Website owners and webmasters who are trying to improve their search engine ranking by trading links with other sites should beware of being cheated. Beware of link cheating. What is link cheating?Link cheating is when the other party in a link exchange does not live up to the bargain and does not add your link to his site. Link cheating can happen when you add someone else's link on your site first, then submit your link info, and assume that they will reciprocate and add your link to their sit.