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A description and history of link exchange
A link exchange (also known as a link exchanges) is a confederation of
websites that operates similarly to a web ring. Webmasters register their web
sites with a central organization, that runs the exchange, and in turn receive
from the exchange HTML code which they insert into their web pages. In contrast
to a web ring, where the HTML code simply comprises simple circular ring
navigation hyperlinks, in a link exchange the HTML code causes the display of
banner advertisements, for the sites of other members of the exchange, on the
member web sites, and webmasters have to create such banner advertisements for
their own web sites
One of the earliest link exchanges was Link Exchange, a company that is now
owned by Microsoft.
Link exchanges have advantages and disadvantages from the point of view of those
using the World Wide Web for marketing. On the one hand, they have the
advantages of bringing in a highly targetted readership (for link exchanges
where all members of the exchange have similar web sites), of increasing the
"link popularity" of a site with Web search engines, and of being relatively
stable methods of hyperlinking. On the other hand, they have the disadvantages
of potentially distracting visitors away to other sites before they have fully
explored the site that the original link was on,notes several aspects of link
exchange companies that prospective members take into account:
Banners that are animated images result in member web sites taking a long
time to load. Some companies impose restrictions on animation lengths.
The size, in bytes, of a banner is important, affecting both how long it takes
to load and how long it takes to render the web site displaying the banner.
Control over the subjects of advertisements is important. Some companies offer
guarantees that advertisements will be restricted to certain subjects, will not
include advertisements for pornography, and so forth.
Companies that provide mechanisms to design banners for webmasters often use
automated facilities, where the generated banner design is not reviewed by a
human being.
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