A reciprocal link is a mutual link between two websites, The goal of this action is to ensure mutual traffic and to increase link popularity.
Website owners often submit their sites to reciprocal link exchange directories such as Exchanges.net, in order to achieve higher rankings on all the major search engines.
Reciprocal linking between two websites is an important part of the SEO (search engine optimization) of any website trying to get better ranking and more traffic because Google uses link popularity algorithms (defined as the number of links that led to a particular page and the anchor text of the link) to rank websites for relevancy.
