A reciprocal link happens when two sites link to each other, building a pillar of mutual relationships with each other. Many reciprocal linkings, may happen to be very much natural and valuable where the two sites are concerned with a similar subject and audience regarding adding values to each site. But it would be a problem when it became too much or when such linking is being done unnaturally. The search engines could be knowing this capability of using it both ways to manipulative ways, wherein the site artificially makes its backlink profile for improving its search rankings. As this general penalty pattern of excessive or unnatural reciprocal linking arises, it may turn towards the websites involved. The natural reciprocal links generally happen organically when both discover that one among them has content that actually finds the other worth. For example, a particular blogger links to some post on another blog that somehow relates to his content. An author of the post might, however, reciprocate this link if he finds the other blogger’s blog as equally valuable. But link exchanges that aim at manipulating search rankings are looked at as black-hat techniques. These exchanges are usually found to have junk sites or sites that are very loosely related. Instead of such a method of link building, it is much more effective and sustainable in SEO strategy to focus on creating and outreach content to earn high-quality backlinks from authoritative sites.