We all get a lot of email requests titled "Link Exchange"

The idea is simple and very compelling -

You'll place a link from your website to mine, in exchange I'll place a link from my [very popular, great, top ranked, amazing] website. We both earn higher ranking on the search engines and we beat the system!

Or Not.

Before you jump on the link exchange / reciprocal linking bandwagon, you might want to read further.

Link Exchange is DEAD
Reciprocal linking is DEAD

I've said it once. I've said it twice. Now Google and Yahoo are proving I was right all along.

With the recent Google update (codenamed: Jagger), Google is joining other search engines in completely disqualifying all pages that are identified as link-exchange, link-farm or link-directory pages.

As soon as Google detects a page that has a certain percentage of outgoing links with no real original content, it will automatically disqualify outgoing links from this page, not counting them. This means that any links from these link farms pointing to your site will be disqualified.

In addition, many search engine optimization experts believe that once your site has been identified as a site that is using "black hat SEO" practices, you risk getting removed from the Google index altogether.

The recent Google Jagger update caused a lot of legitimate sites to lose their ranking altogether, simply because as part of their linking strategy they were using link exchange and link directories.

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As always this is not the case of black vs. white. Some link directories (such as dmoz.org) maintained their importance and getting listed in dmoz.org or wikipedia is still a good thing.

The rule of thumb is - don't follow link exchange requests and make sure you use a reputable search engine optimization firm for your linking efforts. If something is too good to be true, it usually is.

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