Ian Lurie // Apr 10 2009
This is part 4 of my 5-part series on link-building. Yesterday I talked about finding the opportunity gap – the links you need to get if you’re going to catch up with your competition.
Today I’ll talk about actually going out and getting those links.
If you’re expecting a miraculous piece of software that automatically acquires Thousands of Links For You Overnight, you’re going to be sorely disappointed, though. In today’s post I’ll show you how to get links, the good old-fashioned way:
If you used yesterday’s procedure, then you’ve got a nice list of links in a spreadsheet. You also have the original list you generated using Linkscape.
Prep your link list spreadsheet by adding a few columns: Pagerank, MozRank, date requested, date obtained and note.
For me, ‘choice’ links are high value, easily-obtained links from sites that are relevant to your business. So go find those and you’re set.
OK, the chances of you finding links with all three attributes are practically nil. So try to balance them as best you can. Here’s what I do:
Do this for the first 10-20 sites on the list. You’ll get something that looks like this:
You’ll notice I’m not being terribly picky. If there’s pagerank, I select the link. That’s because no one really knows, 100%, how Google, Yahoo! and Live select a ‘choice’ link. We have a general idea, but not a great one. Best to get ‘em all. In my opinion.
Now comes the least-fun, most intestinally fortitudinous part: Go to each site and request the link.
That doesn’t mean spamming the site owner with an e-mail telling them what a wonderful site they have and could they please for the love of God give you a link. Here’s what you do:
What, you thought this would be easy? Sorry. Making pancakes is easy. Link building is closer to making a perfect chocolate souffle. With no oven and a herd of elephants running by outside.
You can check each site manually, if you want to, for your link.
I use Google Alerts to help out: Go to Google.com/alerts and do a search for your domain name. Set the search to display in your Google Reader Account:
Click ‘create alert’.
Click ‘add to Google Reader’.
What, you don’t have Google Reader? Are you insane? Follow these directions and set it up!
I don’t use the link: operator because I want the widest possible set of results each day for my domain name.
Add other alerts mixing the link: operator and any keywords you’re using as link text. So, if you’re going to use “internet marketing” as your link text (when given the opportunity), add an alert for link:www.portentinteractive.com “internet marketing”.
As new links show up, add the date in the ‘date obtained’ column. If these links have an expiration date, I suggest adding a note that reads ‘expires [date]‘ so that you can renew them before they go bye-bye.
Bingo. You’re now tracking link progress. There are, by the way, tools that purport to do all this automatically. I haven’t found any that work to my liking. I’m a picky bugger, though, so feel free to try ‘em if you find ‘em.
If a link looks hopeless, don’t waste your time! Examples of time-wasters include:
You can likely build links faster by writing cool stuff on your site, networking via Twitter or other tools, and generally keeping your online house in order. Keep your priorities straight.
I’m slightly paranoid, so you may want to ignore this. But I never, ever, ever outsource link building. It’s tempting to hire some guy overseas to get you 999 links for $99. But you just don’t know who they are, what they’re really doing with your money, or who else they’re working with.
I do have the luxury of a great team here at Portent, so I can afford to be paranoid. But regardless, watch yourself.
Got those first 10-20 done? Time to repeat the whole process for the next 10-20 links. Remember, slow and steady will win this race.
Right now the link geeks out there are warming up their flame cannons, getting ready to ask questions like:
I’ll be answering these questions, except that last one, in Part 5, out-execute your competition.
Ta-ta for now.
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More