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Gerry McGovern
Content Critical
Gaining competitive advantage through high-quality web content
The Web
Content
Style Guide
The essential guide
for online writers, editors and managers
March 28, 2005
Get linked to get found in search engines: Part 2
By Gerry McGovern
Go for quality. Go out and get links, and try to control the words in the links you get. Remember, an easy-to-get link is probably of little value.
Be careful about reciprocal linking
The ‘you give me a link and I’ll give you a link’ approach is the easiest—though usually least effective—way to get linked. If their link is dependent on you giving them a link back, be careful. Unless linking to them provides real value to your reader, don’t do it. Remember, every time you provide an external link, you provide one more exit point from your website, and if you put up enough exit points, people will leave.
Get linked from websites that don’t link much
If you are one of the few links from a prestigious website, then that says a lot. Some search engines will give you an extra boost for a link from such a website.
Get linked from important web directories
This is particularly important if you have a new website. It can take quite a while to get the search engines to initially index (spider) you, and you will certainly increase your chances if you can be found in important directories, such as DMOZ and Yahoo.
- “Be careful when submitting to directories,” Jill Whalen of Highrankings.com states. “It's important to read each directory's FAQ and follow it precisely. Making mistakes in the submission process could cost you dearly as directory listings are difficult to change later in the game.”
- Of course, it’s not just the major directories you need to focus on. There may be specialist directories in your discipline that will be well worth getting listed on.
- Don’t go overboard. There are also thousands and thousands of directories that have little or no visitors, and are really not worth the effort.
Get linked with the right carewords
Try to get links that use the most important carewords of your readers.
- If you offer cheap flights to Dublin, make sure that sites link to you with text that says something like: Best cheap flights to Dublin.
- If you have great content on heart disease symptoms, the link you get should read something like: Heart disease symptoms: the 5 most important. A link is like a signpost, and as soon as a reader sees a link with their carewords included, they are much more likely to click.
Consider an affiliate marketing program
Amazon.com runs a very successful affiliate program, whereby other websites
get a commission if they use Amazon.com as a mini-bookstore on their
websites. Properly planned and executed this can be a viable strategy.
However, be aware that affiliate approaches have often been abused as a way
to try and trick the search engines, and they can thus be quite wary of
them.
Go out and get links
The best links are difficult to get and unless you’re very lucky, you won’t
get too many of them unless you go out and actively look for them. Be
patient. If you launch a new website don’t expect people to link to you
straight away. A link is an editorial decision and many people will need to
feel that you are reputable and are around for the long term before they
will link. Be proactive and set a target of the number of links you want to
achieve each month.
Gerry McGovern
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The best links are difficult to get and unless you’re very lucky, you won’t get too many of them unless you go out and actively look for them.
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