Back in the old days of link building, two sites would get together and agree to link to each other using their most desirable anchor text and promising to link from the page with the highest PageRank. Often, those sites wouldn’t even be related in content. The practice worked – for awhile.
Today, that practice will get you penalized. As a result, there are thousands of SEOs running around telling people not to accept reciprocal links because they are “black hat”, “evil”, “not good”, “bad practice”, etc.
But, they’re not.
Reciprocal links are still valid if they are natural links. That means, if you would link to each other anyway because it’s good for your customers then it’s a good link, reciprocal or not.
Problems with reciprocal linking come in when site owners try to game the PageRank and search engine ranking system by trading non-relevant high-PR links. These links rarely do what they’re supposed to do if you approach the topic with some level of common sense and go about it naturally.
Ask yourself this question, “If I link to this website will it benefit my visitors?” If not then don’t do it, even if the other website owner promises you a high value link. If you can answer the question in the affirmative then go ahead; even a reciprocal link will be better than no link.