If you have been blogging for a long time, link swapping probably feels familiar. Many of us once had dedicated link pages, blogrolls, and “link to me and I’ll link to you” arrangements. It was normal, accepted, and often encouraged.
Over time, though, things changed. Search engines became smarter, blogging matured, and many bloggers quietly stopped doing it. So the question still comes up. Is link swapping dead, or has it simply changed?
What Link Swapping Used to Be
In the early days of blogging, reciprocal links were everywhere. Bloggers linked to friends, niche neighbours, and anyone willing to return the favour. The goal was visibility, traffic, and a small boost in search rankings.
Back then, search engines relied heavily on links as a signal of importance. The more links you had, the more credible your site appeared. Context mattered far less than it does now.
How Search Engines View Link Swapping Today
Search engines no longer look at links in such a simple way. They can recognise patterns, intent, and relevance. Large-scale link exchanges that exist purely to influence rankings are now considered manipulative.
That does not mean every reciprocal link is harmful. A small number of natural, relevant links between two genuinely connected sites is unlikely to cause problems. The issue arises when link swapping is systematic, excessive, or unrelated to the content.
Dedicated link pages filled with dozens of exchanges rarely offer value to readers. Because of that, search engines often ignore them or treat them as low quality.
Is Link Swapping Completely Dead
Not entirely, but its role is much smaller than it once was.
Link swapping as a deliberate SEO strategy no longer works in the way it used to. However, linking to another site and receiving a link back can still make sense when it happens naturally. For example, collaborations, joint projects, interviews, or genuine recommendations can result in reciprocal links that feel earned rather than engineered.
The difference now is intention. Links should exist to help readers, not to satisfy algorithms.
Why Many Bloggers Stopped Doing It
Many long-term bloggers stepped away from link swapping because it became time-consuming, awkward to manage, and increasingly ineffective. Keeping track of who linked back, updating old link pages, and dealing with requests from unrelated sites often felt like busywork.
More importantly, bloggers realised that strong content, consistency, and trust mattered far more than link exchanges.
What Works Better Than Link Swapping Now
Modern SEO favours editorial links. These are links someone adds because your content genuinely supports their own. They tend to come from in-depth posts, useful guides, original insights, or resources that answer a real question.
Internal linking within your own site also plays a bigger role than many bloggers realise. Clear structure, sensible navigation, and well-placed internal links help both readers and search engines understand your content.
Where Affiliate Links Fit In Today
While link swapping has faded, affiliate links have become a normal and accepted way for bloggers to earn income.
Affiliate links work best when they are part of the content rather than tacked on as an afterthought. Readers respond well when recommendations feel honest and relevant.
Good places to include affiliate links include:
- Within tutorials and how-to posts where tools or products are naturally mentioned
- In resource or recommended tools sections at the end of posts
- On a dedicated page listing services or products you genuinely use
- In sidebars or footers, if they remain relevant and not overwhelming
Transparency matters. Readers appreciate knowing when a link is an affiliate link, and search engines expect those links to be clearly marked as sponsored.
Affiliate Networks Worth Considering
Many bloggers now use established affiliate networks rather than individual link swaps. These networks handle tracking, reporting, and payments, which removes much of the friction.
Popular options include general networks that cover many niches, as well as direct programmes from software companies, hosting providers, online tools, and digital services. Choosing affiliates that align closely with your audience usually performs better than promoting anything with a commission attached.
If you decide to embrace affiliate links, here are some reputable options that bloggers are using:
Top affiliate networks (good for varied products):
- AWIN
- Paid on Results
- CJ Affiliate
- ClickBank
- FlexOffers
- Rakuten Advertising
- Impact
- PartnerStack
- Skimlinks (automates affiliate linking)
Examples of affiliate programs well-suited to bloggers:
- Amazon Associates (retail products)
- Awin and eBay Partner Network (wide variety by niche)
- SaaS and digital tools like Kinsta, HubSpot, Semrush (higher commissions)
- Niche specific affiliate programs (e.g., travel booking, hosting, courses)
The key is to pick programs that match your audience’s interests, for example, craft supplies if you blog about creativity, or business tools if you blog about marketing.
A More Sustainable Approach to Links
The internet has matured, and blogging has matured with it. The old link page era belongs to a time when things were simpler and less crowded. There is nothing wrong with feeling nostalgic about it.
Today, the best approach is slower and more thoughtful. Link when it genuinely helps your reader. Accept links when they make sense. Focus on usefulness rather than numbers.
Link swapping is not forbidden, but it is no longer a shortcut. Value, relevance, and trust are what last.
