A link exchange is a reciprocal arrangement where two sites link to each other, either directly or through a third site to disguise the pattern. Google's link spam policies treat excessive reciprocal linking as a link scheme.
Why Link Exchange matters for SEO
Occasional natural reciprocity between genuinely related sites is normal and unremarkable. Systematic exchange at scale is detectable by pattern and is one of the more commonly penalised link tactics.
Pro tip on Link Exchange
Do not build exchange programmes. If a partner link is genuinely useful to readers, it is fine; if its only purpose is the link back, it is a scheme regardless of how it is arranged.
Related terms
Link FarmingA more industrialised version of the same ideaBacklinkExchanged links are backlinks Google discounts or penalises
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