Link exchange (also called link swapping) is when two websites agree to exchange links by linking to each other’s pages.<\/em><\/p>\n\n\n\n In general, it\u2019s like saying, \u201cI\u2019ll mention your website if you mention mine.\u201d This mutually beneficial exchange helps both websites gain new visitors and often see improved rankings in search results.<\/p>\n\n\n\n Based on our experience, link swapping can provide real SEO value when done correctly. Moreover, link building statistics<\/a> show that 90.2% of SEO professionals believe exchanging links delivers the best results for their campaigns<\/p>\n\n\n\n By swapping links with other relevant websites, yours will rank higher in search results. This can lead to more organic traffic, better website performance, and more competitiveness.<\/p>\n\n\n\n As shown in the screenshot, after providing a client with backlinks, we saw their traffic increase significantly!<\/p>\n\n\n\n Alright, let\u2019s take a closer look at some of the benefits you can expect when you get into backlinks exchanges.<\/p>\n\n\n\n Backlink exchanges can lead to significant referral traffic for SaaS companies. <\/p>\n\n\n\n For instance, if a project management tool partners with a popular productivity blog, that blog can include a link to the tool in a relevant article. Readers interested in improving their project management skills may click on that link, driving them to the SaaS website and potentially converting them. <\/p>\n\n\n\n This is particularly effective when the linking website has an audience that aligns well with the SaaS product. <\/p>\n\n\n\n And let\u2019s be honest, who wouldn\u2019t want a little extra traffic from link building in SEO<\/a>? It\u2019s like getting a free pass to more visitors!<\/p>\n\n\n\n So, what\u2019s the next benefit?<\/p>\n\n\n\n Brand visibility is the next essential advantage.<\/p>\n\n\n\n Imagine if an email marketing software is linked to from a well-known marketing website.<\/p>\n\n\n\n Visitors who trust that website are likely to check out the tool, just because they saw it linked.<\/p>\n\n\n\n If a big brand like HubSpot highlights your service, it can really increase your website visibility and credibility in the market!<\/p>\n\n\n\n So, imagine how being featured on a well-known website can suddenly make your brand seem much more trustworthy.<\/p>\n\n\n\n Link swapping also improves your website’s Domain Rating (DR), which is a measure of your website\u2019s overall authority. <\/p>\n\n\n\n We said that the more relevant backlinks you get from trusted sources, the higher your DR can go. <\/p>\n\n\n\n For example, if your website’s DR increases from 30 to 45 over a few months, you might see a corresponding rise in organic traffic, especially if your backlinks come from relevant sources. Tools like Ahrefs can help track this progress. <\/p>\n\n\n\n However, keep an eye on other link building metrics<\/a> as well\u2014just having a high DR isn\u2019t enough if your organic traffic isn\u2019t growing steadily.<\/p>\n\n\n\n Take a look at this screenshot to see how backlinks helped boost our client\u2019s Domain Rating (DR) from 41 to 53.<\/p>\n\n\n\n So, it’s an great way to boost your website’s SEO.<\/p>\n\n\n\n Backlinks are like votes of confidence for your website.<\/p>\n\n\n\n The more backlinks you have, the better your website can perform in search results.<\/p>\n\n\n\n Imagine you run a small bakery and create a blog post about “The Best Tips for Baking Perfect Croissants.” <\/p>\n\n\n\n If a well-known food blogger writes a post about baking and includes a link to your blog, that\u2019s a backlink. As you grow your network and build relationships with partner websites, you\u2019ll naturally increase the number of backlinks, boosting your bakery\u2019s credibility and improving your chances of ranking higher in search results.