What is link exchange and how to practice it correctly?
Should you engage in link exchange? The answer isn't black and white.
by Narmina Balabayli
Link exchange is when two sites agree to link to each other. This is done via direct swap, link insertion, or guest posting.
It can help SEO, but it’s risky when it looks fake and done excessively.
You can do the link exchange right by swapping links only with niche-relevant sites that have real readers and real traffic.
Place links where they make sense in the text, use natural anchor text, and focus on one great link over many random ones.
Don’t overdo it: avoid exchanging too many links from the same partner.
Forget 2010-style directory swaps. Modern link exchange requires white glove approach.
If you have high-quality, unique, and helpful content on your website, you’ll naturally attract backlinks. But, this take time and energy to create a content that people naturally are prone to mention it - give backlinks.
Link exchange in SEO involves two websites agreeing to insert links to each other’s pages. This can be done by link swaps or guest posting on each other’s website.
Typically, link exchanges are a popular choice among newer sites with lower domain ratings, as they help them gain their first backlinks manually and make it easier for search engines to discover their websites.
If you want to do link exchange and see the serious results, you should do it properly.
Is link exchange good for SEO?
Should you engage in link exchange? The answer isn't black and white.
When done thoughtfully with relevant, high-quality sites in your niche, it can absolutely benefit your backlink profile and search rankings.
Google consider backlinks as a sign of trust and relevance. Thus, more backlinks can build authority around your domain.
However, Google's algorithms have become incredibly smart at detecting manipulative linking patterns. Google can easily detect link farms and excessive link swapping. That being said, only natural and relevant link exchanges that add value for users matter.
Google’s John Mueller bluntly states: “Link schemes still get sites penalized.” But context matters. A niche-relevant link exchanges can actually boost domain authority.
The effectiveness of a link exchange depends on how the link is inserted and the context of the surrounding content. A well-placed link can improve SEO and drive traffic to the linked site. The key is to prioritize:
Semantic relevance over domain metrics
Editorial context vs. exact-match anchors
1 quality link over 10 random link swaps
At the end of the day, the best SEO is built for people first, search engines simply follow.
How to do link exchange correctly?
#1 Exchange links with websites in your niche
When you exchange links, choose a site that matches your niche. For example, if your site is about cooking, partner with a website whose topical authority is in food, nutrition, or kitchen tips.
This keeps the inserted links relevant and useful for readers. Plus, search engines can better understand the link (and the content it points to) and why it is inserted.
#2 Exchange links with quality websites
Exchange links with websites that have a real audience and publish content that people actually read. Avoid sites built only to sell backlinks or manipulate search results. When the audience is real, the links can send meaningful traffic to your site, not just “SEO signals.”
Look for websites where visitors engage with the content. For this, you can check the signals like social shares and ask for the website owner so share the metrics from Google Analytics.
#3 Exchange links with websites that share a related audience
If your link appears on a page with unrelated content, readers are unlikely to click it. Search engines also tend to trust links that make sense in context, because they’re more likely to be useful to readers.
So, place links where they naturally fit and support the topic around them. When the audience matches and the link feels relevant, it has a better chance of driving clicks and real value.
#4 Add the link to anchor text that matches the target keyword
Using relevant anchor text helps show what the linked page is about. For example, if your post targets “healthy recipes for weight loss,” the link should use that phrase or a similar.
About fifteen years ago, it was common practice to place links on exact-match keywords like “car wash service near me.” Today, however, this is considered one of the worst strategies for link insertion.
#5 Avoid too many links from the same website
Getting too many links from the same site can look spammy to search engines, and some of those links may be ignored. It’s better to exchange links from a variety of websites, which makes your backlink profile look more natural and helps build trust.
#6 Ensure link placement makes sense and provides value to visitors
Insert links in contexts such as:
Defining a term not explained in your content
Providing additional information to better understand the topic
Citing sources for research or information
The more likely a reader will click on the link, the more value it provides. For more insights, you can refer to this article by SEO expert Bill Slawski on link value and search engines.
How to find link exchange opportunities?
Finding link exchange opportunities can be challenging, especially if you don’t have a network of contacts. The process can be long and exhausting.
You might consider outsourcing to outreach specialists or working with agencies that offer link building services. However, this option can be expensive and may not always provide the results you want if you do not monitor the process yourself.
A cheap but effective way is to engage in relevant subreddits, make connections on Facebook groups and LinkedIn, and perform search operations like “write for us” to find potential sites. Again, this requires continuous effort, consistency, and genuine relationship-building over time.
I’ve also found HARO very useful because of the topics and hosting sides, but I either missed the opportunity (it was already too late when I applied) or didn’t do it consistently, so I can’t share much from my own experience.
Personal recommendation: So far, the best platform I've found for quality link exchange is Ranking Raccoon. You just need to add your website, choose your niche, and enter your domain rating (DR) and monthly traffic. Once your website is accepted, you can browse websites in your niche and start chatting.
It’s crucial to verify that the websites are high-quality and not designed to manipulate rankings. Ensure they have a genuine readership and traffic so they are more likely to click on the exchanged link and come to your website.
