Since SEO began, reciprocal linking has played a vital role in ranking in Google. Since it became known that inbound links increased rankings, webmasters often found that one of the easiest ways to get a link is to give one in return. However, Google has told us that they now discount all reciprocal links.
Why did Google make this change, you ask? Quite simply, it doesn’t promote the outcome that Google is looking for in its algorithm. Google basically wants the Internet to vote with its links on which websites and webpages provide the best information in response to users search queries. Reciprocal linking on the other hand, can result in various websites conspiring to interlink with each other to increase each other’s rankings, with no guarantee that the content is useful.
What Google is striving for with its proprietary algorithm is to be able to serve up in its search results the most authoritative information in response to its users queries. By disqualifying reciprocal links, it is more difficult for bad content to get inbound links. Rather, the webmaster is now forced to do his or her best to provide top quality content that attracts inbound links from other authoritative websites, thereby boosting their site in the rankings.