Only Incoming Links vs. Link Exchange

Google developed the PageRank algorithm to provide authentic and quality information while making it difficult for webmasters and site owners to contaminate the search results by artificially inflating their PageRank.

The new algorithm came into effect with the launch of Google in 1998. Google's PageRank was based on the logic that more the number of sites that link to a page, higher its PageRank.

As Webmasters realized the importance of PageRank, they found ways to artificially inflate their PageRank by manipulating direct link exchanges. This defeated the very essence on which the Google PageRank algorithm was build. To counter this, Google has constantly been fine-tuning and updating its algorithms. Read about Google's latest algo updates.

The search engines are aware that a large number of sites are deploying link exchange campaigns to optimize their site's PR. Search engines are working towards fine-tuning their algos to discount direct link exchanges in order to preserve the effect of their link popularity related algorithms and rationalize artificially inflated links popularity of sites.

While the algos are yet to reflect this change, we believe that it may happen soon enough. In the long run, we recommend investing your resources in an ' only-incoming links 'campaign for your website which is likely to benefit your site more as opposed to a direct link exchange campaign.