In the past, all you needed to rank highly in the search engines was reciprocal links, which made seo quite easy because the links were easy to get. You’d find a site that was promoting itself by exchanging links, add their link on your site, email them asking for a link back, and wait. You then have a link, they have a link, everyone’s happy.
All that has changed recently however as the value of reciprocal links has steadily been down graded by the major search engines. If you look at it from the point of view of the search engine, they are looking for pure links coming to your site.
If they find a reciprocal link then they quite rightly assume that you have done a mutually beneficial deal to help each other. As such, they rightfully have decided that such links are no longer going to provide you with the shove up the listings that they once did.
Google in particular, once imagined an Internet where the owner of site A might find site B and be so impressed that he would add a link on site A pointing to site B. For example, imagine a Plumber and his family from Yorkshire takes a holiday in Dorset one summer. They stay at a lovely little family run hotel and make good friends with the owners. On their return home they add a link to the hotel onto their Plumbing website recommending anyone who ever finds themselves in Dorset to stay at the hotel.
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Keeping in mind that you can only add a certain amount of links over a month to avoid being penalised for your link building, in order to accumulate enough link juice you will need to spend probably triple the amount of time building links to achieve top rankings than you would with one way links. If you can achieve top rankings at all with reciprocal links.
One way links are harder to initiate than reciprocals and are harder to manage and track, but they will get your site ranked higher in the shortest time possible. There has been talk of reciprocal links being downgraded to zero value, but I do not believe this will happen because there are large companies with suppliers and partners that they will want to exchange reciprocal links with and they should not be penalised simply for having business partners.
If you want to build high quality Google friendly one way links to your site, click add url or submit site