Article by Dirk Johnson, LinkStrategy.com

My years of experience at directory-to-directory reciprocal linking work have given me a unique perspective on the unique challenges that it presents, and how best to get it done.

Like most people in the mid-1990s, I started out doing this work with nothing more than an HTML editor, and created my link directories in a basic HTML page. I'd manually add a site to the page, and then make a link request. It was cumbersome but somewhat effective, at least at the outset.

Then, out of necessity, I became more sophisticated, and started using spreadsheets to track the various parameters for each site that was listed in the directory, like reciprocation status, email addresses, and more. That was much better in terms of data control, but it was also more challenging, in terms of keeping the links pages updated, since I now had to convert the spreadsheet entries into HTML code.

I have also tried many of the commercial link management tools on the market, so I have a very good insight into what works well and what doesn't. Efficiency and ease-of-use are certainly factors, as well as the ability to avoid duplication of effort.

Link Data Management

Here's a tip off.  If you're reading advice about linking that promotes some complex strategy that will "beat the search engines", but it completely glosses over the data management challenges, then you are reading the thoughts of someone who probably talks a lot more about linking than they actually do it. If they really did a lot of this work, they'd simplify their complex strategies, and focus on the real challenge to success, which is data management.

Let's put a better foundation toward understanding this whole data management issue, with specific examples. Directory-to-directory reciprocal linking is a process that is entirely focused on data. Each site that you list in your directory and request links from will have a URL (domain name), a site title, a description, and a contact address. You might also want to track the main links page URL, and maybe even the page where your link is placed, as well as some notes about the site, if needed.

Every site will also need to fit into the categorization structure that you decide to use. You can't be effective at this work with a link directory that is just page after page of uncategorized sites. That worked in the old days, but now people will balk at linking back to you.  So you need the ability to categorize sites efficiently, which means drop-down selection menus, etc.

Then, when you begin making link requests, you'll start to generate a whole new set of data. You need to track who has linked to you, and who has not, in order to avoid duplication of effort. You might also like to know if a site has been listed in your directory for a while and has never linked, or if their email address is dead.

Linking requests generate a lot of email responses. You need to deal with them, individually. Some of these responses will be placement confirmations, which is a good thing, but some will be denials, unsubscribe requests, and bounces.  Many will be from auto-responders, and those need to be discarded.

What's more, once you put up a link directory, other sites will want to request links from you. Unless you provide them with an online form for these requests, you will be inundated with link request email that must then be "cut and pasted" into your database.  Directing these people to submit to your online form (and they should, out of courtesy) eliminates this very time consuming cut and paste task. You should also have a process that allows you to quickly approve/disapprove of these submitted links.

Also realize that link data changes. People will want to edit their listings, before they'll link back to you. Again, having a process in place that allows them to "self-edit" is a real time saver for you.

It's also nice to have efficient ways to import new link prospects into your database. Pasting them in one-by-one is no fun.

Finally, once you've massaged all of this data, you'll need to generate a link directory for your site. The best way to do that is with an application that merges your page template with your link data, creating a multi-page, well-categorized, professional looking link directory on the fly.

The Human Element

You will also need to designate a person to manage the link directory. That might be yourself, but maybe not.  If you assign this work to someone else, allow them the time they need, and then provide them the resources and support to do it right.  And most importantly, discuss with them the type of sites that you'd like to have as link partners, and where to find them.  Work with them in close collaboration.

Every step of the way, your designated link manager will be making decisions that are vital to your success at this work. You want someone who will do this work conscientiously, and properly, in accordance with your guidelines, in a dedicated manner.

Beware of hiring a distracted individual on the cheap, all the while hoping to see them transform themselves into a productive individual, just because they need the money or because you really want to help them out financially.  It's easy to imagine that students, seniors, and stay-at-home parents with "free time" will diligently sort this out for you.  That approach can work, and I don't want to deny an opportunity to someone who truly wants it, but sometimes people have an alternative focus in their life, or they may not be motivated at any price.  From considerable experience at this, I advise that you manage your own expectations of them very carefully.  Again, it can work, but don't expect this work to run on auto-pilot.  Oversight and an understanding that it may not work out is necessary, especially in the early stages.  

The worst thing of all is a reluctant attitude toward this whole process, from the top down. Linking is foundation-level marketing work for your website. Every link you earn is like another brick in that foundation. Treat it accordingly and never abuse it.  If you don't think that this work is important and worthwhile, nobody else will either.

To save yourself a lot of headache, assign this work to a proven, responsible, motivated person and work with them closely to get it up and running.  Support their efforts and reward their success, right from the start.  I hope that you can now see that success at this work is not luck, coincidence, or random occurrence.  That rarely happens with linking.  Websites with effective linking programs have made a commitment to the process of relevant linking for the end user, and the people doing it, while applying resources of time, money and attitude.

They've invested in gaining an advantage, and they have most certainly earned it. It does take a certain leap of faith to do that, and there are no guarantees, but the rewards can be substantial to those who chose to do it the right way.

Dirk Johnson has been managing link campaigns since the mid-1990s, and writes for various sources on web promotion and linking.  His advice and commentary is regarded as "expert through experience."  Dirk's approach to linking has been more traditional in scope, treating it as a branding function, and not a search engine optimization function.  He operates LinkStrategy.com <www.linkstrategy.com>.