Reciprocal linking is an arrangement where two websites agree to link to each other, historically used as a simple link-building tactic in the earlier days of SEO, though largely diminished in effectiveness and increased in risk since Google’s Penguin update.
Excessive or clearly manipulative reciprocal linking, particularly between unrelated sites created solely for link exchange purposes, can be identified by search engines as an unnatural link pattern and carries genuine penalty risk.
Occasional, genuine reciprocal links between naturally related businesses or partners still occur organically and pose little risk, but deliberately building large-scale link exchange networks is best avoided.
We avoid manipulative reciprocal linking schemes within our white-hat Link Building service.