For a long time, reciprocal links have remained at the forefront of most inbound linking strategies. This is going to have to change. Google now discounts all reciprocal links. The algorithm has been altered to identify the exchange of links by two parties for the purpose of increasing their number of inbound links.
The concept of reciprocal linking defies Google’s original intention with the algorithm. Quality content should attract links. The exchange of links is nothing more than a mutual agreement to unjustifiably promote others’ content with the end goal of promoting your own. Google doesn’t particularly like this (see Link Schemes).
Some even claim that Google is now able to identify three-way linking schemes (i.e. website A links to website B, who links to website C, who links back to A). Whether this is true or not is hard to say. One thing is for certain though: inbound linking strategies should NOT be centered around reciprocal linking. This manufactured form of link creation is not well-received and is ultimately a waste of time. Instead, focus on creating unique, high-quality content in a given niche. The links will ensue.
Karan Paswan Helping Businesses to Generate More Revenue With Paid Ads | $5M+ Ad Spends Managed | Meta Ads & Google Ads | Performance Marketer I’m a performance marketing practitioner with over five years of experience in paid advertising, helping businesses scale through Google Ads, SEO, and performance marketing. I’ve worked with 100+ brands, driving real growth with data-backed strategies. Beyond marketing, I love sharing my knowledge—whether it’s guiding entrepreneurs on boosting sales or mentoring students to leverage social media effectively. As a Google Ads Certified expert, I focus on ROI-driven campaigns that turn clicks into customers. I believe in continuous learning, innovation, and making a real impact. If you're looking to grow your business online, let’s connect and make it happen! DM me to discuss strategies that work!
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