1. A method, within and by a computer hardware system that is configured to serve a first web page associated with a first user and a second web page associated with a second user, comprising: receiving, from a first computer associated with the first user, a first indication to opt into a reciprocal linking arrangement; receiving, from a second computer associated with the second user, a second indication to opt into the reciprocal linking arrangement; establishing, within a database associated with the computer hardware system, the reciprocal linking arrangement based upon both the first and second users opting to participate in the reciprocal linking arrangement; including, within the second web page and based upon the reciprocal linking arrangement, a second functional identification element associated with the first entity; and including, within the first web page and based upon the reciprocal linking arrangement, a first functional identification element associated with the second entity, wherein the second functional identification element includes a link to the first web page, and the first functional identification element includes a link to the second web page.