Then some people began taking advantage of the strategy and rather than exchanging links with
other, relevant web sites, they began to exchange links with anyone who would allow it. Then those
same unethical people began building dozens, hundreds, and in some cases even thousands of web
sites with the specific intent of cross-linking with the one page for which they were trying to artificially
raise the ranking.
And that’s when search engines began to take note. They noticed that people were manipulating link
trading schemes to boost their search ranking, and some added to their guidelines that reciprocal
linking and link-trading strategies were unacceptable. The result? If you use these strategies, you
could be banned from the search results.
So does that mean that you can never link to a page that’s going to link back to you? No. What it
means is that search engines are now paying more attention to the places that you link to. They’re
looking at the sites to which you’re linking to make sure they’re relevant and have something of
value to offer to users who might click through the links.
If your links do meet those requirements, you won’t be penalized for them. If they appear to be links
just for the sake of linking, though, your site will be penalized and in some cases even delisted from
a search engine. So if you plan to exchange links with other web sites, make sure those sites are relevant
to the topic of your web site or the web page on which the link appears.
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