What is a link exchange?

A link exchange is a deal which involves you linking to a site in exchange for a link back.  Link exchanging, also called reciprocal linking, are not a great idea.

Exchanging links with a high authority site when you're trying to build up a new site might be advantageous, but there is no substitute to organic links that you don't need to ask for. If you exchange links onthe odd occasion you'll probably be fine, but if you go overboard with link exchanging and make it a habit you're likely to penalised by Google who look badly upon any kind of link schemes.

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