Exchanging links with other websites is a proven way to increase a website's traffic, link popularity and search engine ranking. However, manually trading links with other websites is a very tedious and time-consuming process that can consume hundreds of hours each month. Link exchanges have advantages and disadvantages from the point of view of those using the World Wide Web for marketing. On the one hand, they have the advantages of bringing in a highly targeted readership (for link exchanges where all members of the exchange have similar web sites), of increasing the "link popularity" of a site with Web search engines, and of being relatively stable methods of hyperlinking.