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Why would I link to you?



12:16 pm on Aug 20, 2009 (gmt 0)

WebmasterWorld Senior Member wheel is a WebmasterWorld Top Contributor of All Time 10+ Year Member

I like to email people and ask them for a link. My niche is quite dry, competitive, and people don't naturally link. It's not a tasty subject. So I have to give them reasons to link to me. Sometimes that reason is good content. Sometimes it's something else.

Here's some of the specific things I've done or am working on so that I have a good reason for you to link to me when I send you a link request email.

1) I dug up some historical content in my industry, compiled and published it. It's pretty cool stuff, things were different many years ago. You want .edu's? How about if I suggest to a prof that visitors to his .edu (or .gov, or whatever) page might be looking for historical research material, that he can help those visitors access that material online, for free? Maybe I'm a real estate agent (I'm not) and I gather historical pictures of the area I work in, or old maps, or something like that.
2) I'm working on something that compares today with a long time ago. Like say I'm a real estate agent again (again, I'm not). I could compare what my house might be worth today with what it was worth 100 years ago. People find that cool. I can get links from consumer type sites with this. Maybe I can take a stab at social media sites with a story that's 'cool'.

3) Bloggers in my niche are suspicious. They don't like link requests. they've seen it all. I can't just give them a link request email 'cause I have good content. The top bloggers here don't care about good content, they're already publishing great content and getting recognized nationally for it. So that's out. So instead, I developed a relationship with them.this didn't happen overnight - I've been at it for a year.

I knew the bloggers couldn't find decent high paying ads. For bloggers of this quality, adwords doesn't cut it. So I built an ad network, basically a mini, niche ad agency. Only the top quality, in my niche bloggers were invited. No strings were attached to their participation - they could come or go as they please. Then I went after high quality advertisers in my niche - and I had something of value to them. Where else can they get advertising in one place across many grassroots blogs, 100% in their niche? And no, that kind of targetted traffic doesn't come 'cheap'. And I made sure that the rev share to the bloggers is very very sweet. I make some money, but I don't take anywhere near the cut one might expect - so the bloggers get a high percentage of an already very high payout.

Now the ad network looks like 'top bloggers in my niche', or more likely 'top bloggers in my niche I want a link from,but that no one can get a link from'.

It's been some work, but the ads are now getting started. So I'm in touch with all these bloggers routinely, and they're reading my emails not marking it as spam. And I'm going to start sending these bloggers money - decent payouts - very soon.

Now what do I have? An industry where bloggers don't link to people like me. I'm paying the top bloggers money every month. Do people like it when you send them money? I believe they do. So now what happens the next time they blog on my subject? Who's their favorite authority on the subject?

In fact, I've now got these top quality but very suspicious bloggers calling *me* to get onboard.

So in this case I couldn't answer the reason why they would link to me just with my good content. I had to develop a relationship built on trust and cash. then they'll consider linking to me.

That's two examples of using generic good content to get links - people will link to good content if you ask. And one example of the reverse, answering on an individual basis why someone would link to me then going out and creating whatever it takes to get them to link to me.


12:22 pm on Aug 20, 2009 (gmt 0)

WebmasterWorld Senior Member wheel is a WebmasterWorld Top Contributor of All Time 10+ Year Member

4) My niche is poorly understood by consumers. One thing I do differently is that we don't sell our products, we educate and let the clients decide. Sounds simple, it's actually a big departure compared to our competitors. And consumers like it because they're no longer confused. It's almost as bad as shopping for a cell phone plan - who the heck can understand what they need and what the best deal is? I can't.

So I'm going to put up some non-promotional, strictly educational videos. No hype, just 'here's how stuff works, here's your choices, etc'. And I'm going to publish them on my site.

I will then go looking for consumer type sites where someone's had questions about my niche. And I'll suggest they have a look at the video. that will get me links.

Will I youtube them? Probably not. does that affect my rankings? I dunno, but the video are mine, for my link development and marketing purposes, and I want the links pointing to my site, not some youtube url.


10:19 am on Aug 22, 2009 (gmt 0)

5+ Year Member

I know what you mean about the YouTube videos. The same goes for articles, why spend all your energy writing great material for other peoples' websites? Why not save all that great content for your own site, then ask people to link to it. I think there is some value in submitting to other sites, but it seems to generally be overemphasised.


6:20 pm on Aug 22, 2009 (gmt 0)

5+ Year Member

I have got that type of mail... most of link builder use this type mail... very interesting


3:38 pm on Sep 9, 2009 (gmt 0)

10+ Year Member

Thanks for sharing. The ad network idea was an inspiration, not for the method itself but for what it stood for - building relationships.


4:05 pm on Sep 9, 2009 (gmt 0)

WebmasterWorld Senior Member 5+ Year Member

Nice post wheel! Shows that you did a thorough analysis of your business environment - both supply and demand side. It's your understanding of that ecosystem that allowed you to come up with unique selling points - e.g. the historical posts and your ad network. I have a feeling that a lot of webmasters/bloggers don't pay enough attention to the world around them when considering ways to expand their footprint.

Again, great job!


4:54 pm on Sep 9, 2009 (gmt 0)

WebmasterWorld Administrator martinibuster is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

I had to develop a relationship built on trust and cash.

Trust isn't necessary. A relationship isn't necessary. Cash is enough.


5:11 pm on Sep 9, 2009 (gmt 0)

WebmasterWorld Senior Member wheel is a WebmasterWorld Top Contributor of All Time 10+ Year Member

Absolutely, in a lot of cases cash gets the job done. I've no problem dropping a bill into someone's palm for a link though as much as I can I try to avoid it. I'm not enough of an expert at making a paid link look unpaid.

But in the bloggers I work with I had two problems. First, they are completely desensitized to any sort of arrangement. It's due to the nature of my industry - they get proposals all day every day. And they're grassroots and not doing it for the money. I didn't think I could seperate myself from that noise. Secondly many of them didn't even want advertising initially. I had to cajole them with assurances.

So in this case I wasn't getting anywhere directly with cash. I had to build the relationship.

It's worked out well. Not only do I have the opportunity to contact these people, but now they're contacting me, unsolicited :). Further - and this is more hardcore than I normally go - I've shut out my competition. If I'm sending a blogger a grand a month with the understanding that the ad network isn't my main line (and they all know my main line) and I start seeing promotions by my competition...well then I guess we all need to sit down and consider what we're getting out of our arrangement. And maybe it's not beneficial to me to be feeding them four figures a month on the side while they're promoting my direct competitors. I doubt it'll ever come to that, even the fact that I'm operating this has built enough of a relationship that I believe they'd contact me before they started promoting my direct competitors.


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