Reciprocal links

[AC_Pro]

Hi SEOmoz Pros,

We have vendors from whom I was hoping to get links.

To make it more enticing to them I was planning to select a small number of vendors (with good site metrics-PA, DA, PR) and create a "Featured Vendor" module on some pages that would link back to the vendor's site as well--thereby created reciprocal links.

I was planning to only have one vendor to a page and only for the pages that we are targeting locally. My hope is to help boost the ranking of those pages.

Is it okay to offer our vendors to link back to their site or should I ask for a one-way link back to our page and pitch it as exposure for their brand??

Lastly, does Google penalize for these types of links?

Thanks!

[DonnieCooper]

This sounds completely legit to me.
Google just doesn't want you to exchange links for the sole purpose of manipulating search results.
But in your case, you both are giving each other brand exposure

You could ask for one way links, as those may be a bit more valuable.. but I wouldn't stress over it either way, you're on the right track IMO.

Does this help?

[DanielH]

Even though the intention might be better, the Google Algorithm doesn't take into account intention. If it sees two pages linking to each other, it will flag it as reciprocal and reduce at least some of the value of each link, if not all. I'd recommend asking for a straight one-way link. Maybe offer your vendors a badge to put on their site as a sign of pride in your working relationship. The badge could then link to you, and both of you benefit without a link exchange...

[DonnieCooper]

I definitely agree with you about one way links being better in general. However, if Google reduced 100% of the link value.. then blogs like SEOmoz wouldn't do well at all because they link back to tons of sites

[AC_Pro]

Thanks guys!