Increase your Link Popularity
The number of sites, linking to yours is one of the key factors used by almost all of the search engines to rank Web sites. Link popularity can be increased by link exchange.
Search engines don't just look at the content of a Web page to determine if it is a good match for a search. Thousands of Web pages contain the same keywords (in different combinations) so matching a search term with a page's content is not enough to build an ordered list of results to a search query. Search engines also count the number of other Web pages that "validate" by linking, that a particular Web page is a good match for a search on certain keywords (link popularity). The text contained in the link that point to a Web page is considered as well. If the text in the link that points to a Web page contains the queried keywords, the search engine considers that Web page a better match to the search query on those keywords. It is not only the number of the links (link popularity) that counts, but also the "quality" of the links. A link from a good-quality Web page (ranked high by the search engines) matters more than many links from low-ranked Web pages.

Link Popularity and Google Page Rank
One of the first search engines that used link popularity as a key factor in ranking Web sites was Google. One can check the number of links pointing to a Web site (link popularity) by querying Google with the search keywords link:http://whateversite.com. Also, you may check your Google Page Rank using Google Toolbar. Most search engines have similar functions for link popularity check.

Exchange links
Link Exchange is the most accessible way to improve your Web site's link popularity, and by doing so, to achieve better search engine positioning and increase your Web site's traffic. Building link popularity through link exchange means to find partner sites, whose webmasters are willing to add a link pointing to your Web site, in exchange to a link pointing to their Web site from yours. It is important to find link exchange partners among Web sites that offer a good match with the content and the theme of your own Web site. The partner site's theme or topic is the first thing to review, because search engines give more "weight" to a link from a Web site, that has a similar topic to yours. Web sites with themes or topics that are related to, or complement your Web site's theme should be considered as your main links exchange partners.
Establishing link partnership with another Web site may appear to visitors as an "association" between the links exchange partners. It is therefore important that you only "associate" with high-quality, credible Web sites. Exchanging links with poor-quality or low-content Web site may harm your image.

Time is money
Using Find New Partners Wizard you can easily find sites thematically close to yours, or sites, that link to your competitors and negotiate with them about link trade. Message templates, available in the program make link trade negotiation process simple as never before, and FTP module allows creating and modifying partner links code and uploading to your FTP-server.