Using reciprocal links – sometimes referred to as “traded” or
“exchanged” links – was a popular method of link building in the early
2000s but has decreased in popularity in recent years.
Reciprocal links are still a relatively
common occurrence. They’re a natural byproduct of owning a website, after all.
However, the way reciprocal links appear on sites today is different from 20 years ago.
In my research for this article, I found an insightful link building study
done by Ahrefs, which states – and I must agree! – that developing
relationships through authentic outreach, and linking to sources without
expecting anything in return, are the most proper and natural ways to
build reciprocal links.
This graph shows that only 26.4% of the
authority domains used in Ahrefs’ study are
not using reciprocal links:
So, yes, reciprocal links are still quite common.
But the question still begs an answer: Do reciprocal links help or hurt your SEO?
What Are Reciprocal Links?
A
link exchange occurs when an agreement is made between two brands to
trade links to
boost SEO and site authority by essentially saying, “you
link to me, and I’ll link to you.”
In essence, a reciprocal link is a quid pro quo, or a “you scratch my back, I’ll scratch yours” situation.
Does this sound shady?
Maybe.
Is it shady?
It could be. That all depends on how – and how often – you’re using reciprocal links on your site.
In
the third paragraph of this article, we linked to Ahrefs. The link sets
us both up for a helpful, naturally occurring reciprocal link
situation. Whether Ahrefs chooses to reciprocate by linking back to this
article is entirely up to them.
Now let’s take a look at the other end of the spectrum.
Here’s an example of a shady link exchange offer, found on a site that exclusively hosts link exchanges:
Not very appealing, is it?
Are Reciprocal Links Good for SEO?
If
you want to grow your authority and rankings (and reduce the risk of
penalties from search engines), the key is to focus on less risky
strategies and tactics.
Above all else, your link building methods should enhance your customer’s experience on your site.
Rather
than focusing on SERP rankings and your website’s link profile, focus
on providing something of value to your readers and customers by
producing high-quality content.
Including some external links on your site can be helpful to SEO, but they aren’t the driving force behind your site’s ranking.
How to Use Reciprocal Links to Help Your SEO
Linking to quality sites that are relevant to your content enhances your reader’s overall experience on your website.
Content
is king, and consistently delivering original and valuable information
to your readers will earn your site a spot on the throne.
When you
link to high-value content, you can establish your site as a trusted
source of information. In this case, if the other site reciprocates the
link, consider it a bonus – the content matters first.
If you’re
going to request reciprocation, check the site’s SEO metrics to ensure
that you’re exchanging links with a high-authority website.
