Reciprocal links - why and how
Build Traffic and Value Through Reciprocal Links
a simple "let's trade links" deal that can help to widen your web audience.
Swapping links can also help you with your search engine traffic.
How NOT to request reciprocal links
To find out why you didn't get a return link from me (or any other similar webmaster), put yourself in my shoes. I have, literally, over 3000 messages in my In Box. I'm busy, and I don't like it when someone seems intent on wasting my time with a poorly-thought out request.
(Michael Bluejay, websitehelpers.com)