I sometimes get asked to write an article or a How to…. guide on something to do with websites. Little bit horrified when I was asked to rustle up one for exchanging website links. But here it is. I admit I’m not an expert in this particular field so it’s open for anyone to pick upon any bad advice. I hope someone else finds it useful anyway.
One of the most important parts of running a website is maintenance. By this we mean maintaining the work you, or you’ve had done, to get the website launched and ready for the big World Wide Web. You’re ready for action and you want your website to fly like a bird into the massively beautiful blue sky.
There are several factors involved in maintaining your website such as adding fresh content regularly, submitting sitemaps to the main 3 big boy search engines, Google, Bing and yahoo, writing and updating titles and descriptions with clever keyword enhanced text and so on. There is one thing that should be worked upon and maintained, and is viewed as a huge positive step for any website, and that is exchanging, or swapping links.
Link exchanging is referred to by several different titles – link swapping, resources, banner exchange etc but it all boils down to the same thing. Someone else’s website will place a link to your website on their web pages and you will do the same for them. So in effect, you’re swapping links, exchanging links.
So, with that little introduction out the way, let’s look at how to go about swapping links with someone.
Alrighty. First thing to do is think about your link that you’ll be offering. Well not just one link, you should be armed with a battalion of text links all stored safely in a file somewhere on your pc, and we don’t mean a police constable here, that would be pointless, plus he would be cross if you covered him in bit of paper.
Wait a minute. What’s that ‘text link’ mentioned above? Yep, text link. Many will consider this to be the stronger of the two most popular options. The other being banner link. Text link is exactly that. A sentence of text about your website (or product) with a link to your website home page (or product page). More about a product text link later. One step at a time youngster.
A banner link is an image that your want to use with your website domain name attached to it.
Now, let’s have a quick chat about how search engine spiders and robots work. They do a pretty fine job of imitating humans, that’s for sure. BUT, they’re not humans. They can read text and understand what it says but they can read images. Oh no. No matter how clever they think they are, when it comes to an image, a search engine spider will only see a picture. They wont be able to see any words written on the picture. You can add what’s called alt text to an image for the spiders to look at and that would help but it sadly doesn’t really beat good old-fashioned text. You can say anything with text. You can say it with meaning, say it with love and say it with pride. But you write that on an image, the spiders and bots aint gonna see it. No ma’am.
Okey dokey. We’ll have a look at writing a killer text link. A real blinder. Here we go.
Now the object of this text link is two-fold. We’re going to plan for it to be displayed on someone else’s website. So we want two things to happen. One, we want their website readers to find it and fingers crossed, to click the link and visit our website. Two, when the search engine spiders and bots crawl their website, we want them to find the link, like the link and give our website a big round of applause.
We need to plan and think about our link before we go anywhere near offering it to other website owners. There’s no point saying: “Hey, wanna swap links with me?” and having nothing to swap. That’s just silly. So we have to go in forearmed with our already prepared killer text link.
Writing a text link is like making love to a beautiful woman. Actually it’s not. Nothing like that at all. And what would I know? I’ve been married 25 years and have 3 kids and I still haven’t made love to a beautiful woman. Enough about me anyway, ok, text link time. We’re going to have a few words to explain what our website is for and to capture the readers attention.
So before we put pen to paper, or finger to keyboard. Lets have a look at our website and look at our keywords. We’ll want to include those words in our short text. So if we have a website that’s selling let’s say, football club merchandise, our keywords could be something like – football, gifts, memorabilia, souvenirs. Remember, these are just examples. Check out google’s keyword tools to find some good one’s for your website. Look for how many times the words are searched, how many results they return. Find a good balance as well. You ideally want to find keywords that are searched regularly but don’t produce pages upon pages of results for that keyword. Don’t forget what our mums always taught us. It’s better to be a big fish in a little pond than a little fish in a big pond. Unless there’s a cat watching you. Yeah, she didn’t add that bit did she?
Anyway, where were we? Oh yeah, keywords for our text link. So in our example for our football products website we have chosen – football, gifts, memorabilia, and souvenirs. So let’s write a small text link using those words.
Football Gifts and Merchandise for worldwide Soccer supporters. The Latest Football Souvenirs, Football Merchandise and Memorabilia to find the perfect football Gift Ideas.
There we are. We’ve written two sentences using 23 words in total. Nice, short, easy to read and good use of keywords. Let’s also look at the keyword frequency. We’ve used ‘football’ four times, ‘merchandise’ twice, we’ve included memorabilia, souvenirs, gift and gifts, we’ve also included other good words like soccer, supporter and gift ideas. And they’re all wrapped up in the football theme. If you’re not to certain what’s going on, just take your time and read the last three paragraphs again and hopefully you’ll start to get your own idea’s on how to write a text link for your website.
