If your site has a religious, political, or philosophical theme, there is
likely to be a large circle of similarly minded folks on the Web. These people will likely
be enthusiastic about supporting one of their own. Ditto for specialized hobbies and
As you surf, be open to wandering down unexpected paths—sometimes that’s
the best way to find new opportunities. And be sure to make a note of the site URL
(location of potential link), name of site, and contact information in your Link Track-
Thursday: The Art of Link Letters
If you own a website, surely you’ve seen them: annoying requests for links. Usually
they go something like this: “Dear Webmaster. I reviewed your site and feel that it
would be appropriate for a link trade. Please add the following HTML code to your
home page…after your link is added, we will add your link to our links page.”
Most of the time, this type of letter goes straight into the Trash folder. Follow these
Dos and Don’ts to craft link letters that
get results and
annoy their recipients:
DO include key information.
At a minimum, your letter must include the following: the
URL from which you would like a link, your landing page URL, your landing page title,
and your landing page description. Remember to choose the best landing page on your
site, which, depending on the nature of the linking page, may not be your home page.
DON’T offer a link trade.
If your site is appropriate for a link, you should be able to
get it without a reciprocal link agreement.
DO explain the benefits of the link…
Website owners want to link to sites that their
site audience will like. Specifically describe how your site relates to theirs.
…but DON’T write a novel.
We’re talkin’ 25 words or less.
DO write from a company e-mail address.
Webmasters want to know that you really
come from the company that is requesting the link.
Figure out the name of the person you’re writing to, and use it.
Then, sign with your own name and title.
Pearl of Wisdom:
DO say Thank You.
Record additional potential linking URLs under “New Links/Requests”in your Link Tracking
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