Setting up a Directory for Reciprocal Links

Organizing outbound links on a site

[Marcia]

In another discussion, paynt made the following suggestion for managing reciprocal links:

I’m also finding that with many sites a strategy that includes a reciprocal link directory is the perfect solution. These can benefit a site in many ways. The mere fact of a directory developed to suit what the strategy is for site serves as an example of what sites are accepted for link exchanges. People see this and are comfortable with the format and will usually follow directions. Give them a submission form and the code you’d like them to use to link back along with a clearly defined policy.

This is an excellent strategy, and I think a lot of us could benefit from expanding on the concept with some further discussion.

Some of the considerations I can think of would be:

1. How to best set up the navigation for the most beneficial distribution of Page Rank, both within the site and to the pages being linked to.
2. How limited or broad should the categories be in scope.
3. What would be the ideal maximum for number of links per page.
4. Should the directory have exactly the same design as the main part of the site, or is slight deviation OK to accommodate the needs of the content.
5. In the case of affiliate marketers, are there aesthetic or ethical considerations with mixing in affiliate links among the reciprocal links.
6. All text links, all banners and graphics, or a combination of both?

Anyone have any thoughts to share with us on any of this?

[glengara]

Where I come from the first item on any agenda is The Split.
So in this spirit I must question the wisdom of keeping the directory solely to reciprocal links.
Why not include all links, one-way, affiliate and reciprocal?

[Marcia]

glengara, it doesn't have to be all recips, no one said that. But that's generally how they start, as a better way to handle them that's a more useful resource for site visitors. There's nothing to stop putting in others, I put up links to sites and often never even request a link back.

[The Contractor]

1. How to best set up the navigation for the most beneficial distribution of Page Rank, both within the site and to the pages being linked to.

I would set up a page of “My Favorite Places” or “Other Resources” depending on the subject. You may lead in with a paragraph of text on the subject.

2. How limited or broad should the categories be in scope.

If you can write a paragraph of text on the subject they could be completely off-the wall, yet fit right in (my opinion). "I enjoy gardening in Alaska because the season is short….and here are some of the resources I use below". (or write the links into the paragraph).

3. What would be the ideal maximum for number of links per page.

No more then 10 and start another page on another subject as described above.

4. Should the directory have exactly the same design as the main part of the site, or is slight deviation OK to accommodate the needs of the content.

I think so unless you are going to theme the page to the links in some way.

5. In the case of affiliate marketers, are there aesthetic or ethical considerations with mixing in affiliate links among the reciprocal links.

I would mix them along with regular links.

6. All text links, all banners and graphics, or a combination of both?

I believe good link text and a short description of the site/product etc.

My 2-cents

[glengara]

Thanks for the clarification Marcia, it was just both Paynt and yourself mentioned a 'reciprocal' links directory.

[glengara]

I'd agree with The Contractor's suggestions, I have a couple of pages of "resources", one is very strictly on-theme with (I think) no reciprocals, the other I've named "miscellaneous" resources, and while still on theme, has most of my reciprocals.
Mind you, I also have links on most pages within the text, and were I a SE, I'd give links outside of a links page greater weighting.

[paynt]

Oh Marcia, how we do tease each other into great discussions. I see and have seen just about every linking policy or lack of in nearly every industry. There is very little across the board consistency. Now I am not proposing standards for the industry but I do suggest a directory format lends benefits on many levels. A discussion on the benefits alone could make for a very long post. The additional beauty of developing this strategy is the adaptability. A directory is customizable and certainly a well-developed strategy would include some level of automation.

Like any campaign before it is implemented I certainly suggest that research and preparation will set the foundation for the success of the plan. Before we even get to the stage of Marcia’s questions there are a few I would be asking.

What do I want to get out of this strategy? - I might consider traffic, targeted traffic even, as well as PageRank, popularity rankings and such. This is also potentially a very long post in it’s own right.

What am I willing to offer in exchange? – I’ll be thinking about again the PageRank and popularity rankings as well as flexibility to determine their own titles/descriptions within whatever parameters I determine as part of my strategy. Each determination made based on the needs of the site as well as the potential partner needs. I think about static vs. dynamic linking, canonicals vs. directories, even whether I can use a separate domain. Other things I think about might include advertising, am I going to use it and how and what impact that might have on my partners.

How much time and energy do I have to implement and maintain the directory? – How automatic can I make it without that becoming a liability? How often and what plan do I have for checking the links I list in the directory including at the very least their continued relevance, freshness, or for penalties.

What is my policy and how will I handle communication? - I can speak from experience when I suggest it’s in everyone’s best interest to display a well defined linking policy, perhaps a FAQ. Lay it all out and make it clear. This along with what automation I incorporate is what will ultimately save me time.

A few tips that are more random then structured…

Define your themes based on your industry research and your audience. The audience is particularly important for commerce sites.

The codes offered for exchange from text links to images should be simple and not include hidden codes or tricks.

Please use static linking.

Make the most important and obvious link the one that leads back home. Assume if I am coming through this page from a search engine that I’m either interested in your subject matter or your potential as a linking partner and so make it easy for me to find home.

I’d like to come back and contribute more later. I’m sure interested in hearing from people who are utilizing this strategy and how they respond.

[paynt]

Additionally, I would like to see both sides posting with those looking to link and those offering linking, stating what their needs are. Those are too huge parts of defining what the linking policy is. For a directory particularly, this needs to be made clear. I’ve shared some of my needs and some of the things I consider. I want to know what you want from a linking partner. I want to know what you are willing to offer a linking partner. Those responses could help us all understand better the policy we will establish for our directory.

On aside of something mentioned earlier I see no reason why affiliate linking can’t be included and actually be an important issue to consider in developing the strategy for the directory, especially with commerce sites.

[IanTurner]

I tend to look at the size of the site that is being promoted as being the real key to defining the links pages/directory.

If it is a small business site then a single page of reciprocal links is the way I like to start.

With an Ecommerce site then I look at seperating links into themed pages, usually market related either vertical markt sectors or by geopgraphic location.

Affiliate links are another matter, I would not usually include reciprocal links because of the increased management overhead in managing a good affiliate program.