In the early days of SEO, reciprocal links were a big deal.

Nowadays, search engines like Google are a lot wiser to link manipulation.

But people still debate whether reciprocal links help or hurt your SEO.

They can boost your site’s visibility, but if you’re not careful, they might lead to penalties.

This guide will teach you when (and how) to use reciprocal links safely in 2025 and when to avoid them altogether.

What Are Reciprocal Links?

Reciprocal links are when two websites link to each other. Typically, both site owners will agree to link to one another, with the goal of improving each other’s authority and SEO. The idea is that these backlinks will help the sites rank higher in Google.

It’s like swapping favors: you link to me and I’ll link to you.

But there are different types of reciprocal links. A direct reciprocal link is when Site A agrees to link to Site B, and in return Site B agrees to link back to Site A.

An indirect reciprocal link happens when Site A links to Site B naturally. And then Site B links back to Site A, but also naturally, without any discussion or agreement of either link.

For example, at Backlinko, we link out to reputable sources for data and insights. Like HubSpot:

And HubSpot sometimes links back to us for the same reasons:

We don’t communicate with HubSpot about this. Our writers and their writers are just naturally going to look for sources to link to, and sometimes there will be overlap.

But another “type” of reciprocal linking occurs when, while there is no agreement between the two sites, there is acknowledgement from one side.

An example is when Site A features Site B in one of their posts. Site B sees this and shares the feature with their own audience, with a link back to Site A’s post.

For example, retro gaming news site Time Extension featured arcade machine collector Jonathan Thompson in one of their articles:

Jonathan then shared that he was featured with his own website’s audience, including a link back to the original post on TimeExtension.com:

This is an example of reciprocal linking, but without the agreement that often goes along with it.

Reciprocal Links vs. Link Exchanges

Reciprocal links and link exchanges are similar but not exactly the same.

Reciprocal links can happen naturally when two sites link to each other without planning. (Like the examples above.)

Link exchanges usually involve an agreement between site owners to link to each other on purpose.

But because both involve mutual linking and the result is the same, people use these terms interchangeably.

That on its own doesn’t mean you should be trying to build reciprocal links. It just means a lot of sites do have reciprocal links, whether they built them on purpose or not.

Are Reciprocal Links Good or Bad for SEO?

Reciprocal links can be both good and bad for SEO.

They can help your site in some ways but might cause problems in others. It really depends on how you use them.

Before we talk about the pros and cons of reciprocal linking, what does Google think about them?

What Does Google Say About Reciprocal Links?

Technology improves at a breakneck pace (particularly with AI), and pretty much every market continues to become more competitive.

So, search engines are rapidly becoming better at detecting when people might be using manipulative techniques to try and game the system. Like unnatural link patterns.

Google’s algorithms, for example, are designed to identify and penalize manipulative linking practices.

And the search engine’s spam policies describe reciprocal links (in all but name) as an example of link spam:

This means that if your site engages in widespread reciprocal linking purely as a strategy to boost rankings, Google might pick up on it.

What’s the penalty if Google thinks you’re in the wrong?

At best, lower rankings.

At worst, a manual action, and no rankings at all.

Such penalties can be challenging to recover from. And it may involve extensive efforts to disavow harmful links and rebuild your site’s authority.

But that doesn’t mean reciprocal linking is never okay. That’s just Google’s official stance on using the tactic in a manipulative way.

Plus, there are potential benefits if you do it right.

Pros of Reciprocal Linking

1. Increased Referral Traffic

One of the most obvious benefits of reciprocal linking is the potential for more referral traffic.

When another website links to your content, their audience may click through to your site, boosting your visitor numbers.

If the linking site has a substantial and relevant audience, this can lead to significant traffic gains. And expose your content to new readers or customers.

Not to mention the potential sales and signups you could get as a result.

So, reciprocal linking can have a real impact on your business.

2. Free Marketing

Building reciprocal links is a free way to market your website.

If another site agrees to include a link to your content for no fee, and all you have to do is link to their content, that can seem like a free way to build links.

As long as these sites are reputable, and the links are relevant, this can be a valid way to build links.

3. Enhanced User Experience

By linking to high-quality, relevant resources, you can provide extra value to your readers.

Offering additional information or tools that complement your content can improve user satisfaction and engagement.

This positive user experience can lead to longer site visits, lower bounce rates, and higher conversion rates.

You can reap the rewards of this benefit even without getting a link back to your content. Which is why adding valuable external links is an SEO best practice, even outside of the context of reciprocal linking.

4. More Authority

Finally, receiving links from relevant, reputable websites can improve your site’s authority.

When authoritative sites link to yours, it signals to search engines that your site is a trusted source of information. And backlinks are a key Google ranking factor.

So, this can improve your search rankings and overall online reputation.

Cons of Reciprocal Linking

1. Risk of Penalties

Search engines like Google are vigilant against practices that attempt to manipulate search rankings.

