As getting a good (top 20) listing in the major search
engines and directories becomes increasingly difficult, having a good base of
incoming links from other web sites will become proportionately important.
Some search engines will even rank you higher based on the number of incoming
links that your site has, providing a dual benefit.
If these two reasons
aren't enough to convince you to start a strategic linking program today, then
consider these:
Quality links provide a valuable resource that
visitors appreciate and give them a reason to return often. Quality links tell
visitors that you are well known and respected by others in your area of
expertise. Quality links carry on the traditions that the Internet was built
on, the free exchange of knowledge, resources, and information.
Do these reasons outweigh the reasons not to link to others?
Excuse
number one why not to link to other sites, "Links just open the door for visitors
to leave my site and that is a sale lost". If that visitor wasn't convinced enough
to buy and was just researching the market, they would leave anyway. The only
way you can receive a benefit from a visitor leaving is through a reciprocal link
of one form or another.
The reason we call them visitors is because they
all leave at one point or another, with or without our product. If they leave
without our product, isn't it better that they leave via a route that provides
us a benefit?
Excuse number two: "I don't want to be bothered
with having to check to see if my link is up at the other site." If your links
are well chosen and well executed in the beginning then this isn't a problem.
Sure you may lose a link once in awhile, but it shouldn't be that big of a deal,
because you are still adding value to your visitors and that is important too.
There is a variety of forms for exchanging links.
From the
least effective free-for-all, to the most effective content provider. Links can
be banners or text. They may lead to a site, an email address, or an auto responder.
In exchange, you could receive any of these in return. You could choose to use
one or all of these methods depending on your needs and the needs of the other
site. You can just list them randomly, first in, alphabetically, placed in a searchable
directory, or spread throughout your site.
Choose the method that works best
for your product and your presentation. I currently use all of these forms of
link exchanges at both of my sites. http://athome.hypermart.net and http://www.ptialaska.net/~cortez/.
Who are you going to target for link partners? Think first in
terms of what would be of value to your visitors. Where do you go for information
and resources? Who are your suppliers? Who offers a product that compliments yours?
Who are your competitors? Yes, I said competitors.
Here is why: If you
are offering a quality product, competitively priced, you will help close the
deal with your customer by providing them the information they need to make a
decision. If they are researching options, they will probably find your competition
anyway (may as well get a link in return). It makes good business sense to have
good relationships with your competition.
If you can't help a customer because
you are too busy, or their requirements don't fit yours for whatever reason, it
never hurts to have a place that you can refer them to.
It is also beneficial
to be able to just have someone in the same field that you can share ideas, problems,
or vent a little steam when things are frustrating. I suggest you approach looking
for link partners the same way you approach looking for customers.
Be very
specific in what you are looking for, and what you have to offer. Constantly watch
for and be open to opportunities to link with sites.
I was doing some
research for a potential client and came across Senior Search (http://www.seniorssearch.com).
They have a directory of web sites particularly for the over 50 age group. I never
thought of that as a primary target for my services, but it has turned out to
be one of my leading link traffic generators and all that it has cost me is a
button on my site and about 10 minutes of my time.
I am constantly looking
for potential link partners, just like I am constantly looking for customers and
opportunities. What specialized directories or associations can you partner with
to your mutual benefit? Another good example of this is SOHO Web.
Two
good resources to get started. Link-O-Matic is a directory of web sites that
are looking for reciprocal linking arrangements. You can post the information
about your site and what you are looking for in potential link partners. (http://www.linkomatic.com/reciprocate.cgi?1601).
LinkUp is a discussion list type service that you can send messages to seeking
link partners, and receive messages from others looking as well.
TO SUBSCRIBE:
Subscribe- LinkUp@CommerceStreet.com>
Many times as I am surfing through
sites for the first time if I think they would be of value to my site visitors
I will use the feedback form or email to ask the web master about the possibility
of exchanging links in some way.
This is probably the most effective
and efficient method. You are at the site, you know whether or not they exchange
links and with what type of sites. It only takes a minute of your time and could
be the beginning of a very lucrative and long-term relationship. By the way, would
you like to exchange links? bobak@eagle.ptialaska.net
Copyright
1998 Total Quality Marketing and Bob Cortez Bob Cortez has 20 years of sales and
marketing experience. Through Total Quality Marketing he is providing consulting
services to home based entrepreneurs looking to expand their business online and
take advantage of the tremendous opportunities available. Total Quality Marketing
PO Box 338 Homer, Alaska 99603