<\/p>\n\n\n\n As the number of these backlinks increases, search engines see your bakery as more reputable and relevant, which can help your website show up higher in search results when people search for baking tips or local bakeries. <\/p>\n\n\n\n Pretty cool, right?<\/p>\n\n\n\n So, we recommend considering backlink exchanges in SEO as part of your overall strategy to make your website stand out online.<\/p>\n\n\n\n One of the common link building questions<\/a> is whether link exchange is still a legitimate strategy.<\/p>\n\n\n\n Well, it’s not that simple.<\/p>\n\n\n\n Link exchange has long been a popular method for boosting a website\u2019s authority, and while Google\u2019s rules have evolved, it still remains a valuable strategy when used correctly.<\/p>\n\n\n\n Now, link building specialists are focusing on better ways to build links that Google will actually value.<\/p>\n\n\n\n To be short and honest Google doesn\u2019t mind link swapping,<\/a> as long as it makes sense. <\/p>\n\n\n\n If you\u2019re exchanging links with relevant and reliable websites, it can actually improve your website\u2019s credibility. <\/p>\n\n\n\n But if the links seem forced or irrelevant, Google might not be so happy and could penalize you. <\/p>\n\n\n\n John Mueller, who is Google\u2019s Senior Webmaster Trends Analyst, answered quickly and clearly.<\/p>\n\n\n\n He said:<\/p>\n\n\n\n So\u2026 a link exchange where both sides are kind of like you link to me and therefore I will link back to you, kind of thing, that is essentially against our webmaster guidelines. So that\u2019s something where our algorithms would look at that and try to understand what is happening here and try to ignore those links. And if the web spam team were to look at it they would also say this is not okay. And if this is the majority of the links to your website like this then they might apply manual action. So that\u2019s something I would avoid.<\/em><\/p>\n<\/blockquote>\n\n\n\n Quote source<\/a><\/p>\n\n\n\n Now, let\u2019s move on to the different types of link swaps.<\/p>\n\n\n\n To make the most of backlink exchanges, it\u2019s helpful to understand the different types available. If you have trouble fully grasping the idea of these types, consider using an SEO glossary for term definitions and insights.<\/p>\n\n\n\n Reciprocal linking is when two websites agree to link to each other. <\/p>\n\n\n\n This works well when the websites are related and the links are helpful to visitors.<\/p>\n\n\n\n But how to get reciprocal links?<\/p>\n\n\n\n For example, a fitness blog might link to a healthy recipe website, and the recipe website could link back. This makes sense because both websites share the same audience.<\/p>\n\n\n\n Here, Google is okay with reciprocal links in SEO when they happen naturally and make sense. In fact, many successful websites use this strategy.<\/p>\n\n\n\n But, be careful. Google doesn\u2019t like it if websites swap too many links just to trick search rankings. <\/p>\n\n\n\n So, reciprocal links in SEO can be effective, but it’s best to keep it natural and useful.<\/p>\n\n\n\n So, you want to swap links but don\u2019t want Google to think you\u2019re being too obvious? <\/p>\n\n\n\n The three-way link exchange is the best one for it. It\u2019s like passing notes in class but pretending you didn\u2019t pass them.<\/p>\n\n\n\n Here\u2019s the trick: <\/p>\n\n\n\n Website A links to Website B, and Website B links to Website C. That way, both Website A and Website C get a backlink, but no one\u2019s linking directly to each other. Great, right?<\/p>\n\n\n\n For this to work, the websites involved have to be relevant. <\/p>\n\n\n\n We use A-B-C link exchanges to create powerful backlinks that won\u2019t get you into trouble with Google. <\/p>\n\n\n\n Because, honestly, who\u2019s got time for penalties?