26 replies to this topic

[btreloar]

I just read a story about web sites going to a 3-way link exchange because search engines give a lesser value to what they see as reciprocal links.

Is it true that reciprocal links are devalued like that? That's dumb! (IMHO)

I have a client who is a wedding day makeup artist. It makes sense for her web site to link to sites like local bridal gown stores, wedding caterers, wedding cake bakers, wedding planners, and so forth. And in all the cases I've listed, it makes sense for them to link back to her site.

I can't help but think a 3-way link exchange carries little if any benefit for the human visitor to the site.

Any discussion?

[Connie]

Actually I think you answered your own question. Only link to sites that would provide information for potential customers. If all linking incoming or outgoing is based on the customer I don't think you will have any problems.

[Haystack]

Bill, you're right. That's simply one of the latest tricks to try to find a loophole in search engine algorithms.

Personally, I find it much less time consuming to use tactics in line with the goals of search engines. For those who may have forgotten, the search engines are trying to provide relevant and quality content to their customers, who are searchers.

Stick to strategies that are aligned with that goal and you'll sleep soundly at night.

[Jill]

The only reason I can think of to do a three way link would be to attempt to subvert the search engine algorithms somehow. There's no real reason for doing it, other than that.

Therefore, it could only be construed as spam (if one was assuming that reciprocal links were devalued but 3-way link schemes were not).

[puravida]

I totally agree with the previously posted reasons for not participating in 3-way link exchanges. Unfortunately, it is true that reciprocal links are devalued; but trying to find loopholes is only a "quick-fix" that can bite you in the end.

Another problem with 3-way links is that most people do not have time (or a software) to monitor the links from the other side. In my experience, a majority of the webmasters willing to trade links are devious scam-artists.

In most cases, they will remove your link at some point (hoping you do not notice), and they may employ other tricks to devalue your link -even if they keep it. The key is to be extra picky about who you trade links with.

-Wesley

[Jill]

Welcome puravida!

What makes you think that reciprocal links are truly devauled? Have you run some sort of tests on this?

I know lots of people claim that they are, but I've yet to see any real proof. Not sure if there actually would be a way to prove it though. (Much like most things in SEO!)

Jill

[OldWelshGuy]

About as scientific as I got was to set up a few pages link to them all from the same page got them spidered and ranking, linked back from them, and nothing changed. Not at all scientific really, but about as much as I wanted it to be lol

Google works on clustering, and if I were them I would be working on an algo that spots unatural linking practices within the cluster. Take a look at your similar pages and then tell me how good Google is at understanding link relationships.

[Jill]

I'm not a reciprocal links fan, just because I like to get links without asking for them.

However, since Google's original name for their search engine was "BackRub" (i.e., you scratch my back, I'll scratch yours) it seems to me that they have NO problem with reciprocal linking, and in fact probably like it and feel it's a good thing for the Internet in general.

[hobby]

I actually disagree with posts condemning 3-way links. I am not against reciprocal links if they are useful to consumer, relevant and/or useful.If reciprocal linking is fine than 3-way linking should be fine, too.
There are times an ethical SEO can use them as a tool in arsenal. Situation I am in is building links for sub pages of company- an enormous appliance manufactuer, who for whatever reasons- legal. etc do not have any links but there own on their site. So in this case I can offer sites who will put link up to sub-pages something in exchange.
I don't see it as "loophole" or any more of a loop hole than playing with keywords, header tags, etc to get better ranking.

It would be impossible for me to get these pages linked otherwise. All of the third party sites are clients- with real websites - not link farms or garbage sites etc and I certainly don't consider myself sleazy. For my money content is king- but it is not be all and end all.. content it is a wonderful passive approach and part of an overall stategy. Am I way off here?
Lisa

[OldWelshGuy]

I hear what your saying Lisa, but shouldn't the clients be back linking anyhow? I am sure that many sites will backlink. Why, just releasing a load of product review articles for use on retailer websites would alone create thousands of non reciprocated backlinks, as well as increase sales of the product. It would also make the retailers happier as they get professionally written copy. The manufacturer (your client) gets a whole load of backlinks as part of the deal.

