By establishing reciprocal links with other high volume traffic web sites, you will get direct referral traffic from your link partners web sites. The more web sites that link to you, the more quality targeted visitors you will get from your link partners. Furthermore, by establishing link partners and providing reciprocal links to each other will help you and your link partners web sites get higher rankings on all major search engines. This is because more and more search engines are using 'link popularity' to rank web sites. If your web site contains links to other web sites that are listed on high positions of the search engines, it will also increase your likelihood of getting listed highly - in turn driving more traffic to your web site.