t is no secret in the online world that in order to get a high profile for your site and for lots of new people to see it, it has to have lots of links pointing at it from other sites that are seen as valuable by search engines.

Links can be gathered using many different methods and some are worth more than others. One of the least effective ways of building links is reciprocal linking which is where two sites simply exchange links with one another. This method was effective once upon a time but its day has been and gone now.

Links acquired in this way aren’t worth a great deal anymore. The reason for this is that search engines like to see natural link growth i.e. links placed because someone genuinely appreciates a site and wants to vote for it. However if the other person is linking back, then the search engine will conclude that some kind of mutual agreement has happened with search engines in mind and therefore the link is not entirely natural.

Although these links aren’t worth a great deal, they are worth something and should not be completely disregarded, but the only time that these reciprocal links are really worth having is when the sites themes are related to each other, like a shop and supplier for example.

So clearly what the search engines are now looking for is natural links that have been placed without the recipient directly linking back, so three way links came to one of the more preferred methods. However in order to make these links work, either the site owner that you’re exchanging links with or you have to own at least two sites.

The model of three way linking is basically this; Site A links to Site B which links to Site C which can then link back to Site A. Each site involved then has a one way link pointing at it and because its not reciprocal, the search engines will place higher value on it.

Say for example you own Sites A and C and you were promoting Site C, you would simply use Site A as a place to offer a link from, and when people want to receive a link from Site A, you then get them to link to Site C in return. Their site then becomes Site B in the model. This linking strategy is pretty much win ” win, but you will usually make fairly slow progress if you use this method alone, it is much more beneficial when combined with other methods which I will go into in my next article.

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