Reciprocal links are links exchanged between two websites, where Site A links to Site B and Site B links back to Site A. They can happen naturally when two brands reference each other, but they are also commonly used as a deliberate link building tactic.
In SEO, reciprocal links are not automatically bad, but they can become risky or ineffective when they are done at scale, feel forced, or exist only to manipulate rankings. Search engines are generally looking for links that represent real editorial value. If two sites are linking to each other because it genuinely helps users discover useful information, it is usually fine. If the exchange is clearly transactional, irrelevant, or part of a broader link scheme, it can be ignored or even create problems.
The safest approach is to treat reciprocal links as a byproduct of real relationships and relevant content, not as a primary strategy. Focus on earning one way links from authoritative sites, and let reciprocal links happen naturally when they make sense.