Link Swap: Here’s Why You Need to Stay Away From It in 2023

Link Building
On July 4, 2023
Link Swap 2023

Subscribe for monthly updates

In a digital landscape where search engine optimization and online visibility reign supreme, the allure of a quick and easy link swap can be tempting. However, the dangers lurking behind these seemingly harmless exchanges should not be underestimated. Link swaps, with their potential to manipulate search engine rankings and compromise the integrity of websites, pose a significant risk to both individuals and businesses.

What is Link Swap

Search engines’ algorithms are becoming increasingly sophisticated, constantly evolving to identify and penalize manipulative tactics. Engaging in a link swap not only violates the guidelines set forth by search engines but also jeopardizes the long-term credibility and reputation of your online presence.


The potential consequences of indulging in a link exchange range from the loss of organic search visibility to severe penalties by Google, including being deindexed altogether. The cost of trying to recover from such penalties can be substantial, both in terms of time and resources. 


In short, is link swapping a risk worth taking? 


We do not think so. 


But why? 


Let’s find out:

What Is Link Swap?

Link exchange in SEO is a link-building technique that has been used since the emergence of web pages on the world wide web.


Yes! That’s how old link swapping (as a practice) is. 


The legitimacy of link exchanges also elicits strong sentiments from both sides of the debate, similar to how a lot of SEO-related topics do these days, for example, programmatic SEO.


But what is link exchange? Let’s find out:

Swapping links is a link-building strategy used to boost a page’s ranking because Google values inbound links so highly. One page provides a link to another page in exchange for the latter page doing the same (giving them a link) for the first page.


Reverse links should be placed in a prominent location, such as the home page, and should connect to websites with content that is similar in order to be effective. Additionally, it’s critical that the links are added gradually and that the source page has more authority. However, several experts note that this technique’s efficacy is dwindling. In fact, many SEO experts are telling people not to swap links.

How Does a Link Swap Work?

When two webmasters agree to link to each other’s websites or web pages, it is for their mutual advantage. Each webmaster typically selects their own anchor text, allowing them greater authority over their link profile, but this need not be the case.

How Does a Link Swap Work

When done frequently, especially when links are built from undesirable sources like link schemes or low-quality linking sites, reciprocal links can be considered unethical. However, a link swap is usually regarded as white hat and compliant with search engine rules if there is a value to the user and that it is not done excessively.

What Does Google Say About Link Exchanges SEO?

Google has made it very clear that it only considers link exchanges that are excessive and utilized primarily for cross-linking to be against its policies.

It Gives Your Competition the Advantage

Source: Google Search Central

This serves as the foundation for Google and other major search engines’ stance on link exchange because they want the websites with the best user experience to be displayed in their search engines. 


As we have mentioned above, link exchanges are typically regarded as white hat as long as the links give value to users and aren’t employed to mass produce backlinks.

Why Do You Need to Stay Away From Link Swapping?

We have already shared Google’s stance on link exchange above. But the question is that apart from Google prohibiting link swapping, why do you need to stay away from it? 


Here are some of the negative implications of doing a link swap: 

Reduced Ranking and Authority in the SERPS

Linking to other websites that are not relevant to your content may result in a decline in your website’s Domain Authority or its ranking in the search engine results pages (SERPs).


Therefore, you should carefully check the site’s Domain Authority and the relevance of the information you are connecting to. Scores of 40 to 50 are regarded as average, while those of 50 to 60 are regarded as good. Anything over 60 is fantastic. 

Ranking and Authority in the SERPS

You might occasionally come upon a fantastic resource that is entirely relevant to your content and would love to link to it, but the site’s Domain Authority is low. 


That’s alright.


You just need to be careful not to overdo it, as linking heavily to low-authority websites will have no positive effects on your own authority. Domain authority is significant since it informs Google of the site’s significance for a certain targeted subject area and of its relevance to user searches.

It Gives Your Competition the Advantage

You will be far less likely to receive a reciprocal link when you link to websites that share your primary keywords and target search queries. In reality, all you’re doing is aiding your rivals in improving their own SEO. 

