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Link exchange systems. Are they allowed on Google?

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Link exchange systems. Are they allowed on Google?
Category SEO

Google’s link exchange system has been the subject of much controversy among businesses and internet marketing specialists over the years, from shady practices to accusations of direct manipulation by Google. If you’re wondering if you should or should not make use of this system in your own efforts, the following guide will answer all your questions about Google’s link exchange system and help you decide whether to use it yourself or steer clear of it forever.


Black Hat SEO practices

Black Hat SEO is a term used for search engine optimization techniques that are not in compliance with the Google Webmaster Guidelines. These techniques range from submitting links to unrelated sites, keyword stuffing and cloaking, and buying links or other means of link building. Black Hat SEOs do this in an effort to artificially increase their website rankings. While these practices may have been feasible in the past, it has become increasingly difficult for such methods to work effectively because of updated algorithms on Google’s part.

What is the link exchange system?

In order for websites to rank highly in search engine results pages, they need incoming links from other sites. This is where a link exchange system comes in. A link exchange system facilitates the process of exchanging links between two websites. When you participate in a link exchange system, you send your website address to another site and they send their website address back to you. Your URL will be added to that person’s link directory with a reciprocal link added on that person’s site linking back to your site. If this sounds confusing, it is best not to take part in one because it can lead to penalties on Google’s side or even worse – spammy links.

“Link to me, and I will link to you”

A link exchange system can be an excellent way of improving your SEO process. A link exchange system can be an excellent way of improving your SEO process. However, Google has certain restrictions in place for those using this type of system, as it does not want people spamming them with links and content that does not actually provide any value for the user.

How will Google know if you exchange links with another website?

Google, with the help of algorithms and web robots, easily detects unfair positioning practices. The purpose is to search, analyze and evaluate web pages that are in the Google index. In this context, the Penguin Algorithm, which searches for spam and evaluates the linking profile by finding unnatural links, and PageRank – the oldest algorithm – evaluating the number of links leading to the page, are particularly important.


Penalties form Google

Search engines split sanctions into two categories: filters and bans. A penalty placed for a fixed period of time – from a month to several years. A site’s traffic can decrease by up to 70 rankings as a result of the penalties. Links to sites are mainly filtered for uncharacteristic growths of links with a specified anchor, unnatural links, and use of a link exchange system that includes spam.

Nevertheless, bans have more serious implications. When applied, they cut the subject off from appearing in the search results. Although it is in existence and available to all, the site is practically impossible to find if you are looking for it. Worst-case scenario, you could be taken out of the index entirely. The penalties included being in violation of Black Hat SEO practices, extorting money, and promoting pornographic content.

Scratch on domain authority

Link exchange is a great way to get your site more exposure, but the downside is that it can hurt your domain authority. Domain authority is one of the factors used by Google in its ranking algorithm, and link exchanges can have a negative impact on it if it isn’t done correctly. If you want to increase your site’s search rankings then link exchanges are not for you – this will only have an adverse effect.

Fall in ranking

Link exchanges can cause your website to fall in ranking on Google. This is because Google considers link exchange sites as low-quality sites and will not rank them highly. If you are going to use a link exchange system, it is important that you know the risks of doing so.

Foucs on high-quality backlinks

Backlinks tell the search engine that the site is valuable and should be visited more often during the indexing process. In addition, they are one of the ranking factors that should be taken into account if we care about the effectiveness of activities. Each link is assessed in terms of the website’s trust, i.e. the Trust Flow level, its popularity, visibility in SERP, characteristics of subpages, thematic matching or even the place of placing the link in the content. However, the whole thing should be natural.

The oldest and best method is to create original, original content. It is the greatest value of your website and it is what users are looking for. Social media is also a pillar of the modern web. Billions of users around the world use Facebook, Instagram, Twitter and TikTok. They publish daily posts and reports where you can link to your website. It is worth paying attention to guest posting. This is a good method to build a natural link profile. Make contact, and even better – collaborate, with another blogger and offer them your article.

Last words

Google does not allow for link exchange systems on their site. This is because it can be detrimental to a website’s success as Google devalues links that are placed in a link exchange system. If you want your site to be successful, avoid making the mistake of creating an exchange system. It won’t benefit you or the sites involved with your system. It will only hurt those who follow through with it.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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