Linking for Fun
and Profit
Well actually, linking isn't fun at all. In fact, it's quite
tedious. Seeking, responding to requests and adding links
takes time and effort. But, if you're not actively building
links the RIGHT way you are going to be left behind. In other
words, your site will be "Lost in Cyberspace". The plain fact
is Google, and to a lesser extent, other important search
engines, reward sites with links from relevant and important
pages.
If you want your site to deliver lots of targeted search
engine traffic (and who doesn't?) there are two equally important
factors:
1) lots of keyword-rich, search engine friendly content
2) lots of relevant, incoming links from the RIGHT sources
For real success you need to cover BOTH of these strategies.
Don't concentrate on one and not the other.
So, how do you go about building your links? It's not rocket
science, but as I said, it does take time and effort. From
my own experiences, here's what you should do:
1) Download and install the Google Toolbar:
http://toolbar.google.com/
This will show you the PageRank of the page you are viewing.
PageRank is a measure, rated from 1 to 10, of the "importance"
that Google gives to that page. There has been a lot written
about PageRank. You don't need to become obsessed with it
but it IS an important consideration when determining WHO
to link to. A link from a PR-5 page is worth FAR more than
a PR-0 page.
2) Establish a resource or links directory for your site.
This lets potential link partners see that you are willing
to exchange links. You should make it clear on your links
pages what your linking policy is i.e. under what conditions
you will agree to exchange links.
3) Your aim should be to build a resource directory that
is relevent to your business. Don't try to build a mini Yahoo
with umpteen different categories. Keep your directory focussed
on your site theme. When you first start out you will be inclined
to link to anybody in exchange for a link FROM anybody. This
is a mistake. Be patient and choose your link partners carefully.
4) Before requesting a link from another site, add that site
to your directory. Contact the webmaster and tell them you
added their link because you believe their site would be of
interest to your visitors (and so it should). Give the url
where your link is located and ask for a return link, along
with instructions on how you would like your link worded.
NEVER demand by saying things like "if you do not link to
us we will remove your link".
5) If you have not received a reply after 2 - 3 weeks send
a polite follow up. Again, don't demand. No one is under any
obligation to link to you. If you do not receive a reply to
your second request it means that the webmaster does not want
to link to you, or they are simply too busy to respond. In
that case, leave it and move on. I receive dozens of link
requests a day. Sometimes it takes me many weeks to get around
to responding. You'll go mad worrying about links that have
not been reciprocated. Your time is better spent.
6) When you receive a link request visit the site and check
that it meets with your requirements as set down on your link
pages. Is it a quality site with good content or just a "link
farm"? If it doesn't meet your requirements don't link to
it.
The webmaster SHOULD have already linked to your site but
be prepared to overlook that breech of linking protocol if
it's from a good quality, high PR site.
7) Beware of webmasters who add your site to their "directory"
which turns out to nothing but a link farm i.e. has no useful
content, just a bunch of links, and asks you to link to an
entirely different site, one that HAS good content. These
webmasters are playing you for a sucker. The benefit is all
theirs.
8) As I said in point #1, links from high PR pages are worth
more than links from low or no PR pages. Seek out high PR
linking partners but keep in mind it is the PR of the actual
page your link is on that matters, NOT the PR of the home
page. In other words if the home page PR is 5, but the page
your link is on is several layers deep in the directory, it
will probably have a PR of 0 and be of little benefit to you.
Check the PR of the actual page your link is on, or is going
to be on, before agreeing to exchange links.
Each page on your links directory should be no more than
one click away from your home page, and your linking partner's
site should be the same. If your link is placed on a page
which looks something like this - directory/category/subcategory/subcategory
with your link - you will derive NO value from that link.
9) Be prepared to negotiate your links. Savvy webmasters
understand the value of links from high PR pages. If you add
a link to a PR-0 page on your site don't expect your link
partner to put your link on a PR-6 page, and your link partner
shouldn't expect the same from you. Exchange value for like
value.
When you first start out your site may not have any PR due
to a lack of incoming links. This reduces your bargaining
power. However, you can overcome this by getting your site
listed in as many large business directories as possible.
Some of these you will have to pay, such as Yahoo and Microsoft's
Business Directory, but many others are free. You'll find
a good list here:
http://www.strongestlinks.com/directories.php
10) Be specific about how you want your link partner to link
to you. It is MOST important that the link to you contain
your targeted keywords in the anchor (linked) text. When I
ask for a link to my site I don't want the link title to be:
Steve Pronger Web Business Solutions
Instead, I ask for:
Create Website | Small Business Website Designer
or whichever keywords I am targeting at the time. A search
for those keywords at Google will illustrate my point!
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