What is Link exchange?

[soleseriouss]

Link exchange is also known as reciprocal linking!

[lily11]

I know about link exchange. My Website is about lock smith. I have to Outrank my Websites In United Arab emirates . But Some of my competitors Are exchanging the links to outrank their sites. They have given many links to each other on different keywords and both of them outranking on those keywords. That's why i am confused about ranking strategies. I have used many strategies to outrank my website but i am unable to do this because of them. Can any one of you tell what i have to do now to out rank my websites. My main competitors are targeting keyword car key battery replacement near me and they are getting traffic from these keywords. Now my Question is. Is it ok to link exchange with the same niche websites many times. if answer is yes then how can we reach a person for that purpose.