My question is how do I ensure that my links stay focussed on the theme ,for example if I had a birthday card site the natural thing would be to exchange links with birthday parties, birthday supplies web sites , also kids parties and birthdays , zodiac and horoscope related web sites , so this could go on and on and the target sites could include also gift items , and shopping sites .My question is how would the google ..or any SE spider this and accept the really relevant ones( Which it deems fit ) .Inshort does the search engines evaluates the links as the same way as humans, or have a different procedure? Also is having unrelated web sites constitutes a link farm by google?..
Thanks Fathom . Can I change the link text (the title to suit my preference ) for example if a site focusses on perfumes , can I write the link text as birthday gifts-perfumes .Is that acceptable with google?..?or does that constitutes a spam . Also what should I give importance to while exchanging links .Alexa rating or Page rank? . I sometimes see some sites having a very high alexa rating but a good PR .