A reciprocal link is any situation in which someone says, “If you link to my website, I’ll link to your website. Almost everyone who owns a website has probably been approached by a mysterious stranger who proposes some sort of link swap arrangement. This is a bad idea. At best, a link swap will typically cancel each other out. At worst, it will get your website penalized. Link building campaigns should focus on building high quality website content that people want to link to from their website because it adds value to their audience, and that they also want to share on social media platforms for the same reason.