Competitive Advantage

You do not want that now, do you? 


In order to make sure that you do not let your competitor have the advantage, avoid sites that are directly competing with your own. Moreover, you must only engage in link exchanges between websites that are focused on related topics.

Link Swaps Result in Website Penalties

Link Swaps penalties

The Webmaster Guidelines provided by Google do not recommend reciprocal links we have discussed at the beginning of our article. Therefore, if your website is abusing backlinks and attempting to control search results only through link exchanges, Google is likely to penalize your page.

You Lose the Confidence of the Search Engines

You run the danger of losing search positions and, consequently, traffic if search engines stop trusting you. Losing the trust of search engines may result in a manual penalty and have a bad effect on your brand. Websites with an excessive number of links pointing to questionable, unrelated websites risk losing the trust of both search engines and your readers.

When Should You Stay Away From Link Swapping?

There are situations when link exchange just isn’t effective for Google. Here are several scenarios where exchanging backlinks is absolutely not a good idea:


  • When the other website is overflowing with external connections. This is due to the site’s extensive link exchange network. Google won’t like it because it’s a commodity site.
  • Whenever a website distributes “nofollow” links. These are links that Google does not consider to be valid. They don’t increase PageRank, and they won’t ever aid in your website’s ascent in the SERPs.
  • When the linked website is unrelated to your own. For example, their website is about fashion, while yours is about healthcare. Simply put, it’s irrelevant.
  • When a low-quality website or link swapper attempts to link to yours. It includes nothing of any use to visitors, is poorly written, has a lousy layout, and looks awful. In fact, link exchange is likely the only reason it was put up.
  • When the link exchange offering website is fresh. It’s been there for about five minutes and has no authority, no PageRank, and no other attributes. To you, it has no value.
  • When a spammy, generic link exchange email with the salutation “Dear Webmaster” has been sent to you.


These are only a few grounds for avoiding link exchanges at all costs. However, there are several circumstances in which you might want to think about it.

When Can You Do a Link Exchange?

Even though the following situations are when you can do a link swap, you still need to tread carefully. This can easily backfire, and you can end up getting your entire website penalized and scraped from the internet: 


  • When the reciprocating website is bursting with helpful content that is directly linked to your niche.
  • When the other website has the ability to bring a lot of traffic to your website.
  • Whenever you link to a website that is not a rival to your own.
  • Whenever the competing website is well-designed, authoritative, and has a high PageRank.
  • As long as you are NOT requesting reciprocal links from link exchange websites for the sole purpose of creating a backlink exchange network or increasing your traffic, then you should stay on the correct track.
  • When the other site appears in the search results for the same or comparable keywords that you are attempting to rank for.

Link Swapping Dos and Don’ts

When it comes to link swapping, navigating the intricate web of dos and don’ts is crucial to safeguarding your website’s reputation and search engine rankings. 

Dos and Donts in Link Swap

While the allure of quick link exchanges may be tempting, it’s essential to tread carefully and understand the potential dangers involved. 


Let’s explore the dos and don’ts of link swapping so you can make informed decisions and avoid the pitfalls that could undermine your online presence:

Dos of Doing a Link Swap

Link building is an obvious alternative for enhancing your site’s reputation within your sector. However, to start a link exchange campaign right now, you need to do the following:


  • Adhere to Google’s instructions no matter what.
  • Offer guest blogs to websites in your field by reaching out to others in your niche.
  • Link inclusion should be natural and pertinent.
  • Make sure the users of both your site and the other site will benefit from your links.
  • Use only a trusted link-building firm that provides high-quality links to websites you believe will accurately portray your website.
  • Reach out to websites with higher or comparable Domain Ratings than your own. 
  • Inquire about other websites’ use of nofollow tags (links on nofollow pages will not pass link juice).

Don’ts of Doing a Link Swap

Here is everything that you need to avoid at all costs when doing a link exchange:


  • Never send a lot of impersonal link exchange requests or emails to strangers; doing so will be considered spam by the recipients.
  • Use automated techniques that don’t add links to forums like Reddit and Quora, or other comparable websites.
  • Never include a link to another website within your own without first reviewing it and feeling at ease with the type of content it contains.
  • Expulsion from the SERPs might occur if there are too many spammy backlinks.
  • Never disregard a Google Manual action or caution.

