One of the key parts of optimising your website for search engines is building in-bound links from other websites. The best place you can possibly have a link is in a contextually rich area i.e. on a page that has plenty of good written copy around the keywords that you’re hoping to rank well in.
Gaining these in-bound links is an art form that many get horribly wrong.
Some believe it’s ok to send a templated email to every email address they can find on the internet asking for a link exchange. Google and other search engines are aware this goes on and have long since put things in place to check for reciprocal links from the same site where there is no copy or wording around the link that’s relevant. It might be worth it if you had hundreds of links but a single, high quality, contextual link from the right website to your own affiliate website will be significantly more valuable.
A recent form of this type of email is one where the link researcher has identified a website they would like to have a link on and they understand that there needs to be a reason for the website owner to put that link up. Bringing in the contextual idea into the same mix, it makes sense to offer the website some uniquely written contextual content which includes a link back to your website (with them knowing of course) in exchange for that link.
In this scenario, both websites gain. One receives free written copy relevant to their website (if it’s done right) and the other receives an in-bound link that’s going to gain them better search engine optimisation through links.
Here’s an email I have recently seen that does this very well;
We had a couple of ideas which I hope you will find useful:
1) We can have our editorial team research and hand write some content for you to add to a page on [site removed]. We will agree a subject with you that is relevant to both of our sites (it won`t be a sales pitch for us!) and will include a single simple text link back to a relevant content page on our site. The content will be uniquely written for you and will not be re-used elsewhere. It should be helpful to your visitors and of course the search engines, as will the presence of a relevant link back to us. Hopefully we will also benefit from the link in the longer term.
– OR –
2) We can exchange links with you, directly from a relevant content page on [site removed]. We will explain where links are located on our site (on properly indexed and ranked pages) when you reply – we don`t have a links page as such – we link from the most relevant page to each partner.
There are of course no costs for you associated with either approach.
While this does take time and energy for the site looking to receive the in-bound link, both benefit.
This has to be probably the most compelling new version of link-exchange emails that I’ve seen.