Reciprocal linking is a practice that's been around since the web was in its infancy. In the earlier, wilder years, many people built websites and linked to their friends, and their friends reciprocated. The revolutionary idea of a "world wide web" as a network of linked sites was a primary reason for the huge success of the internet.
Now, it seems that Google is threatening to ban sites that use reciprocal linking techniques. From the Google Webmaster Help Center on techniques that are a violation of their guidelines:
"Link exchange and reciprocal links schemes ("Link to me and I'll link to you.")"
This is a direct contradiction to basic business practices where businesses often cross market their products, even when not in similar industries. For example, I operate a website that is a real estate guide for my local area. Users can find real estate agents, apply for a loan, get a contractor, find a handyman, etc. It also has informative articles, discussions on the current state of the real estate market, and links to regional news stories regarding real estate in the area. I have many links to various websites for the companies represented in the guide. Many of those websites also link back to me as a "proud partner of the real estate guide". Essentially, I have a website filled with reciprocal links.
Since the goal of the real estate guide is to be a "one-stop shop" for real estate services, linking to websites representing those relevant services is a must. What, do I tell users that "Company A is a real estate agent, but if you want to visit their website, go do a search for them on Google and find the site yourself"? The links back to my site are completely natural - I didn't solicit those websites for backlinks. The burning question is: will I be banned from the Google index for having a large number of reciprocal links? I shouldn't be penalized, but according to Google's guidelines, I've broken the rules.
When it comes down to it, will Google be banning itself for reciprocal linking? After all, they link to every website on the web, and many websites link to them.
Check out for an interesting video and some great commentary.
Since the goal of the real estate guide is to be a "one-stop shop" for real estate services, linking to websites representing those relevant services is a must. What, do I tell users that "Company A is a real estate agent, but if you want to visit their website, go do a search for them on Google and find the site yourself"? The links back to my site are completely natural - I didn't solicit those websites for backlinks. The burning question is: will I be banned from the Google index for having a large number of reciprocal links? I shouldn't be penalized, but according to Google's guidelines, I've broken the rules.
When it comes down to it, will Google be banning itself for reciprocal linking? After all, they link to every website on the web, and many websites link to them.
Check out for an interesting video and some great commentary.