Is it an unsubstantiated myth, or true, that reciprocal links do not help? If true, is this page to page, or site to site? Also, if true, could you share any studies showing this? Or does anyone having any experience suggesting that they DO help? I`m talking about domain to domain, not page to page (meaning: different pages & keywords). I understand they are supposed to help the user -- they will do so either way. But do you know whether they *help* / improve / boost / increase search rank if there is a reciprocal link back to the linking site?