Earlier in the 2000s, the demand for Reciprocal links or in other words Link Exchange was quite common. It helps to grow the authority and ranking of a website and also gives valuable information to readers. Link Exchanges in SEO is still popular in the present day and the stats confirms the same. As per Ahrefs, only 26.4% of the domain authorities are not using reciprocal links.

Reciprocal link is a double-edged sword,  but it is helpful for the business.

This simply means that 73.6% of them are using the link exchange method. But there is a big risk and you must follow some measures if exchanging the links. If failed to do the same and came on the radar of Google webmaster, then they will put a heavy penalty on you. Now, you may be in a dilemma, whether Link Exchange is Good Or Bad? Is it a Legitimate one? If yes, then why Google is imposing a penalty.

Well, your all sorts of question will be resolved once, you will go through the link exchanges in SEO and measures to follow.

Link Exchanges in SEO

Reciprocal or Link exchange is the process of trading links from one party to another. It is just like give and take system where each party gets a profit by sharing the links.

Statistics of Link Exchange

Th stats show the detailed view of Reciprocal Link.

1. Many websites are having no backlinks and the proportion is around 66.31%.

2. The average age of the websites retaining the top page is more than 2 years.

3. The more you create backlinks, more the organic traffic you will get from Google.

4. Trading a link is costlier and the amount is $361.44.

5. Guest posting is quite common and the per guest post costs $77.80.

6. The domains having reciprocal links are higher than others and the figure is around 73.6%.

Today’s scenario of Link Exchange

To know the present status of link exchange, you must know the situation of reciprocal link a decade ago.

In 2010, many businesses use reciprocal links to promote their business on multiple websites. Even there was a deal between the two parties to mutually promote their business via link exchange process.

The above process was a nasty one because it drops the popularity of a website and even the domain authority significantly falls.

Google updated its policy and now it is not giving much importance to the link exchange. Even the previously build reciprocal links on the websites will be devalued. Moreover, Google webmaster will impose the penalty on the one who will violate links rules.

Things you should avoid while using Link Exchange

Well, if you follow the guidelines of Google webmaster, then you won’t face any problem. It says you to go with the trusted websites to build a link, then a reciprocal link is useful.

Now, let’s see what all things you must skip while using the reciprocal links.

1. Never choose such a website that is irrelevant to your business

If you are doing SEO to enhance your business and using reciprocal links, then select the website that matches your niche. For instance, if you deal with a pet grooming service, then it is useless to promote it on website offering bike services.

2. Never go with the newly created website

The age of a website matters a lot and you should avoid exchanging links to a new website. As nobody knows when the site will be closed, so it is best to go with the older one. However, if you are getting a website 2 years old, well maintained, then you can use the same for reciprocal links.

3. Never look for websites that got a lot of outbound links

The websites that have a lot of outbound means trading of links is greater. The same will result in the fall of domain authority and at this point, you must take a diversion. That means, select the website having low outbound links.

Key things you should consider while exchanging the links

Now you are very much familiar with what to avoid and it’s time to know what all things you should implement.

1. Focus on leading websites

The website that is rich in organic traffic is definitely retaining good domain authority. Such a website has a good public response, so you need to focus on those websites to perform the link exchange process.

2. Target on website retaining quality content

Content is the pivotal point of the online business and for SEO. Even Google states that the quality content enhances the website’s rank on Google SERP. So, you must focus to choose a website that is relevant to your niche and retaining quality content.

3. Check website’s SEO metrics

The SEO metrics help you to know the quality of a website. If you are getting a high authority website, then exchange the links. But make sure to avoid the websites having low authority.

4. Answer to Legitimacy of reciprocal link

Now you know what to do and what to skip in link exchange. It will be easy for you to judge whether the reciprocal link is good or bad.

Link Exchange is a double-edged sword, if breaks the rules then you will face several problems on your website with a heavy penalty.

However, if you go with a genuine link exchange process without trading, then you will get a good result.

Google wants that users get sufficient and reliable information from the websites. So, if you post a link to another website having ample information, then it will be good for everyone.

So, link exchange acts as a bridge between the legit one and non-legit.


Building the relationship with the trusted and genuine resources will help you to build your website authority. The trust of the users is a must for a business, so you must focus on the legit websites to exchange the links.

Make sure to avoid errors while going through the link exchange process. Your silly mistake will put you in big trouble. Hence, go with Link Exchanges in SEO to boost your business.