Not every link is weighted equally by the search engines. A one way link is in general weighted more than a reciprocal link (you link to me and I'll link to you).

We have a team that will create what the industry has termed "link bait". "Link bait" is a feature on your site that makes people want to link to your site without requiring you link to their site. When combined with our monthly link building service, this feature can create multiple high quality one way links.