Let’s go hunt us a sacred cow today, OK? Specifically, the sacred cow that all links must be reciprocated.
There are a number of software programs you can purchase that can periodically make sure that all your link partners retain their links to your website so that you can notify them, warn them, threaten them and remove their links if they have removed yours.
Others spend time double-checking by hand.
Is this money well spent? Is this time well spent?
First, you have gained nothing by removing the links of those few who have reneged on their end of the bargain. You have not increased your link popularity. You have not gained additional PageRank. You have not increased your website’s trust, relevance, content, number of pages or any other indicator that will lead to higher rankings.
Second, you have just spent money buying software that could have been spent elsewhere. Or you have spent time checking backlinks that could have been spent creating them.
Third, you might even be doing yourself a disservice by making every outbound link on your resources page a reciprocated one. The search engines are pretty clever. They can detect when 100% of your outbound links are reciprocated. They can detect when 100% of your links are part of a triangular linking pattern. Do you think they are impressed with that? My logic is that it is to your advantage if over time some of your link partners reneg and you have less of a pattern (remember that when it comes to linking, patterns should be avoided, for they indicate to the search engines that the links are contrived).
So, with apologies to everyone hocking link-checking software, my recommendation is to not waste another minute of the precious few God gave you checking up on your link partners. A nice hike in the mountains would be a much better investment for your business…and of course for you!Written by David Leonhardt
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