How Can You Analyze Potential Link Exchanges to Stay Safe?

In the best-case scenario, a sketchy link swap won’t have any impact on your position in the search results. 


However, in the worst-case situation, a harmful link swap could actually hurt your ranking in the SERPs. If you had used time or money to find that link, it was a waste of both of those resources.


But you can use some link-building tools to determine whether a possible link exchange opportunity would benefit or harm your SEO efforts.

Moz Domain Authority Checker

Moz Domain Authority Checker

You can quickly determine a domain score for any website using Moz. It will also tell you about page authority, keyword rankings, and other topics. You can use this tool to assess the value of the potential benefits of a link exchange with a certain domain.

SEMrush BAcklink Audit

SEMrush BAcklink Audit

The Backlink Audit tool is helpful for both existing and potential backlinks to your website. You can assess the backlink profile of the other site to determine the domain’s level of authority if you want to think about exchanging links. This might assist you in avoiding link exchanges with unsafe websites that won’t advance your position.


If you want to read more about link building tools, we have a complete article on them. Read it here.

SEO Link Exchange Frequently Asked Questions

Are Excessive Google Link Schemes Risky?

You should tread with caution and be moderate when choosing to trade links with other websites. There should be a variety of strategies in your overall link-building plan. Your link profile will continue to look natural and healthy if you do this. Don’t restrict yourself to just one strategy because the other ones, like publishing a guest post, each have special advantages in terms of link exchange SEO.

Is It Better to Do a 3 Way Link Swap Instead of Asking Someone for Reciprocal Links?

In contrast to a reciprocal link, a 3 way link exchange does not include the use of links from the same two websites. In general, a 3 way link exchange is the best (and the safest) link swap tactic because it makes this procedure seem more natural and avoids leaving a footprint.

What Should You Include in Case You Send Someone a Link Swap Request?

Even if it’s merely to help each other get some high-quality backlinks, you should explain why you’re interested in doing a link exchange in your email to the other websites and blogs. In addition to it, you should emphasize how your proposal will benefit their audience. Last but not least, to demonstrate that you appreciate the worth of their website, you should suggest a few places from which you might obtain backlinks for them.

Should You Link to Your Competitors for SEO?

It’s true that linking to your rivals will give them a small SEO boost. A link from a website in your business is always more relevant than one from a different website. However, linking to rival websites won’t diminish your own website’s SEO or ranking strength.

What Is an Example of a Link Swap?

Link exchanges are still an effective technique to cross-promote websites in unrelated businesses that aren’t direct competitors, despite their decreased popularity. For instance, a pool cleaner’s website may link to an eCommerce store that offers swimming pools and accessories, and vice versa. As a result, they will promote each other’s services.

Who Founded the Concept of Link Exchange?

It was established in March 1996 by 23-year-old Harvard grads Tony Hsieh and Sanjay Madan (who eventually invested in and rose to the position of CEO of Zappos). In August 1996, Ali Partovi became a third partner and later joined them.


Instead of seeking shortcuts through link swaps, you need to focus on building a strong foundation for your online presence. White hat tactics take time, but they deliver a good result. These involve investing in high-quality content, establishing genuine relationships with authoritative websites, and adopting ethical and sustainable SEO practices.


Remember, the path to long-term success lies in providing value to your audience and earning links organically. By creating compelling content, engaging with your target market, and fostering relationships with reputable websites, you can build a robust online presence that stands the test of time.


In conclusion, while link swaps may promise immediate benefits, the dangers they pose to your website’s credibility and search engine rankings far outweigh any short-term gains. By avoiding these risky practices and adopting a more sustainable approach to SEO, you can safeguard your online reputation and establish a solid foundation for long-term success in the digital realm.


If you want to learn about white hat link building strategies, you can read about them here

Leave a Reply

Your email address will not be published. Required fields are marked *