You know you should have more links pointing to your site,
but you're not sure what the best approach is to pursue them. One
of my favorite approaches is to use the search results for terms that are
important for my site.
I do a search at Google for a two or three word phrase
that I wish I was ranked first for. Then, instead of treating all
those other sites listed in the results like they were competitors, I think
of them as potential link partners. Chances are not every site linked in
those search results is a true competitor of your business. Those sites
are competing with yours only for the search terms, not products and services.
Now, visit the sites with a link in the search results
above yours that are not competitors for your products. Examine those sites for
ways you can get a link on them. Do they have links pages? Do they offer
a newsletter you could place an inexpensive text ad/link in? Could you
swap links with them?
Here's a more tangible example. Imagine a professional
fitness trainer who sells e-books via a Web site. The search term "lower
my body fat" would be important to him. Rather than battle to be
ranked first for such a phase (which probably will never happen) , look
at the other sites listed among the search results. Most have nothing
to do with personal training or fitness e-books. There are weight
loss centers and vitamin stores, even liposuctiuon sites.
This technique is called "piggybacking". You take advantage
of the high rankings of other sites. They have what you seek, a highly
placed link for a specific search phrase. So rather than try to unseat
their ranking, which could take you months and never happen anyway, do
the next best thing: Pursue a link on the sites with the best rankings
that don't compete with you.
Why do this? Imagine if you had links on every site that
had a top 10 search result for phrases that you care about. You are building
a network of links on high-profile sites that get tons of search engine
traffic as a result of their high placement. The harder part will be figuring
out why these sites should give you a link in the first place. If you sell
products, you might ask if they want to be an affiliate.
If you are fortunate enough to already have some high-ranking
pages, you could simply swap banner links: a you-scratch-my-back-I- scratch-yours
scenario. Or you might simply use this technique as another method for
identifying good targets you can advertise on. In other words, the sites
that have high rankings for terms that are important to you are natural
places for you to buy banner or button or even text links on. You might even get lucky
and find they have a reciprocal links page. Your only cost would be a link
back to them on your site.
Remember the key point of this approach: Identify sites
that do not sell what you sell but that do have a high ranking for phrases
that are important to you. Seek out win-win partnerships with these sites.
They've done the hard work of securing highly ranked links. Reward them
for it, and you reward yourself in the process.
Until next time, I remain,
Eric Ward
Link Mensch
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