Is a reciprocal link the same value as a non-reciprocal

[valadas]

So I just started a few weeks ago doing some linkbuilding for my photography site at http://danielvaladas.com

I started by adding my site to some of the business directories recommended by SeoMoz + some local and specialized directories I found myself and from my competitors.

I also sponsored a local charity in exchange for a link on their PR3 website and I wanted to blog on my site about this sponsorship. I am wondering if it is better to link back to them or not. Is this one way link of more value if I don't link back to them?

[DarinPirkey]

I'm not a fan of reciprocal links.  Having a link profile that is diverse is the key.  Here is how I would do it.

You mentioned that their site is a pr3 but I will assume that their home page is the pr3.  I would have them link to your home page and then write an article on your blog (assuming you have one) and on that page link back to their "donate" page for "more information on how to donate to the charity".

Google actually has more information on LInk Schemes on Webmaster Tools.  Take a look there and it should answer a few of your questions too.  Here's the link:

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=66356

[valadas]

Well, if I go by these guidelines, I am already doing a link scheme just by asking a link for my sponsrship:

"exchanging goods or services for links; or sending someone a “free” product in exchange for them writing about it and including a link"

As far as diverse link profile, opensiteexplorer is a bit late on my recent work, but I estimate I have links from about 20 domains. Maybe about 80% directories and professionnal local associations and the other 20% natural links. And as far as I can think, only 2 of these 20 links are reciprocal.

[DarinPirkey]

That's "technically" true but you there is no way Google will consider it that way.  They generally penalize people for who use a site that primarily does this for revenue.  I doubt your nonprofit will ever get penalized for this.  Just don't make the link reciprocal and you'll be fine.  Also, I wouldn't make this a normal practice.  Every now and again is okay especially for a cause you believe in.  I don't think there is anything in Google's algo that will penalize you for this.  I get nonprofit links all the time when I used to give speeches.  I never got penalized for it.

[valadas]

Actually, I don't know where I got that PR3. The home page is PR4 and I have links from two of their PR2 pages.

I like the idea of doing some link building with sponsorships because I also like the "side effects" such as showcasing my work and products and having my logo on the products, their annual reports, etc.

I do understand that the link schemes guidelines are just guidelines and that I won't get automatically banned from having a link from a charity or a paid directory as long as I also have other natural links. However, I was just wondering if I sould link back to them or not. So I guess I'll not make the link reciprocal.

Thanks for your advice.

[Cyrus-Shepard]

Couple of good posts from Rand Fishkin:

http://www.seomoz.org/blog/10-myths-that-scare-seos-but-shouldnt-whiteboard-friday

http://www.seomoz.org/blog/whiteboard-friday-sitewide-reciprocal-and-directory-links

Most of the time reciprocal links are fine, as far as we know. It's when Google detects a pattern of reciprocal linking that looks unnatural. These include link wheels and 3 way linking schemes and plans so complicated I couldn't even begin to describe them.

In your case, you should be fine.

[DarinPirkey]

These are really good!  Thanks for sharing.

I guess the key here is not to make it excessive if you do it.

[valadas]

Very informative, thanks for those two links