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@tom-capper Hi Tom, thank you so much for taking the time to reply.
I thought this is the case...as long as it's genuine and valuable, we should get away with it.
Diana

Hi all,

We've just started looking into backlinks for our website, and we're...a bit overwhelmed to say at least.

We thought the best way to start with backlinks is to reach out to our industry partners, and ask them to put a link to our website on theirs (in a blog, or a relevant page of course), as it's relevant for users.

However, the question we almost always get is, can you do the same and link back to our website?

How does google look at reciprocal links? We think they can be seen as a 'transaction of links' and not have as much link juice as links which aren't reciprocal.

Is there any best practice for how to approach this?

Thank you in advance.

Diana