Strategic
Linking for Success
By Bob Cortez According to the Graphic,
Visualization, & Usability Center's
(GVU) 8th WWW User Survey, "Most
users find new web pages through other
web pages (88%) and through search
engines (82%). For the past year (Sixth
& Seventh surveys) search engines
have outranked other web pages as the
source of new pages, that trend has
reversed again." http://www.gvu.gatech.edu/user_surveys/survey-1997-10/bulleted/use_bullets.html
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
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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
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