Link exchanging used to be one the single easiest and most cost effective method of seeing real results in your SERP rankings. It really didn’t even matter if the site you exchanged links with had anything to do with your topic. In those days, links were votes, and that’s all that mattered.

But times have changed.

If you still think you can get away with traditional link exchanging, think again. Google’s topic awareness algorithm is so advanced that it can (and already does!) categorize your website into one of thousands upon thousands of niches. And to go along with it, Google ranks how related those niches are to one another.

What this means is, if you exchange links with a site that really has nothing to do with your own site, you won’t get any credit at all. In fact, you’ll probably end up hurting your rankings. There’s not much evidence for this, but there IS evidence that Google is starting to crack down more and more on grey hat SEO techniques. And I can’t think of an easier grey hat technique to detect than exchanging links with a random website.

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