What Is Link Exchange?
The answer to what is link exchange is pretty straightforward: two websites agree to link to each other. If both sides are in similar niches and the links actually make sense, it can be a win-win. The idea’s been around for years — and while it used to be overdone, it hasn’t disappeared.
According to Ahrefs, “Excessive link exchange is considered a link scheme and violates Google’s Spam policies. If detected, these links may be devalued algorithmically”.
So the key word here is “excessive.” A few smart, relevant exchanges? No problem. But once it turns into a pattern — especially with low-quality or unrelated sites — you’re likely to lose more than you gain. Google knows the difference.
Done right, link exchange is just networking. Done wrong, it’s a red flag.
Benefits of Link Exchange
You’ve probably asked yourself — is link exchange good for SEO, or is it something Google punishes now? The answer’s not black and white. It’s not about whether you’re doing it — it’s about how you’re doing it.
If you’re just swapping links with anyone who’ll say yes, it’s pointless. But if the sites are relevant, and the links are placed where they actually help the reader — then yeah, it can still move the needle.
Here’s what a solid exchange can do:
- Build real-world credibility. Getting linked by someone in your space is still a strong signal — not just to Google, but to actual people. If someone they trust points them to you, they’re more likely to listen.
- Help your stuff get seen. Search engines follow links. A backlink from a well-trafficked, regularly crawled site can get your content indexed faster and maybe even ranked better — especially if your site’s still growing.
- Bring in people who care. A good link sends you the right kind of traffic. If someone clicks through from a site that’s already talking about your niche, they’re not just bouncing — they’re browsing, maybe subscribing, maybe buying.
So — is link exchange good for SEO? If it’s real, relevant, and not spammy, yeah. But if it feels forced, Google’s probably already ignoring it. The key is to think less about algorithms and more about people. That’s what works now.
Link Exchange vs Guest Posting
Link exchanges are fast. You drop a link to someone, they return the favor. When it’s between two relevant sites, this kind of link exchange collaboration can work — but only if it’s subtle. Do it too often, or with the wrong sites, and it starts to look like a cheap trick. Google’s seen it all before.
Guest posting is slower, but cleaner. You’re writing something useful for their site, not just tossing a link in. It takes more effort — pitching, writing, getting accepted — but the payoff’s better. The link lives in content you control, the context is solid, and it feels natural to readers and crawlers alike.
| Feature | Link exchange | Guest posting |
|---|---|---|
| Effort | Low — quick and simple | High — needs content and outreach |
| Control | Limited — link sits on their page | Full — you create the content |
| Risk level | Higher if it looks like a pattern | Lower if done genuinely |
| SEO benefit | Can help if done carefully | Stronger and longer-lasting |
| Relationship | Usually one-off | Can lead to long-term partnerships |
Top Strategies for Link Exchange and How to Do Them
Link exchange isn’t about blasting messages or trading links with anyone who replies. If you’re doing it just to rack up backlinks, it won’t last. But if you treat it like building relationships — between people and between sites — it can still work.
Here’s how to do it without sounding desperate (or getting ignored):
1. Reach Out Directly
The simplest way? Find someone in your space and ask. Not with a templated email. Actually read their stuff, figure out where your link fits, and then suggest something that makes sense for both sides. If it feels like a transaction, skip it.
How to do it:
- Look for sites with a similar audience or tone;
- Mention a specific article and suggest where your content adds value;
- Offer to link them somewhere that makes sense on your end — not just homepage-for-homepage.
This kind of personal approach still gets the best response. It’s slow, but it works — and honestly, it’s the best link exchange for SEO if you want it to last.
2. Use Real Communities (Not Spam Threads)
A lot of exchanges happen in private groups — Slack, Discord, Facebook, Reddit. People share opportunities, ask for links, and help each other out. The difference? These groups usually self-police. If you’re spamming, you’re out.
How to do it:
- Join niche groups where people talk SEO (not sell backlinks);
- Spend time reading the room before posting;
- Be helpful — drop a tool, share a win, answer questions;
- When you finally ask for a link exchange, it won’t feel like a cold pitch.
3. Trade Resources That Actually Help
If you’ve got a free tool, guide, or template — great. Now go find a similar one on another site and suggest a swap. But only if both are genuinely useful. No one wants to add “resources” just to fill a page.
How to do it:
- Make sure your content is actually good;
- Find others with legit resource pages in your niche;
- Offer to include theirs if they’re open to adding yours.
This works especially well if you both get traffic from those pages and good for link exchange for SEO online.
4. Swap Links Through Guest Posts
You don’t have to link directly. You can also write a guest post for someone and include a link to your partner’s site. Then they do the same for you. No direct trades, no obvious pattern — just clean backlinks inside useful content.
How to do it:
- Pitch a guest post that makes sense for their readers;
- Work your partner’s link in naturally (not in the author bio);
- Let them do the same for you elsewhere.
Yeah, it takes more time. But it’s one of the lowest-risk ways to build links that actually help long-term.
5. Email Newsletter Mentions
Sometimes it’s not about blog posts. If you and another site run email newsletters, you can offer to include each other’s content or tools in your next send. These links may not be crawled by Google, but they drive real traffic — and strengthen partnerships that lead to more visible backlinks later.
How to do it:
- Reach out to newsletter owners with similar audiences;
- Offer to include their content or tool in your next issue;
- Suggest a return mention if they’re open to it.
This softens the pitch — and builds trust that can lead to blog link placements later.
Conclusions
If you’re chasing quick backlinks, link exchange probably won’t do much. But if you’re trading links with people you trust, in places where they actually make sense, it still works.
Keep it relevant, don’t overdo it, and stop thinking of it as a “tactic”. It’s just people helping each other out — and that’s always been good for SEO.