In a link exchange, two or more websites link to each other. So webmasters agree that they will link to each other’s website. It is then a strategic exchange in the offpage area. Among other things, it is used for link building, but it can also lead to a general association between two companies to promote each other’s products or services (so-called cross promotion).
In the case of a link exchange, the link text can also be chosen by the respective webmaster in order to “control” his own link profile. However, this is not always the case.
Link Exchange in search engine optimization
Thus, link exchange is a widely used methodology to optimize one’s website for search engines and SERPs. The aim of link exchange is to improve the ranking of web pages as well as link popularity. This methodology was considered in search engine optimization, among experts as a common practice for link building.
It should be noted that reciprocal links are so-called black-hat SEO, insofar as it is a large amount of links or many low-quality links. If the links have a benefit for visitors of the website, a link exchange can also belong to white-hat SEO. In general, however, both forms are controversial methods.
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