<\/p>\n\n\n\n For a full understanding of the process, read further\u2014I\u2019ll outline each step clearly.<\/p>\n\n\n\n Building backlinks can seem like an easy way to improve your website\u2019s SEO, but it’s not always simple. <\/p>\n\n\n\n If not done correctly, you risk getting bad links, which can harm your website’s reputation in search engine results. <\/p>\n\n\n\n So, let’s walk you through how to do backlink exchanges the right way.<\/p>\n\n\n\n Direct exchanges can be tricky, because they might look suspicious to search engines. From our experience, we recommend avoiding direct link exchanges because they can raise red flags with search engines. <\/p>\n\n\n\n While trading links might seem like an easy way, it can actually lead to problems. <\/p>\n\n\n\n Search engines can notice these links and might penalize your website, which can lower your ranking. It\u2019s also hard to find partners who have content that fits well with yours, so you might end up with links that don\u2019t really help. <\/p>\n\n\n\n Instead, we suggest focusing on getting relevant backlinks from trusted websites. <\/p>\n\n\n\n This helps you build real relationships and improves your website\u2019s reputation, which is better for your search ranking in the long run.<\/p>\n\n\n\n So, when considering a link swap, always think about whether the partnership will benefit your audience. Alternatively, link insertion<\/a> involves adding your link to existing, relevant content on authoritative sites. This method allows you to gain backlinks without the risks of reciprocal linking penalties, all while benefiting from the established authority of the content.<\/p>\n\n\n\n If someone reaches out to you for a backlinks exchange and their name sounds suspicious, like “Harry Potter,” it’s definitely a red flag. <\/p>\n\n\n\n In our experience, we\u2019ve seen some unusual names pop up when people want to connect. While it was fun, we knew to check if this was a real business or just someone trying to trick us.<\/p>\n\n\n\n Here are some funny examples I thought you’d enjoy!<\/p>\n\n\n\n Here\u2019s an example from Harry Potter. He reached out asking for a link building collaboration, can you believe it?<\/p>\n\n\n\n Another example of a suspicious person. Jennifer Lopez reached out to one of our link builders. Sounds funny, right?<\/p>\n\n\n\n So, before you agree to any backlink exchange, always check who you\u2019re dealing with. Look at their website\u2014does it seem professional? Are there real contact details? <\/p>\n\n\n\n If you can\u2019t find any info or if everything looks off, it\u2019s best to walk away.<\/p>\n\n\n\n We\u2019ve found that a genuine link swap should never involve payment. <\/p>\n\n\n\n For instance, we once partnered with another SaaS company that offered complementary services. Instead of paying for a link, we agreed to share links to each other\u2019s content that would benefit our audiences. This way, we both gained exposure without any financial exchange.<\/p>\n\n\n\n If someone is asking for money in return for a link, it\u2019s usually more like a paid advertisement than a true exchange.<\/p>\n\n\n\n Here\u2019s the message we got, where they wanted to charge for a link. We chose not to go for it since it didn\u2019t feel like a real partnership or add value.<\/p>\n\n\n\n So, always look for partners who want to grow together, not just make quick money, through buying links.<\/p>\n\n\n\n Further reading; Buying Links: What Should You Consider In 2024<\/a><\/p>\n\n\n\n Not all links are created equal, so it\u2019s important to be careful about where you\u2019re getting them from. Some links can do more harm than good. Here are a few types to avoid:<\/p>\n\n\n\n So, keep an eye out and choose links that are relevant and valuable to your audience.<\/p>\n\n\n\n Keep these tips in your mind from us. <\/p>\n\n\n\n Let\u2019s talk about the risks.