Link Exchange Industry Benchmarks by Vertical

Why Vertical-Specific Benchmarks Matter

Generic link building benchmarks can be misleading because link exchange dynamics vary dramatically across industries. What constitutes a “good” exchange rate in finance is very different from what is expected in travel or technology.

Technology and SaaS

Average partner DR — 35-50
Proposal response rate — 18-22%
Exchange completion rate — 55-65%
Cost per link — $40-70
Typical exchange volume — High, driven by active professional communities
Key challenge — Competition for the same high-quality partners

Finance and Insurance

Average partner DR — 40-60
Proposal response rate — 10-15%
Exchange completion rate — 40-50%
Cost per link — $80-150
Typical exchange volume — Moderate, limited by strict editorial standards
Key challenge — YMYL scrutiny makes partners more cautious

Health and Wellness

Average partner DR — 30-45
Proposal response rate — 12-18%
Exchange completion rate — 45-55%
Cost per link — $60-100
Typical exchange volume — Moderate
Key challenge — Google’s health content standards limit acceptable partners

E-Commerce and Retail

Average partner DR — 25-40
Proposal response rate — 15-20%
Exchange completion rate — 50-60%
Cost per link — $50-90
Typical exchange volume — Moderate to high
Key challenge — Finding partners willing to link to commercial pages

Travel and Hospitality

Average partner DR — 30-50
Proposal response rate — 20-25%
Exchange completion rate — 60-70%
Cost per link — $35-65
Typical exchange volume — High, strong community culture
Key challenge — Seasonal fluctuations in partner availability

Using Benchmarks Effectively

Compare your program against these benchmarks to identify areas of strength and weakness. If your response rate is below the vertical average, focus on outreach quality. If your completion rate lags, examine your negotiation process. Benchmarks are guideposts, not targets, and your specific results will depend on your site’s authority, content quality, and team execution.