sugarrae - 9:11 pm on Dec 17, 2006 (gmt 0)

>>>How do you "do" reciprocal links "properly"?

Not all reciprocal links are equal. I think a large part of the problem lies in that most people associate reciprocal linking with a huge zeus style directory. But, reciprocal linking takes on many forms.

A person might be featured in a news story which links to them, and they link back to it to gain trust from users. Technically, it's a reciprocal link.

A site selling cameras may link to a site selling film and vice versa in a trade of business. Both links are prominent on the site and meant to cross traffic users. Technically, it is a reciprocal link.

The chamber of commerce for your local city may link to you as a member. You display their seal to show your alliance with them. Technically, it's a reciprocal link.

You have a piece on taking pictures with low light film. A low light film site has a a piece on the best cameras to use for low light scenarios and they cross link. Technically, it's a reciprocal link.

But of course, this isn't what people typically think of when they think reciprocal linking. Paid links can take on different forms as well. Paying for a link on a niche, related, highly relevant site that brings you business is not the same as paying for links on radio stations, IMHO.

My general rule of thumb for a long time now, when trying to discern if you are reciprocal linking properly is if you are linking for traffic, and not for link popularity. Does that neccessarily mean older sites with recip directories aren't grandfathered in some way? Nope. Does it neccessarily mean that link exchanges don't work in certain sectors? Nope. Does it neccessarily mean all "non traffic" forms of reciprocal links are "found" and have dampening applied? Nope. Does that mean a site with a high level of trust can't get away with more than one with a lower level? Nope. But, as a general rule of thumb, for long term survival that doesn't affect a site in algo changes, linking with traffic in mind has been the safest course I've seen - especially if you don't have time to test and test and test what works "right now" and want to simply go for "should always be ok".

>>>the percentage of reciprocals to one-way links has been ignored

Definitely think that is an important thing to look at as well.

>>>and think that Google is going to penalize their site because they have a few reciprocal links

I hope anyone reading my post realizes that *I* definitely do not think that. Reciprocal links are a valid form of traffic. If you want to stay "safe" from the supposed implications Google will place on reciprocal links, only do them for that reason - traffic [webmasterworld.com]. There is also a big difference between a penalty and a lack of credit.