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Back in the old days of seo (about 2-5 years ago) the best way to move up the rankings was with reciprocal link exchange. This method was simple as all you had to do is find a site that’s actively exchanging links, add a link to them on your site, email them asking for one back, and wait for them to do so. This way, both sites have a link, everyone’s happy.

However Google since Google clocked on to this, it has slowly been downgrading the worth of these reciprocal links and this is because the search engines are looking for pure, natural links.

If they detect a reciprocal link, they quite rightly assume that there has been a deal made between these sites to try and make themselves rank higher, which of course, isn’t natural.

The search engines, somewhat naive vision (particularly Google) is that the owner of a site, would find another site, be very impressed with the site, and put a link of his site to the site he has found. For example, if a window cleaner went with his family to go and stay in Devon for a week, and he found the hotel and the service so amazingly impressive that when they get home, he puts a link to the hotels site on his window cleaning site, advising anyone who is thinking of going to Devon to stay at that hotel.

Of course this is not how the search rankings developed because SEO experts began to appear and manipulated the algorithm. To start with reciprocal links worked well and were all round easy to get and set up, and easy to keep track of and manage.

Keeping in mind that you can only add a certain amount of links over a month to avoid being penalised for your link building, in order to accumulate enough link juice you will need to spend probably triple the amount of time building links to achieve top rankings than you would with one way links. If you can achieve top rankings at all with reciprocal links.

One way links are harder to initiate than reciprocals and are harder to manage and track, but they will get your site ranked higher in the shortest time possible. There has been talk of reciprocal links being downgraded to zero value, but I do not believe this will happen because there are large companies with suppliers and partners that they will want to exchange reciprocal links with and they should not be penalised simply for having business partners.

If you want to build high quality Google friendly one way links to your site, click add url or add url