Google now discounts all reciprocal links

For a long time, reciprocal links have been a cornerstone of inbound linking strategies, but that approach is becoming outdated. Google now disregards reciprocal links, as its algorithm has been updated to detect and discount link exchanges between two parties aimed solely at increasing their number of inbound links.

Reciprocal linking goes against Google’s original intent for its algorithm, which is to reward websites with quality content that naturally attracts links. Instead, reciprocal linking is merely a mutual agreement to boost each other's content without genuine merit, which Google disapproves of (refer to Link Schemes).

There are claims that Google can also identify three-way linking schemes (where Website A links to Website B, Website B links to Website C, and Website C links back to Website A). While the validity of this is uncertain, one fact is clear: inbound linking strategies should not rely on reciprocal links. This artificial method of link building is ineffective and ultimately counterproductive. Focus instead on creating exceptional, niche-specific content, and natural links will follow.