In order to record a higher link density in the search engine rating, which benefits search engine optimization, links are often set reciprocally: 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 fit 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.