Over the last few months, there has been some speculation that the value of reciprocal links as a means for improving inbound link popularity is degrading, especially on Google. Many people in the SEM industry have run complex tests to determine if this is in fact the case. The results of these tests are interesting but are far from conclusive, as are most things relating to organic search engine marketing. By taking the science out of the debate, and relying on good old common sense, I think that there is some valid logic behind the search engines devaluing reciprocal links.

The "you scratch my back and I'll scratch yours" approach offered by reciprocal linking have long been the easiest way to grow a site's inbound link popularity. Unfortunately, this technique encourages off topic links as well as the use of automated link generation tools. The main objective of search engines is to provide the most relevant results and links play a strong role in how the engines determine the relevance of a site. By devaluing reciprocal links, search engines have removed an easily influenced variable out of the mix that has the potential to impact their ranking algorithm.

If it is true that reciprocal links have lost their clout with the engines, does that mean people should not engage in reciprocal linking? Absolutely not! Reciprocal links from the right site can still be a valuable source of qualified traffic for both parties, which is the main goal of marketing your website... Right? Let common sense guide your inbound linking efforts and you'll get the long term ranking results you desire and your links will also serve to draw the type of users you want to your site.