What to look for when selecting web sites
to approach
Imagine
the ideal prototype site you would like to find and have link
to you. It should contain information relevant to your web
site and reach an audience who would be interested in your web
site. A link to your web site should make sense for this site
and even enhance the value of this site. Furthermore this site
should look professional and give the impression that it will
be around for a while. After you do this for a while, you will
develop a second sense when you come across one of these
'perfect' sites. But until then, let's break down the
factors....
Content You will want your link prospect sites to have similar
content to your web site. It does not have to be identical,
but there should be a tie-in that makes sense.
Example A.
A resort in Maui, Hawaii, might approach...
- Hawaii vacation guide sites
- a Maui business directory site
- honeymoon related web sites
Example B.
A nationwide florist specializing in roses might approach....
- web sites which contain directories of on-line florists
- sites which already link to other florists
- sites which give Valentine's Day / Mother's Day gift
suggestions
Audience
When evaluating link prospect sites, ask yourself what type of
audience the prospect has. Then determine if your web site
would be of interest to this audience.
In example B, visitors looking for suggestions for a
Valentine's Day gift might very well be interested in a
nationwide florist specializing in roses.
Non-competing
You will want to take special care to determine if your link
prospect site competes with you in any way. If so, you will
want to immediately eliminate them from your list. If you are
in direct competition, they won't link to you, and they might
even use a variation of your link request letter to start a
link promotion campaign of their own!
Link-friendly
A good prospect does not have to have a dedicated links page
(a special page containing numerous outgoing links), but it is
a good sign if they have one or more links to related sites
someplace within their web site. Rationale: A webmaster who
has linked to outside sites in the past is more likely to
respond favorably to a link request.
Professional
Make sure your prospect sites look professional. Do they look
like they were slapped together in a matter of minutes? Is
their content severely out of date? Does their web site
consist of mostly brightly flashing banners? If you have a bad
feeling about a web site, rule it out and save yourself the
time.
Do they have their own domain name?
In general search engines look more favorably on sites which
have their own domain (e.g. companyabc.com) versus sites
hosted on free web space (e.g. geocities.com/ personal/maryjane/mysite.htm).
You may want to take this into account when selecting sites to
approach.
Estimated traffic Ideally, you will want to approach sites
which are heavily trafficked. Sometimes you can tell by the
nature of the site (e.g. it is obvious that UsaToday.com
receives more traffic than your local weekly newspaper web
site). Other times, it is not so simple.
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