Buy, Borrow, Beg, And Barter For Links

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. Linksare much like currency on the web: If you don't have a value proposition then don't bother asking fora link. If you do have a value proposition but still don't know how to ask for a link... you may wishto consider very early retirement." - Mike Grehan - searchengine marketing expert

That pretty much serves as the thesis for this article. You can't expect someone to give you somethingif you don't offer anything in return. When you send out a link request, you need to be tuned into theworld's favorite radio station (WIIFM). Answer the first question the webmaster will ask, "What's init for me?" and you will have much more success than spamming random people with a slightly modifiedgeneric form letter. We've all got link requests from some random person: "I see your site is about pigeonfarming in Alaska....I am an underwater basket weaver from Montana, and thought you might like to linkto me. Or nearly as bad...they have already placed you in their spam-tastic link directory buried 12levels 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 justfor fun. So if you're not going to go the link spammer route of sending out thousands of e-mails, creatinga 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 enoughfor a webmaster to take the time to place a quality link from a relevant link to your website. In orderto understand what to offer for a link, you need to understand what a link is worth. Valuation of linksis another whole discussion, but it is critical to understand when sending out link requests. You couldn'tget someone to trade you movie passes for a flat screen plasma TV, and you certainly wouldn't trade a2005 AMG Mercedes for a '86 Chevy Chevette. Understand the value that you are trading for by learningabout 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 otherswith varying degrees of time and finance requirements involved. Buy, Borrow, Beg, and Barter.

I can give you riches...link buying

Offer some type of financial compensation. This is generally the most successful method. People likecold hard cash. Ask an owner if they would consider selling links. Decide what you would be willing topay and start lower. You can also trainsomeone to do your link buying for you.

Be an affiliate for us...link borrowing

Affiliate programs are a potential way to develop link popularity if you have an attractive program.Have folks put up links now, and offer them a percentage of sales later. Make sure the links are setup through the appropriate type programs that will pass link popularity. Use a mod-rewrite (or IIS equivalentISAPI filters) and permanent redirects to help with this.

I'm a resource...link begging

Sure you are...If your site truly is a resource (and being a resource to make you money doesn't count),then you may actually just mention it to other website owners when you write an article or some informationof value. If you take this approach, however, you should offer them a bit of advice, insight, or constructivecriticism on their site. I am always appreciative when someone takes the time to tell me something thathelps me out (like my images don't show up in IE...thanks Dan...still workin' on it). This approach istough though because it's been abused with mass mailing.

I can help you rank...link bartering

Offer links in return...perhaps from other sites that you own. The more sites that you own, the morevalue you have to potentially barter in return. Stay away from reciprocal links when possible. Offersomething to them for free. Buy their office pizza. Send them some of your favorite coffee. Give themyour software for free. Send them a product for free. Bartering is quite beneficial with other folksthat "get it". Surround yourself with folks that are successful if you want to be successful.

Offer VALUE

As you can see with these, and potentially many other ways to attract links there are is one common theme...youneed to provide something of value. There has to be something offered as incentive to spur the action.Form relationships with folks within your industry. Each industry has an online community that has takento computers and the internet and adopted the benefits that come with it for their line of work. Befriendthose individuals and brainstorm ways you can work together for mutual success. The SEO industry is amazingthis way. Despite being in competition with each other, most SEO's are amazingly cooperative with sharinginformation and resources for becoming better at what they do. My brother laughs at me listening to metell nearly every client that I talk to that the "paradox of the web is that you have to give to getback". I say it over and over because it is true. Altruism has turned into a unique selling point. Justask the white-hatters who have been selling "ethical SEO" for the last 5 years. Many people have earnedgreat livings through the credibility and accompanying work that came along with running an online community.

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