Reciprocal link exchange an integral part of link building campaigns, which help your keywords to rank higher on the search engines. If you are going for reciprocal link exchange always keep in quality links, not quantity links. If you are linking to relevant site as your, well and fine. But if you are going for quantity links and exchanging links with the entire non relevant site to increase your popularity. It is always considered as “link schemes” by Google. And here reciprocal link exchange penalty comes into play. The ultimate effect of reciprocal link exchange penalty is lowering down of organic ranking.

If you are really interested in reciprocal link exchange, you can always go for it but for not involving in to reciprocal link exchange penalty always keep following points in mind:

•    Go for quality no quantity links.
•    Always exchange links with highly relevant sites.
•    Don’t keep attitude that you link to me and I will link to you.
•    Make your content so valuable that people links to you without your linking.
•    Don’t try to build great number of useless back links.

If you take care of all these points and go for reciprocal link exchange with relevant sites. Then in no case search engine will be going to charge you with reciprocal link exchange penalty.