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Feb. 26, 2007 at 4:02am Eastern by Debra O. Mastaler
3 Jump-Start Methods For Passionate Linking
For a lot of people, link building is a drag. It's like going to the dentist or writing that tax check every quarter... you don't really want to do it but you know you have to. It's that drag factor that makes a lot of people look for short cuts and easy methods to hurry the process along and get maximum bang for the shortest buck. Unfortunately, if this is how you feel about linking, it will be difficult to communicate the kind of enthusiasm you need to entice customers and industry experts to link to you.
Some people think marketing means being cute or creating sizzle to attract attention and links. It might for the short term but long-term relationships aren't built on short-term tactics. Being clever and controversial will attract attention but it doesn't build trust, respect or increase the value of your service which is what you need to get links and business coming to you.
People often ask me, "what's the best way to build links?" Most are looking for fast turn-key methods because they consider link building a necessary SEO evil instead of a long-term marketing opportunity. Heck, I look for easy solutions as well, but I also try not to get sucked into the swap-fast-blog-rich schemes out there because I know their effectiveness won't last.
Here are a handful of the more foundational yet highly effective tactics anyone can use to jump-start linking efforts:
Refer & Recommend.. Getting recommendations and endorsements from highly visible industry experts almost eliminates the necessity of selling yourself and is the epitome of getting business in general to link to you. When you look at it from this point of view it makes sense to focus your efforts on getting links from the power players in your niche rather than chasing down reciprocal links or buying site-wide ads. Consider creating a company advisory board and invite the movers and shakers of your industry to be part of it. Tap into the collective business knowledge and link power these people hold.
Show and Tell. Whether you offer a service or product, dangle a carrot and give away something of value in exchange for the link. Step away from the mindset that you have to swap a link for a link and offer a free or lite version of your product as the incentive instead.
Expose Yourself. Now, now, not that kind of exposure! I mean the type of editorial exposure you get when you work the media. Explore alternative angles in addition to doing the standard press release submission. Write a letter to the editor of a newspaper, podcast, blog, periodical or trade publication in your niche about an issue that's relevant to your business. Editors who are presented with well written cogent pieces will most likely reprint the piece and/or link to you in response. After all, everyone wants good content these days so make sure it's yours their getting!
Link building is like anything else worth having— if you want the good stuff, you have to work for it. No matter what marketing tactic you use, it's the passion and drive you have for your products and business that will be the single greatest element in attracting links to your website.
Debra Mastaler is President of Alliance-Link, an interactive marketing agency focused on providing link building campaigns and link training. The Link Week column appears on Mondays at Search Engine Land.
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By Debra O. Mastaler
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Reader Comments
I think there's a certain type of person for whom it's easier to be passionate about linking. You are so right about this. The best link builders are a bit obsessive compulsive, as well as insatiably curious, and also patient patient patient. Willing to spend endless hours exploring the nooks and crannies of the online world, alone, with enthusiasm that others just don't get, or don't want to get.
The adrenaline junkie wants links fast- digg digg digg! bait bait bait! buzz buzz buzz! rank rank rank! Short term stuff is fine, and has a place, but I find I smile biggest when I get an positive reply from a truly perfect target site, to a link request I sent months ago and had forgotten about.
Great post Debra!!
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Now if we could just get the clients to understand that and be patient as the right type of linking is carried out. Despite the penalties for bad linking and the amount of information that is out there most people still do not want to believe that the quick fix does'nt work long term. Its also amazing how little people are prpeared to pay for quality linking given that as you say if you do it correctly its great cost effective marketing.
I have to agree with this article. I've found the best links I have come to me. I didn't go looking for them, they appeared when I wasn't expecting them, and often in relation to something I did in the community.
I'm actively involved, I give freely of my time and share what I know - this combined with useful, unique content is a powerful combo.
Sure, it takes time, and no it doesn't result in immediate revenues.
But the bottom line isn't a quick buck, it's long-term growth.
Patiences, involvement, knowledge and honestly still seem to work these days - even with link building.
Great article Debra. :)
Duane Forrester