subject: SEO Services That Are Not To Be Employed [print this page] Link Exchange: Google hates irrelevant forced link exchanges. If websites having nothing in common exchange links, Google disregards them. Not only this, it may also ban such websites for misleading he search engine by showing wider visibility. The technique is no longer seen as a worthy attempt to raise the online brand value of your business. Getting links through natural and genuine means is permitted but any sort of forced linking can backfire on you.