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Search engines currently rank a site based on three major things: good content, good navigation, and link popularity. Link popularity is a combination of the quality and the quantity of inward links to your site. To get the most out of your website promotion affiliate program, conduct a link campaign, trying to get high quality popular sites to point to your site.
Do not sign up for any automated link exchanges. Instead, search around and find sites that are related to, but not competitive with, your site. Contact those sites that have a high page rank and get a lot of traffic and suggest a link exchange. Users will appreciate finding related quality sites and your users will double. In addition, each of you will benefit from the links by increasing your search engine ranking.