Link Exchange

Joran Hofman
March 6, 2021

What is Link Exchange?

Link Exchanges are one of the oldest internet advertising tactics, in which Webmasters utilize an HTML code to have a banner appear on their website, with the information of the pages they’re advertising and once clicked, the banned will redirect the user to the webpage they’re related to.

Link Exchanges and SEO

Link Exchange and Search Engine Optimization(SEO) tend to be easily related due to how Link Exchanges work; by linking websites with content of the same kind, it boosts the probability of appearing in the top searches in Google or another search engine.

Nonetheless, there are downsides to link exchanges regarding Search Engine Optimization. Having links to websites with unrelated content to the web page might result in the website gathering traffic not interested in the content offered thanks to the website popping up in searches related to the links.

That’s to say; Link Exchange is a practice that has its ups and downs; a Webmaster might need to think carefully about which websites will appear linked on their site to boost their website’s ranking, or it might have adverse effects on the website’s traffic.

Link Exchange shouldn’t be the driving force behind a website’s ranking or traffic, just another tool in the belt of a learned Webmaster, considering that having original content and well-thought information might do the trick to be a major boost in what their websites are offering.

Advantages and Disadvantages of Link Exchange

By their nature, Link Exchanges tend to have a set of advantages and disadvantages that come with the use of this advertising tactic, even so, it was very popular when it came to be in our calendar by the year 1996, first founded as a company named Internet Link Exchange (ILE) by Harvard graduate. Years later it was acquired in 1998 by Microsoft.

The advantages for Link Exchange are:

  • Depending on the nature of the content, it is possible to attract a wide variety of traffic with vast interests, making it so that the website ranks higher in search engines worldwide.
  • Partnering with popular Web Pages is helpful to make websites known, and it is one of the most common ways to use Link Exchanges; this helps webmasters gather an array of quality visitors.
  • By choosing their Link Exchange Partners correctly, Web owners can use this tactic to focus on a targeted audience of their choosing, making headway in their ability to market their website. 

Disadvantages of Link Exchanges:

  • If the website linked in the webpage has content unrelated to the webpage, it might make the webpage look unreliable.
  • Partnered websites might remove the links exchanged at any moment without notice and not answer emails unless agreed otherwise.
  • Webmasters don’t have any control over what the anchor text of the link they’re referring to says, making it to be an unknown variable and sometimes hurtful to their website.

Examples of Link Exchanges

An easy way to explain Link Exchange might be this: Two Influencers write reviews and post about each other, providing content for the audience and making the other known. In the same regard, websites in similar employment fields tend to work together to promote each other’s content, which is very likely to involve an exchange of links.

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