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The problem with mass exchanges is that chances are fantastic that you can receive some links from sites that either have no relation for your own site perhaps niche or they're sites you'd rather not have pointing to you.

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Always aim at make your anchor text look spontaneous. If you use the same key phrases containing key phrases all period the search engines will penalize your . Look at including phrases like "my hot site" or " visit my site here" in some of your anchor copy. Do not over optimize!