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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
Quality links provide a valuable resource that visitors appreciate and
give them a reason to return often.
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Quality links tell visitors that you are well known and respected by others
in your area of expertise.
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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.
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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).
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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
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.
http://athome.hypermart.net/tqm.htm
Do you like this site? - Click here to recommend it!
As a token of my appreciation, you will receive a FREE e-book
"Unleash The Power of Free Publicity"
Recommend this site to your friends...
... and as a token of my appreciation, you will receive a FREE e-book
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LOSKA.COM
Wanda Loskot - Success Connection
150 Heron's Run, Suite #124 - Sarasota, FL 34232 - USA
Phone (941) 342-4203 - Fax (240) 358-7445
Professional business coach, author & speaker specializing in Internet marketing.
Business seminars, corporate training and one-on-one coaching
for self-employed sales professionals and small business owners.
wanda@loska.com
All materials Copyright 1998, 1999, 2000 Wanda Loskot
and Success Connection.
All Rights Reserved. Do not reprint, or distribute without
express written permission.
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