A reciprocal link can be simply thought of as a link trade. Such links use to be very helpful as Search Engines loved them. However, this is no longer true today since Search Engines, such as Google, have devalued certain links in their algorithms. These are those links that come to you from such things as “bad neighborhoods” as well as those that are from irrelevant web sites and those web sites that are involved in spamming. Not only will such links not count for much, but they will even count against you in some cases. An example of an irrelevant web site is one from a golfing e-tailer to a mortgage broker. This link obviously is not going to have much value to Google. On the other hand though, if you have a fitness web site and a golf web site links to you, then this link may be very valuable.