Google can perceive excessive reciprocal linking as spam. And as we mentioned above, this can lower or completely eliminate your rankings.

This is the biggest risk with organized reciprocal linking. But picking up reciprocal links naturally isn’t likely to trigger this kind of penalty.

2. Association with Low-Quality Sites

Reciprocal linking with low-quality or spammy websites can harm your site’s reputation.

Put simply: you should not do this kind of reciprocal linking.

Search engines may associate your site with these less-than-reputable sources, negatively impacting your SEO efforts.

So, if you are going to engage in reciprocal linking or some form of link exchange, make sure it’s a relevant, reputable site on the other end.

3. Lots of Effort for Potentially Little (or Zero) Reward

Identifying suitable partners for reciprocal linking and managing these relationships can be a time-intensive process.

And there’s no guarantee that the link on their site will provide any SEO value for your site.

Plus, you don’t have control over whether the other site owner will actually link to you. So you could end up doing it all for nothing.

You could refocus this effort on creating high-quality content or putting other link building campaigns into practice. Ones that are likely to yield a better return on investment.

4. Potential to Benefit Competitors

Linking to other sites, especially those within your niche, might inadvertently boost your competitors’ SEO efforts.

By boosting their authority and traffic through your link, you could be diverting potential customers away from your site.

Sometimes, it’s a good idea to include a link to a competitor. Like if you’re writing a post about the best software tools:

Including your own tool might make sense, but it’ll look pretty promotional if you don’t also acknowledge what your competitors do well.

But you should choose when to link to potential rivals carefully. And if one comes asking for a reciprocal link, it’s worth considering the potential SEO benefits they’ll receive if you agree.

5. Negative Impact on User Experience

If you place reciprocal links in your content solely for SEO benefits without considering whether it actually adds value for the reader, it can lead to a poor user experience.

Visitors may become frustrated if they click on links that are not genuinely helpful or relevant to their interests. This could potentially damage your site’s credibility and user engagement metrics.

Plus, if the site you’re getting the link from adds it in a way that negatively impacts their own user experience, their visitors might associate your site with that poor experience. (And you likely won’t have much control over that.)

How to Use Reciprocal Links Safely

It’s clear that using reciprocal linking the wrong way can damage your online reputation in more ways than one.

So how can you do it safely?

Avoid Manipulative Link Building

We’ve already discussed how Google’s algorithms are designed to detect unnatural linking patterns. (And the penalties you could receive.)

One “unnatural linking pattern” could be if you suddenly started picking up lots of links really quickly. Perhaps you started working with a bunch of reciprocal linking partners all at the same time.

Leading to a graph like this:

To maintain a natural “link velocity” you shouldn’t try to build too many reciprocal links too quickly.

There’s no magic number to aim for. But if your site typically picks up 10-20 backlinks per month and suddenly you start receiving 10-20 per day, it could look like link spam.

Adhere to Google’s Guidelines

When linking to other domains as part of advertising or sponsorship, you should use rel=”nofollow” or rel=”sponsored” tags. This is official Google guidance from their spam policy page.

This signals to search engines that the link should not influence rankings.

Choose Your Partners Wisely

How can you know what makes a good reciprocal linking partner?

First, make sure the website is related to your industry or niche. Google is less likely to view relevant links as manipulative. Plus, they’ll likely provide more value for your audience.

Next, consider the site’s overall authority in its niche, and ideally check out its current backlink profile. Specifically, look at metrics like:

• Backlink quality: Assess the quality and diversity of their backlinks
• Organic traffic: Higher traffic can indicate a more authoritative site (and more potential referral traffic for you)
• Authority: This is a measure of how well-known and trusted a site is in its space

There are lots of ways to measure authority. While Google doesn’t use or at least publish any official authority metric, there are tools that can estimate this for you.

For example, Semrush uses Authority Score (AS). You can see a website’s AS using the Domain Overview tool:

You can also use our free website authority checker:

But this number, while helpful, isn’t enough on its own. You should also consider how much traffic the website receives, and the backlinks it already has.

You can see these in the Domain Overview report, but you can take it a step further.

Head to the Backlink Analytics tool to see a breakdown of the site’s link profile:

And you can see how its authority has been trending over time:

(Ideally, the site will be gaining authority, or at least not losing it.)

You can also head to the “Network Graph” tab to see even more details about the kinds of sites that link to the target domain:

Use this information to verify whether a site:

• Is relevant to your own
• Gets a decent amount of traffic
• Has a natural backlink profile

If it does, they could be a valid reciprocal linking partner.

Only Add Relevant and Valuable Links

You also need to be careful when it comes to adding the links on your site to those you’ve partnered with.

