What is Link Exchange?
Link exchanging, or reciprocal linking is used in SEO to help improve the visibility of of two websites in the SERPs. This is done through external links from each website to each other’s content.
This is one of the best ways of obtaining good quality backlinks from high authority domains, but care must be taken, as excessive external links to or from other websites may cause manual actions to be taken against the site for violation of Google’s spam policies. Too many external links out of a site can also devalue your site’s overall authority as it shares too much “link juice” with the websites it links to.
The key here is to follow Google’s guidelines and reach out to content creators whose audience could benefit from your content, and vice versa. This creates a reciprocal relationship where both websites and users will benefit from the link exchange. This would typically be from two websites in the same or a similar niche, such as two cooking blogs externally linking to each other to share variations of a recipe (for example, one dairy recipe and another dairy-free recipe).
