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Link exchanges were very popular some years ago. In fact they represented one of the main methods webmasters used to improve their search rankings. Then one day Google’s algorithm became more sophisticated, and link exchanges stopped working so well. On some cases it even harmed the sites involved.
This change gave link exchanges a bad reputation, and today most bloggers and website owners see them as an evil practice that might get you in trouble with Google (as the question itself illustrates). But, that is not entirely true.
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