Definition
A three-way link exchange is a link building technique where three sites (A, B, C) exchange links non-reciprocally: A links to B, B links to C, and C links to A. The goal is to avoid detection of direct reciprocal links by Google. While harder to detect than a direct exchange, this practice is still considered a link scheme by Google. With SpamBrain, Google is increasingly capable of detecting these indirect patterns.
Key Points
- Harder to detect than direct exchange but still considered a link scheme
- Google SpamBrain increasingly detects these patterns
- Penalty risk exists, especially when systematic
Practical Examples
Triangular scheme
An SEO owns 3 sites in different niches. Site A (finance) links to partner B (real estate), which links to site C (insurance), which links to A. No direct reciprocal links.
Algorithmic detection
SpamBrain analyzes link patterns at scale and can identify repetitive triangular schemes, especially when the same site networks are involved.
Frequently Asked Questions
Yes, Google considers any link exchange scheme designed to manipulate rankings a guideline violation. The penalty risk exists, especially at scale.
Yes, with SpamBrain and link graph analysis, Google detects indirect patterns, especially when systematic or involving known networks.
Go Further with LemmiLink
Discover how LemmiLink can help you put these SEO concepts into practice.
Last updated: 2026-02-07