One of the most common and time-honored methods for website promotion is link exchange. A designated link on a certain page when clicked will redirect users to a different internet page on the same site or on an external site. There are a number of important types of links in digital marketing and website promotion, including the mutual link in which two websites exchange links. It’s necessary to continually check the links on the website to make sure they are correct and still active, and contribute to the site’s ranking, as a search engine’s robot will generate a negative score for low quality or broken links. In addition, it’s important that the anchor text used for the referring link is relevant and will promote both the subject and the keyword that is being promoted.