All alone in the middle of the web, a site remains invisible! Its visibility largely depends on the links it forges with other sites, social networks and blogs. The winning strategy of natural reference therefore consists in naturally creating inbound and outbound links, to optimize its positioning, in particular by exchanging links.
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What is link exchange?
The exchange of links consists of an agreement to mention in the content of its site an outgoing link in the form of a URL to another site, on condition that the latter does the same. The agreement can take place between two or more sites, and can relate to regular or occasional publications.
We can distinguish three types of link exchange:
- The reciprocal exchange : it is the simplest, if a site A publishes an outgoing link to a site B, and in exchange, the B site publishes an outgoing link to site A.
- The triangular exchange is an exchange of links between three partner sites: a site A makes a link towards a site B, but it is the site C which will return a link towards the site A. More efficient than the first method, that- This has the advantage of making the links even more natural in the eyes of search engines. It implies that the webmaster of site B is the same as that of site C.
- One-way exchange is a link exchange… in one direction! In this case, we can't really speak of an exchange, but of simple link creation. The method consists of obtaining a backlink to his site without the consideration of a link: the efficiency is even better in terms of natural referencing.
Why is this important?
At the time of its creation, Google's innovation came from analyzing the links between sites in order to be able to reference them. Google is the first search engine to consider the number of links pointing to a site as a criterion of relevance.
The number of links and their quality are therefore essential for the natural reference by search engines. They improve the visibility of the site, by pushing the site up in search results.
If they are appreciated by robots, links are also a real plus for content. They are the signature of quality content and establish the confidence index.
It is therefore essential to generate a maximum of links in its content, incoming or outgoing. These should not be neglected: outgoing links also know how to attract attention, insofar as on the web, talking about others is essential to be well seen!
It is in this perspective that the strategy of the exchange of links is installed, which remains one of the best solutions to generate relevant links , and to be well positioned by Google.
What does this create as an impact?
In SEO, we consider that the number and the quality of the links will have an impact on the Domain authority , that is to say the strength of the domain name.
Created by the Moz agency, the Domain authority is a performance monitoring indicator, which measures the weight of one domain name compared to another. On a scale of 0 to 100, the higher the score, the more the site will be referenced in the first Google results. L'SEMRush online tool uses the Domain score , equivalent, and measured from the number of inbound links to the site.
The number of backlinks is an essential measure to establish the score. Backlinks are a sign that the content is trustworthy, since it is referred to. SEMRush even makes it a specific indicator, the Trust score , or the confidence index that can be given to a page or to a domain, established according to the number of links coming from recognized sites.
Outgoing links are also taken into account in the calculation of the Domain authority , but with less weight. It is therefore a question of generating a maximum of inbound links, without neglecting outgoing links, and without applying any method: in terms of exchanging links, not all methods are good to take!
Risks associated with exchanging links
The link building strategy , net linking, must however be applied with method and reflection: Google identifies and sanctions all artificial practices as well as anything that could go against 100% natural referencing. Google thus seeks to promote the most natural links between sites and Internet content, for maximum confidence.
We can therefore count many practices sanctioned by Google: include a link to its site in many online directories without contextualization, buy links, use scheduled and automated services for creation and publication of links.
What about exchanging links? It is a practice to be implemented, but always with measure! It must remain as qualitative and natural as possible. Here are some tips:
- There should be nothing systematic about exchanging links: set up a natural progression curve over time, and don't send too many links on the web at once!
- The context of the link is very important: choose related sites, for links that are well integrated and consistent with the context. The link must be relevant, sincere.
- Beware of reciprocal links : do not focus your link exchange on only reciprocal links, they can be penalized by Google. Think about triangular exchanges, talk about others in outgoing links without expecting anything in exchange.
- Do not exchange links with just any sites: prefer well referenced sites, with a good Domain authority score.
- Monitor the sustainability of your backlinks : in the longer term, regularly check that the links that point to your site are still valid, and that the pages are still accessible at home and with the partner.
Exchanging links can be a particularly beneficial tactic to generate links to your site ... provided you put it at the heart of a well thought out, solid and authentic Inbound and SEO strategy . Be careful, apart from Google's recommendations, an exchange of links can be very harmful for a site… before you start, do not hesitate to seek professional advice!
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