There are two main advantages
to non-reciprocal links as opposed to reciprocal
links. The first is that these links will hold
more weight, as they aren't reciprocated (the
search engines can detect whether links are reciprocal).
The second advantage is that they don't have to
be monitored as closely as reciprocal links. With
reciprocal links one has to be aware of unethical
webmasters who will take links down or use other
tactics to insure that the search engines don't
see the links pages. You have to be aware of these
events so that you can remove their links from
your site if warranted however with non-reciprocal
links you don't have to be as concerned as you're
not linking to them.
These are far from the
only benefits of non-reciprocal link building
but they are two of the most beneficial for your
site and for you as its webmaster. But how do
you get something for nothing? Why would someone
want to link to you in exchange for no links back?
Keep in mind the acronym TANSTAAFL (There
Ain't No Such Thing As A Free Lunch). In short,
you're not going to get something for nothing
but it's well worth the "something" you'll have
to put in.
So non-reciprocal links
are beneficial to your search engine positioning
campaign ... but how do you do it? There are a
number of tactics that will work. Here are a few
of the more successful:
Write Good Content
It's shocking but some
people will actually link to your site because
it is a valuable resource that their visitors
may find interesting or useful. The search engines
initially gave incoming links value based on the
belief that sites with incoming links tended to
be sites that others find worth linking to. People
actually linked to sites simply because they found
the content useful. Believe it or not this practice
still exists today.
If you have a quality
site with great content, preferably updated regularly,
others in your industry should naturally link
to you. It's also appropriate to ask other webmasters
to link to your site either through direct contact
or by posting a page on your site, which provides
images and/or link details. If you get even one
link out of your efforts it was worth the 5 or
so minutes it should take to put up the page.
Provided that you're
willing to invest a bit of time and money, directory
listings are probably the easiest way to get non-reciprocal
links. Provided that you're site has some value
to it and is not offensive, most directories will
list it though usually there is a "review fee"
There are the well know
directories such as the Yahoo! Directory however
you may find that the price tag for a guaranteed
review from Yahoo! at $299 to be a bit more than
you wanted to spend for a single listing. Another
"major player" in the directory world is the Open
Directory Project (or DMOZ) however you may find
that with volunteer editors, your site can take
many months to get listed, if at all.
Fortunately there are
many "secondary" directories and there are also
literally thousands of topic-specific directories
that can provide valuable listings. In fact, topic-specific
directory listings can in many ways be considered
more valuable in that the link to your site is
entirely relevant and also, you should get some
quality targeted traffic from your listing provided
that the directory itself ranks well.
How much you should
pay for a specific listing is debatable depending
on the industry, the value of the link, etc. however
topical directory listings are usually somewhere
around $30-$100/yr in the majority of cases. If
your link will be placed on a page with a good
PageRank and will fewer than 50 or so other sites
it is worth considering.
As you're reading this
article you should certainly be able to infer
that I personally am a fan of writing articles
as a form of non-reciprocal link building. Articles
provide perhaps the best of all worlds in that
they provide valuable and entirely relevant links
and also can be a great source of targeted traffic.
That said, articles
are also the most time consuming of link building
efforts. One must consider the time it takes to
write the article, find sites to publish it and
also the submission of the articles to all these
sites. As a tip, when you find sites you wish
to submit your article to add them to a folder
in your "Favorites" (or "Bookmarks" for those
of us using Firefox). If you decide to publish
more articles in the future (and you probably
will) it's certainly helpful to start with a list
of the places you're submitting to rather than
having to find them all again down the road.
When you're writing
your article there are a few considerations that
you should make. One of the biggest benefits of
articles as a link building measure is that the
links are relevant in that they are about the
topic of your site. Why not insure that your titles
and content are written such that they add further
weight for your targeted keywords. If you look
at the title of this article "Non-Reciprocal Link
Building For Higher Search Engine Positioning"
you'll notice that the phrase "search engine positioning"
(our main targeted phrase) is present. Additionally
the phrase is repeated periodically in the content
area. This will add relevancy to this article
and our targeted phrase. If you look in the credits
below you'll notice that the anchor text linking
to our site is "Beanstalk Search Engine Positioning"
(assuming that the site on which you are reading
this article allowed for HTML submissions otherwise
the link should simply be the http format). This
will add additional relevancy tying that phrase
to our site.
Because the Beanstalk
website is still in the sandbox on Google it is
unable to rank for this highly competitive phrase
however you may notice that currently the #11
ranking page is one of our articles. This alone
should demonstrate that these articles can pick
up relevancy. Once Beanstalk is out of the sandbox
on Google we will have many highly relevancy links
that are strong enough to rank #11 on their own.
You can do the same provided that you treat writing
your articles the same as your content. It must
contain your targeted keywords and it must read
Additionally, you are
going to want to search for many related websites
to submit to. You can visit the search engines
themselves to find related sites (in our case
we would run a search such as "search engine positioning
articles submit") or you can use a program like
PR Prowler to find the links and also insure a
minimum PageRank on the sites you are submitting
If you decide to publish
more than one article I would further recommend
that you add to your list with each submission.
Take a few minutes before you submit and find
an additional 5+ sites to submit your articles
to. You'll find your link popularity and rankings
will reward you for it.
Of course there are
many additional tactics you can use to get non-reciprocal
links including paid links, press releases, etc.
however those noted above are the ones which will
produce the most consistently over time and while
they can be time consuming, are well worth the
I wish you the very
best of luck in developing your non-reciprocal
links and in increasing your search engine positioning.
It will take time; it will take energy; but done
right it will be very rewarding