Remember back in the good old days when everyone was convinced mobile phones would give you brain tumours and eggs were bad for you? The “reciprocal links are evil” myth is right up there with those classics, and about as old.
What’s All The Fuss About?
Every time someone mentions reciprocal linking, SEO gooroos start clutching their pearls like Victorian ladies who’ve just heard someone say “arse” at a tea party. But in truth ‘you link to me, I link to you’ isn’t automatically bad – it’s about context.
When Reciprocal Linking Is Fine
Think about legitimate business networking. If you’re a wedding photographer who regularly works with a brilliant local florist, of course you’re going to recommend each other on your websites. That’s not gaming the system – it’s just common sense.
Plenty of natural reciprocal links rank brilliantly because they make perfect sense in context. Local business directories linking to listed businesses who link back? Normal. Industry partners who collaborate on projects mentioning each other? Also normal.
When It Goes Horribly Wrong
On the flip side, if you’re running a plumbing business and suddenly start exchanging links with a cat food blog in Taiwan, a cryptocurrency site in Moldova, and a wedding dress shop in Peru… well, there’s clearly something odd going on.
These artificial link exchange schemes stick out like a sore thumb. It’s like turning up at a networking event and throwing your business cards at everyone while shouting “LINK TO ME!” Nobody likes that person.
How To Do It Right
Want to build legitimate reciprocal links? Think about:
Relevance Is Everything
If you’re a gardening blogger, by all means exchange links with other gardening sites whose content genuinely helps your readers. But if you’re suddenly linking to random forex trading sites, you’re doing it wrong.
Quality Over Quantity
One relevant, natural link exchange with a respected site in your industry is worth more than fifty dodgy deals with random blogs. It’s like business relationships – a few solid connections beat a thousand LinkedIn connections you’ve never met.
The Common Sense Test
Before agreeing to any link exchange, ask yourself: Would I recommend this site to my readers even if they weren’t linking back? If the answer’s no, walk away.
Reciprocal Links Are Not The Devil You Think They Are
Stop treating reciprocal links like they’re some kind of SEO plague. Natural link exchanges between relevant sites are fine. Just keep it genuine, keep it relevant, and for heaven’s sake, stop trying to exchange links with every website that sends you a dodgy email.
Remember: If your linking strategy looks like you’re trying to network with everyone in the phone book, you’re doing it wrong. Focus on building real relationships with relevant sites in your industry, and let the links develop naturally.
Because at the end of the day, Google can tell the difference between genuine connections and desperate link schemes faster than you can say “please link back to my website about discount sunglasses.”
Need some ideas on how to get quality backlinks without resorting to spammy techniques?
This, and 70-odd other myths, are featured in my new eBook SEO Myths Debunked.
