What is cross linking?

Manu Magno



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Cross linking refers to the reciprocal linking of two pages in order to improve the ranking in the search engine index. This is a well-known method.


Cross linking describes the mutual linking of two or more websites. Besides the informational added value of the respective website that cross linking creates, this procedure can lead to a better ranking in search engines.

Many weblogs have integrated a trackback function, which makes it possible to refer to one’s own blog with a link in the comment of a blog post. This is popular with travel blogs, for example, where tour operators have the opportunity to place a link with a blog owner in a reciprocal agreement. The tour operator in turn integrates a backlink to the travel blog. This creates bidirectional backlinks, which result in more trust with search engines: Both links are relevant to the topic and thus offer visitors as well as search engines topic-relevant content.

Objectives of Cross Linking

The intention of cross linking is to help each other rank in the search engine index. Internal links bring link power(link juice) and can have a positive influence on the ranking. Cross linking therefore has a positive influence on both sides.

This is because Link Juice and PageRank are inherited. The trust also adds value and has a motivating effect on cross linking.

Problems and dangers

If the domains involved belong to the same webmaster, he intends to push both websites. It is obvious and legitimate that two sites support each other, but you should proceed with caution: If a website owner cross links too intensively, Google can recognize link networks or even link farming. Because the links generate popularity unusually quickly in the case.

Google may identify this as spam and penalize the site with a PageRank of zero. Cross linking on subpages is also responsible for this. A Google Penalty can take various forms and in the worst case even result in a permanent exclusion from Google’s index.

Users may also judge cross linking negatively. The pages involved should already fit together thematically, otherwise a link makes little sense, since it offers no further information to the website visitor. Numerous pointless links at the end of a page cause irritation among visitors and make them doubt the seriousness of the page. Too many off-topic or off-topic links can cause users to leave the site.

Cross Linking in SEO

In search engine optimization, cross linking takes an important part in the
Offpage Optimization
take up. If you don’t use it excessively and sensibly, it can have positive effects for you or your site. However, the following is important to keep in mind and is relevant to both visitors and search engines:

  • No / hardly any linking to off-topic pages: Cross linking makes sense if users can obtain further information via the links. Non-relevant links can confuse and result in visitors leaving the site. A link from and to content relevant to the topic provides added value for both search engines and users.
  • Natural placement of the link: Where a link is placed on the page determines how visitors rate it and whether they follow it. It is important to choose a natural position for the cross link. Most visitors know or recognize the difference between relevant links and others.
  • Link text: As with all links, you should also choose the anchor text sensibly. Visitors and search engines can thus classify the content thematically. It is recommended to place keywords at this point.
  • Keep the number of cross-links low: Too many links in one place – for example in the footer – can overwhelm visitors. Thus, he will neither read them nor click on them. If cross linking takes place on every subpage, this means spam for your own page.
  • Keep the number of domains involved low to reduce the risk of being classified as a link farm.
  • Beware of merging: You should keep an eye on the IP address so that the search engines classify the respective domains as independent. Each domain should have its own C-block and not be hosted through different hosting services. Otherwise, search engines do not recognize them as affiliated.


Cross linking is a proven and helpful way to improve your ranking. However, the following applies: less is more. That’s why you should pay attention to the quality.


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