2.5. Link Exchange Caveats
So far, we’ve talked mostly about inbound links. Let’s introduce the concept of outbound links and link exchanging...
You find a great resource. It would enhance the experience of your site’s visitors. You approach its Webmaster, explaining the “fit” for both of you and ask if she would be interested in reciprocating your link with a link of her own. If she says yes, you’ve got your very first link exchange. Your visitors are enriched by her site, and her visitors are enriched by your site. Everyone is happy.
However, not all Web sites are open to exchanging links. If the site is truly of value and non-competitive, you may still want to provide the out-bound link. Your credibility will be enhanced, amongst your visitors and likely at the engines, too.
Non-reciprocal linking best reflects the “fundamental reality” of the Web. People are searching for quality information. While they have little impact on your rankings (compared to in-pointing links), your site should have a few out-pointing links. (More on this later.)
SIDEBAR
Many Webmasters are hesitant to link out because they feel they will lose
their visitor forever. But linking to high-value sites builds your
credibility, and demonstrates your commitment to your visitor’s best
interests. Your visitor appreciates this, and will return again...
to your site, and to get your recommendations.
Special Tip: Always open out-going links in a new window. That way your site remains available underneath, and easy to access. When opening a new window, it is a good idea to indicate that the link “opens new window,” perhaps by including “ opens new window” small text at the end of a link. Otherwise, users of pop-up blockers may think the link does not “work” (when the blocker stops the new window from opening). Another way to handle this is the way we do it on our corporate site...
Here’s what our text looks like...
VIEW the SOURCE to see how to deliver the above javascript alert message. If your site is any good, the visitor will enable the popup blocker for your site, too. Believe it or not, there are lots of good reasons to open new browser windows -just let your visitors know when you’re doing it.
The problem with reciprocal linking is that most Webmasters use them as an artificial attempt to elevate link popularity. They are not focused on providing additional value for their visitors. Instead they hope to trick Google and the other SEs into believing their sites are authorities in their fields.
How often have you seen 50 or 100 links buried deep in a Web site somewhere? And I bet you’ve never checked out any of those links either. Chances are they were on a hodgepodge of topics, and of questionable quality. More and more, SEs see these pages for what they are, and discount them immediately.
There’s nothing wrong with providing your visitors with a list of 5-10 of the best authorities on related topics. And there’s certainly nothing wrong with referencing a related Web authority within the course of a discussion on any Web page, with or without reciprocity.
But if you exchange links with a 100 mediocre quality sites, and host those links deep in the uncharted chasms of your site, you’re virtually telling the SEs...
“These are not real links -- they are not intended to improve my visitors’ experience. (How could they be, buried back there?) I’m just trying to fool you.”
And what do you think the SEs do when they come to that conclusion? As usual, the best way to approach things is to think like an SE.
Would an SE take issue with you linking to a related, quality resource to enhance the experience of your visitors? Of course not -- after all, that’s the very essence of the Web.
And will the SE take issue with a Webmaster linking back to you because your site provides value to her visitors? Again, of course not.
Start bending the rules though, and the SEs will be whistling a very different tune.
“It’s not nice to fool Mother Nature... or Search Engines.”
Building a “cost-effective” link exchange can be a prickly business for certain types of sites...
... no, I promise
that we’re done with that porcupine analogy!
For instance, if you have a pure sales site, consider several downsides of providing outgoing links in exchange for inbound links...
- you lose customers with outgoing links
- links detract from your sales message
- the customer is distracted by too many options.
In this case, focus more on acquiring in-pointing links with perhaps only one or two extremely high-value exchanges. The exchanges should be well-selected, non-competitive and well-placed (away from your primary sales page that monetizes your #1 service, for example).
Don’t discount a link program. But tailor it to focus on landing mostly inbound links, with one or two smart and valuable exchanges.
Take-home lesson about reciprocal links?
Exchange links only with high quality, relevant sites. Do so for your visitor’s sake, and to demonstrate your best intentions for her well-being. If you receive a reciprocal link request from a site that is off topic or of low quality, decline politely. You’ll damage your credibility and that of your business by linking to an inferior site.
SIDEBAR
You have to be very careful when selecting your outbound
link partners. It’s highly unlikely that your site’s standings
will be damaged by inferior quality sites that link to you -- after
all, you have no control over this.
But if you reciprocate with a link to a lousy site, you are telling the SEs that you are putting your own stamp of approval on that site. If that site happens to be a member of a “link farm” or some other spammy means to artificially elevate link popularity, you will be penalized. So never, ever, ever link to sites employing spammy techniques.
When evaluating outbound links, check...
i) Google PR
http://toolbar.google.com/ (Another way use Google PR checksum algorithm to develope your own software)
ii) Alexa Ranking
10,000,000 surfers use the Alexa toolbar, which makes Alexa about the most useful “big picture” indicator of traffic. For more information...
http://www.sitesell.com/alexa.html
iii) your own personal evaluation of the quality and nature of the content.
Webmasters put too much emphasis on the first two. The third puts your visitor first -- and if it’s a genuinely superb site, its PR and Alexa score will move up. And you’ll have a friend who remembers that you gave a link before she was “famous.”
From theory to action, let’s keep “rolling” along...
MYLW: <<2.4. The Bottom Lines 2.5. Link Exchange Caveats 3. Build Incoming Links>>