The three things that other website owners will need when exchanging text links would be a website title, description and url (your website domain name). We’ve already written our description up there and it’s kept locked away nice and safe. The next two parts, title and domain name are pretty straightforward but the title should still be given some thought. After all, it will be the eye-catching words that will be looked at first.
Here we would use four, five or six words to power home what our website is about. Include your best keywords that you want to be found under here. In our example we’d be looking to use something like – Premier Football Merchandise Gift Shop.
BAM. Five words telling the reader and search engine spider exactly what the website is all about. No stop words like ‘and’, ‘the’, ‘or’ ‘if’. We’ve used five words to make a key title.
Our final remaining steps will be to add our three bits together and make it pretty ready for offering it to our website owners. The normal format would be to write it as title first, description second and domain name third.
Premier Football Merchandise Gift Shop.
Football Gifts and Merchandise for worldwide Soccer supporters. The Latest Football Souvenirs, Football Merchandise and Memorabilia to find the perfect football Gift Ideas.
http://yourdomainname.co.uk
Perfect. Ok, easy tiger. Before we go charging off looking for websites to swap links with (more about this later) we need to get the next stage of our planning in place.
We need to make our very own website link page. At the moment you need to have somewhere to place your link partner’s own text link. It’s good practice to display their link before asking other website owners if they would display yours. It can honestly sway their decision if you have taken the time to already add their link. Nine times out of ten you will always find other website owners link details on their own link pages.
When you create you link page include your own link details at the top of the page. Include information based on how you yourself would like to receive link exchange requests. Don’t worry about it too much right now if you’re not sure. Read on as we’ll discuss link pages in a short while and you’ll get ideas on how you’d prefer to do yours. So, in the immortal words of Clair Raynor in the Always advert from years ago – Let’s press on.
Ok, now let’s take a look at the most common different ways that we would exchange links with another website.
When you find a website that looks good to exchange links with (we’ll discuss how to look for a promising website later) you’ll be presented with a method of how to submit your link. Let’s have a chat about the three most common one’s.
Ok, you’re on the website and have read the submission information and rules and one way that you’re asked to submit your text link information is via email. Nice and straight forward this one. You’ll probably find a link to click that will have their preferred email address to use. So get an email sent off to them, be polite and to the point. Points to remember in general is that people don’t really like being called dude by someone they’ve never met, so starting an email with Hi Dude will soon end up in their deleted messages after those two words are read. Ask; don’t order that they must swap links with you. Ask them if they would be interested in a link exchange, include your link title, description and domain name and also where they can find their website link on your website that we quickly mentioned earlier. Include the link to your website links page where they can find their link and make sure it’s clickable for their own ease. This is called the reciprocal link.
When the email has been sent, make a note of it and if you haven’t heard anything after 7 days, have a look for your link on their website link pages. If you can’t find it anywhere then remove their link from your link page. Don’t waste time chasing it up.
Another method to submit your link is via a form. Many websites use forms for submission, as you’ll discover. Again, nice and straight forward as you just have to fill out the form fields and then wait patiently.
They’ll be pretty much self-explanatory but one thing you might stumble on is a field asking for the reciprocal link mentioned in the last paragraph. Always a good idea to do this before submitting the form. Just minimise the page you’re on and get their link details added to your website links page. Check it in a browser to make sure it’s done correctly. Then, and only then, return to their submission page and fill out the reciprocal link field. It can sometimes also be known as the returns link field.
It’s important to get the reciprocal link done before submitting the form. If the website owner checks that link and can’t find their link details, that will be it, game over. You wont get a link partner on this occasion. So please take my advice on this one. Don’t submit the form and think you’ll add their link later. You’re asking them to swap links, they’re not asking you, so get your side done and completed first.
Like the email query, if you don’t hear anything after 7 days then just simply remove their link from your link page and move on.
Here’s a bit of technical fun. Sometimes you can have an option to submit your source code in a link exchange form. Let’s have a quick look at how we would do that.
The source code they’re talking about would be a coding language called html (hyper-text mark-up language) All we need to do is write our link title, description and domain name in html and we’re done. Don’t panic, I’ll explain how you can do this.
