In spite of the fact that reciprocal links are important part of many search engine optimisation campaigns, it is a known fact these days that search engines offer more weightage to one-way links while providing rankings to websites. That is the precise reason why SEO services would like to stress on creation of one-way links as a better option to increase marketability for the website.
In simple terms reciprocal links can be set up in an easy manner and therefore does not serve the purpose of any single website since there is linking up between more than one website. There are clear-cut chances that traffic might be distributed between these linked up websites. On the other hand, one-way links can be set up by creation of articles and submitting the same in article forums, blogs, and directories.
It does make sense to take the existing content from the website and convert the same into quality articles for submission purposes. This creation of one-way traffic is what makes these links more credible than the reciprocal links. Through creation of one-way links you can obtain the necessary viral effect as desired by providing the link in the resource box while submitting the article.