1. A computerized method for automatically reciprocally exchanging links between a first website's link page and a second website's link page via an intermediary website, comprising the steps of: storing first link information related to the first website, the first website being associated with an owner of a first account on the intermediary website; storing second link information related to the second website, the second website being associated with an owner of a second account on the intermediary website; accepting first filter criteria from at least one of the website account owners, the first filter criteria forming at least one whitelist, the at least one whitelist being associated with the website belonging to the at least one of the website account owners; accepting second filter criteria from at least one of the website account owners, the second filter criteria forming at least one blacklist, the at least one blacklist being associated with the website belonging to the at least one of the website account owners; comparing the first and second link information to the first filter criteria in the at least one whitelist, the comparing being done automatically by the intermediary website; comparing the first and second link information to the second filter criteria in the at least one blacklist, the comparing being done automatically by the intermediary website; and creating reciprocal links between the first and second account owner's websites only if the first website link information and the second website link information is absent from the criteria on the at least one blacklist and only if at least one item of the first website link information or the second website information appears on the at least one whitelist, the creating being done by the intermediary website through a network.