Now that Google has redone their ranking algorithms there are some things to keep in mind relative to the old reciprocal links game.  Namely it is important that you not add too many of these kinds of links too quickly, build them up gradually otherwise you will be identified by the search engines, as it will be seen as unnatural.  If this happens than you might see your rankings in the search engines disappear instead of rising. A good way to start is keep the number of new links to less than 10 in one month.