Linking
Strategies – Build Quality Traffic to your Web Site
by John Thomas
There are at least two approaches to reciprocal
linking. Some advise you to, “use a smart linking to gradually increase
traffic and get the attention of visitors interested in your site”. The
other says, “Use a mass linking campaign. Don’t worry about who links
to you - it tricks the search engines and gets you higher rankings”.
The more traditional approach is to build a link
directory with relevant, quality sites that agree to link back. It
comes with a secret bonus - it provides your site visitors a list of
resources that you have spent some time checking out and think are
worthwhile. This approach follows the proven path of the Yahoo
founders. They built the Yahoo directory, essentially a large link
directory, one link at a time. That was the best possible way to ensure
quality search results in the pre-Google days. I have noticed that
several search engine optimization consultants promote the second
approach. They are speaking to internet newcomers who are eager to get
to the top of the search engines. When you’re running a small business
and you have launched a new site, branding is not your goal. You can’t
afford to mass market in hopes of gradually being recognized. You
realize that building a brand is a big businesses strategy. You are
never going to be a household word.
Getting visitors is your main concern. The search
engines appear to offer free traffic to anybody that gets listed. Your
on the right track, they are important. But you can’t let your interest
in traffic make you overreact, loose touch, and waste time pursuing
gimmicks to beat the search engines. Unfortunately, going over to the
dark side requires just as much time and money and the “tricks” often
do not work. My opinion - you guessed it, I like to wear a white hat –
and I know that the traditional approach produces results. Attracting
search engines is a great way of generating sustained, targeted
traffic. However, it will drive you crazy if you try to understand how
the engines work. Spend your energy developing the content that
searchers are looking for. After all, the search engines are simply
trying to find the most relevant site in response to a search phrase -
and guess what, that could be you.
In addition to your content, most engines pay
attention to your link popularity - how many inbound links you have.
Google also seems to judge the quality of your site by looking at your
Page Rank and your link partner’s Page Rank. But search engines are
complicated beasts and very unpredictable, especially for new sites.
You have to listen to the teachings of the “SEO
experts” when building your site. They have experience in building
content that works for customers as well as search engines. However,
once your search engine friendly site is built, forget that the search
engines exist and concentrate on you customers and their experience.
Put your energy into quality content and the rest
of it into building your link partners. But remember, link directories
will help you more if they add value to your site. Don’t bury them.
Make them visible and useful.
For small business web sites, I think Link
directories are a necessary part of eCommerce. Notice that I didn’t say
nice to have; I said necessary.
You will build a better site if you spend a minute
judging your link partners before making a link. Ask yourself – will my
customer take an interest in what they find there? And - will this site
send me traffic? Their links should be placed in a way that actually
brings you an occasional customer. Likewise, your link directory should
be useful to your customers so it doesn’t detract from your site.
John Thomas is an author, mentor, and business
consultant who works exclusively with entrepreneurs and owners of small
and mid-size businesses. He also provides advice on web site promotion/ at TrafficistheKey.com/
John Thomas may be contacted at http://trafficisthekey.com
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