Reciprocal Link
A reciprocal link is when two websites agree to link to each other — often in an effort to boost traffic or search engine rankings. This is also known as a link exchange.
In the early days of SEO, reciprocal linking was a common tactic to quickly build backlinks. But today, search engines like Google evaluate why and how links are exchanged, and excessive or unnatural reciprocal linking can be seen as manipulative and lead to penalties.
That said, genuine, relevant reciprocal links — such as between business partners, affiliates, or related resources — are still perfectly acceptable.
Why reciprocal links matter in SEO
Reciprocal links can be:
- Helpful when they connect related, valuable content
- Neutral if they are natural and limited in number
- Harmful if used excessively or purely for link manipulation
Google’s Link Spam Guidelines advise against large-scale link exchanges that are done just to manipulate search rankings.
When reciprocal linking is OK
Reciprocal links are fine when:
- They happen naturally and sparingly
- The linked pages are relevant and helpful to users
- They reflect a real relationship (e.g., business partnerships, citations)
- They aren't part of a "link for link" scheme across unrelated websites
HTML example: Reciprocal links between partners
<!-- Site A links to Site B -->
<a href="https://site-b.com/resources">Check out our partner’s guide</a>
<!-- Site B links back to Site A -->
<a href="https://site-a.com/tools">Try our SEO tools</a>
This is a simple example of reciprocal linking between two websites that offer related and useful content.
Best practices for reciprocal linking
- Only link when it adds real value to the user
- Avoid automated link exchange programs
- Don’t trade links just for the sake of backlinks
- Keep link exchanges relevant and minimal
- Focus on earning natural, editorial backlinks instead
In summary, a reciprocal link is when two sites link to each other, often to share value or traffic. While this can be perfectly legitimate, overusing the tactic or engaging in irrelevant link exchanges can harm your SEO. Keep it natural, helpful, and user-first.