<\/p>\n\n\n\n We know the importance of staying safe when exchanging backlinks.<\/p>\n\n\n\n So, let\u2019s break down some specific risks we\u2019ve seen, along with tips on how to handle them.<\/p>\n\n\n\n Sometimes, despite clear agreements and expectations, partners might not add the links as promised.<\/p>\n\n\n\n For example, we once partnered with a well-known blog to exchange links, and after several follow-ups, we found that the links had never been added to their website.<\/p>\n\n\n\n This left our efforts feeling wasted and could have negatively impacted our client’s SEO strategy.<\/p>\n\n\n\n To prevent this from happening, we recommend always keeping open lines of communication.<\/p>\n\n\n\n It\u2019s essential to set clear deadlines for when links should be live, and follow up if they aren\u2019t.<\/p>\n\n\n\n It’s not uncommon for links to break after they\u2019ve been set up.<\/p>\n\n\n\n This can happen for various reasons, such as changes to the website structure, removal of the linked content, or even the website going offline.<\/p>\n\n\n\n For example, we had a situation where a valuable link we exchanged suddenly led to a 404 error because the partner website had updated its content without redirecting the old pages. Knowing how to fix broken links<\/a> can help you quickly identify and resolve these issues, ensuring a smooth experience for your audience.<\/p>\n\n\n\n In short, keeping an eye on your links is important to avoid disappointing your audience and losing valuable connections.<\/p>\n\n\n\n Websites often do audits, and during this process, they might decide to remove links altogether, including those from exchanges.<\/p>\n\n\n\n For example, we once worked with a customer who had several links <\/strong>from a partner website. During an audit, that website decided to remove links that didn\u2019t fit their new content focus. Sadly, our customer’s links were among those removed. This change hurt our customer’s website traffic and rankings on search engines.<\/p>\n\n\n\n So, to avoid surprises, make sure to partner with reputable websites that have a reliable track record.<\/p>\n\n\n\n Additionally, stay informed about their policies regarding link maintenance and removal.<\/p>\n\n\n\n Regularly check in with your partners to ensure they\u2019re still aligned with your mutual goals.<\/p>\n\n\n\n By being aware of these risks and maintaining clear communication with your partners, you can manage backlink exchanges smoothly and securely. <\/p>\n\n\n\n So, always keep in mind that strong communication is essential for a successful backlink swap!<\/p>\n\n\n\n As I mentioned earlier, we use a proven strategy for effective link swaps, and we\u2019re sharing our approach so you can benefit from it as well. <\/p>\n\n\n\n So, here\u2019s how we go about it.<\/p>\n\n\n\n First things first\u2014finding the right websites to exchange links with is important. <\/p>\n\n\n\n We don\u2019t just go for any website; we look for those that match our specific criteria. Here’s what we look for:<\/p>\n\n\n\n So, after this, we’re ready to move forward.<\/p>\n\n\n\n What’s the next step?<\/p>\n\n\n\n Once our data team collects the emails of websites that meet these metrics, they look for key people in their staff, especially in the marketing or link building sphere, who might be involved in the process.<\/p>\n\n\n\n Usually, we target roles like SEO specialists, outreach coordinators, or digital marketing managers, all of whom play a vital role in implementing link building outreach<\/a> processes to build strong connections.<\/p>\n\n\n\n After identifying the right people, we determine the best way to approach them. We generally use email, LinkedIn, or Slack to reach out. Here\u2019s what we keep in mind:<\/p>\n\n\n\n Email<\/strong>: One of the most effective ways to get in touch. We usually start with a polite and clear email introducing ourselves, explaining why we\u2019re reaching out, and proposing the link exchange. A well-composed email helps make a good first impression and improves cold email deliverability<\/a>.