How I go after link strategies to market clients

Wikipedia defines Link exchanges as a practice of exchanging links with other websites. There are many different ways to arrange a link exchange with webmasters. The simplest way of doing it is to email another website owner and ask to do a link exchange. Also visiting webmaster discussion boards which offer a dedicated link exchange forum where webmasters can request a link exchange be it of a certain category or open to anybody.

Link exchange has been a long time practice by website owners since the beginning of the web. In the last few years (after year 2000), this practice has gained more popularity as search engines such as Google started favoring sites that had more links in the rankings. This system was very accurate at gauging the importance of a website when it first started, leading to the popularity of Google.

Personally, one of my favorite means is monitoring blogs, newsgroups and a clients' linked-in sites via Alexa.com. Additionally, there are more and more resources out there for PR professionals such that Action Strategies can hit a broad range of numerous websites in a fast period. To clarify, the need for PR practioners in the internet age has never been clearer.

Just as in traditional PR, I pride myself on building a rapport with the webmasters of websites I know would benefit a client should a link be placed on their site. The message has to be clear to them, nonetheless. There needs to be a real interest placed in the mind of the webmaster as to why a link to your site is beneficial.

If there's to be any doubt as to the value of reciprocal linking, check out Alexa.com's report on EQAO. Impressive to say the least! Nearly 120 sites linking in and Action Strategies will be increasing that number!

Be forwarned, this strategy is not for the faint of heart. It takes time and consistent monitoring. For advice on implementing your own link exchange strategy, consult a PR consultant. Action Strategies can advise you on the best methods available in building a ''buzz''on the internet and raising your link-ins.
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Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Marketing Communications, Public Relations and Public Affairs Consultantcy. Make sure to contact him for advise on reaching audiences you may or may not have yet considered in your marketing communications campaigns. You can view his website at www.actionstrategies.ca.