Rewriting the Beginner's Guide to SEO, Chapter 6: Link Building & Establishing Authority
Moz
JANUARY 28, 2019
Link exchanges / reciprocal linking If you've ever received a "you link to me and I'll link you you" email from someone you have no affiliation with, you've been targeted for a link exchange. It is acceptable, and even valuable, to link to people you work with, partner with, or have some other affiliation with and have them link back to you.
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