Are Link Exchanges a Legitimate SEO Strategy in 2023?


What exactly is a link exchange?

In the world of website management and SEO, the concept of link exchanges, also known as reciprocal linking or backlink swapping, has been a topic of interest and discussion. While it’s a practice that some engage in, it’s worth exploring its nuances and implications.

Many website owners and bloggers are keen on the idea of link exchanges, often believing that this strategy can provide them with a competitive edge on Google’s search rankings. The rationale behind this notion is that acquiring a high-quality backlink can potentially send a “trust” signal to search engines, thus boosting their website’s credibility and visibility in search results.

At LinkCrafters, where we specialize in link building and outreach, we’ve encountered numerous instances where webmasters openly express their interest in link exchange arrangements. Interestingly, it’s not limited to smaller bloggers or websites; even prominent websites with millions of monthly visitors have shown willingness to engage in content-based link exchanges.

The landscape of SEO and link building is dynamic, and while some still explore link exchanges, it’s essential to consider the ever-evolving guidelines and algorithms of search engines like Google to ensure your SEO strategy aligns with best practices.

Is Exchanging Links a Legitimate Strategy?

Many traditional SEO practitioners, particularly those not extensively immersed in the realm of link building, often discourage the practice of link exchanges.

Indeed, the concept of exchanging and bartering links has long sparked heated debates within the SEO and link-building communities, with many experts leaning towards alternative strategies. However, based on my own experiences, it’s evident that the SEO landscape is evolving, and even seasoned professionals are constantly seeking ways to gain an edge.

The reality is that this approach has the potential to secure highly coveted backlinks from authoritative sources.

Private Influencer Networks

A year or two ago, Glenn Allsopp, known as Viperchill, published a highly acclaimed article shedding light on the intriguing realm of private link building. In this enlightening piece, he delved into the concept of a ‘private influencer network,’ unveiling its inner workings and even uncovering its adoption by major players like Cosmopolitan and Marie Claire, who were engaging in discreet link exchange practices.

One of the most captivating elements of Glenn’s article was the compelling graphic he used, visually portraying the synchronized ascent of prominent tech publications on the internet. These publications, he revealed, were actively collaborating and mutually benefiting from link sharing, strategically boosting their rankings together.

Glenn didn’t stop at the big names; he ventured into more relatable examples, zooming in on a significant affiliate marketer who was part of a private influencer network alongside key competitors within their niche. This network engaged in a clever game of reciprocal linking, a sophisticated approach to enhancing their online visibility.

While Glenn’s insights may have initially seemed groundbreaking, it’s worth noting that these strategies, or variations thereof, have been discreetly employed by companies of all sizes. Through my own experiences in the dynamic world of link building and discussions with content publishers across diverse niches, I can affirm without a doubt that even colossal enterprises have been practicing analogous tactics, albeit often with a lower profile.

What does Google Say on the Subject?

Google’s Webmaster Guidelines make it clear that engaging in excessive link exchanges, such as the “Link to me and I’ll link to you” approach or creating partner pages solely for the purpose of cross-linking, is not in alignment with their terms. Interestingly, Google’s use of the term “excessive” implies an acknowledgment that there are natural and legitimate situations in which websites may link to each other.

For instance, in the internet marketing realm, it’s quite common for close friends in the industry to mutually link to each other’s content. Similarly, when organizing an event, it’s only natural to link to the websites of exhibitors, and it’s expected that they would reciprocate with links to your event page. These scenarios represent typical and legitimate instances where link exchanges serve a valid purpose, promoting collaboration and providing valuable resources for users.

But Can I Get Penalized?

Certainly, you are welcome to address this article without interpreting it as an endorsement of link exchange. My primary aim is to present the facts objectively. It’s worth noting that, as of today, there is no documented case of a website facing penalties directly attributable to link exchanges.

The probability of such penalties occurring is relatively low, as we will delve into shortly. Nonetheless, it’s crucial to remember that unusual situations can arise, and Google has been known to use certain cases as cautionary examples.

