Many web masters resort to exchange of text links on the web to improve their page rank and promoting their web site. These are basically networks where the sites that participate in the process display their text advertisements and get credits in exchanges. These credits are again converted into ads that are displayed on various other affiliated sites. Normally a predetermined exchange rate is used for the purpose.

Such text links are either delivered free of cost or on payment basis. When they are not free they can be exchanged invoking an agreement that is reciprocally arrived at between the two parties in the transaction. Ordinarily the banners are dynamically rotated while the text is hard coded and put into a page for display. However the text link exchanges are not as big as the banner exchange operations even if such text links may be very powerful edu links.

Providers that arrange for such text link exchanges on the net try to combine the long reach of the banner users and convert their text link exchange processes making them equally effective. The reasons for such thinking are that normally the text links invoke very high response rates. Thus while you buy links or procure them in other ways like hiring or getting them free of cost, you get the benefits of multiple exposure per web page displayed. You have to be careful about the outcome though as in many cases theory may not match with the practice.