Internet Marketing - Matt Bailey [188]
The polar opposite of that is “that guy”—if you have ever been to a networking event, you know that the last person you want to get stuck talking with is the one who dominates the conversation, tries to give you the “hard sell,” and won’t accept no for an answer. You know who I am talking about. He just doesn’t seem to have the realization that others do not want to be pressured into doing business.
How does this relate to links? Easy. We link to content that we like, we know, and we trust. We recommend products, services, and websites to our friends by referring them. When we link to a website, we are making a public word-of-mouth referral to that business. When you, as the owner or manager of a website, recommend another website, you are placing your reputation on the line. You are publicly noting that you recommend this other site for something specific and that others will benefit from it as well.
Cold-Calling
Sending link requests without a relationship or to random sites is very much like cold-calling in sales. Cold-calling is the practice of getting a list and working through the names and numbers of companies in order to get a response. Cold-calling is the least favorite method of gaining business in sales, because there are very few positive responses. There is no relationship, so it is harder to get business. Salespeople love working “warm” leads, where there is a relationship established, regardless of how thin, because there is a common ground.
You may have received emails like the one in Figure 16-4 requesting that you link to other website. These types of requests are generated automatically and are simply an autogenerated, nonpersonal request. This should be your first indicator that you can delete this email without any guilt.
Figure 16-4: An autogenerated link request
Here is why this type of request can be trashed without a moment’s thought. It is a cold-call link request. First, it offers no value. What is in it for me? Why should I link to this website? There is nothing in this email that shows that they understand what my website is about or how they came to see a viable relationship. It is all about their desire for a link. There is no statement of value to me or my visitors. Second, there is no relationship. I have never done business with this website, nor have I ever used it. Why then, should I offer a link on my site to this site? Why should I make a referral to another business when I have no experience with that business? My goal on my website is to provide the visitor with information they need to make a better decision—this link does not fit that goal. I am not going to recommend a company I know nothing about. Third, there’s a catch. The email states that there is already a link to my site on this site. However, if I do not link to their site, then they will delete the link. Delete requests like this.
Understand Reciprocal Linking
If I am visiting in New York City and I ask my cab driver for a recommendation for dinner, I’ll consider their recommendation highly, because they are a local resource. If I go to the restaurant and have a good experience, I am appreciative of the referral. In this situation, who profits the most from the referral? In terms of credibility, that cab driver. In terms of satisfaction, I do. In terms of profitability, the restaurant does. The restaurant benefits the most because the cab driver directed me to their establishment.
Now, if I find out later that the cab driver gets a kickback from the restaurant for recommending them,