Blogrolling sites that you want to be connected to can lead to reciprocal linking. The nature of the blogosphere lends itself to linking. The process of exchanging links with other websites is called Reciprocal Linking. Since both participating websites get an inbound link, it helps in building link popularity and PageRank. In your link building campaign some bloggers and webmasters will only link to your site if they receive a link to their site in return. Linking back to a site is reciprocal linking and is a very worthy endeavor. And it generally isn’t too hard.