The Cold Hard Facts

Google cannot distinguish between a purposefully arranged link exchange and a genuinely occurring one, unless you are openly sharing links in public or actively seeking link exchanges with numerous websites. This is because Google relies on a machine-based algorithm for its assessments.

Reciprocal Linking is Very Common

A comprehensive study conducted by Ahrefs delved into the world of reciprocal linking, often referred to as link exchanges, providing valuable insights and statistics. Let’s explore some intriguing findings from their research.

This study involved an extensive analysis of 140,000 randomly selected domains, each of which garnered a minimum of 10,000 organic visits per month. Essentially, these were websites that performed well and enjoyed Google’s favor, setting them apart from outdated, seldom-visited counterparts.

It’s essential to exercise caution, however, as Joshua Hardwick thoughtfully noted in the Ahrefs study. While the research shed light on the practices of websites thriving through link exchanges, it’s worth considering a critical caveat. Any websites that might have faced penalties from Google due to link exchange activities could potentially have been excluded from the study. Such exclusion would be due to the significant drop in traffic and their inability to meet the study’s rigorous criteria.

The Numbers

Out of the vast web ecosystem, an astounding 74% of websites engage in reciprocal linking, forming digital connections that go both ways. A significant 27% of these websites exhibit a striking pattern: they share at least 15% of their outbound links with the same sites that reciprocate by linking back to them. This intriguing phenomenon essentially means that 15% of their incoming links can be likened to a virtual handshake, symbolizing a mutual exchange of digital favors.

Furthermore, it’s worth noting that even prominent players in the online domain like Ahrefs, have uncovered an interesting aspect of their web presence. A noteworthy 19% of the domains they choose to associate with reciprocate the gesture by linking back to Ahrefs. This mutual linkage reveals the interconnected nature of the digital landscape, where websites often form symbiotic relationships through reciprocal linking.

When Should You Consider a Link Exchange?

When it comes to engaging in link exchanges, it’s crucial to employ a healthy dose of common sense. Rather than solely fixating on the potential SEO advantages or the flow of link juice, the primary focus should revolve around relevance.

Start by asking yourself some fundamental questions: “Does this particular website offer content, tools, or products that could genuinely benefit my site’s visitors? Am I connecting to their page in a way that adds value to my users?”

Certainly, consider the direct relevance of the website in question. Is the quality of their content high, and does it align with the theme of your site?

As an illustration, let’s consider my thriving Airsoft affiliate website. Approximately 25% of our inbound links originate from other Airsoft-related websites. The remaining 60% hail from other relevant niches such as outdoor activities, adventure enthusiasts, and various hobbies. Only a modest 15% of our links come from unrelated sources.

In essence, when it comes to link exchanges, the key is to prioritize relevance, usefulness, and quality over SEO considerations alone.

Cheat sheet questionnaire to follow when considering a link exchange

  • Is the website boasting a robust domain authority, exceeding a score of 40?
  • Does the website command an impressive monthly influx of over 5,000 organic visitors?
  • Do the website’s visitors align with the target audience we aim to reach?
  • Is there a discernible and meaningful linkage between the content we intend to mutually promote on our respective websites?

Guest Post Swaps

A prevalent and contemporary strategy gaining traction in the online world is the practice of “reciprocal guest post sharing.”

In this collaborative approach, two individuals actively engage in guest posting on various websites within their niche or industry. The concept is elegantly straightforward:

  1. Person A includes a link to Person B’s website within a guest post they are contributing to a third-party website.
  2. In return, Person B reciprocates by featuring a link to Person A’s website within their own guest post for another website.

In essence, this strategy revolves around a symbiotic exchange of guest post placements, wherein both parties mutually benefit and enhance their online presence through strategic link building.

When to Avoid Link Exchanges Entirely

Certainly, before proceeding, it’s crucial to conduct a qualitative assessment. Begin by evaluating the website’s relevance, utility, and your overall impression of it. Additionally, take the time to explore their social media presence, delve into the owner’s LinkedIn profile, and immerse yourself in the brand’s essence.

