Competitor doing very well through reciprocal linking. Should I adopt it?

[SamCUK]

I've always heard that reciprocal linking is dead but my main competitor who is at number one for both my primary keywords has a link profile built up of mainly reciprocal links. Should I adopt this practice? I've only valued one way links up to now.

[Localvis]

Samuel,

We have found other avenues to build links that are time better spent. We do not do reciprocal linking at all and get great results for our clients. Spend your time on other things like link baiting. The quality of your links will be better and you will eventually overtake your competitor.

[RobertFisher]

Samuel,

Everyday (OK, at least some days, but it feels like everyday) in SEO I look at some competitor (typically of a client of ours) and one how in the h3ll they got ahead of our guy/gal. I peruse, I read content, I compare PA/DA, I look at links (quantity, quality, matching c blocks, etc.). I can see that obviously we have the better of them in 75% of the important areas. I scratch my head, curse (mildly), wonder, and complain. But, then it hits me. What's the point?

First, I cannot draw a conclusion from one set of data. You are trying to do that. If you are willing to give up a keyword and the two urls, you might be surprised at what a few mozzers can teach one another. For you, speaking solely of links, have you looked at internal vs. external, anchor text and anchor text distribution, C blocks, over use of internal links, too many unnatural links, absence of nofollows, etc, etc, etc. (That was purely off the top of my head after being up an hour and a half (0530 now). So, there is more than just the reciprocity factor in the links.

For me, one thing I have learned from mozzers I have come to respect on this Q & A is what I will call SEOP. Search Engine Optimization Perspective: You cannot point to my PR, PA, DA, Link profile is better, I should outrank. You cannot even do a thorough analysis and believe that you couldn't be missing some one small thing. On a forum like this for SEO the majority of those visiting regularly are in the top 30% of SEO conservatively (Yes, IMO). When we look out at those who claim to be gurus and originators and friends of Sergey and Larry, we are all struck by the wonderment of how they can pull it off. I literally am in an argument with someone around local search at a much larger firm than ours (national), that they cannot use same address of a business, same phone, different URL, and have it in Places, et. al. - they are a Local search firm..... So, it gives me a sense of being a bit too bright some times. I think if they are so stupid then I must be.... WOW!

So, what I do today is this: When I am truly perplexed at how we are being outranked by an inferior :0 and I have researched it as best I can I realize that maybe, today I am not the brightest guy in the room and I come over here to realize how smart others are and learn. I also realize that there are factors I cannot see: for that term, on that page, is there something they have done that is getting them an amazing CTR? Remember, what we do is much prettier, catchier, nuanced, etc. than the other guy....to us. Maybe show the page to two or three others and let them tell you what they see.

No, this is not likely the answer you wanted. So, for me, I will do an occasional reciprocal link if it makes sense with my content and my audience. No, I will not go to the wall with relationships like that as there is no end point that works, again, IMO.

So, I hope you work it out. I would look at content. I would really look at CTR (compare meta descriptions and ask yourself this question: Does yours answer the query better than any other meta description out there?) Then ask this, when they get to your page, will the page reflect the meta description and make them want to hang out? If all things are equal in SEO from one page to another, look there.

Best

[Keszi]

Hi Samuel,

I will tell you the same thing as for a lot of clients when we have similar discussions.

First thing: don't try to "play the game" of a competitor. Instead try to come up with something new and better.

Second: Reciprocal links are less important nowadays. I look at websites as they would be real-life persons. And links they are votes they point out to each other on the anchor text niche :-). (Wow, Reading this sentanse even confused me But I still hope you get the idea)

So when two websites start to point to each other on a very similar anchor you get confused. (Think about Schwarzenegger and Stallone sitting at the same table telling people that the other one is the better action movie "star" of the '90s... )

So finally the idea is: try to deliver something new for your audience, try out new things in link building for your website and focus more on diversity, and you will win!

Gr.,

Istvan