In link building, PR (public relations) plays a very important role. Say you have a website A. You wrote a very good article and post it on your website. Now you want the websites B and C to link out to your article. So you write a letter to them and request them to go through the article and link to it if they find it interesting.
Normally people don’t pay much attention to emails from unknown sources. So most probably, your email message will be overlooked or deleted. But just in case if it is not and webmasters of both the sites B and C went through your article and liked it, they will most probably share it among their Twitter followers or Facebook fans.
They may link out to it, only when they find your article exceptionally useful for their target audience.
So in the majority of cases, your probability of getting a backlink is quite low from your linkbait. If you want to increase this probability of getting links, especially from authority sites and that too again and again, then it makes sense that you develop connections with key persons of the potential linking sites. These key persons are those people who have the authority to decide what can or can’t publish on their website. They have the authority to make changes to the websites.
Once you have developed a good relationship with a key person of a potential linking site, then promoting your content is as easy as eating a cake.
“Hey John, check out my new article on window decals. This time it contains a high resolution video which can be easily embedded. I would like you to link out too it, if you find it useful. ………..Sure Mike :) “
Here is one thing that you should keep in mind while promoting your content. Tell exactly what do you want your linking partner to do with your content (aka linkbait).
If you don’t clearly specify this, then your linking partner may just share your content among his target audience via Twitter, Facebook, or LinkedIn, etc. Clearly tell him to link out if he finds the article interesting. These days webmasters are generally reluctant to link out, thanks to the growing popularity of sharing tools like Twitter, Digg, Facebook, etc.
Now to the meat of this post. How to develop such relationships?
First things first. Establish yourself as a recognized authority in your niche, so that people take you seriously and show interest in being a part of your social network. You can become a recognized authority by becoming one of the top contributors in your niche. Speak at major industry conferences.
Leave insightful posts and comments on industry forums and blogs and especially on the potential linking partners sites/blogs. Once you have become a recognized authority, potential linking partners will become aware of you, and establishing relationships with them will become easier.
Now move forward and socialize with them. You can socialize with them through social media (social networking sites, community groups, forums, blogs, etc), common friends, and events (industry conferences, seminars, workshops).
Develop personal relationships with key people from high authority sites. Find as much as detail as possible about your linking partners, especially their interests, likes, and dislikes. Talk with them about those interests and help them with a thing or two.
Interviews them and write about them, their skills, and achievements. Conduct an activity like a training session, workshop, etc on their premises to get in touch with them face to face.
All this helps in developing a strong relationship. Finally, link building is all about people, so socialize.
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About the Author
Over 15 years of experience in digital analytics and marketing
Author of four best-selling books on digital analytics and conversion optimization
Nominated for Digital Analytics Association Awards for Excellence
Runs one of the most popular blogs in the world on digital analytics
Consultant to countless small and big businesses over the decade