Link Exchanging is the process of having one website offers a link to another website with the intention of returning a reciprocal link. Linking your site to another site and vice versa was very popular in the old days of internet marketing where you could get away with some black hat SEO tricks. Lately I have been receiving a ton of emails from companies trying to offer me links to exchange with them. The first challenge is Penguin’s new update is bound to penalize such tactics and secondly why would I link to a site that has no relevance to my website.
Google clearly indicates the following quote, “The quantity, quality, and relevance of links count towards your rating. The sites that link to you can provide context about the subject matter of your site, and can indicate its quality and popularity.
However, some webmasters engage in link exchange schemes and build partner pages exclusively for the sake of cross-linking, disregarding the quality of the links, the sources, and the long-term impact it will have on their sites. This is in violation of Google’s Webmaster Guidelines and can negatively impact your site’s ranking in search results.”
I always ask myself this question. Does my website visitors truly benefit from this link? Link exchanges can be perceived as lying to the search engines to manipulate rankings. SEO experts say if you still follow old black hat SEO tools and paid links for link building then you will sure be caught by googles recent penguin update and be de-indexed.
Most importantly for me its about integrity and always been about my website visitors. If my followers do not benefit from an outgoing link there is no need for me to publish it.