Open notepad and type out, or copy and paste this text…. (Using our example above)
<strong><a href=”http://www.yourdomainname.co.uk” target=”_blank”>Premier Football Merchandise Gift Shop.</a></strong><br />Football Gifts and Merchandise for worldwide Soccer supporters. The Latest Football Souvenirs, Football Merchandise and Memorabilia to find the perfect football Gift Ideas.<br /><a href=”http://www.yourdomainname.co.uk” target=”_blank”>http://www.yourdomainname.co.uk</a><br />
If you’ve never seen that before, that code snippet will probably scare your pants off but read on as I’ll explain what each bit is about.
Our link title, description and domain name is here in red. In notepad, just edit those red bits with your own title, description and domain name.
<strong><a href=”http://www.yourdomainname.co.uk” target=”_blank”>Premier Football Merchandise Gift Shop.</a></strong><br />Football Gifts and Merchandise for worldwide Soccer supporters. The Latest Football Souvenirs, Football Merchandise and Memorabilia to find the perfect football Gift Ideas.<br /><a href=”http://www.yourdomainname.co.uk” target=”_blank”>http://www.yourdomainname.co.uk</a><br />
With this code your title will be in bold text and will stand out nicely. That is caused by the <strong> html tag. We’re also making the title a clickable link to your website by adding the a href=http://www.yourdomainname.co.uk before it and before the domain name at the bottom. The target=”_blank will tell the browser to open the link in a new window when it’s clicked.
So once again, just simply open notepad on your pc, very carefully edit the parts in red with your own details and then copy and paste the code into their source box if they have one.
We’re now ready to enter the stage and start looking for a good website to link to. We’ve got our link page ready for adding reciprocal links and we’ve got a text link prepared to offer to other website owners. So let battle commence.
With our keywords we chose earlier for our example – football, gifts, memorabilia, souvenirs, merchandise – we’ll take a selection of these and open up the google search. For this example let’s use ‘football gifts’ and see what results are returned.
In a UK search football gifts has returned 12,100,000 results so there appears to be a lot of action going on for that search term. A Football Merchandise search in the UK has returned 5,070,000 so more than half the competition has disappeared for this search term. Football memorabilia has returned 2,130,000 for the UK so half again and football souvenirs have given us 210,000.
Looking at our results football gifts looks like it’s going to be a tough one to start with. Football Merchandise is worth a good look at after we have a few links returning from other websites so football memorabilia and football souvenirs search terms would be our best place to start out for our example.
So now we’ll take a closer look at ‘football memorabilia’ results and see what websites tickle our fancy in the links department.
Before you go clicking on any old website in the results, first take a look at your own website stats. What is your google page rank, how old is your website, what is your website’s Alexa Ranking? Find out the answers if you don’t already know. When you’ve got that info to hand, start looking at the websites listed in the organic listings on google. A good tip is to try and only exchange links with a website that has better search engine stats and presence than yours. Linking to these websites will drag your website up the search engine results in effect. That’s the idea anyway.
So looking at the very first website in the organic listings on google UK for the search term ‘football memorabilia’ we’re looking at a website with a page rank 4, an Alexa rank of 332260 (not brilliant, but definitely not bad) and a web age dating August 17th 2000 (excellent). This website would be considered well worth our time to have a look at for swapping a link with. Let’s hope they’ve got a links page. We’ll click the link and look for anything that says they have a link exchange program active.
Sadly not. Big affiliate program but no link exchange links. A pity because it had some good search engine stats. Not to worry, let’s instantly move on. This time, we’ll look at .co.uk domain names with better search engine stats then ours.
Here we are. Sitting third on page one of google UK for the search term that we’re looking at. A UK domain name with a page rank of 3, an Alexa rank of 2653893 (it doesn’t make me jump out the chair but it’s a better rank than we’ve got so still a positive). No web age, but we can get an idea of that on a whois if need be and look for the registration date. Let’s give this one a click and see if we can spot a links page.
We’re in luck! The website has a ‘links’ link near the top of the page (a good sign as the search engine robots will see it a lot). If you want to follow this discussion really closely, the website I’m looking at it www.footybits.co.uk so just open a browser window and we’ll walk through this together.
As I type this article, their ‘Links’ text link is near the top of the page in what is called the websites header section. This is a big positive as it means that the link to their link exchange page will probably be available on every single page of their website. We’ll give the ‘Link text’ a click and see where it leads us.
We’re now on a page with link categories so we’ll have a look down the list to see what category we would best be suited to. Our website in our example is selling football merchandise so we should ideally be looking at the category on this page named ‘Football – Shopping’. Let’s follow that link and see what gives.
It’s worth while mentioning that there we ten categories on that page. It’s generally considered that link pages with less that 20 links per page is good. So the page having only 10 category links can be considered as a good sign right now.
