Reciprocal Linking
Reciprocal linking is the practice of swapping links with another website. You link to their site, they link to your site.
It is the online version of business referral networking. This is a time honored and effective business practice, especially for professional services and contractor services.
Let’s say you are an Accountant. Your client says, “I need to get some family legal work done. Do you know anyone good?” You say, “Yes, Paul So and So is excellent.” In turn, Paul, who is a family attorney, says the same of you. You trust each other to service each other’s clients.
Over time, you build up your referral network and everyone in that network wins by getting new clientele by recommendation.
That’s what reciprocal linking is. The difference is that instead of verbalizing the referral to someone sitting in front of you or on the phone, you place a link on your website to another website.
It is based on a trust relationship. The visitor trusts you and likes your website, and trusts those that you trust.
In the offline business world, business owners take their referrals very seriously. When someone is referred to them, they do their best to make sure that person is satisfied. If they are not, they may go back to person that sent them and complain. Phhht! There goes any future referrals. Worse, the person who made the bad referral may take to telling others not to use your services. If word gets around, your business can really suffer.
This is how you should be regarding your reciprocal links. Link to sites that are good for your visitors. Don’t send them to crummy websites just to get more reciprocal links. It is YOUR reputation that will suffer for doing that for you will destroy your client’s trust in your judgment and business practices.
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