How to Build Back Links to Your Web Site - Network with Your Peers
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I said earlier that reciprocal linking may be getting a little suspect, at least when you’re linking to a site that is not relevant to yours. But there’s nothing wrong with trading articles with other webmasters – again, so long as the content is relevant. If the two of you are in related but non-competing fields, you might even build a healthy relationship this way.
Don’t forget your friends! If they have interests that are relevant to your site, and you have important news, by all means contact them. Ask them for feedback. Do they find your information useful? If they have a blog, would they mind writing about your news? This isn’t multi-level marketing; it should come naturally. I send links to my articles to people I know might be interested in the subjects I write about – you probably do, too. Asking them to write about it takes it one step further. (Since I see myself chiefly as a journalist, it’s a step I can’t take, but you probably can).
Companies do press releases all the time about surveys and studies they’ve done. Sometimes they’ll survey their regular customers about something related to the field. For example, at least one web hosting company recently surveyed its customers to create a top ten list of what qualities people rate as most important when looking for a company to host their web site. Surveys make people feel important; when people feel important, they’ll tell other people about you. It’s work to do a survey, of course, but in a way it’s also free marketing. One of our forum members on SEO Chat noted that, when Salary.com did a study on how underpaid mothers are, it got a lot of high quality links.
Here’s something else you can write about: companies with “in the news” pages. You may have a section like this yourself, and you’ve probably seen many firms that do. Whenever someone covers them, they link to the article. Note that this "in the news" section is separate from the company’s press release section (though it may have its own link under a larger section specifically for journalists and other members of the press).
Anyway, if you have a news section or blog on your site, and you cover a company with such a page, you can send an email to someone at the company with a link to your story (do your research here to find out who the right person is). They’ll link back to the story. That’s a link to your site; once someone is on your site, if you have other relevant content, they might stay a while and check it out. Whether a visitor gets to your site via a search engine or following other links, you’ve just achieved at least part of your goal. Keep building good links, and the traffic will follow.
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