Although reciprocal linking is important, the design and placement of keywords and keyword phrases into the source codes (invisible to the viewer, but visible to the search engines) is very important. The way the website is designed is also very important. Search engines cannot spider images. They can only spider HTML text or PDF`s. Therefore Flash sites or sites with heavy images and no content will work against you. Although the site may look nice, if it is not designed using professional search engine marketing techniques, chances are you will not be found.