Google just saying no to reciprocal links

Interesting SEO development for newspaper site managers: Google starting to punish reciprocal links.

Many newspaper sites and companies own multiple domains and often cross link as a matter of course (with no or little consideration for the SEO implications). If what is being reported about Google’s algorithm is true, this practice could be detrimental to SEO efforts. A lot depends on how the algorithm categorizes and recognizes a reciprocal links. Not all cross links are created equal.

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