Link Exchange

In the past people have used link exchange as a means of getting to the top the easy way, it is comparable to cheating on a quiz. You obtain the rank you want, but never get the knowledge you need to stay there.

Link exchanging means giving links to get links. The benefits of this are mutual when done the right way, and it can greatly build your position on search engines, and SERPs. However, if you go about this the sneaky way, it can backfire.

When it comes to getting links you have three options: Option one is get on a link farm that helps you build links but they may be irrelevant or have poor reputations. You get tons of links, but they may not be all that valuable. Option two is to ask all the sites you want to link to you to do so, and hope they say yes. This is a slow process, most will say yes, and you can guarantee relevance and reputation. The third option is a middle ground option. This is where you use a program, similar to a link farm program, but the website owners each take time to categorize their site so that you only link with people who are similar in topic. Thus all back links are legitimate and relevant.

So, what does this have to do with link exchanges? The whole idea is that you will take time to look at sites in your related field, and while doing so, link to them, and hopefully they do it as well, and so you all build back links mutually. You are exchanging links. So, don't search engines penalize for this? They do. However, what they penalize for is exchanging links purely to get more links. If the sites are relevant and the quality is good, you won't be punished. There is one exception. If Google notices you have excessive amounts of reciprocal links, or link exchanges, then it can hurt your standing.

The key to link exchanges is not numbers as much as it is relevance. If they sites you link to are relevant, and that link to you, they will do you good, even if you do a link exchange. However, if the two topics are worlds apart, then they will do more harm than good. So, don't link to a home entertainment site if you are a site selling Amish goods. Extreme example, but you get the idea.

You do not have to find the sites organically, you can use programs that help you find them, as long as you only link to them if they are relevant and have a good reputation. If the site is involved in link schemes, etc. then chances are it will hurt more than it helps. Use the rule of thumb of only linking to sites you would link to regardless of search engine rankings.

Targeted link exchange can be greatly beneficial to your company as long as you do not spend more than a third of your link time and energy focusing on that. Balance, and relevance. Don't get all your links this way, and only link to sites that are good, and pertain to your site, and you will be good to go.