Google no longer values any reciprocal connections.

Most ways to get people to link to your site have been based on reciprocal links for a very long time. There will need to be a change in this. Google now takes all reciprocal connections into account. The algorithm has been changed so that it can recognize link exchanges between people who want to get more links from other sites.

Reverse linking goes against Google’s initial aim when using the algorithm. Quality content should attract links. Link exchanges are nothing more than agreeing to promote someone else’s content unfairly in order to promote your own. This is not something Google especially likes (see Link Schemes).

Some people even assert that Google can currently recognize three-way connection schemes (i.e. website A links to website B, which links to website C, which links back to A). It’s difficult to say whether this is accurate or not. However, one thing is for sure: inbound linking tactics shouldn’t be based primarily on reciprocal linking. This fabricated method of link-building is ineffective and ultimately wastes time. Instead, concentrate on producing original, excellent content for a certain niche. The connections will follow.