A method, within and by a computer hardware system configured to serve a first web page associated with a first user and a second web page associated with a second user includes the following. A first indication to opt into a reciprocal linking arrangement is received from a first computer associated with the first user. A second indication to opt into the reciprocal linking arrangement is received from a second computer associated with the second user. The reciprocal linking arrangement is established based upon both the first and second users opting to participate in the reciprocal linking arrangement. Based upon the reciprocal linking arrangement, second and first functional identification elements, respectively associated with the first and second entities, are respectively included within the second and first web pages. The reciprocal linking arrangement is established within a database associated with the computer hardware system.