Link campaigns are a form of online marketing and SEO. A business seeking to increase the number of visitors to its web site can ask its strategic partners, professional organizations, chambers of commerce, suppliers, and customers to add links from their web sites. A link campaign may involve mutual links back and forth between related sites, but it doesn't have to require the reciprocation of links.
Incestuous linking is an SEO strategy used by a webmaster to promote a collection of their own web sites, or those of close friends.
Due to the domination of the search engine market by Google, and its underlying PageRank technology, sites are deemed to be more important if they have large numbers of inbound links. If those inbound links are also from highly ranked web sites, they will boost the web site further. With the takeup of blogging and social networking sites such as MySpace, this has resulted in lots of web sites that are inter-linked and can artificially improve the ranking of a web site without merit, i.e. without valuable, or unique content.
When the sites are not directly owned, this is referred to as a web clique
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