Link Exchange among relevant websites
Link exchange is a natural way of link building but if you are using the link exchange in the wrong way, then Google may take it as link trafficking and therefore they may penalize your website. Most of the people think about backlinks but outlink is also natural and it is important to have relevant outlink.
You must check about the neighbour while performing the link exchange. Suppose if you are exchanging link with a casino website, then Google will probably penalize your website for bad neighbour. Relevancy is one of the most important factor in performing link exchange with the other websites.
But the link exchange should be very natural and relevant. You must keep in the mind that outlink, i.e., linking from your website is also very important and it is natural to have some links in your website. if you want to exchange links with the other websites, then you can find webmasters looking for link exchange in many webmaster forums.
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