It is a fact that the 'spiders' of search engines like GOOGLE, who crawl over websites looking for information (sound bites in political circles) are attracted by reciprocal links.

Reciprocal links are return links made by a website who has links made to it.   In other words, if we make a link to an organ society website and the socety makes a link to this website, it is picked up by search engines.

There are website advertisements that offer you to increase your web traffic (for a fee, of course) - but the advice from experts is that reciprocal links are far more effective and cost nothing.

Therefore, organ societies (and players) making links to this website benefit by getting their own website more widely known.