This post has been reworked, resurfaced, and regurgitated for your perusal. Enjoy!

In recent years, a lot of people have battled over whether or not having a “Resources” page on your site is going to help you with search engine rankings at all. People have come up with varied ideas to make them work better, like doing 3-way links (site A links to site B, site B links to site C, site C links to site A) instead of reciprocal links (sites A and B link to each other). There’s even a theory that involves interlinking between 4 or more pages… oh wait, wouldn’t that be easier if you just went out after natural links? Hmm, oh yes, that it would.

“Reciprocal linking” was a strategy heavily used for many years in an effort to get links. At one point, people didn’t even care about relevance. These were link farms of the worst nature. Your site would be listed on a page with all sorts of questionable, unrelated content. Your baby clothes web site link would be sandwiched between a link for Ephedra and one for adult toys. It took an overwhelming amount of effort to clear out your inbox from all the junk every day, to get even one halfway decent link offer.

After that, the thing was “directory pages” where a site based say, on computers, would offer a page on hardware, a page on software, one on peripherals, one for programmers, another for web designers, and so on. They were still going for “more is better”, but were finally recognizing the importance of relevance. Despite the fact that there are still people doing this, with the advent of blogging and article repositories, reciprocal link exchanges are pretty much a thing of the past for most SEOs.

It’s still quite important to get good, relevant links to your site of course. But the fact remains that the more you can vary the techniques used on your site, the better. This means you should have a goal of doing many different things on your site by way of linking. For these examples, the practices remain the same no matter what your site’s about, but for example’s sake, we’ll assume you have a site that sells baking and cooking utensils.

• Link subpages to subpages when doing a reciprocal whenever possible. Ask the person if they wouldn’t mind liking to your page on egg beaters rather than to the main page of your site, and tell them that you’ll link to their recipe for western omelettes from your egg beaters page. Or, better yet: Ask them if they’ll link to your page on egg beaters from their western omelettes page, and tell them that you’ll link to their recipe on cheesecake from your page about springform pans.
• Make sure that every link you get is a relevant one. (This shouldn’t even have to be stated, but unfortunately, there are still some people who believe that any link is a good one.) If you sell baking supplies, don’t get a link going with an ED pill site. Plain and simple.
• You can also be skillful in placing links out within your content. Write an article about using your baking supplies, and link out to dessert recipe sites. It’s likely that without asking, they’ll give a link back to you. Again, don’t overdo it… no more than one link for every other paragraph or so.
• Create and maintain a blog. This is similar to the last point in terms of handing out links and getting them in return. Your blog can host the articles mentioned above, recipes (if you’re a bakeware site, or even a candymaker, cake decorator, etc.), news about your company, press releases, contests, and so much more. Draw your inspiration from other blogs in your field. Subscribe to related blog feeds in your industry, and read them in your reader like the newspaper. Find something relevant, link to it and publish your own commentary or opinion on the topic. It’s really not all that difficult. One can spend less than an afternoon drafting posts for a week or more, and then just a little while each day fine tuning and publishing. (In case you’re on the edge about blogging, Rand illustrates the many reasons why you should blog quite well.)
• And of course, don’t forget the free directories. These can be invaluable when it comes to link popularity, but even for the ones that don’t affect it, it can help boost traffic. You never know what kind of search engine/directory John Doe uses… just be cautious of “directories” that use cgi redirects - they do NOTHING for you. And don’t waste time on this one… a dozen or so new ones a few times a year is fine.

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If I was any other kind of person, I’d let the sillyheads who propose “link exchanges” this way know exactly what they’re doing wrong. In this case, they’re going to have to just read it on my site. Which they clearly don’t do (read SEO blogs/forums) or they wouldn’t have gotten this SO wrong.

Dear Webmaster

I handle online marketing for my client’s site http://www.trinityinsight.com/

As you all know about the Google’s new algorithym and the improtance of oneway linking. I am also looking for triangular linking ( New Virgin of Oneway linking ) to increase the link popularity of my site as well the ranking in major search engines.

Emphasis added is mine.

I will also add your site on to my directory / within24 hours of your positive reply.
please add my site at least page rank(5) page.

I request you to do have a look on to my website and add it on your website and reply me with your site’s details.

Here is my linking details :-

URL : http://www.trinityinsight.com/

Title : ecommerce consulting

Description : Trinity Insight is an ecommerce consulting company that assists online retailers and financial companies.

Link will be added at : http://www.techsinasec.com/links/computerservices.html

You can also paste the code given below :

< p >< b >< a href="http://www.trinityinsight.com/" >ecommerce consulting< /a >< /b > Trinity Insight is an ecommerce consulting company that assists online retailers and financial companies.< /p >

(Spacing to break the code added by me. All other line breaks and spaces in this email were the real ones I got in the original.)

Your link will be added on my site within 24 hours. So if you are interested for link exchange with my site please let me know and we can do a better work for our sites.

Thanks and Regards

Shree

seo.shree@gmail.com

Are you kidding? First of all, “Shree” is contacting another SEO company here. They have to know this, because the page they offered the link back to is a computer-related page, with other SEO links on it.

But allow me to continue on with all the reasons why emails like this tick me off for wasting my time.