<\/p>\n\n\n\n Here\u2019s an example of the email template we use to initiate a backlink exchange. Additionally, if you\u2019re wondering how to decrease bounce rate<\/a>, keep your email concise and professional to boost delivery and engagement.<\/p>\n\n\n\n LinkedIn<\/strong>: If email addresses aren\u2019t available, LinkedIn can be a great alternative. It\u2019s also an excellent platform to build a professional connection, which can sometimes lead to more than just one-time exchanges.<\/p>\n\n\n\n Slack<\/strong>: For some SaaS companies that use Slack channels for community engagement, Slack messages can work wonders. If they use Slack for link building<\/a>, it\u2019s a more casual way to initiate a conversation.<\/p>\n\n\n\n To make things easier, we have a template prepared for each platform. However, depending on the situation, we might start with a simple greeting like, \u201cHello, how are you?\u201d <\/p>\n\n\n\n So, what\u2019s the next step?<\/p>\n\n\n\n When it\u2019s time to make our offer, we focus on mutual benefit\u2014what I and all our specialists like to call it is the “They Get, We Get” method. Here\u2019s how it works:<\/p>\n\n\n\n They Get: <\/strong>Partner websites, with whom we do link exchanges. <\/p>\n\n\n\n We Get:<\/strong> Our clients, for whom we build links for.<\/p>\n\n\n\n To make this process smooth, we\u2019re clear in our proposal:<\/p>\n\n\n\n In this screenshot, you can see how we explain our link-building approach, which works well. We show exactly where their link will go and offer a similar spot on our website, making it easy and fair for both sides.<\/p>\n\n\n\n In the end, this approach makes sure both sides get something valuable.<\/p>\n\n\n\n Here\u2019s how we keep everything organized using a simple backlink sheet. Grab this free worksheet<\/span> so you can manage your backlink requests with ease too. <\/p>\n\n\n\n Once partners have agreed to exchange backlinks with us, we create a Google Sheet for backlinks<\/a> immediately. <\/p>\n\n\n\n “It serves as a worksheet, and in some cases, all the communication goes there, simply by mentioning each other,” says Mariam, one of our link building specialists.<\/p>\n\n\n\n A simple sheet keeps everything organized. Here\u2019s what it\u2019s made up of. <\/p>\n\n\n\n We use three different subsheets: <\/p>\n\n\n\n In the screenshot above, you can see one of our partner\u2019s requests. But let\u2019s break down each column:<\/p>\n\n\n\n The analytics section helps us track the balance of backlinks, ensuring that both we and our partners benefit equally. Using special formulas, it calculates all the backlinks from the subsheets and allows us to see how many backlinks are live, pending, etc. <\/p>\n\n\n\n This way, no one is left giving more than they receive. Plus, this allows us to build stronger relationships with partners<\/a>.<\/p>\n\n\n\n With this simple backlink sheet, we never lose track of a link swap\u2014just clear, easy collaboration without any headaches.<\/p>\n\n\n\n Creating a worksheet is just the first step. You actually have to use it. And hey, if you can get your partners to use it too, even better!<\/p>\n\n\n\n With over 1,000 partners worldwide, remembering every link exchange manually would be impossible. <\/p>\n\n\n\n That\u2019s why every time a new conversation starts with a partner, we open the corresponding worksheet to check where things stand and add new requests.<\/p>\n\n\n\n But tracking isn\u2019t just about adding a bunch of link requests. It\u2019s about keeping everything up to date. That\u2019s why we have a dedicated \u201cStatus\u201d column. <\/p>\n\n\n\n Here\u2019s how it works:<\/p>\n\n\n\n So, our advice is to keep things fresh and stay on track, and the backlinks will do the hard work for you!