Exchanged Links Kill . . . Or Do They?

Google has recently fine-tuned its link-weighting algorithms. They now have more people working on Google's link-weighting for quality control and to correct issues they find. And so counteracting the Page Rank algorithm is expected to result in the loss of the ability of link selling sites to pass on reputation thru links to other sites.

Yet though improved algorithms they have promoted a transition away from paid or exchanged links toward natural organic links. There still appears to be some confusion inside the market about what the most effective link strategy is. Therefore when taking advice from your SEO consultant, keep in mind that now search engines reward hard work on content that come from natural links.

In reference to "exchanged links" there was great concern within the SEO community. Many were concerned that Google meant all reciprocal links. The fact is that just those links that exhibit a pattern of attempting to manipulate PageRank and link popularity are affected. If your links are there because they add value to the site visitor, they are good even if they are recriprocal. This is normal reciprocal linking behavior and Google expects it IF the sites have reason to cross link. The real truth is not in the rumors you hear on some forums or in email but if your site adds value to the vistor the link is valuable, be in incoming or outgoing.

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