What are Mutual Links? You often find multiple links from one domain to another – Domain A links multiple times to Domain B. And Domain B will link back to Domain A, again multiple times. These links happen naturally – unlike ‘reciprocal links’ that were engineered in the past. We call them ‘Mutual Links’ and we’ve created an experimental tool to find and explore them.

We think such links have the potential to deliver some useful insights and we’d like you to try our prototype and tell us what you think. If your results from using the experimental tool are promising, then we’ll polish it into a robust tool. (The experimental tool will at the moment, only report on root domains, in English and the results may be variable.) 

What can Mutual Links tell you?

Here are some early examples:

• What mutual links exist between you and popular blogs or media outlets in your industry?
• What mutual links exist between your competitors and popular blogs in your industry?
• How do media sites link to each other and in what circumstances? Does this present you with PR insights and opportunities?
• Do competitor sites have mutual links between them? In what way does this happen and what can you learn from them?

And if you come up with more examples or suggestions, we’d be grateful if you can share them in the comments below.

Where can you try out the mutual links tool?

We’ve created an experimental ‘toybox’ where we’ve launched the ‘Mutual Links’ tool and we intend to add other experimental tools in the future.

You can access Mutual Links from the Tools Menu Bar:

To get you started, here are some examples of what Mutual Links can do –  plus links to the live results.

Editorial Links

With the tool, you can find mutual links exist between you and popular blogs or media outlets in your industry. Let’s take a quick example.

Eyewear company, WarbyParker.com has managed to win considerable media coverage and you can see the mutual links they have with NYTimes.com in the screenshots below. This shows they’ve been successful with multiple stories – and you can dig into why that is, find out the journalists involved and understand the strategies the company uses.

Here are the links from NYTimes.com to WarbyParker.com:

And the tool shows the links back from WarbyParker.con to the NYTimes.com. This shows how the company promotes its media coverage from their own site:

That’s a pretty impressive performance. You can see the live results of this search at

How would your top competitors perform against you in a similar test? Just enter the domains into the tool to see.

And mutual links can come from industry blogs as in this example of Majestic.com and SearchEngineWatch.com:


You can see the live results of this search at https://majestic.com/experimental/mutual-links?d0=majestic.com&d1=SearchEngineWatch.com&IndexDataSource=F

And here’s a search exploring the mutual links between Harvard University and Stanford University – which suggests that in some cases there can be mutual links between competitors:


Again, you can see the live results here, https://majestic.com/experimental/mutual-links?d0=Harvard.edu&d1=Stanford.edu&IndexDataSource=F

So what sort of mutual links do your clients have? You can find out quickly with the Mutual Links tool 🙂

Would you like to be featured in a future post on Mutual Links?

We’d like you to try the tool out and share what you find.

  • How do mutual links work in your industry?
  • What new insights does the tool offer?
  • Can you find any surprising or interesting examples?

We’d like to publish the best of your comments in a future blog post so please leave your feedback, experience and suggestions in the comments below.


  • Freddy Olsson SEO

    Looks really promising and useful. And fun! Will try it out.

    March 4, 2018 at 8:18 am
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