Reciprocal link strategy along with the archaic banner exchange programs was among the first approaches to promote a site back in the era when internet was a new thing. It seems that now many webmasters try to avoid reciprocal offers. Why?

It is all because modern webmasters are too particular about the PageRank – as if it was everything and as if it would determine the earning potential of a website. It is the biggest misconception of all – it is easy to find PR6 websites that attract only a couple of visitors a week, then, the majority of PR4 websites around the internet get just 10 or 20 visitors per week.

Webmasters would benefit if they forgot about the Page Rank for a moment and concentrate on building traffic. It is true that a reciprocal link doesn’t help you rank better on SERPS because it is your vote against your reciprocal partner’s vote but then you have to see the whole picture…

So what is this reciprocal link stuff all about? In fact, it is a very good idea to exchange links with a high-traffic website even if it doesn’t have a high PR. Why?

  • You get free traffic, you get visitors coming to your site.
  • A steady stream of visitors can be converted into money (advertising, selling stuff, affiliate links etc.)
  • More visitors mean more link bait. Did you know that around 8% of people who are active surfers do have a blog of their own or at least participate in commenting on other peoples’ blogs or social bookmarking sites.

So next time you are approached with an offer to exchange reciprocal links, don’t just bin the message right away. Examine the site and if it has decent traffic, if it doesn’t link out to shabby sites and if it is remotely relevant to your content, go for it.

However, here’s a warning. Don’t go with link exchange software, don’t link to link farms (more than 50 external links on a single page) and don’t overdo – excessive link exchange may harm you.

The best way to acquire quality reciprocal link partners is to go to Digitalpoint Link Forum and network with other webmasters.

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