• Spelling and grammar. “Improtance” and “New Virgins” - I’m surprised that this email didn’t get flagged as spam for the sexual connotations right there. But the simple fact that someone wrote any kind of email like this (as opposed to an email from a client or colleague) and made misspellings like that just turns me off immediately from whatever it is they have to say to me.
• Lies! Lies! All LIES! Google’s new algorithym? Triangular linking is the “new” form of one-way linking? One-way linking strategies (in this manner, as an attempt to game the SE’s) and triangular linking died around the same time GW was re-elected. Were people still doing it? Sure. Was it doing them any good? Not so much. Fortunately my inbox is breathing a sigh of relief in comparison - I used to get over 100 emails a day like this back then. Heck, I sent over 100 a day like this (but mine made sense, and weren’t so demanding, see my next point).
• Demanding of my activity and time. Not only am I supposed to comply within 24 hours, but I’m supposed to look at the site, put THEIR link on a PR5 page (and get my link on a PR4 page, smooshed in with a ton of other idiots who took them up on this offer) and respond right away.
• Using a GMail address. GMail is great, don’t get me wrong. But WHO ARE YOU? What company do you work for; SEOShree? Trinity Insight? (TI appears to offer SEO and Internet Marketing, so are you pretending to be an outside agency when this is really for yourself?) Keep the GMail for your personal stuff, will you? Or wait, is that because you send out so much crap like this, that you need to keep changing your email address because of the spam and complaints made against you? In any event, if I can’t figure out who you are, you really won’t get anything out of me that you ask for. Nope, not even a little link exchange.
• The bottom line? This stuff just doesn’t work. You should be spending your time either blogging about all the junk you know doesn’t work anymore (like yours truly), or actually doing stuff for your client that does work. I’ve got half a mind to send this to your client myself, and let them know what kind of crap you’re doing for their money. People wonder why SEOs get a bad rap sometimes? THIS, my friends, is it.

So there you have it - I’ve really had it with stuff like this. Oh, and here was my word for word response to them (I don’t normally do this, but on occassion, if it just bites me the wrong way, I will):

You want to be on a PR 5 page, and you’re willing to give a link on a PR 4 page that’s cluttered with other links - and only links - some that are related to my business and some that are not?

Do you realize you contacted an SEO company here?

I’m sorry, but no thank you.

Looking that over, I think even that was too kind.

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Okay, going back in time here for a second, I remember when link exchanges were a huge thing. I remember that with every single site I would build, there’d be a “resources” page or some sort of hacked up, hand-coded “directory” that would be a standard inclusion in the design package. I remember when it was important to send out link exchange request emails, and never once would I use an automated program to do it, but more than 75% of my “work day” was spent searching out relevant, related sites, placing a link on a client’s resources page, and sending out an email. I’ve even written posts and pages about it on this very site, because well - it was just something that SEO’s and Internet Marketers did. *Note to self: Update your own site, Lara!*

I had a client once, when working for another SEO company, whose contract stated we’d get them 100 link exchanges. I should’ve known back then when it took me nearly a YEAR to get them all, that something was shifting in the linking strategies.

I had designed spreadsheets to track everything. The first column was the date I worked on getting the links. The second was where “our” link would be found on their site. The third was either a web page where I submitted the request, or an email address. The next were a series of “x-marks” where I’d indicate if I’d submitted the request, linked to them, and if they approved our link. It was a beautifully complicated spreadsheet.

The one thing I remember most, is being so absolutely anal about the anchor text of our link on their site. Anchor text is the word or phrase used that contains the link. I would change the required anchor text once a month or so, so that it would never appear to the search engines that we were trying to get found for just one phrase or what have you. That would’ve been considered spamming!

So here we are in 2007, and given the social nature of the web these days with blogs and social networks and so on, it’s been difficult to find out exactly what phrases people are using to link to you. Often times it’s your company or website name, but sometimes (especially given the fact that we all fell prey to link exchange pages at one point or another) it’s using your keywords. Wouldn’t it be grand to know for sure? Well, Google can help!

If you haven’t already, check out Google’s Webmaster Tools. You’ll have to submit and verify ownership of your domain (don’t worry, it’s a simple process, and Google walks you through it), and then click on the link to manage your site.

Next, click the Statistics tab, then choose Page Analysis. Here you can take a look at how Google’s robots (”Googlebot”) sees your site. It’s far different than how a regular visitor sees it! Anyway, there are two columns here, one takes a look at the top anchor text links used to link from within your site (internal links - this is very informative, and a good way to check on what you need to fix on your own site) and the text people are using to link to you from their own sites, or inbound links.

Especially if you’re running a blog, you’re going to find that some of these phrases might be considered odd for what you’re expecting. Bloggers interlink to each other constantly, and often they’ll link to a post or article of yours with their own idea of what the link should read. This holds true pretty often, so just don’t be surprised! But this tool gives you a good idea of the phrases you’re being found for, and will help you decide either what to keep working on, or that you might need to do some keyword research and get cracking on some link work.

Hat Tip: Google Tutor

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Just a quick post to direct you all to something Rand (SEOMoz) laid out more explicitly than I’ve seen before. I’ve tried to explain this to people over the past few years, and it’s quite difficult sometimes to do without graphical support. It’s now been taken care of, and this post of his will sit high in my list of resources to use when explaining the “right” way to develop a linking plan.

The premise of “The Rising Tide Lifts All Ships” is that it “pays” to have your incoming links pointing to relevant, internal pages of your site, and not just all pointing to your top level domain (www.yoursite.com). In the same breath, he explains why it’s better to have just one top level domain, and not 5 of them for 5 different “parts” of your company.

Example: I see a lot of companies doing this by having one site for their “company info” and one separate domain for a company blog, or if a company’s specialties are blue widgets, green widgets, and red widgets, they’ll have separate “dot coms” for each division. This has even happened with companies like Anubis Marketing (though Anubis isn’t one of the companies to have done this), having one domain for design, another for SEO/Marketing, and still another for a blog. Not a good move.

So there you have it. Go now, and revamp your linking plans, your site structures, and your train of thought. Call us if you need help.

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This post has just lost all relevance, when you read this: 5 EASY ways to tick off another SEO. The post has hence been removed, but please do read the other and let us know your thoughts there.

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