What is a Link Exchange?
A link exchange is a practice wherein two websites agree to link to one another to increase their backlink count and improve their search engine rankings.
For example, let’s assume there are two sites named Site A and Site B. To perform a link exchange, Site A will link to Site B. In exchange, Site B will link back to Site A.
Link exchange is a white hat SEO technique. However, it is essential to note that aggressive or irrelevant link exchanges done to manipulate search rankings are considered a black hat SEO technique. These sorts of link exchanges are categorized as link schemes.
Like other link schemes, aggressive link exchanges violate Google’s guidelines and may result in manual penalties or deindexing.