Link Optimization

Popularity Is Everything
Page 2

Even other businesses in your town offer a small degree of relevance by virtue of the common location. The way Google sees it, if your neighbor recommends your site, it must have some value.

Some Techniques For Identifying Link Partners

A great way to identify potential linking candidates is to learn who links to your high-ranking competitors. Begin with a Yahoo search using the key word phrases you’ve chosen for your site. After reviewing the results, do a "back-link" search on each of the high-ranking sites.

Here’s how: To find out who links to any web site, go to Yahoo.com and search for "link:http://www.name-of-website.com" (without the quotes). Be sure to incude the "http://". (MSN and Google will also check back-links, but their lists are abbreviated.)

Ask.. and Expect Rejection

When you identify a good link candidate, simply write the webmaster an email note requesting the link. It helps to offer a good reason for giving you the link, such as suggesting how their readers might benefit from the added information your site offers.

But be prepared — many sites will not want to give you a link. In fact, you’ll be rejected more often than not.

Of those that do agree to give you a link, most will ask for a reciprocal link in return. This, of course, is a reasonable request since they’re trying to build link popularity too!

Reciprocal Links Are A Two-Edged Sword

As mentioned before, many webmasters do not grant link requests. And there are a variety of reasons. Some feel that outbound links detract from the focus of their web site and dilute their sales message. Others feel that outbound links encourage visitors to leave their web site prematurely.

These are all valid arguments. And you may feel the same way. Certainly, it’s an issue you should consider before granting reciprocal links.

Add A Links Page

If you do decide to grant reciprocal links, you might consider adding a separate page of "recommended sites." Just be sure it’s included in your web site’s navigation system so the search engine spiders will find it. If you have textual navigation links at the bottom of your pages, you can include a link to your "recommended sites" page there. It doesn’t have to be in your main navigation bar.

Not All Links Are Created Equal

If you practice Search Engine Optimization and each of your pages is optimized for two or three key word phrases, you should also do the following: when requesting a link, ask the webmaster to include one of your key word phrases in the link’s anchor text (the underlined words that are hot-linked to your web page). This will automatically increase the value of that link.

Directory Links Are Not Reciprocal. And That's Good.

Other great sources of links are the Internet directories. These are essentially massive collections of links organized by subject. And the links don’t have to be reciprocal.

Being included in a directory is valuable both for increasing your link popularity rating and for referring visitors to your web site.

However, getting your site included in a directory is not all that easy. First you must determine which subject category is the most relevant for your business. Then you must submit a formal application for consideration by the human editor of that category. But heed this word of caution: Editors show little compassion for applicants who have not read and thoroughly followed the rules for submission.

Yahoo (www.yahoo.com) is the largest and best-known directory of all. And while a Yahoo listing is certainly valuable, small businesses may not be able to justify its high price tag of $299 per year just be be reviewed by an editor. The fee is not refundable and there’s no guarantee of inclusion. Also consider this — Yahoo does not share its results with any other portals.

The Open Directory Project (www.dmoz.org) appears on a large number of "partner" portal sites, including the Google Directory. Submission is free, but there’s still no guarantee of inclusion.

Other Articles:

Internet Marketing
(introduction)

Search Engine Optimization

A Web Site
Checklist

Domain Management

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