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09.08.05
Buy, Borrow, Beg, And Barter For Links
 By
Todd D. Malicoat
I've quoted this before, but it's worth quoting again (many more time most likely)...
"How do you ask for a link? Asking for a link is about asking if you can do business with somebody. Links are much like currency on the web: If you don't have a value proposition then don't bother asking for a link. If you do have a value proposition but still don't know how to ask for a link… you may wish to consider very early retirement." - Mike Grehan - search engine marketing expert
That pretty much serves as the thesis for this article. You can't expect someone to give you something if you don't offer anything in return. When you send out a link request, you need to be tuned into the world's favorite radio station (WIIFM). Answer the first question the webmaster will ask, "What's in it for me?" and you will have much more success than spamming random people with a slightly modified generic form letter. We've all got link requests from some random person: "I see your site is about pigeon farming in Alaska….I am an underwater basket weaver from Montana, and thought you might like to link to me. Or nearly as bad…they have already placed you in their spam-tastic link directory buried 12 levels deep in their site, and they would like you to link back to them in return from your homepage. I have a friend who sends the occasional "your link has been placed" e-mail back to them in return just for fun. So if you're not going to go the link spammer route of sending out thousands of e-mails, creating a crappy link directory, and just playing the sheer numbers…what do you do??
Provide something of value!! It doesn't have to be of INCREDIBLE value, just something worth while enough for a webmaster to take the time to place a quality link from a relevant link to your website. In order to understand what to offer for a link, you need to understand what a link is worth. Valuation of links is another whole discussion, but it is critical to understand when sending out link requests. You couldn't get someone to trade you movie passes for a flat screen plasma TV, and you certainly wouldn't trade a 2005 AMG Mercedes for a '86 Chevy Chevette. Understand the value that you are trading for by learning about text link valuation.
Text Link Valuation Basics:
• # of backlinks
• # unique linking domains
• relevancy of backlinks
• theme of site
• number of outbound links on the page
• surrounding text - length and type of link
• theme of the specific web page.
• Link development post toolbar PR
• Ideas for link pricing analysis tool
• More on text link quality and valuation
So when you understand the value of what you are receiving, it helps you make an offer that is reasonable to both parties. Text link valuation is a difficult subject because of the indirect correlation of the value to potential search engine rankings. When you understand the valuation correctly, you are at the distinct advantage in the negotiation process. What puts you at the disadvantage, however, is that you are essentially cold calling your potential link host.
The approaches for link development
There are several ways to approach a potential link host. Some techniques are more effective than others with varying degrees of time and finance requirements involved. Buy, Borrow, Beg, and Barter.
Read the Rest of the Article.
About the Author:
Todd is the V.P of Sales and Marketing for We Build Pages Internet Marketing has been creating websites since 1997, and started doing SEO and Internet marketing in early 2001. |
