Link exchanges (“You link to me and I link to you”) are strictly banned by Google as a link scheme. A link scheme is “Any links intended to manipulate a site’s ranking in Google search results.” Well that means any link is a link scheme, right? Isn’t the whole point of link building to improve your site’s ranking in the SERPs? While link building can (and does) help your site do better in the search engines, it’s important that you aren’t building links just for the sake of getting that link—there should be more value there such as driving traffic, industry recognition and a stronger online brand.
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