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[Home](/) 2. [Blog](/blog) 3. Google now discounts all reciprocal links SEO # Google now discounts all reciprocal links Evan Dechtman April 17, 2024 Updated December 10, 2025 1 min read For a long time, reciprocal links have remained at the forefront of most inbound linking strategies. This is going to have to change. Google now discounts all reciprocal links. The al Share: Facebook X LinkedIn Email Copy Link For a long time, **reciprocal links** have remained at the forefront of most inbound linking strategies. This is going to have to change. Google now discounts all reciprocal links. The algorithm has been altered to identify the exchange of links by two parties for the purpose of increasing their number of inbound links. The concept of reciprocal linking defies Google’s original intention with the algorithm. Quality content should attract links. The exchange of links is nothing more than a mutual agreement to unjustifiably promote others’ content with the end goal of promoting your own. Google doesn’t particularly like this (see Link Schemes). Some even claim that Google is now able to identify three-way linking schemes (i.e. website A links to website B, who links to website C, who links back to A). Whether this is true or not is hard to say. One thing is for certain though: inbound linking strategies should NOT be centered around reciprocal linking. This manufactured form of link creation is not well-received and is ultimately a waste of time. Instead, focus on creating unique, high-quality content in a given niche. The links will ensue. ### Related Resources Looking for professional SEO help in Colorado? HEARD Marketing offers [Local SEO services](https://heardmarketing.io/services/local-seo) to help Denver-area businesses rank higher in search results. [Book a free strategy call](https://heardmarketing.io/consultation) to discuss your SEO goals. [![Evan Dechtman - Founder & Digital Marketing Strategist](https://heardmarketing.io/evan-dechtman-headshot.png)](/blog/author/evan-dechtman) Written by [Evan Dechtman](/blog/author/evan-dechtman) Founder & Digital Marketing Strategist Local SEO Marketing Automation GBP Optimization Lead Generation Fractional CMO ✓ Google Business Profile Certified ✓ 25+ Years Digital Marketing [](https://www.linkedin.com/in/evan-dechtman/) Founder of HEARD Digital Marketing with 25+ years of experience helping local businesses win their markets through proven Local SEO and Marketing Automation strategies. **Editorial Standards:** Our content is based on real client experience and industry expertise. We only recommend strategies we've tested with Colorado businesses. [Learn more about our team](/about). ### Ready to Transform Your Marketing? Let's discuss how we can help your business grow with proven digital marketing strategies tailored for local businesses. [Book a Free Consultation](/consultation) ## Related Services Want help putting this into practice? These HEARD services align with what you just read. [ ### Local SEO Rank in the Map Pack and show up for 'near me' searches in Colorado. Learn more ](/services/local-seo)[ ### SEO Services Long-term organic visibility built on technical SEO and content. Learn more ](/services/seo-services)[ ### Google Business Profile Optimize your GBP to win more calls, clicks, and direction requests. Learn more ](/services/google-business-profile) ## Comments Be the first to comment. ### Leave a comment Comments are reviewed before publishing. 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