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Building Links to Your Website Reciprocal Links Versus One Way Links

James Orr

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Business owners who are trying to promote their website often ask what is better: reciprocal or one-way links to their website. Before we get into the pros and cons of each, lets first take a look at what the differences between them are.

First, reciprocal links are when you link to a website and that website links back to you. Think of it as you and friend get together with complementary businesses and say your clients tend to use my service and my clients tend to use your service. How about I link to you and you link to me?

Next, one-way links are when someone finds your website so interesting (and this can be for good or bad reasons) that they have to point it out and link to it. Maybe you wrote an article on a topic that is just so good that other websites feel compelled to share it with their visitors. Or, maybe you wrote an article so controversial that people had to point out how crazy you were. Either way, if they link to you and you do not link back to them, that is a one-way link.

The general consensus on which is better is that search engines generally give more weight to someone linking to your website using a one-way link and tend to discount the value of you having exchanged links with another site.

So, if you can, try to get one-way links to your website. Does this mean that you cannot successfully market a website by utilizing traditional reciprocal link exchange strategies? No. In fact you can use reciprocal links to build a strong presence and vastly improve both your traffic from direct traffic from those links and the boost that search engines tend to give websites that have lots of incoming links with just reciprocal links.

James Orr is a professional real estate investor and marketing expert.

He runs over 300 websites including a marketing blog about holding your marketing ruthlessly accountable to results at


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