Reciprocal linking was an effective search engine optimization (SEO) strategy but recent Google updates have diminished its effectiveness at ranking websites. While reciprocal linking may not be as powerful for rankings alone, it can still be a useful strategy for driving relevant traffic to a website if done carefully by only exchanging links with high-quality sites that provide value to visitors. Webmasters should focus on outcomes like traffic and user experience over rankings and consider multiple factors of a site before agreeing to a reciprocal link.

1. Is Reciprocal Linking Dead?

2. If you have been reading some of the internet forums,
the last Google update certainly caused quite a stir, and
it has left a lot of people asking the question "Is
reciprocal linking Dead?".

3. This latest Google update affected a lot of websites that
depended on their reciprocal linking strategy to rank
high in Google.

4. If a webmaster wanted to outrank a competing site,
They would work out how many links they needed from
different websites with a certain PR rating and then
commence a reciprocal linking campaign to out rank
their competitors.

5. This strategy was certainly sound and was very effective.
But most webmasters would swap links with anybody
and everybody, so long as the site had a Google page
rank (the higher the better).

6. Each link swapped was a step toward ranking higher in
the search engines and beating out their competitors.

7. This strategy may have worked in the past when Google
was not as smart, but it appears Google has wised up to
this strategy. So, it is not surprising that as Google and
the other search engines get more sophisticated that the
effectiveness of reciprocal linking has diminished as an
important factor for ranking well in seach engines.

8. Which brings us back to the question "Is reciprocal
linking dead?"

9. Instead of asking yourself if reciprocal linking is dead,
you should really ask yourself what outcome do you
want to achieve with your reciprocal linking strategy.

10. If reciprocal linking is your only strategy to rank high in
the search engines, then you should re-think your
strategy because reciprocal linking is not quite dead, but
it has taken a big hit.

11. I have not stopped my reciprocal linking strategies
because I am aiming for the following outcomes:

12. 1. To drive traffic to my site from other relevant
websites.

13. 2. To add value to my visitors by offering them links to
websites that they may be interested in.

14. 3. If I rank higher in the search engines, then this is a
bonus.

15. Before swapping a link with another site I am always
mindful that if a visitor sees a link on my site, they
correctly assume that I have recommended this website
to them, and, if the site I send them to is not relevant or
very good, then I loose credibility and a possible return
visitor.

16. Whenever I am going to swap links with another site I
always ask myself the following questions:

17. 1. What is the other site about and does it compliment
my website?

18. 2. Will my visitors find this site useful to them?

19. 3. What is the quality of the content of the website?

20. If I think my visitors will find this site useful I then look
at the site from the webmasters point of view and ask
myself the following questions.

21. 1. How will their visitors find my link? If a visitor cannot
find my link then how am I going to get any traffic.

22. 2. Is there a link on their home page (preferably on all
their pages) to their links directory?

23. 3. Where is my link going to be placed? Is it more than
two clicks away from the home page?

24. 4. Does the website have a sitemap and is the links page
included in the site map?

25. If, and only if the website passes the above criteria will I
proceed with a link exchange.

26. A reciprocal Linking strategy may not be as effective to
rank high in the search engines, but it still is an
important part of getting targetted traffic to your
website if done correctly.

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