Link exchange is one of the most important concepts in the domain of search engine optimisation. A part of the off-page optimisation services, it involves obtaining links from other websites in exchange for a link to theirs. This process is also known as reciprocal linking.
A link exchange programme can take place only if your website has a page on 'Related Links/Resources' to indicate pages that deal in content that is more or less related to yours. This page can include both one-way and two-way links to provide additional information to visitors. And, for webmasters, you should have a page that says 'Link to Us', so that they can get into an exchange by copying the HTML link code to their website through that page. By doing so, you can determine the anchor text of links that point to your site.
The Related Links Page
When you place a link here, always ensure that the website in question is related to your products/services. Do not give outgoing links to link farms or banned sites – you stand the chance of being penalised by search engines if caught doing so. Do not clutter up this page with unwanted and unprofitable links.
When you create this page, put some content matter along with the scores of links thereon. Experts advise that you should give a brief intro about the site in question along with every link that you present. Try to place all your outgoing links in a single 'links' page. This will help in keeping their PageRank intact.
The 'Link to Us' Code
This code should tell other websites about the most important keywords of your site. Use keywords in the link text as well as the description that follows it. Place this code in your 'related links' page so that other webmasters can copy the HTML code mentioned thereon to get into a link exchange with your site.
The Process of Reciprocal Link Building
The Internet has a number of software tools that allow you to establish link exchange programmes with other websites. The process of managing this programme is simple, and can be undertaken manually if you know the right steps.
i) Research on the most competitive keywords for your business and then use them in your link campaign.
ii) Find out about the sites that link to you, and the ones that link to your closest competitors. This will help you determine the kind of websites you want establish links with.
iii) Compile email addresses of each and every website owner you link to. This can be done either by writing to them directly, or by picking their address from the 'Contact Us' page of their website.
iv) Create an email account specially dedicated to the link exchange programme. This id can be used by webmasters wanting to exchange links with your site.
v) Specify templates that can be used to correspond with webmasters of your linked sites. These templates are in the form of a letter that can be sent as a link exchange request. A number of email clients like Outlook provide a wide range of options for these templates.
vi) Provide your linking partners with a sample link code in your email template so that they can copy and use them.
vii) You can easily send the same email to scores of webmasters without even revealing the their names to one another. Use the 'BCC' option available in your email account to keep their identities anonymous.
viii) Include all your outgoing links in the 'Related Links' page of your website. This will help users and other webmasters in tracking down extra information on your site.
ix) As with all other SEO techniques, link building services are continuous processes that demand constant analysis and improvisation. Go through the new link partnerships established on your site and work towards generating more reciprocal links.
When you contact webmasters with link exchange requests, it if imperative that you adhere to certain etiquettes. Since you are asking them for a favour, you should link to their site first and then request for a reciprocal link. Be very specific and give your request mail a personalised touch. Also, remember not to unnecessarily bug them with link exchange requests. The key is to be polite and still persuasive enough to get your work done with minimum hassles.
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