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SEO - Search Engine Linking Strategies II

Most webmasters will provide you with a reciprocal link if they think it to their advantage. You can also achieve these links by registering with a reciprocal linking site that automates the procedure for you. These link sites send you details of other websites that are registered with them, and that you can request reciprocal links from. The software provided sets up the initial link with the requesting party, and when both parties agree, the reciprocation is finalized.

However, so many sites are now setting up these automated links that it is suspected that Google might be starting to provide less importance to reciprocal links than to one way links. In any case, as webmasters become more savvy about linking strategies, they are noticing a growing tendency for their own page ranking to be helped only if they link with pages that have a higher page ranking than their own. Additionally, many of these reciprocal links might be to sites with a high page ranking on their home page, but the link is provided from an internal ‘links’ page with no page ranking.

There is no doubt that one way links are far superior to reciprocal links. One way links back to your website will benefit you even if the other site has a low page ranking, but it is better if it is high! It is better than a reciprocal link with a site of lower page ranking than yours. If a PR 6 site has a reciprocal link with a PR 2 site, who benefits?