On her Net Profits Today blog, Rosalind Gardner calls attention to a Michael Cheney article on the subject. Cheney argues that the time spent on reciprocal linking comes with an opportunity cost. "If you spend a lot of your time researching and creating reciprocal links you'd better make sure that your website is perfect", says Cheney. "Remember, all that time you're spending developing reciprocal links could be spent adding new content to your website, sending out an up to date newsletter to your mailing list or even sitting down and writing out goals for your website."

In the article, Cheney also makes several other points against spending time on reciprocal linking, including changes in search engine algorithms that are devaluing reciprocal links. Read his full commentary at the Revenue Magazine website.

Long-time internet expert, Ralph Wilson, has updated his Web Marketing Checklist for 2006. The 19-page document discusses strategies with Search Engines, Linking, Traditional, E-Mail, Miscellaneous and Paid Advertising. Check it out here.