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Thanks to everyone for replying to this query Having watched Rand's video & I think I'm getting the general impression with link building that if its ethical & natural congruent with ones topic it will tend to stand the test of time In my case for me I think I will only reciprocal link with site requests that are more closely related to my niche topic 'waterproof mp3 players'  & not just generalist swim related sites thanks again for everybody's  input