The link exchange It is a link building tactic through which one or more websites exchange links. This link exchange is discussed and agreed in advance and leads to advertising opportunities for the websites involved. Link exchange can also be a factor in link popularity.
Evaluation by search engines
The Google search engine evaluates inbound links according to various criteria such as quantity, quality, relevance, domain strength, and many other factors. In this way, inbound links can influence Google's ranking positively or negatively. However, Google Webmaster Central speaks clearly against handling of inbound links. In other words, any attempt to generate links in an "unnatural" way, including through a link exchange, is a violation of the Google Webmaster Guidelines. This does not necessarily mean that each link exchange will be penalized or will result in the reduction of the position in the SERPs. As a webmaster, you should be aware that link exchange is a violation and can have negative consequences on ranking.
Reciprocal and non-reciprocal link exchange
There are two types of link exchange. In an exchange reciprocal of links, two parties exchange links mutually. This is the simplest form of link exchange, since one party links to the other and vice versa. A link exchange not reciprocal It not only includes two partners exchanging links, but rather a network of several partners created through links.
Link exchange possibilities
There are many ways to complete a link exchange. There are link exchange forums, blogs or chats where you can specifically ask other webmasters. Or, you can take advantage of the possibility to contact the web operators and request a link exchange.