Now, the sheer quantity of links is not valued ; the quality of that quantity is the most important factor. Because of this , reciprocal linking ( " I link to you and you link to me " ) is not valued as much as a simple , one - way , incoming link from another website. recommendation on where to eat , they would probably give me the name of a restaurant and my friend benefit from an increased reputation . My only benefit is that I had a great meal. Linking follows the same path . A true link referral is where the site that is the destination of the link benefits from the searcher who needs an answer . The site that is the destination of the link benefits from the searcher`s mind a trusted resource. This is the perfect world that search engines envision when calculating links as a source of website authority.
Reciprocal linking implies that there is a kick back on the referral. As soon as we find out that our friend recommended the restaurant because he gets financial compensation for his referrals, his advice is now suspect . Did he recommended the restaurant out of our best interest or his ? This is why reciprocal links simply do not count as highly , because it shows there may be an established relationship involved .