Reciprocal linking is a kind of 'symbiotic relationship' between two complementary websites. Each site has a hyperlink pointing to the other. The idea behind this is to elevate the awareness of the search engines' to the existence of both websites'. In Google's case, a lot of reciprocal linking could boost a site's page rank. Even better, reciprocal linking could raise the position of that website in Google's listings under specific keywords or phrases.

This method of website promotion worked very well, until the people behind main search engines decided that it was better for those doing a search that the search results would no longer place emphasis on reciprocally linked websites.

If you think about this carefully, it is not surprising. Why should websites that blatantly try to hoodwink the search engines get the most exposure? Just because those sites have, say, thousands of reciprocal links to other sites, does not mean that those sites are the best sites for those doing a search to be directed to.

This is probably one reason why search engines have recently changed their algorithms. Now, if a website has a one-way link coming 'to it' from another website, which is not reciprocated, the search engines will look favorably at that site because the linking site is saying: 'Hey, spider! Look at this website - I totally endorse it!'

Does this mean that the person doing a search will be directed to the best top 10 sites on the web under a chosen keyword or phrase now that reciprocal linking is being ignored? It should, but the search engines may still be being hoodwinked.

Why?

Because the owner of a decent, high page rank website, might be offering a one-way link to an 'unworthy site' for financial gain. This means that the lesser website may appear high in the listings even though that site's contents are not what those doing a search are looking for.

How widespread this misleading activity is remains a moot point, but the ability for unscrupulous website owners to deceive those doing a search must give the people behind the search engines cause for concern.

One day, perhaps, any form of linking may be ignored. This will help the listings to be free of malpractice and the top sites displayed will be those that finally offer real, genuine, RSS-free, relevant content. And if that content is regularly updated, so much the better.

About the author:
Victor George is a "fresh, relevant content" crusader whose web site can be found at: autopageupdate.com Other articles by Victor George can be found at: VGS Publishing