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Saturday, February 5, 2011

Google Penalizing Reciprocal Linking? Better Watch Out to Where You Link Your Blog To/With!

I was reading from one of my subscriptions about blogging and I was surprised seeing the subject line of the mail: "Google now penalizing sites for reciprocal linking". The article is of very great interest from my part. Why? When I was just starting to blog, the only way to have some links to your website was to exchange with another. That was in 2008 and now it's already 2011! Changes, changes, indeed! Naturally, as I noticed it back then, this was a natural reaction among bloggers. It was a "give and take" thing: reciprocal linking among and within bloggers. Ilink to your blog and you link to mine.

Through the course of time, I stopped with link exchanges. However, there were of course bloggers who were just starting and asked for link exchanges too. Of course, if a blog has a higher Google PR, reciprocal linking to a lower PR'd blog is not smart. There was always a solution to that though: you link to 1, I link to 3 of yours, or a link back and a few bucks, a blog review, free comments, thousands of Entrecard credits, say it and you can have them in the blogosphere back then.

The content of the mail below however, does not only pinpoint the reciprocal linking among websites but also selling links and linking to those who sell links or links to spam sites.

In summary, the mail I received in my inbox notes that:
1. Reciprocal linking is dangerous for the SEO and pagerank health of your site
2. Selling links is also dangerous for the SEO and pagerank health of your site
3. Linking to a site or sites involved in the 2st two listed above is not healthy for the page rank of your website
Most of us don't sell links designed to boost another website's pagerank. But a many of us do exchange links with other websites and according to Google you can get penalized for "Excessive reciprocal links or excessive link exchanging ("Link to me and I'll link to you.")". Recently Google has actively started penalizing websites for excessive link exchanging and link selling.

Several webmasters who run large sites have reported that they are receiving automated alerts via Google Webmaster Tools saying the following:

Google Webmaster Tools notice of detected unnatural links on [domain]!

We’ve detected that some or all of your pages are using techniques that are outside our quality guidelines, which are available here.

Specifically, look for possibly artificial or unnatural links on your site pointing to other sites that could be intended to manipulate PageRank. For more information about our linking guidelines, visit
this page.

We encourage you to make changes to your site so that it meets our quality guidelines. Once you’ve made these changes, please visit
https://www.google.com/webmasters/tools/reconsideration?hl=en to submit your site for reconsideration in Google’s search results.

Matt Cutts, a member of the Search Quality Group at Google has confirmed that Google is now penalizing sites who are selling links. Here's the quote from a comment he posted on Webmasterworld:

"Yup, I believe that's real. Remember at Pubcon I said we'd be ramping up our transparency when we think a site is outside our guidelines? This is one of those instances. The key part of this email is "Specifically, look for possibly artificial or unnatural links on your site pointing to other sites that could be intended to manipulate PageRank." So one thing to look for is anything that could be considered linkselling, past linkselling, or that sort of thing."

My advice to bloggers and webmasters is to consider very carefully if it's worth exchanging links with a commercial website, even if that website is related to your websites subject matter and looks non-spammy, friendly and useful. If you have several links like this already, I'd recommend assessing each one using the following criteria:
  • If the website you're linking to engages in excessive link exchanging, remove the link.
  • If the website has very little original content and lots of junk content they've scrounged from around the web and dumped on their site, remove the link.
  • If they have excessive advertising or very agressive ads or affiliate programs, remove the link.
  • If they have any other red flags like appearing on Google's list of unsafe sites or McAfee's list of bad websites, remove them.

The above list is simply my opinion and is a list of general heuristics that might indicate a site that could get you penalized, either because they are considered spam/dangerous by Google or because Google may bucket you as a link-exchanger site.
Remember that the best quality links, both incoming and outbound, are links that are organic and not reciprocal (not link exchanges). They are links that exist purely because someone found a resource on the web useful. While Google's algorithm has changed over the years, they still rely heavily on the link structure of the web to find the best content. If you engage in link exchanges you are hurting their ability to find useful content. Recently you've probably noticed a lot more spam in Google's search results. Google is now fighting this problem aggressively so expect to see more penalties for link manipulation and web spam.


Mark Maunder
Feedjit Founder & CEO.
I am not saying that we should believe the information right away but if you are serious about your blog's or your site's SEO and Google Page rank, then you should seek for more information until you are convinced to conclude something. Even the quoted text has its own disclaimer, just consider it as your starting point to look closely into the subject matter and to verify if indeed reciprocal linking is currently being heavily penalized by Google.

As always,
Cheers and Happy Blogging!


  1. very informative blog entry!!!
    thanks a lot for it, and merci for stoppingby on mine:)have a great weekend...

  2. Thanks for visiting my blog...and leaving a comment:) Yes, we all love getting comments and meeting new folks. Come back again and visit!

  3. Thanks Jana and Haley. Your respective blogs are also amazing. See you again soon.... very soon.


  4. I too want to thank you for visiting my site. I've read this article and I'm guessing I'm okay as I've not received this warning. I do a couple memes here and there, but that's about it. Quality not quantity.

    Have a terrific day. :)

  5. No, you got to wait but pretty soon some of them do response and gives you the opportunity...

  6. Woah. I need to be cautious now on putting external links. Thanks for informing us!

  7. It is good to see that Google are hopefully going to get serious about spam sites, its about time. Such sites should never be allowed to show up in search results.

    I personally don't see why exchanging links with a quality blog or site should be a problem. I however agree that sites that indulge in paid for links should sink like the Titanic...

  8. Hi Everyone! Thanks for passing by and sharing yiur thoughts. I will be visiting your pages/sites shortly and enjoy reading your articles. :)


  9. Previously I didn't know about this information. Now I had got it. Thanks for sharing.
    Buy Indian domain


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