Link exchange checklist

Fractured thinking

Although all of us would like to believe that our site and content is at the center of the world and others would naturally place links to our site on theirs, fact of the matter is that sometimes the effort needs a little footwork. You will need to find creative ways to get the word out that you have good content. You have to get started somewhere; thus the purpose of this page is to provide ideas and suggestions as to how to where to start the journey. You will choose methods that are applicable to your business or organization's website.

Link building

Link building is the process of identifying link prospects to link to your site, then of course, making it happen. It becomes a reciprocal link or link exchange when you and the other party agree to do this favor for each other.

Reciprocal link exchange page

This is certainly optional, but a nice to have - start by creating a link exchange page on your site where visitors can fill out a reciprocal link form to work with you . Of course provide some overall guidelines (expectations) as to what types of business you will link to.

Asking for the link:

We've all seen the spammish email which looks totally generic and the requestor must be sending it out to thousands, perhaps millions of other site owners. If you go the email route, take the couple extra minutes to make your request stand out. Personalize it.

Link exchange info sheet

When you're across the table from clients who have websites you might want to ask them to do a link exchange with you. Although some business folks are extremely tech savvy, it's best to be prepared with an info sheet that you can hand them and they in turn hand over to their webmaster and/or I.T. person. It should include the name of your business, your name, and in HTML terms, how you would like the link to display on their site, i.e. Joe's Transmission Service, not just www.jtrans.com or something very nondescript. Also include your contact info and the contact information for the tech person who they will contact to in turn get a link on your site, if not you. Frequently when you make a request of this sort, you need to do something to reciprocate, that being offering to place a link to their site on yours.

A good link

Although it is more valuable to get a sister type business linking to yours, at the onset it is better to have something than nothing. I describe a sister type link as a business that complements yours, i.e. Tax Accountants typically work closely with Payroll, but not with a Skate Board manufacturer.

The other note here is that there is more value placed in links to larger and well-known businesses than unknowns. A link from www.cnn.com would be more valuable than a small local business, but again, if you have nothing you start small and move your way up the ladder.

Link prospecting

How do I go about finding link exchange prospects for my website? This is where you put the pedal to the metal. It takes a combination of thinking, brainstorming and thinking outside the box. It is really up to the client to help himself out (in terms of budget) or place it all in your lap as the effort/time is not trivial to make it successful. I find it easiest to use a sample business as an example. Do a little homework. Visit the common link finder site and look for hidden opportunities at:

• http://www.randycullom.com/common_link.php

Link Thinking

You pick from the a-la-carte list and fill in your ideas and name your opportunities. For the purposes of this example I used headings that might apply to an automotive service business. You think in terms of your business.

• Automotive salvage yards
• Tire, battery and parts distributors
• Local businesses that offer dependent or related specialty service that the business doesn't handle such as custom exhaust installers, machine shop, etc.
• Take a walk around the shop, look through business cards, posters, shop tools and miscellaneous collateral marketing materials for hints of possible links.
• Ask the mechanics and other employees who they know who has a business and might reciprocate.
• Ask family, friends, fellow worshippers who has a business and might reciprocate.
• Link up with preferred (or maybe several) collision repair services
• An automotive service might work with a company that does sand-blasting.
• Similar shops/services in another region of the country where you won't be paranoid about exchanging links (even though you needn't).
• Associations and memberships; organizations that provide accreditions and/or certify staff (ASE, etc.)

Social networking, Article and Review sites

• www.digg.com - Digg is a community-based popularity website, emphasizing ariticles on science and technology. In essence someone who has found your site and perhaps an interesting article on your site submits a summary which includes a link to the article page. Other folks are given an opportunity to read and 'vote' on the article. Although www.digg.com may or may not be the appropriate venue for your site, there are others.
• www.craigslist.org
• www.myspace.com
• www.youtube.com
• www.emarketer.com
• www.reviewme.com
• Local directory listings - Google and yahoo both have local business listing services; in addition to getting regional visibility you commonly get a link back to your site. But why stop there as many more of these services exist. For a more comprehensive list visit the resource: www.locallytype.com/pages/submit.htm - How to get your business listed. The site lists and gives an overview of many including:
  • judy's book - a customer service, feedback rating system
  • Yahoo Local - their regional listing service.
  • google local business center
  • AOL Local
  • Ask city
  • Citysearch
  • InfoSpace
  • SuperPages.com
  • yellowbook.com
  • DEX online
  • zoom info
  • Dunn & Bradstreet Small Business Solutions
  • Local.com
  • Yahoo Local Yellow Pages
  • yellowpages.com
  • infoUSA.com
  • insiderpages

  The following three sites can also be used for connecting with other folks, others interested in networking

  • linkedin.com
  • facebook.com
  • pulse.plaxo.com
• Local chambers of Commerce
• Local small business organizations
• Better Business Bureau
• Periodicals, business and trade magazines and local online magazines - submit an article and/or become a featured writer (blogger).
• Create a blog or ask the expert page on your site with expert content that invites organic links from readers. Visit www.pingomatic.com to register and get your blog syndicated
• Syndicate your content through RSS newsfeeds
• Online bulletin boards - many large companies provide online bulletin boards where employees can post messages - befriend an employee who will post for you.

Think further outside the box, extend yourself

• Fraternal organizations of which the business owner is a member.
• The following list will only be applicable to specific business types.
• College alma mater - don't they regularly seem to find you and send you donation requests no matter how often you move anyway?
• Get involved with an internet social network such as www.catster.com or www.dogster.com; and use their free classified sections.
• Homeowners association
• City/newspaper calendars
• www.wikipedia.com - use the online submission form
• www.wikiquotes.com
• www.impact-lab.com - Write and submit a futurist, tech or perhaps business article and submit it to the Impact Lab
• www.fark.com
• www.newsbump.com