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Link exchange is the name of the ball game. If you run a web site, you probably already know this little fact. I think that every one who understand google, understands this fact. You can even look through the other search engines to see what i am talking about. If you want to get noticed by the major search engines, you need to do some link exchanges. You will have to develop links that point to your web site with the appropriate anchoring text. I know a guy who built up a lot of links to his web site. But, he built it using his name. The name of his blog is his real name. But, that will not get a lot of search engine traffic. He will rank really high for his name. But, he will not show up in the search results for more generic search terms. There is a reason why generic domain names fetch top dollars. The fact of the matter is that your domain can help you out in the serps. If you have a domain name with the keywords contained in the domain, you will rank better then your competitor who uses his own name as the domain name.