After completing this initial phase, it’s essential to perform a series of metric checks;

Key Metric Checks

  1. Outbound Link Ratio Assessment: Is the website’s outbound link ratio below 2? For instance, if a website boasts 100 inbound links, it’s advisable to ensure that it doesn’t exceed 200 outbound links. This precaution helps avoid potential pitfalls associated with link-farm sites, Private Blog Networks (PBNs), and similar entities with precarious outbound link ratios.
  2. Website Maturity: Typically, it’s prudent to engage in exchanges with well-established websites that have been operational for at least a couple of years. Such sites tend to be more resilient, and their owners’ commitment over a two-year period signals a level of dedication that is often absent in newer website ventures.
  3. Majestic Trust Flow Evaluation: If you have access to Majestic, verify whether the Trust Flow (TF) metric surpasses 10. Trust Flow provides an estimate of a page’s reliability, based on how reputable websites tend to connect with trustworthy counterparts. This metric can help gauge the trustworthiness of a website in question.

How to Exchange Links in the Safest & Best Way Possible

It’s crucial to emphasize that your approach should not revolve around actively seeking out individuals interested in a straightforward link exchange. Instead, your focus should be on fostering a sense of generosity within the blogging community. Compliment and support fellow bloggers genuinely, and freely share links to valuable content that has personally benefited you.

If you do decide to engage in link exchanges, I would advise against creating direct links from one specific page (let’s call it Page A) to another (Page B) and vice versa. Instead, consider a more intricate setup involving multiple pages. This way, you can avoid leaving a discernible link trail between any two pages involved in the exchange. This approach helps maintain a natural and organic linking structure while contributing positively to the online community.

Important Safety Tips For Swapping Links

  • Avoid relying solely on this method for building links! Instead, diversify your approach by combining various strategies, such as reaching out with valuable content and engaging in guest posting.
  • When engaging in link exchanges, prioritize connections with trustworthy individuals with whom you have established relationships. Building links with credible partners is key.
  • Ensure that your link exchange percentage aligns with industry norms and competitors. Maintain a balance by cross-referencing outgoing and incoming links in a spreadsheet to identify any duplicates.
  • As a general guideline, aim to keep the ratio of exchanged links to links from organic sources at a reasonable level. A good rule of thumb is to limit exchanged links to no more than one for every ten links acquired from natural sources.

It’s crucial to steer clear of engaging in site-wide link exchanges. This practice was quite prevalent in the past, especially within specific industries. I firmly believe that Google has implemented mechanisms to nullify any potential boost in search engine rankings that might be associated with these sorts of link exchanges.

Leverage Slack & Facebook Groups

An emerging trend in the digital landscape involves the surge in popularity of exclusive online communities, such as private Facebook and Slack groups, where the prospect of link exchange opportunities takes center stage.

One such example is the ‘B2B Bloggers Boost’ enclave nestled within the confines of Facebook. The underlying concept is refreshingly simple: members of this group extend a helping hand by linking out to their fellow participants, who reciprocate in kind. It operates as a self-regulated ecosystem, with a keen eye for ensuring fairness. Any external interlopers who attempt to exploit the system by demanding links without contributing their own are swiftly escorted out of the group. What makes this system particularly appealing is its inherent emphasis on fostering the exchange of only top-notch, high-quality content, while discouraging the proliferation of subpar material.

For those who consistently produce exceptional content, whether on their own websites or through the avenue of guest posts, these groups represent an invaluable opportunity.


In my perspective, the practice of exchanging backlinks should be approached with a sense of practicality. While it shouldn’t be your primary strategy for building links, it can certainly be beneficial if done judiciously. As professionals within a particular niche or industry, it’s only natural to have connections, friends, and colleagues. There will be instances where it makes perfect sense to link to each other’s content.

I’ll harken back to the language employed in Google’s official guidelines, which clearly state that excessive link exchanges are discouraged.

So, think of it like enjoying a fine whiskey. It’s perfectly acceptable to savor a glass now and then, appreciating the nuances and flavors. However, excessive indulgence in reciprocal link building, akin to getting blackout drunk, should be avoided. Balance and moderation are key when engaging in this practice.

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