Reciprocal linking is an important way to improve your sites position in Search Engine. Value is derived from having sites of similar genre linking to your web site. Google - the #1 search engine on the internet, places large value on incoming links, and therefore pursuing having your web site placed on conglomerate sites, associations, better business beareaus, forums, directory listings, and even competitors websites can help you to attain higher placement.

Quite often you will have to reciprocate by adding a link on your own site, the benefits outweigh the cost of having a "links" page linking to related sites. Your sites position in search engines will improve if they find to your site from other sites.