Ever since Google opened Pandora's Box and included links as part of their algorithm. common sense dictated that they would eventually have to address link spam and link bombing.
But does that mean that reciprocal links are dead?
Let's look at the so-called evidence. If you remember, most AA sites crashed and burned on Yahoo a year or so ago. Now it appears that some AA sites are losing their rankings in Google as well. Certain people have fueled this panic to suggest that what has happened to AA sites will start to happen to all other real estate web sites that utilize reciprocal links. Let's think about this for a moment.
1. Not all AA sites have crashed in the rankings. Granted, this could be just because the Google DestroyBot has not hit their site yet. (Note: DestroyBot is a a joke. Perhaps rankings will drop the next time their site is cached).
2. I see no evidence (anecdotal or otherwise) that other non-AA real estate sites that utilize recip links have begun crashing in the rankings.
Then why are some AA sites crashing and burning? Let's face it - even customized AA sites are a template. They also have a TON of duplicate content - even if it's not all hosted on the root domain of the agent. In December, Google's Adam Lasnik pointed out key information about
duplicate content and boilerplate web design.
It's possible that Google de-valued entire AA web sites because the majority of the pages on the root domain of their site were 50+ links pages. Most of the rest of the content was framed info pulled from the AA servers (much of it duplicate info between AA sites).
While Google is taking an aggressive stance against duplicate content and boilerplate web design, I
do not believe that is why AA sites are losing their rankings. I
do think it has something to do with reciprocal links. But probably not what you think.
More than likely, Google is refining its abilities to ferret out link networks. Back at SES a year or so ago, Matt Cutts (of Google) had a demonstration of G's ability to analyze links from any given site. Within seconds he was able to point out recip links, one way links, three way links, and paid links from any given web site.
We don't take AA sites as clients, and we don't exchange links with any AA sites, but last time I checked there was a lot of inter-linking between AA web sites. That would be a link network. Also, Google has recently stated that it was taking an aggressive stance against certain types of paid links. Since all of the sites in question are branded AA sites, they may consider the interlinking of these sites to be a form of paid links that they feel are designed to manipulate rankings.
Also, though not as likely, because of interlinking it could be that Google de-valued the
pages that these links are on and not the links themselves. If there was heavy interlinking going on from these pages, de-valuing these pages could also make it appear that the links themselves lost value.
Should you worry about your own reciprocal links? That depends. Have you ever exchanged links with a webmaster that had 50 or 100 web sites? In particular, if a bunch of forum users all start exchanging links with one guy (or company) that has 50 or 100 sites, that could be considered a link network.
Have you ever paid to be on a list of links that show up on multiple web sites (like that E-Pro link scheme). That might end up being on Google's no-no list. And since that list is on X hundred or thousand web sites that might appear to be a reciprocal link network as well as a paid network.
Reciprocal links, though not the best solution, are still OK as long as you are careful where you get those links. Keep your recips relevant, and don't worry about PR on recip pages or whether or not the recip pages are supplemental. Supplemental pages just mean that page will not rank well for KW's. Google still knows the page and the links exist.
The best way to build free links nowadays are through articles and RSS feeds. Even exchanges work well here. My suggestion is to set up a sub domain for your article and RSS feed exchanges so that you do not dilute the primary theme of your web site. You can even add articles to your sub domain
without an exchange to help build your own content.
As far as RSS feeds and RSS feed exchanges go, don't limit yourself to your blog feeds. You can even send out RSS feeds on pages for your non-blog pages.
In conclusion, I don't think the widespread panic on what has happened to some AA sites is warranted at this time - unless you are in a potential link network. Then I would panic.
Reciprocal Link Pages Dead?
Ummm Yummy, RSS time
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