Taking Advantage of the Link Universe

For every reputable link that you get from someone else's website to your website... you will increase your website (SEO) rankings and you will potentially get more traffic to your site.  (SEO = Search Engine Optimization.) One indirect but effective way to increase Web traffic and SEO rankings is by leveraging the “link universe.”

Essentially, that means understanding how complimentary businesses can link to each other, then asking those with favorable search engine rankings to include a link to your site on their site. Thus, you can take advantage of their popularity, relevance and reputation.

For example, your page might rank 17th overall for your select keywords. But convincing a business that ranks 2nd for those same words to add a link to your site could mean a whole new avenue of business for you.

But which sites should you consider? Here are some things to think about:

• Is the business relevant and complimentary to yours?
  
  
• Does it have high natural ranking for your chosen keywords?Open up a Web browser, enter your search terms and see who comes up.
  
  
• Does it have a good PageRank? Check your Web browser on how to display a PageRank indicator for the ones you’re interested in.
  
  
• Does the business have a good, long-established Web presence?

Once you’ve made your determination, the next step is to contact the business you’ve targeted, ask who’s in charge of Web marketing, and make a proposal. Remember, including links to reputable businesses like yours is good for their business too. And, those businesses will likely want you to provide a link from your website to theirs, so that they can enjoy the same benefits as you. So always maintain your confidence and optimism, because it promises to be a good situation for both of you.

If you are unsuccessful in getting your originally targeted companies to include a link on their website, then you can try another tactic. Start networking by joining industry associations. As you meet people, start asking them if they are interested in linking to your website. In return, you can link to theirs, as well.

Think about other ways to get links

While you’re at it, think about other ways to get links. If you are a member of the local Chamber of Commerce, make sure that you are listed in their online directory. If you join an industry association, make sure that your website is listed on their directory. 

My favorite example of this concept at work...

An industry that does a great job at taking advantage of links is the wedding industry. I’m currently planning a wedding and I’ve noticed that all of the vendors I use link to other, non-competitive vendors. For example, my florist has a section of her website dedicated to recommendations for other vendors. In this section, she includes links to wedding caterers, musicians, DJs, and planners. As a customer of hers, this is a great service because it helps me to find other services that I will definitely need. For the other vendors, it gives them links and leads for potential customers. For the florist, it adds value to her website… but it also allows her to get links to her website from other wedding vendors. It’s a win-win-win, so to speak.

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