While trying a DIY SEO, I have been reading various sources on the internet who have differing views on link programs and especially reciprocal links.
The issue is that one camp hold firmly that reciprocal link programs are a very good idea for your link building strategy. However, another camp believe that the search engines will not rate this highly because anyone can swap links with their 'friends' website, which it as far as the engine is concerned - may well be.
So, what do you guys think? Is is true that the engines view reciprocal links as a bit of a cheat or are they ok? OR should you just work on building one way links with sites who have good PR etc ....