What is a Reciprocal Link?
A reciprocal link is a link given to an external site in exchange for a backlink. For example, site A links to site B. In return, site B links back to site A.
Whether reciprocal links are white or black hat SEO depends on the circumstances. It is considered to be a white hat SEO tactic if done in moderation. However, they can quickly become a black hat SEO tactic if done inappropriately.
Google considers black hat reciprocal linking as a type of link scheme. In fact, Google explicitly mentions that ‘excessive link exchanges’ or webpages created for backlink purposes are spam.