Just my thoughts at 1:20am as I am about to go to bed lol

[hobby]

great idea OWG... will put that one in my pocket.
in this case very unwilling client...

[Scottie]

If reciprocal linking is fine than 3-way linking should be fine, too.

Good Reciprocal Linking:

My site sells refrigerators. Another site sells appliance bulbs. We arrange for my site to refer customers to them for bulbs, and they will recommend me for appliances. It's a business arrangement that benefits us both, we each link to the other site. Whether or not the search engines like it, we are sending business to each other. If the link no longer "counts" in the SE's one day, it doesn't really matter.

Crappy Reciprocal Linking

I want links to make the engines think my site is really good. I accept links from anyone and everyone who agrees to link back to me. The search engines devalue reciprocal links and I curse them for taking food off my table and whine to anyone who will listen about how unfair it all is.

Good 3-way Linking:

I can't think of a situation in which this will send any more business to my site. If site A and site B are relevant to my customers, why wouldn't I link to both of them and have them link back? If neither are relevant... why would I bother?

Bad 3-way Linking:

I try to fool the engines into thinking I don't have reciprocal links so that they are not devauled. However, the engines study linking patterns and communities, and my neat little plan is foiled. I might even lose rankings because the SE's suddenly think my appliance site is about gambling/viagra/hair growth remedies/scrapbooking/travel in Vienna/Rolex watches (because who I link to is completely under my control and I think these sites are important enough to link to) and it reduces my standing in the appliance listings. I whine and stomp my feet and try to get a class action suit against the search engines for dropping my rankings.

Anything you do that brings real business to your site is good, regardless what the search engines do. If they drop links as a metric altogether, my links still drive real traffic and business, instead of being an embarrassment that I try to hide my links page by only linking to it via a sitemap.

[seojob]

Simply great post, Scottie.

[Shane]

Good 3-way Linking:

I can't think of a situation in which this will send any more business to my site. If site A and site B are relevant to my customers, why wouldn't I link to both of them and have them link back?  If neither are relevant... why would I bother?

Here's an example where three-way linking makes sense.

Three sites:

• BobsWidgetStore.com
• AllAboutWidgets.com
• GreatWidgetStores.com

BobsWidgetStore.com is a straight widget store. Nothing else.

AllAboutWidgets.com is an informational site about widgets. It is owned by BobsWidgetStore.com, but the two sites are kept separate because of the vast size and very different focus.

GreatWidgetStores.com is owned by an individual enamored with widgets, who created the site out of his desire to help people get the best widgets at the best prices.

Now, BobsWidgetStore links to virtually no one except AllAboutWidgets.com. It is almost exclusively a self-contained site. Once a customer is actively shopping for widgets, neither the user nor the site has much interest in the user going elsewhere.

AllAboutWidgets, on the other hand, is a complete widget resource, and so links to lots of other great sources of widget information.

In this case a 3-way link makes perfect sense. In exchange for GreatWidgetStores.com linking to BobsWidgetStore.com, AllAboutWidgets.com agrees to link to GreatWidgetStores.com. (BobsWidgetStore.com already links to AllAboutWidgets.com.)

AllAboutWidgets.com
|
|
V
GreatWidgetStores.com
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|
V
BobsWidgetStore.com

The links are all valuable to the users of the respective sites, but the nature of each of the sites dictates a 3-way link rather than a pure reciprocal link.

[Scottie]

That makes no sense to me, sorry. I don't see the point.

An all-inclusive resource site would want to link to both sites, and both sites would benefit from increased traffic (if the resource site is any good.)

In this scenario, AllAboutWidgets is not linked to by GreatWidgetStores simply to avoid a "reciprocal"- if it is an informational resource site, GreatWidgetStores is missing out by not providing its' visitors with a link to it.