Any links you include in your content should be:

• Relevant: Links should be directly related to the content
• Value-adding: They should enhance the user’s understanding or provide additional resources
• Natural: Your links should be integrated seamlessly into your content, without appearing forced

Avoid Over-Optimization

Optimizing your anchor text for internal links is a good idea. In fact, it’s a best practice.

But when it comes to backlink anchor text, you need to be careful. Overly optimized anchor text or excessive linking to a specific page can trigger penalties.

Here’s Google’s example from the spam guidelines:

This is a pretty extreme example of course, but it’s clear Google pays attention to over-optimization.

You can maintain a natural link profile by:

• Diversifying anchor text: Use variations that occur naturally within the content.
• Balancing link distribution: Ensure links point to a variety of relevant pages rather than concentrating on a single page.

Keep tabs on your anchor text distribution with the “Anchors” tab in Semrush’s Backlink Analytics tool:

Alternatives to Reciprocal Linking

Reciprocal linking can be risky and may not yield the best results for your website. But there are more effective and safer strategies to build high-quality backlinks.

These methods not only enhance your site’s SEO but also provide real value to your audience.

1. Create High-Quality Content

The most straightforward* way to attract backlinks is by producing exceptional content that people naturally want to share and reference.

*Just because it’s straightforward, doesn’t mean that it doesn’t require effort.

Here are a few different ways to create exceptional content:

• Informative articles: Write comprehensive guides, how-tos, or thought leadership pieces that offer valuable insights. People naturally want to share and link to novel ideas or unique takes, so you’ll want to show off your expertise.
• Original research: Conduct studies or surveys and publish your findings, providing unique data that others will naturally want to include links to in their own content.
• Engaging media: Use images, videos, or infographics to make your content more appealing and shareable. Like original data, people often use and cite original images and graphics in their own posts, making them great link bait.

By focusing on quality, your content becomes a resource that others want to link to, boosting your site’s authority organically.

We’ve picked up thousands of backlinks with these exact tactics.

From our long-form guides:

To our original research:

2. Broken Link Building

Broken link building involves finding dead links on other websites and suggesting your content as a replacement.

Why does this strategy work so well?

Because it’s a win-win approach: you’re helping the site owner fix an issue while gaining a backlink in return.

You can find broken links in a few ways, but you’ll need a tool to do it efficiently. Some methods involve trawling through lists of links on pages with a Chrome extension to highlight the broken ones.

But this takes a long time and isn’t super strategic.

A better method would be to look at links to broken pages on your competitors’ sites.

Let’s use an example to explain this a little better:

Say you’re in the camping niche, and you’re competing with REI.com. You’d pop their domain into Semrush’s Backlink Analytics tool and head to the “Indexed Pages” tab.

Then you’d tick the “Broken Pages” box:

If we then click the number in the “Backlinks” column for a given URL, we’ll be taken to a page with all the URLs of pages linking to that now broken page:

These are all the sites that link to that broken page.

In other words: the sites you should consider reaching out to in order to replace the broken link with a link to your content.

Why does this work?

If the site was already linking to one of your competitors, they’re likely happy to link to a site like yours AND they’re probably relevant to your niche.

(But make sure to perform the usual relevancy and authority checks we outlined earlier for choosing linking partners. The same concepts apply here.)

3. Guest Posting

Guest posting involves writing articles for other websites in your industry.

It’s mutually beneficial. They get quality content, and you get exposure and (ideally) a backlink.

To get started, look for blogs or publications that accept guest posts and have a good reputation. Then, pitch topics that are relevant to their audience and let you showcase your expertise.

The important thing here is that the site is relevant to yours. And that the content you pitch is high quality.

Like with reciprocal linking, Google’s algorithms are designed to pick up on spammy guest posting practices. So you’ll want to avoid them at all costs.

4. Digital PR

Digital PR involves getting your brand featured in online media outlets, which can lead to valuable backlinks (and a lot of exposure).

It can involve:

• Sending press releases to media outlets
• Working with journalists and other bloggers to promote your business on their channels
• Reaching out to influencers to piggyback off their existing audience

Digital PR typically requires a lot of effort. But the payoff can be massive if you do it right.

5. Create Linkable Assets

Linkable assets are pieces of content specifically designed to attract backlinks. There are lots of different types of linkable assets, like:

• Infographics: Visual representations of data or concepts that are easy to understand are highly shareable
• Tools and calculators: Useful tools that help users solve a problem are super linkable
• Comprehensive guides: In-depth resources with original data and insights can also gather a lot of backlinks

Promote these assets through outreach and social media to encourage others to link to them.

Build High-Quality Backlinks with the Right Tactics

While reciprocal links can boost your site’s SEO, the risks (and effort required) often outweigh the benefits.

Plus, with great content, you’ll naturally start picking up these kinds of links over time.

But if you do want to start actively building more quality links to your site, check out our full link building guide. It’s packed with tips and examples of strategies that work great for getting relevant, high-quality backlinks.