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So, what we mean when we say avoid excessive reciprocal links is if your portfolio has a very large fraction of links where youíre getting them by sending automated emails saying Did you know that exchanging links can help your rankings in search engines? Thatís not a basis for fundamental long term, solid growth of your links if thatís all you are doing.
So, we tell people to avoid excessive swapping; and the nice thing is that people have a pretty good idea of what excessive is. So, you add a word like that and people are going to understand that itís natural that reciprocal links happen in the course of being on the web at some point, but itís not that I have to chase after those too much.
no one would link to you if your site is rubbish ....
...and that is how the vast majority of webmasters think. ....
There is no right or wrong way to do this.