Ok, we’ll looking at the ‘Football – Shopping’ links page. There is only (as we speak) 7 active links on this page, all in banners. To me, I’m thinking that because all the banners are the exact same height and width, they are added by the website owner afterwards to keep the page nicely presented. If we submit our link to this page then we’re asking for it to appear among these other 7 links so making it 8. That’s still more than half the accepted 20 links per page rule. A good sign.
One more thing to look at is how many clicks did we make to get to this page. That will give us an indication of how deep into the site the search engine spiders will have to go to get to this page. I counted two clicks, one from the home page to get to the link categories page and then one clicking the shopping link category to get to this page. Two clicks aren’t bad at all. The stats would have to be really good for three clicks in and any more than that, you would have to ask yourself if it was really worth it. But here the two clicks in are good so next we should look for the info on how to submit our link. Normally the info will be on these pages somewhere.
Down the bottom of the shopping category links page there’s a bit of vague information about adding links and their spam policy. Just below that is a button graphic titled ‘Add your Own link’ which looks promising. On clicking that we should expect to be asked for our website link title, our description and our url, (website domain name) it will probably also have their link information hat we can add to our links page and there will be a field for our link page address where they can view their link.
Ok, that’s what would be presented to us most of the time but on this occasion we are presented with a page asking for our website description and our domain name. We can look on this as a very promising site if our link is accepted as it will generate a one-way link back to our website. They’re not asking for you to add their details first or even at all for that matter. From what we’ve discovered in our discussion here this is considered a definite to apply for a text link to be added. So we could fill out the two fields here, description and domain name, and hit submit. Then return to the google search page to start our task over again.
Let’s take a break for a minute now and look over some good key points that we’ve discussed so far.
Plan wisely when starting a campaign for link exchanges for your website. Look at your website and compose a small description which includes your chosen keywords. Then write a title that is eye-catching to not only humans but to the search engine spiders and robots as well. Try to avoid excessive use of stop words. Stop words are words like and, or, if, the etc. I don’t know why they’re called stop words but they are so just go with me on that one.
Make a web page on your website that will be solely for displaying website links. You don’t really need to sink hours of time into in the beginning. As you look at other website owners link pages you’ll soon see a regular format for how they are laid out and it will help your thoughts grow for how you would want yours to be displayed. So you can then go back and tweak your page design every now and then.
When applying for a web link via email remember to write the email as though you were receiving it. What would you want to read? How would you like to be approached for swapping links with someone? A well written email will help towards you link being accepted on their website.
Do some good research into looking for websites to swap with. Only look for websites that have similar content and ideally have a web presence higher than yours. There is no benefit at all to your search engine optimisation efforts exchanging links with a website that promotes central heating boilers when you have a lingerie website yourself. It’s mostly considered a good rule of thumb to only link to websites in your chosen market.
Remember that some website owners you approach wont always respond. So if you have added their link to your web page then just remove it. I wouldn’t worry about chasing it up. Leave it 7 or 8 days before you remove their link. But hey, if they don’t respond it makes you appreciate the one’s that do more. Love is all around.
Link directories and link farms can be tempting to use but do try to avoid them. It wont help your rankings and can even damage them. Try to keep to manually searching for good linking websites and you’ll do well.
Another episode that can happen, and can be a little annoying but we just have to move on, is when filling out a website’s link submission form only to hit submit and find that the form generate an error and doesn’t send your info to the website owner. It is frustrating but don’t let it get you down. You certainly wont be the first or last person this has happened to. It’s happened to me loads of times and I’m sure it will happen loads times more. Just look at it as if there’s an error on that page, there could be errors elsewhere on that website so probably not a good one to link too anyway. If you’ve already added their link info to your website, remember to remove it straight away on this occasion.
One last thing before we close is to check your accepted links often. Make sure they’re displaying on the websites you know you’re linking to. If you find that your link has suddenly been removed then check back once more after a couple of days as you may have caught the site during a maintenance period. If you link still isn’t visible and you had a reciprocal link on your page then just remove it.
Before we finish this discussion for good lets just have a look at targeted product links. This is where instead of using a text link for our website, we’re actually using a text link for a range of products or a particular product.
You may have a product on your website that generates good interest and sells well so you decide to promote the product using a link exchange method. It’s very similar to the text link we composed earlier except it’s for one of your products. The same principles are used with deciding your title and description – good choice and use of keywords for your chosen product – and now instead of the website domain name being used for the url, you would now submit the product page on your website so bringing in any traffic to that actual page.
This method is proven and known to increase sales for that particular product.
That’s it for this article. Very best of luck with your link exchange campaigns and we all hope it’s very successful for you.