To ensure that a higher link density is recorded in the search engine rating, which benefits search engine optimization, reciprocal links are often set: A link from website A to a third-party website B and a reciprocal link from website B to website A.
This type of reciprocal linking is also called link exchange or reciprocal links. Through such a link exchange, the link density becomes higher and the domain popularity can increase the website value.
However, when exchanging links, it is important to make sure that the two websites match each other thematically and that they have comparable rankings. It is rather counterproductive if the linked websites occupy different topics or if they are classified as Bad Neighborhood.