What are reciprocal links?

Reciprocal links are mutual links between two websites for the purpose of ensuring mutual traffic as well as facilitating the ability for a website to increase its popularity by linking with other sites. If Scott’s website links to Claire’s website, and Claire’s website links to Linda’s website, the websites are reciprocally linked. Reciprocal linking is an integral part, although decreasingly important, of the Search Engine Optimization (SEO) process because Google utilizes link popularity algorithms (defined as the number of links that led to a particular page and the anchor text of the link) to rank websites for relevancy.

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