Reciprocal Links

Reciprocal linking is where websites trade links with each other, usually for search engine optimisation purposes. Reciprocal link schemes became a common method of trying to boost website inbound link profiles and increase Google rankings, but the technique is now considered outdated and potentially can do more harm than good.

Reciprocal link schemes are frequently proposed via email, with websites offering to add outbound links to a site (usually on a deep, low-value page) in return for a link back from the target site.

Most websites engaging in reciprocal schemes target other medium or high PageRank sites in the belief that links from them will pass more ranking value. However, sites which extensively use link reciprocation as a tactic are likely to find their links pass little real value due to low trust factors.

Although websites blatantly using reciprocal linking as a search engine optimisation tactic are likely to have a negative effect on search engine rankings, having some reciprocal links is a natural part of a link profile and so perfectly acceptable to Google.

If your website is approached for a reciprocal link, take care to investigate the offer fully. If the site is generally of high quality, is genuinely related to the topic of your website and is not abusing reciprocal linking it may be worth considering.

There are however, some scams that pretend to offer very favourable outbound links to fool websites into linking back to them, while in reality they are using browser cookies to show a different version of the page (with the link included), which would not be seen by the search engines and in effect does not really exist.

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