Reciprocal Links - Handle with Care

We can use Reciprocal Links to improve our ranking can't we?

In the past, Google and most other search engines used links to determine a website's reputation. In simple terms, 1 link was 1 'vote'. A site's ranking in Google search results is partly based on analysis of those sites that link to it. Link-based analysis is an extremely useful way of measuring a site's value, and has greatly improved the quality of web searches. Both the quantity and, more importantly, the quality or relevance of links count towards this rating.

However, many web design companies engage in the practice of swapping, sharing, buying and selling links, often disregarding the quality of the links, the sources, and the long-term impact it will have on their sites. Buying links in order to improve a site’s ranking is in violation of Google's webmaster guidelines and can negatively impact a site's ranking in search results.

Google works very hard to ensure that it fully discounts links intended to manipulate search engine results, such as link exchanges and purchased links. Google requests, If you see a site that is buying or selling links, please let them know. They will use your information to improve their algorithmic detection. Google's overriding objective with any search listing is to provide the user with the most relevant results so any attempts to pervert this are taken very seriously.

Some companies attempt to buy PageRank™ in the form of paid links to their sites. There are even web sites whose sole business is to sell links. Buying links to improve your website's PageRank also violates Google's quality guidelines, and you risk being BANNED from the Google Index completely.

What does this mean?

It means Google and other search engines will ban websites which attempt to manipulate natural listing by employing unfair techniques. Why would you take this risk?

So what is the answer?

As mentioned earlier, simply make sure your website is properly presented. This involves creating clearly written, good quality content which represents your main keyword phrases. This is real 'SEO' and reaps real, long-term benefits.