through a network of sites that inter link or use reciprocal links. If they are appropriate and useful links then they should exist and they will ultimately be good for the user which in turn will be good for the search engines.
Although I believe search engines are going to be around for the foreseeable future, and although SEO is very important, it is critical to understand the importance of alternative ways to get exposure and to diversify the channels from which one gets traffic and exposure. Some of the means are social networks, direct navigation, search engines, affiliate networks, ad campaigns, direct mail, radio, cable. As technology advances we see a convergence of media and understand that can help determine a long term strategy. We should not put all our eggs in one basket. Image Yahoo suing Google for a patent infringement and tomorrow Google is no longer. What consequences would this have on the business.
We must think deeper and link deeper and diversify and think long term strategy.