The document discusses factors to consider when evaluating potential link exchange partners to support SEO efforts. Specifically it mentions: 1) Ensuring links are from sites the search engines can access and from relevant industry niches to provide ranking boosts. 2) Prioritizing partners with fewer outgoing links (less than 50) to receive more value from the vote and links placed in natural text rather than exchange sections. 3) Considering traffic potential partners can pass to help convert visitors to clients. 4) Reviewing PageRank which influences how often search engines revisit sites, though it is less important today than historically.