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Murray BrownFlag for United Kingdom of Great Britain and Northern Ireland

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SEO - how important are links to a site

I get a lot of requests to exchange links with other websites for the sites I manage. I have never done this. How important is this. Surely Google realsises that people put up links purely for optimization
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deer22
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If the other sites that want to exchange links with you are related to yours then why not exchange links with them?  They could send you traffic that you're looking for as well as you to them.  I think that's why people exchange links, it's not because it helps their google rank...although that may be the intention of some.
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Dave Baldwin
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Thanks very much for the advice