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What is Reciprocal Linking?
By Ken Pearce
Think of the internet as a big party and everyone is invited. At this party there are many cool people (high ranked websites) and some not as interesting people (low ranked websites). Everyone wants to talk to the cool people, so if everyone is pointing to the cool people (through reciprocal linking), the cool people (websites) will tend to be found easily since everyone is hanging around and pointing to them. It is a simple analogy but it works. Reciprocal linking is pointing the direction to your web site through all the other users of the internet.
A reciprocal link is a text and or a banner link to a site that, somewhere in its pages, carries a similar text/banner link to your own site. It is basically an agreement between the two sites that says, if you host my link, I will host yours. The reciprocal linking has been referred to by similar terms. It has been called link swaps, link exchanges or link partners. They are all the same thing. By using reciprocal linking your site has the capability to have a higher page ranking if you use the proper techniques.
Reciprocal linking will help your web site in a couple of ways. It will boost your rankings on the search engines and it will increase the traffic to your website from those individuals that click on the links. There are some things to watch out for when doing the reciprocal linking. If you have a high page rank and link to a lower page ranked site this could negatively affect your page rankings over time. Page rankings of six or seven are good and threes and fours are acceptable, but try to avoid the sites with page rankings of one and zero. Another aspect of reciprocal linking to keep away from is the link farm. These are entities that link sites that are totally unrelated. There are thousands of links pointing to your law firm, but realistically how many web surfers that are looking for dog collars or running shoes will have a need for a personal injury law firm.
The law firm that specializes in auto accidents would be helping their clients with links to local body shops and car repair locations and not a llama farm in Peru. That is the premise behind the reciprocal link, and relevant information is the key. By giving and receiving these links, value is added to your website by providing exit links to like minded sites that you think might help and be useful to your end users. It adds valuable resources to your site and in return gives that potential client more reasons to return to your site in the future. You are providing the client better and or different information than you could hope to provide on your own site.
Think of reciprocal linking is a commitment. The site at the other end feels strongly enough about your quality website to send users to it and you feel that their site is important enough to allow them to leave your site to go to theirs. Sending a potential client to the direct competition is probably not the best way to use reciprocal linking. Think of this as an add-on service for your law firm. Who can I send them to get additional help, and they will thank you by returning to your site and referring other clients. Reciprocal linking involves a bit of trust on the other end. You need to be able to know that the other site will really point back to your site and not burying your site under other information or even deleting it after a site clean up.
Quality over quantity is especially true for reciprocal linking. Too many links will confuse your clients, so it is better to have several high page ranking links than thousands of low page ranked links. This is one way to boost your awareness on the web. High quality, new, original content and keywords and proper coding on your web site will work together with reciprocal linking to increase your search engine optimization.
Please contact Ken Pearce at ken@fosterwebmarketing.com or Tom Foster at tom@fosterwebmarketing.com for additional information about search engine optimization and how we can assist your law firm on the internet.
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