Linking Strategies - Build Quality Traffic to your Web Site
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.