Glossary
What is a link exchange?
A link exchange is an agreement between sites to link to each other for SEO. Occasional reciprocal links between related sites happen naturally. Arranged swaps at scale, including three-way exchanges meant to hide the pattern, are what Google's spam policies call excessive link exchanges.
Normal vs excessive
| Normal | Excessive |
|---|---|
| An integration partner and you link to each other | Emailing hundreds of sites offering swaps |
| A directory you're listed on and its badge on one page | Badges from dozens of tiny directories sitewide |
| Co-authors linking each other's work | Link exchange groups and marketplaces |
| Three-way (ABC) swaps to disguise the pattern |
Why the pattern matters
Search engines expect some sites to link to each other. What stands out is many reciprocal links with unrelated sites, set up for links rather than readers. A badge exchange with a relevant directory sits on the normal side; collecting dozens to farm links does not.
Example
An agency proposes a "link exchange network" where 50 member sites link to each other in rotating patterns. A founder declines. The member sites later lose rankings together after a manual action.
FAQ
Are reciprocal links bad?
Not by themselves. Natural ones between related sites are common.
What is an ABC link exchange?
Site A links to B, B's owner links to you from site C, so the swap isn't obviously reciprocal. It's still a scheme.
Is a directory badge a link exchange?
It's reciprocal. One or two with relevant directories is normal; dozens is excessive.