by Joe | 5 Jan 2020 | SEO
Reciprocal links have long been central to inbound linking strategies, but this approach requires reconsideration. Google now discounts all reciprocal links. The algorithm identifies when two parties exchange links specifically to inflate their inbound link counts.
This practice contradicts Google's foundational algorithm design, which assumes quality content naturally attracts links. Link exchanges represent mutual agreements to artificially promote each other's content. Google explicitly discourages this practice (see Link Schemes).
Some observers suggest Google can detect three-way linking schemes where website A links to B, B links to C, and C links back to A. Regardless of this capability, inbound strategies should not prioritise reciprocal linking. This manufactured approach wastes effort. Instead, organisations should develop unique, high-quality content within their niche. Genuine links will follow naturally.