Today we are going to discuss about one of the most polarizing topics in the SEO world. Backlink exchange, also known as link exchange or reciprocal links, has long divided the SEO world. Question galore about whether it is good or a bad practice. If it is really good SEO practice then do we have to be still careful about in drawing a line. What does Google guidelines have to say about ‘link Exchange.’
In this blog post, we will try to bust all the myths and confusions about this highly polarizing issue. Since this blog post will break many myths, many may come across several surprising facts that they may be completely unaware of. More importantly, by the end of this blog post you’ll get more than enough clarity about whether you should pursue this practice or give up altogether.
What is Backlink Exchange?
Although most readers reading this post may not be completely novice in SEO, we still feel it is important to define what actually is link exchange.
As is very evident from the name itself, it is a practice when two individual website owners mutually agree to link to each other by inserting each other’s link in their respective websites. The obvious and primary motivation is to increase their website’s backlink numbers and thereby improve its ranking in Google’s SERP.
In the above definition, the words ‘mutually agreed’ need to be taken with a pinch of salt. You’ll know why in the next section or paragraph.
What Google Guidelines say about link exchange?
Before heading further, let us first hear from the horse’s mouth. After all, our ultimate aim is always to rank higher on Google’s SERP and therefore Google’s opinion counts for greater significance.
Google explicitly states that excessive link exchanges are against its guidelines.
Here the words ‘excessive link exchange’ carries lot of weightage.
Although Google has never clarified how much really amounts for ‘excessive’ or where does one need to draw a line, it is safe to assume that even Google believes that it is but natural for websites to have a chunk of backlinks coming from link exchange.
This means Google is not overbearingly stringent about backlink exchange as it is often perceived to be and there are good reasons why it is not.
Google is more than aware that not all reciprocal links are earned through mutual agreement. Very often it takes place without any mutual agreement or website owners are completely unaware about it.
Let us simplify this with a simple example
Let us assume that you run a website dedicated to automobile news. On one fine day you come across an e-commerce website selling automobile spare parts. Impressed by the website’s quality and other factors, you decide to link back to the website believing that this will help your loyal readers in discovering a trustworthy e-commerce website that deals in automobile spare parts.
Nearly after two months, the same e-commerce website also links back to your automobile news website’s home page with the assumption that its visitors would love to know about the latest news in the automobile world.
In this example, link exchange has taken place between two websites belonging to automobile niche but both website owners are completely unaware about it.
This is exactly why Google does not see every backlink exchange with suspicion. Very often it may give the benefit of doubt that the exchange may be part of natural link building process.
Another important point to consider is that it is very difficult for Google to differentiate between manufactured link exchange and natural one . Although over the years Google’s algorithm have become sophisticated and robust, still it is unlikely that it can spot the difference.
How popular is this practice?
If Google does not really hate this practice then it is pertinent to ask whether people are finally shedding their biased attitude against it. The answer might surprise many people. Although the biased attitude still persists, today people are more open to it than they have ever been.
Today even popular and high authoritative websites participate in link exchange. Some even participate in what is called as ‘private influencer network’ where websites belonging to same network pass backlinks to each other. You can easily find such groups on Facebook or Telegram.
Although this practice may fall under grey area, it goes on to show how many people have started embracing reciprocal links without major reservations.
When should you opt for it?
Although reciprocal links may not be as bad as it is often claimed to be, it is still important to be vigilant. Vigilance will ensure that you don’t overstep the line and spare your website from earning Google’s wrath.
Here are some of the factors that you need to look into
- Does the website boost good domain authority (DR). The DR should be preferably higher than 40 or at least match your own website’s DR.
- Does the website enjoy good organic traffic. It should preferably attract at least 5,000 -10,000 monthly visitors.
- Does the website have anything to offer that will be valuable and useful for your loyal visitors and readers. For example, informative content, free tools, useful products etc.
- Does the website belong to your own niche or industry.
- Does it follow all the best SEO practices.
When should you say ‘No’
Here are some of the potential red flags that should prompt you to say a decisive no.
- Too many outbound links: Websites with too many or unhealthy number of outbound links is one of the biggest red flags. Too many outbound links are often indicative that websites may be part of Private Blog Network (PBN) or link farm sites, which are purely created for providing backlinks.
- Low domain authority: Websites with low domain authority (DR) enjoys low credibility in Google’s eyes and hence it may not pass the link juice to your website. Any website with DR below 30 should be preferably avoided.
- Domain age: Domain age refers to your website’s actual age. The general thumb rule is that you should link to well-established sites that are at least couple of years old, preferably more than 5 years old.
- Non-HTTPS websites: Non–HTTPSwebsites arepotentially security hazards like data breach, phishing attacks and other security issues. Therefore, it is always better to maintain distance from such websites.
- Poor SEO practices: Sites that are replate with poor SEO practices like substandard content quality, tacky design, on-page issues as well as other technical issues should be best avoided.
Safety checklist for Reciprocal Links
Mentioned below are important safety measures that you need to consider while practicing link exchange.
- Backlink exchange should never be your primary link building strategy. It must always be subordinate strategy while creating high-quality content, guest posting, link outreach and other white hat link building strategies should always be part of your primary link building strategy.
- Make sure that reciprocal links do not constitute more than 20% of your entire backlink profile.
- While practicing it, always make sure that your links are contextually placed.
- Consciously look for potential red flags whenever you choose to become part of any private influencer network for swapping links.
- When swapping links, don’t be over-obsessed only with securing backlinks. Rather value creation for your loyal readers or visitors should always be your central focus.
What about the risk of Google penalty?
Although there is no hardcore data or statistics, the general assumption is that Google rarely penalizes websites for backlink exchange. As mentioned earlier, it is bit of an exaggeration to claim that Google views every link exchange suspiciously. However, it is still important to take these facts with a caveat. The caveat being that you still should not go overbroad. Don’t overdo it and follow all the above-mentioned dos and don’ts sincerely and your website will always be safe from earning Google’s ire.
Conclusion
Whenever it comes to backlink exchange, it is always important to remember the critical rule that being ‘over-excess’ is a really bad thing. It is not a mere coincidence that Google has particularly used the word ‘excessive’ in its guidelines to warn against overleveraging the link exchange practice. At the same time, it is important to state that the practice is not a villainous act as it is often made out to be nor should it be a subject of taboo. If anything, it should always be made a part of your SEO strategy as it can seriously help in keeping your backlink profile healthy. To sum it up, link exchange is very much a legitimate SEO strategy if you do it in a 100% ethical way.