Link exchange

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What is a link exchange

What is link exchange?

The method of the Link exchange was very popular a few years ago. In fact, it represented one of the most important ways for website operators to Improve your search results used. But one day Google's algorithm became more sophisticated, which is why the Link exchange lost its functionality.

In some cases, the use even damaged the affected sites, as these links were interpreted as artificial and purely utilitarian in Google's eyes. The link exchange fell for many Blogger and website operators into disrepute, as they assumed that they could get into trouble with Google by using this practice. But this is not quite right.

Why you should be careful when exchanging links!

What Google rejects are artificial or manipulative link exchanges. That is, Link exchange, which is used exclusively to Search rankings of the websites involved artificially.

AssumeI would have an online store that sells car parts. I decide to start a Link exchange with my friend who owns a fitness blog. As a result, I put a link to his blog with the keyword "weight loss" in my sidebar. He also links to my page with the keyword "car parts".
This link exchange is clearly artificial and serves only the manipulation of search rankings. As a result, both of our sites could end up in trouble with Google.

Natural Link exchange on the other hand is perfectly fine. For example, let's say I have a cooking blog. I could create a section of the sidebar called "Blogs I Read", and then link to several cooking blogs that I think generate great content. In return, the owners of the linked cooking blogs put a link to my blog.
The main goal of this link exchange is to, help the users, to discover new and relevant resources, not to manipulate search rankings.

 As long as you link back to that page for a specific reason (e.g. because you want to inform your readers about it, or add a counter-argument to the discussion), Google will have no problem with it.

How to find link exchange partners

Link exchange is a method in SEO where two or more websites share links with each other to increase their visibility and Range in the search engines. Here are some use cases of Link exchange in SEO:

  1. Industry partners: If you work with or partner with other companies in your industry, you can link to each other to increase awareness and Range of your websites. For example, two Agencyen who specialize in different aspects of digital marketing exchange links with each other to expand their audiences.
  2. Thematically related websites: You can also exchange links with websites that offer thematically similar content, but are not in direct competition with each other. For example, a blog about vegan nutrition might exchange links with a website about sustainable lifestyles. Both sites offer related content that might be of interest to their respective audiences without directly competing with each other.
  3. Link exchange-Networks: There are also networks and platforms that focus on the Link exchange focus between websites. These platforms mediate the exchange of links between members, based on their thematic focus and target audiences. By participating in such networks, you can expand your link profile and improve your visibility in search results.
  4. Events and conferences: When you attend events, trade shows, or conferences, you can share links with other attendees. For example, two companies exhibiting at the same conference could write a blog post about their experience, linking to each other's site.
  5. Guest articles and interviews: Another way to exchange links is to collaborate in the form of guest posts or interviews. For example, if you interview an expert in your industry and publish that post on your website, that expert could link to your interview on their website in return.

Note, however, that in recent years Google has stepped up its fight against unnatural and manipulative Link exchange-practices. Therefore, it is important to be careful when selecting link partners and ensure that link exchanges are done naturally and in the best interest of users. Make sure that the linked content is relevant and valuable to your target audience, so as not to violate Google's guidelines and avoid possible Ranking-to risk penalties.

Natural link exchange vs. spam

In SEO there are several types of Link exchange, which can be considered either natural or spam. Let's take a closer look at the two categories:

Natural link exchange:

  1. Editorial Link exchange: Here link websites due to the quality and Relevance of the content to each other. For example, a blogger may link to a helpful article from another website because he believes his readers would benefit from it. This kind of Link exchange is natural and accepted by Google.
  2. Joint projects and partnerships: When two or more companies or websites work together, it is common to link to each other. This can take the form of co-marketing campaigns, guest posts, or joint events. As long as these links are thematically relevant and of a reasonable scope, they are considered natural.
  3. Business directories and local directories: If your website is listed in a thematically or geographically relevant directory, this can be considered a natural Link exchange be viewed. Make sure that the directory is reputable and of high quality.

Spam link exchange:

  1. Purchased links: The purchase of links with the sole purpose of increasing Google'sRanking to improve, violates the Google guidelines. Purchased links are mostly not relevant to the topic and can lead to a penalty by Google.
  2. Linkfarmen: Link farms are networks of websites that serve the sole purpose of exchanging links among themselves and the Ranking to manipulate. Google recognizes such practices and may penalize websites that participate in such networks.
  3. Mass Link exchange: This is where two or more websites exchange large amounts of links with each other, regardless of the thematic Relevance. Google considers such practices manipulative and may take appropriate action.
  4. Hidden links: Placing links in a way that is invisible to users (e.g., by using white text on a white background) in order to avoid the Ranking to influence is also considered spam.

To avoid spamLink exchange focus on creating high-quality content and linking organically to thematically relevant websites. A natural link structure is much more sustainable and promising in SEO in the long run.


Here's a rule of thumb you can use for any SEO-related topic in the futureIf you are a producer of a certain content genre and want to link pages that are in the same genre for your readers/consumers, Google will probably agree.

However, if you set the links merely in the hope of getting better rankings and behind these no sense whatsoever Google will probably punish you with downvotes.

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What is link exchange? arrow icon in accordion
Link exchange is a strategy where webmasters exchange links between two or more websites. The purpose of link exchange is to provide each other with more traffic and visibility, which in turn increases the competitiveness and visibility of both websites.
Who should do link exchange? arrow icon in accordion
Link exchange can be used by any webmaster who is looking for an effective way to get more traffic and visibility on his website. It is also an effective tool to improve search engine rankings.
What is the difference between link exchange and link building? arrow icon in accordion
Link exchange differs from link building because the latter creates a one-way link. With link exchange, both parties get a link, which is in contrast to link building, where only one party gets a link.
What types of links can be exchanged? arrow icon in accordion
There are different types of links that can be exchanged, including short-term links, relevant, on-topic links, so-called "Nofollow" links and "Do Follow" links.
What factors determine the success of a link exchange? arrow icon in accordion
The success of a link exchange depends on several factors, including the link quality, the relevance of the web pages, the regularity of the exchange, the use of techniques such as link juicing, the choice of the right partners and the optimization of the link texts.
Are there risks involved in link exchange? arrow icon in accordion
Yes, there are some risks to be aware of when doing a link exchange. These include, for example, search engine penalties for links from unsuitable websites, the so-called link networks that generate an excessive number of links, and dependence on external websites.
How should you do link exchange? arrow icon in accordion
For a successful link exchange program, webmasters should consider strategic planning before the actual link exchange. One should also make sure that the links one exchanges are from high quality websites to increase visibility.
Can you pay for link exchange? arrow icon in accordion
Yes, you can pay for link exchanges. However, if you pay, you should make sure that you get a quality and relevance for the paid links that you would not have gotten otherwise.
What technical aspects do you have to consider? arrow icon in accordion
Some technical aspects that should be considered are the use of rich snippets, page speed, URL structure and mobile optimization.
What are the advantages of link exchange? arrow icon in accordion
Link exchange can be a great way to bring more traffic and visibility to the website. It can also be used to improve search engine rankings and generate more backlinks.

With top positions to the new sales channel.

Let Google work for you, because visitors become customers.

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