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I thought so as well Relation Development was a little off; however, I would like not to use the word Link given that in some cases, I would like offer a banner exchange; onsite or in newsletter. In addition; everyone is using Link.
I think trying to cover it up what you're doing is going to make it look spammy. When I ask for a link, I say it like this:
"Can I have a link"
"Can I have a link, please?"
No room for interpretation as to what I'm doing.
Plus, if you're doing this for customers, that's exactly what they're going to be looking for - link stuff, not, what was that again? :).
I would like to exercise whichever method is more suitable; hence link development is a poor name given there are other ways to establish a relationship among sites.
your attempt to rename your services is a poor idea.
I sometimes use "Content Promotion" or "Site Promotion", depending on the audience and context. Marketing folks seem more open to that since "link development" sounds technical. Top down view vs bottom up view.