Weekly Web Tip: The google ranking system is based on age of the site, search terms, relevancy (which is an algorithm that collects your info and similar info into groups) and links. Of these, the easiest parameters to appeal to are the search terms and the links. Reciprocal links is when you have a link of a website and that website also has a link to yours. There is no limit to the number of sites you can link to, but be creative, link to dental associations, study groups, advertisers, videos, social media and blogs. I normally contact a site explaining what it is I do and the similarities between the two and request a reciprocal link. Most people are happy to boost each others traffic.