Has Google Killed Reciprocal Links Stone Dead?
This Search Engine Optimisation article is very interesting.
It's been written by someone who has tested exactly what is happening under Google's continuosly shifting search strategy.
So exactly what is happening?
The answer is that Google's strategy is killing off the importance of reciprocal links in a sites ranking. So if your site depends on these links for its rank it's going to slide down the listings.
In my opinion getting rid of this type of linking is a good thing. After all just linking for no good reason doesn't help your customer/prospect at all. Google recognises this and is doing it's best to restore a more level playing field for people who provide good content. Hurrah!
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