GlossaryLinks
Link exchange
Also called: Link swap
A link exchange is an agreement where two sites link to each other. Done at scale it breaks Google's guidance on link schemes.
A link exchange, or link swap, is when two site owners agree to link to each other. It can be a one-off between two businesses that really work together, or a systematic arrangement run purely to gain links.
Google's spam policies list excessive link exchanges as a link scheme. A single partner mention on a relevant page isn't the concern. A pattern of swapping links across many unrelated sites, where the only reason is rankings, is. Where one ends and the other begins is a judgment call, and Google hasn't given a number.
Practical point: ask whether the link would exist without the deal. If you'd link to the other site anyway because your readers would find it useful, that's normal. If you're linking only to get a link back, you're creating a footprint that search engines may see. Keep partnerships few, relevant and honest.
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