What is a Reciprocal Link?
A reciprocal link is a link exchanged between two sites: site A links to site B and site B links back to site A, often by agreement.
Why it matters
Sites that are related do link to each other naturally, so some mutual linking is normal. The problem starts when linking is arranged for ranking purposes. Google's spam policies list excessive link exchanges, summed up as "link to me and I'll link to you", and partner pages used exclusively for cross linking, as examples of link spam. A pattern of exchange across many sites is the kind of signal that can lead Google to ignore the links.
When reciprocal linking becomes a problem
A reciprocal link is easier to defend when it exists because both pages are genuinely useful to each other's readers and when it is a small part of the profile. It becomes a problem when the exchange is the main reason for the link, when it happens at scale, or when links are arranged across unrelated sites. If you cannot explain why a reader would want the link, the link probably exists for rankings.
Reciprocal linking patterns
Two way exchange
Site A and site B agree to link to each other. At a small scale and between related sites it can be natural, and at scale it is the exchange Google calls excessive.
Three way exchange
Site A links to B, B links to C and C links to A, so that no pair of sites links directly. It is a way of hiding an exchange and the pattern remains arranged.
Partner or resource pages
A page that lists partner sites mainly to cross link. Google lists partner pages exclusively for the sake of cross linking as link spam.
Example
Two companies in the same industry link to each other from articles where it helps readers, for example a tool review and a guide that uses that tool. That is a natural overlap. By contrast, a site that asks dozens of unrelated sites for an exchange is building a pattern.
Reciprocal links and Orbink
A placement bought on Orbink is an order for a link on a publisher's site, with the price shown before you order. It is not a link exchange, and each listing shows the link type and sponsored mention.
Read the Competitive Niches GuideSources
Frequently Asked Questions
Not inherently. Sites that are related do link to each other. Excessive link exchanges done for ranking purposes are link spam under Google's policies, so the intent and the scale are what matter.
Google gives no number. If exchanges make up a large share of your profile, or you ask many unrelated sites for them, the pattern looks arranged.
No. It hides the direct pair but still creates links arranged for ranking purposes, and the pattern can be recognized.
Earn links by publishing something worth citing, and arrange placements where the page serves readers. If a link is paid for, mark it as Google asks.