It was only a matter of time before an effective tactic was developed to gain widespread competitive advantage from the increasing reliance placed upon links and link text by the major search engines. Simplicity itself, the technique involves using a version of arelis ( http://www.arelis.org/ ) in a radically new and different way. The technique currently sweeping the market has gained proven competitor advantage and with the utlilization of existing technology in a clever and unique way, takes only minutes to perform. The danger lies in that its use may become so widespread that websites will no longer be obtaining a tactical advantage, they will require its use to exist in the world of free search engine traffic. Arelis allows users to download pages of links, categorise these links, automatically produce link pages based upon them and provide webmasters with the contact address for each site on the link page. This combination of features allows webmasters to download pages from link exchanges sites. The sites contained on these pages have already indicated their willingness to trade links by joining these link exchange sites. Arelis automatically obtains link text and can easily be formatted to incorporate the look and feel of the site in question. Thus, in a few simple actions link pages are complete for the webmaster’s site. The webmaster then uses the templates built into the system to mail the webmasters of the other sites. The mail is typically personalised to incorporate the webmaster name and the sites which are proposed to link. Again, the system inputs these details into the draft mail for you. The mails are then sent. Some webmasters have reported huge increases in their acceptance rate within a week. Those sites that accept will thus have a reciprocal link in place without any further work required. The process takes minutes for potentially hundreds of reciprocal links and can be used time and again on the same or different sites. In this way the wise webmasters are generating hundreds of reciprocal links within minutes. Is the age of links dead? Not yet, the age of the reciprocal link delivering competitive advantage is still here, but soon it will be an essential weapon just to exist.