Traffic Builder: Reciprocal Link Exchanges
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- Previously Published in Klixxx Magazine!
One of the significant differences distinguishing the Web from traditional print media is hyperlinks - the interconnected, two-way structure of references from one page to another and to another, and so on...That's, of course, why they call it a "Web" of content. As users navigate (or meander serendipitously) their way through this Web, the interests and intentionality that drive them can result in very targeted, pre-qualified traffic.From a marketing standpoint, this can be extremely valuable and so it is no surprise that webmasters have sought to direct and fine-tune this process by driving targeted traffic to themselves by means of self-referring links planted all over the place where they will do the most good. And, as a practical matter to achieve this, it has proved mutually beneficial and very economical for webmasters to barter the space on their pages through reciprocal link exchanges.According to online marketing consultant Jack Humphrey [2004b] the specific top reasons to set up a powerful linking system include:
Drive traffic to your site
Develop Web presence
Leverage link popularity
Direct website traffic
Strengthen your branding
Pre-qualified targeted traffic MORE EVIL THAN SATANEveryone has heard that, at various times, a search for "more evil than Satan" on Google or MSN Search would turn up the competitor's home page ranked #1. That shows the power of link popularity-lots of people agree with the evil concept and provide the link while they say so. [Jaques 2004] The search result has subsequently changed-now you retrieve the many pages about this phenomenon first-but this just shows that link popularity remains powerful and a key element in SEO. But there are two schools of thought on the primary reason why you should link. Although link popularity is obviously important in getting high search engine rankings [Rouse 2004], some like Humphrey [2004a] stress the value of reciprocal linking specifically to generate traffic directly rather than merely to secure high rankings with the search engines.And the Humphreys may have a point. According to WebSideStory's StatMarket website optimization service, search engines account for only a little more than 13% of an average website's traffic while the same research found that 21% of surfers get there via links. Rao [2004] But either way, traffic is always King and reciprocal linking definitely has major value in both ways as part of a broad, multi-faceted marketing campaign:In order to weather any drops from single-sources of traffic to your site, you must have a lot of irons in the fire (links). People you have targeted as your best prospects should be able to find your site virtually everywhere they surf. Website owners who rely solely on search engine ranking are leaving 90% of the marketing pie on the plate! For long-term stability and steady, predictable traffic, you simply must broaden your reach and utilize a host of different publicity tactics. [Humphrey 2004a]A FEW GOOD LINKSThe undisputed marketing benefits of reciprocal linking do not accrue automatically-it's necessary to have to have good, well-chosen links if the strategy is to perform effectively, as Gergye [2004] and Goetsche [2004] explain. In fact, poorly-chosen links can actually work against you.Take links meant to boost link popularity with the search engines, for example. Link popularity is a function of both the quantity and quality of sites that link to your site. Mukesh [2004], Tanna [2004], and Tilton [2004] address the factors that maximize quality in particular.Probably the most important is relevance-there must be some fundamental topical relationship between your site and the site that links you. And the other way around too-search engines take a dim view of outbound links that go to irrelevant or loosely-related sites. Basic quality is important too- your partnering site should be a good one with the metrics to prove it.Understandably, the search engines do not give much weight to links from (or to) crummy sites. A site visit is indicated, but Google rankings and Alexa stats tell much of the story. But even when a promising exchange is arranged, how you are treated once there can make all the difference to your results-your link may be buried in an obscure area of the site or may have a less than desirable position on its page. Choosing the best links will produce effective results while poor links will do you harm (such as getting banned from a search engine). And in the middle is mediocrity, which will simply do you no good at all.
http://www.protect-x.com/
- Previously Published in Klixxx Magazine!
One of the significant differences distinguishing the Web from traditional print media is hyperlinks - the interconnected, two-way structure of references from one page to another and to another, and so on...That's, of course, why they call it a "Web" of content. As users navigate (or meander serendipitously) their way through this Web, the interests and intentionality that drive them can result in very targeted, pre-qualified traffic.From a marketing standpoint, this can be extremely valuable and so it is no surprise that webmasters have sought to direct and fine-tune this process by driving targeted traffic to themselves by means of self-referring links planted all over the place where they will do the most good. And, as a practical matter to achieve this, it has proved mutually beneficial and very economical for webmasters to barter the space on their pages through reciprocal link exchanges.According to online marketing consultant Jack Humphrey [2004b] the specific top reasons to set up a powerful linking system include:
Drive traffic to your site
Develop Web presence
Leverage link popularity
Direct website traffic
Strengthen your branding
Pre-qualified targeted traffic MORE EVIL THAN SATANEveryone has heard that, at various times, a search for "more evil than Satan" on Google or MSN Search would turn up the competitor's home page ranked #1. That shows the power of link popularity-lots of people agree with the evil concept and provide the link while they say so. [Jaques 2004] The search result has subsequently changed-now you retrieve the many pages about this phenomenon first-but this just shows that link popularity remains powerful and a key element in SEO. But there are two schools of thought on the primary reason why you should link. Although link popularity is obviously important in getting high search engine rankings [Rouse 2004], some like Humphrey [2004a] stress the value of reciprocal linking specifically to generate traffic directly rather than merely to secure high rankings with the search engines.And the Humphreys may have a point. According to WebSideStory's StatMarket website optimization service, search engines account for only a little more than 13% of an average website's traffic while the same research found that 21% of surfers get there via links. Rao [2004] But either way, traffic is always King and reciprocal linking definitely has major value in both ways as part of a broad, multi-faceted marketing campaign:In order to weather any drops from single-sources of traffic to your site, you must have a lot of irons in the fire (links). People you have targeted as your best prospects should be able to find your site virtually everywhere they surf. Website owners who rely solely on search engine ranking are leaving 90% of the marketing pie on the plate! For long-term stability and steady, predictable traffic, you simply must broaden your reach and utilize a host of different publicity tactics. [Humphrey 2004a]A FEW GOOD LINKSThe undisputed marketing benefits of reciprocal linking do not accrue automatically-it's necessary to have to have good, well-chosen links if the strategy is to perform effectively, as Gergye [2004] and Goetsche [2004] explain. In fact, poorly-chosen links can actually work against you.Take links meant to boost link popularity with the search engines, for example. Link popularity is a function of both the quantity and quality of sites that link to your site. Mukesh [2004], Tanna [2004], and Tilton [2004] address the factors that maximize quality in particular.Probably the most important is relevance-there must be some fundamental topical relationship between your site and the site that links you. And the other way around too-search engines take a dim view of outbound links that go to irrelevant or loosely-related sites. Basic quality is important too- your partnering site should be a good one with the metrics to prove it.Understandably, the search engines do not give much weight to links from (or to) crummy sites. A site visit is indicated, but Google rankings and Alexa stats tell much of the story. But even when a promising exchange is arranged, how you are treated once there can make all the difference to your results-your link may be buried in an obscure area of the site or may have a less than desirable position on its page. Choosing the best links will produce effective results while poor links will do you harm (such as getting banned from a search engine). And in the middle is mediocrity, which will simply do you no good at all.
http://www.protect-x.com/
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