As a basic SEO method, exchanging reciprocal links is very helpful for improving a site's rankings, gaining traffic, raising brand awareness and increasing site weight. So what should you pay attention to when exchanging SEO-friendly links?
1. Whether the target site is the same type as yours;
Let me say this plainly: Baidu's emphasis on reciprocal links today is far lower than it used to be! So never swap links casually, or you may not only see no effect but even lower Baidu's opinion of your site! So either don't exchange friendly links at all, or only exchange them with sites whose overall direction and attributes match yours!
2. Never exchange friendly links with illegal sites
Those on different paths cannot work together. If you run a legitimate site, you'd best not swap links with illegal sites, or Baidu will conclude your site isn't any good either. Of course, since most webmasters now dislike illegal sites, those sites have started disguising themselves. So I recommend choosing sites you know well, or sites with an ICP filing number (domestic sites basically all have domain filings).
3. Check how many friendly links the other site has
If the other party is only a small site yet has a great many friendly links, it's very likely a link farm that buys and sells external links, and such a webmaster is certainly not serious about running a site. The only case worth considering is a large site with high enough weight whose friendly links are all high quality. There is of course another possibility: the site is part of a site network used to deceive novice webmasters (traits: no ICP filing number in the footer; some bold ones even use fake filing numbers; you can of course use tools to check).
4. Maliciously adding nofollow as cheating
In HTML code, the nofollow tag is an attribute within the a tag. Once nofollow is set, that link cannot be crawled by search engines — spiders ignore it — so doing this renders the friendly link void. It is one of the most common forms of SEO friendly-link cheating.
5. Fake PR pages
The importance of PR value is self-evident, but a high PR is not easy to obtain; it takes effort to see a return. Yet some people, in order to build something out of nothing, use technical tricks to obtain a fake PR value. Whether for results or for ethics, such links should be avoided. Spotting fake PR is easy too — there are plenty of identification tools online, such as webmaster tools. Enter the URL on the page and, if the PR is genuine, the system will tell you directly.
6. Hijacked web snapshots
Sites that cheat by hijacking web snapshots are usually sites that cheat on friendly links. When we click on a site's web snapshot, a hijacked snapshot will redirect to that site's homepage — a pretty good way to judge whether a site is cheating on friendly links.
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