By Ranae Buscher

Reciprocal links are one of the best sources for increasing traffic to your Web site. But once you decide to start a reciprocal link campaign, you need to establish a system for creating and maintaining your links.

What information should you request from — and give to — potential link partners? How can you keep track of your contacts? What should you do after links have been exchanged?

The following guidelines offer good starting points.

Make a List, Check It Twice

Look at your list of potential link partners. There should be a blend of sites that target your market, such as link pages that list resources of interest to your audience, reference sites and so on.

Before contacting potential partners, make a list of all the information you plan to track for your link campaign, including:

• The name of the partner site.
• The URL.
• The name and e-mail address of the site's contact person.
• The date you contact the site.
• The date the contact person responds.
• A description of the deal with each site.
• The status of the deal with each site.
• Verification of the link once it's in place.
• Results of periodic link verification.

Organize this information in an electronic spreadsheet or another tracking system so you can keep an eye on your progress.

Sites that give links before requesting them generally meet with greater success; this shows their sincere interest in partnering with your business. Consider adding a link to your Web site before you request one from a prospective linking partner.

The worst that could happen? The site might ask you to remove the link.

Dear Webmaster

When your tracking system is in place, you're ready to ask for links. A generic e-mail letter is the most efficient method, and it provides a record of your efforts. Your letter should briefly state that you wish to exchange links and give some background on your own site.

Consider including complimentary observations explaining why you believe link swapping with that particular site would be beneficial. Be sure to include your name, telephone number and site URL so contacts can review your site and respond if they're interested. For additional advice on how to compose an effective request letter, visit webtomorrow.com, Cyber-Robotics.com or Cre8pc.

Mix It Up

If you have numerous links on your site, consider creating a reciprocal links page one click from your home page. Title it Associates, Partners or Related Sites. This method simplifies navigation, groups links together and enables you to categorize links into different areas of interest.

Always provide context for links by including brief descriptions of the sites they lead to. Orphaned links don't offer much appeal — or guidance.

You can publish a statement on your home page that tells the world you encourage link exchanges. Include contact information for interested site owners.

Some Web site owners will want to charge you for reciprocal links. Depending on your advertising budget and strategy, paying for links might not be a wise investment, especially when so many are available for free. Expect rates of $10 to $15 (U.S.) per month from sites that seek compensation.

More Options and Etiquette

Reciprocation is not limited to hyperlinks. Companies such as LinkExchange, Net On! and SmartClicks set up reciprocal relationships whereby your banner ad appears on targeted sites on a rotational basis in exchange for displaying other companies' ads on your site.

Periodically verify all reciprocal links, inbound and outbound, to make sure they're still active. Reciprocating sites drop links for all kinds of reasons, and most do not contact you if they do. It's up to you to manage this process.

If you decide to end a link relationship, be the good guy. Let the other site owner know.

---

About the Author:
Ranae Buscher

Click here for more info from this author...