Reciprocal links have long been the focus of most inbound linking strategies. This needs to change. Google now ignores all reciprocal links. The algorithm has been changed to identify link exchanges between two parties, thus increasing the number of inbound links.
The concept of reciprocal linking contradicts the original intent of Google’s algorithm. High-quality content is meant to attract links. Link exchanges are nothing more than a mutual agreement to unfairly promote the content of others with the goal of promoting one’s own content. Google doesn’t particularly like this (see link schemes).
Some even claim that Google can now detect three-way linking schemes (e.g., website A links to website B, which links to website C, which in turn links to website A). Whether this is true is difficult to say. One thing is certain, however: inbound linking strategies should NOT focus on reciprocal linking. This artificial form of link building is not well-received and is ultimately a waste of time. Instead, focus on creating unique, high-quality content in a specific niche. The links will follow.