<\/p>\n\n\n\n Staying organized is highly important, and that\u2019s why we run weekly audits, reviewing all the worksheets we have with our partners.<\/p>\n\n\n\n These regular check-ins enable us to go through all the requests, remove any outdated information, and make sure everything is current.<\/p>\n\n\n\n For example, if a backlink is already live, but the sheet still shows it as pending, we can catch that during the audit and make the necessary changes.<\/p>\n\n\n\n This approach keeps everything clear and ensures we\u2019re working with accurate data, because, at the end of the day, clean data is the backbone of a successful backlink campaign<\/a>.<\/p>\n\n\n\n Link exchange isn\u2019t some secret trick but rather a smart way to grow your website by building relevant backlinks from trusted sources. When the links make sense and feel natural, they can bring in more traffic, boost your rankings, and help more people discover you.<\/p>\n\n\n\nLink Exchange SEO Benefits<\/strong><\/h2>\n\n\n\n
![\"How](\"https:\/\/saynine.ai\/wp-content\/uploads\/2024\/11\/link-exchange-client-results-1024x443.png\")
<\/figure>\n\n\n\nReferral Traffic<\/strong><\/h3>\n\n\n\n
Improved Brand Visibility<\/strong><\/h3>\n\n\n\n
Improved DR<\/strong><\/h3>\n\n\n\n
![\"The](\"https:\/\/saynine.ai\/wp-content\/uploads\/2024\/11\/dr-improvement-1024x546.png\")
<\/figure>\n\n\n\nIncreased Number of Backlinks<\/strong><\/h3>\n\n\n\n
Is Link Exchange a Legit Strategy?<\/strong><\/h2>\n\n\n\n
What Google Thinks About Link Swapping<\/h2>\n\n\n\n
\n
Link Exchange Options You Should Know<\/h2>\n\n\n\n
Reciprocal Backlinks<\/strong><\/h3>\n\n\n\n
Three-Way or A-B-C Link Exchange<\/strong><\/h3>\n\n\n\n
![\"A-B-C](\"https:\/\/saynine.ai\/wp-content\/uploads\/2024\/11\/abc-link-exchange-1024x650.jpg\")
<\/figure>\n\n\n\nLink Exchange Mistakes to Watch Out For<\/h2>\n\n\n\n
Direct exchanges<\/strong><\/h3>\n\n\n\n
Using fake names<\/strong><\/h3>\n\n\n\n
![\"Screenshot](\"https:\/\/saynine.ai\/wp-content\/uploads\/2024\/11\/fake-name-link-exchange-1024x234.png\")
<\/figure>\n\n\n\n![\"Example](\"https:\/\/saynine.ai\/wp-content\/uploads\/2024\/11\/link-exchange-fake-name-example.png\")
<\/figure>\n\n\n\nPaid-Backlink Exchange<\/strong><\/h3>\n\n\n\n
![\"Example](\"https:\/\/saynine.ai\/wp-content\/uploads\/2024\/11\/paid-link-exchange-offer-1024x598.png\")
<\/figure>\n\n\n\nProblematic websites<\/strong><\/h3>\n\n\n\n
\n
Backlink Exchange Risks<\/strong><\/h2>\n\n\n\n
Links May Not Go Live<\/strong><\/h3>\n\n\n\n
Broken Links<\/strong><\/h3>\n\n\n\n
Link Removals Because of Website Audits<\/strong><\/h3>\n\n\n\n
How We Approach Link Exchange<\/strong><\/h2>\n\n\n\n
Step 1: Find Relevant Websites<\/strong><\/h3>\n\n\n\n
\n
Step 2: Reach Out to the Right People<\/strong><\/h3>\n\n\n\n
![\"Link](\"https:\/\/saynine.ai\/wp-content\/uploads\/2024\/11\/link-exchange-offer-email.png\")
<\/figure>\n\n\n\n![\"Link](\"https:\/\/saynine.ai\/wp-content\/uploads\/2024\/11\/slack-link-exchange-1024x541.png\")
<\/figure>\n\n\n\nStep 3: Propose the “They Get, We Get” Approach<\/strong><\/h3>\n\n\n\n
\n
![\"Example](\"https:\/\/saynine.ai\/wp-content\/uploads\/2024\/11\/abc-link-exchange-offer-1024x628.png\")
<\/figure>\n\n\n\nHow to Manage Backlink Requests with Google Sheets<\/h2>\n\n\n\n
Step 1: Set Up a Worksheet & Add Your Requests<\/h3>\n\n\n\n
\n
![\"Google](\"https:\/\/saynine.ai\/wp-content\/uploads\/2025\/03\/partners-requests-sheet-screenshot.png\")
<\/figure>\n\n\n\n\n
![\"Screenshot](\"https:\/\/saynine.ai\/wp-content\/uploads\/2025\/03\/simple-backlink-tracking-sheet.png\"){kind=tracking}
<\/figure>\n\n\n\nStep 2: Track and Update Link Exchange Progress<\/h3>\n\n\n\n
\n
Step 3: Keep Your Worksheet Clean and Updated<\/h3>\n\n\n\n
Key Takeaways<\/h2>\n\n\n\n