A link exchange, also called reciprocal linking, means two websites agree to link to each other. In SEO it counts as a link building tactic.
What Google says
Google’s spam policies list “excessive link exchanges” (“Link to me and I’ll link to you”) as link spam. Link spam means links created primarily to manipulate rankings. Google does not say at what point an exchange becomes excessive. Three-way or ring exchanges, where A links to B, B to C and C to A, pursue the same aim and fall under the same policy when the intent is ranking manipulation (assessment).
Example
Two garden supply shops agree to link to each other from their link pages, though neither actually recommends the other. That is an exchange for ranking purposes.
Two partners whose offers complement each other and who link where it helps visitors are a different case. What matters is why the links are set.
Frequently asked question
Is a link exchange against the rules? Excessive exchange to influence rankings is link spam under Google’s policy. A few links between related sites that help users are not described as a violation.
Sources
- Spam policies for Google web search – Google Search Centraldevelopers.google.com
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