Exchange online link for offline publication? A good linkbuilding strategy?
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Lets say I own a company that sells bakery-supplies. I would want links from websites with "bakery" as their main topic. So it seems obvious to try and gain links from local backeries.
Next step is: How do I convince them to link me? What is their benefit?
I can't link them back because it would weaken the linkpower. Therefor I was thinking about publicating an offline "Backery Guide" which includes all backeries in the area. Backeries which link us, would get more visibiliy and company information. That would be their benefit and we would get a 1-way link.
Is this an idea which could work? Any remarks are welcome!
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Hi Cyrus,
Thank you for the response!
I have taken the time to deeply review your comment. You did make some good points.
1. With reciprocal links, I'm not worried about a penalty but it would weaken the linkjuice if it went both ways.
2. I do believe bakeries will see the benefit in a advert in the guide, if only they need to place a link on their website, which is free. I would be amazed if this would been seen as buying links, let alone that Google could track offline publications. But but then again, Google never stops to amaze us :).
3. So many SEO's stress the fact that content should be something which your clients want to link too. I totally agree when your clients are consumers but not always if they are professionals. This market is way smaller and is less social vibrant. In this case I must skip my target audience and concentrate on their clients. Your tips are great. I will try to implement them!
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Seems like you're starting to think this out in creative ways, so let me add a couple of thoughts:
1. I wouldn't be too worried about linking out to these local bakeries. Reciprocal links are a natural part of the web. When you get in trouble is when you have dedicated "links" pages that exist solely to harvest link juice, or a significant % of your backlink profile comes from reciprocal links.
That said, you're still probably wise not to make this the backbone of your link building strategy.
2. The offline guide seems reasonable to me, but I have a cognitive disconnect between the guide and the motivations for the bakeries to link to you. If you actually require folks to link to you to be in the guide, then this could be considered "buying" links and could lead to a penalty. (although in reality, this is rare)
3. Better yet, I'd really rather see you create online assets that live on your website, that provide motivation for folks to link to you. These might include:
- Reviews
- Top "blank" lists / Ego Bait
- Business profiles
- Awards
- Content Marketing (like "5 Secrets Your SuperMarket Bakery Doesn't Want You To Know" - bad example, but you get the idea.
- A scholarship for local baking students
- A certification program
- A blog
- Charity Fundraising
- Interviews
- Contests / Giveaways
- Discounts
The trick, in my mind, is to give away freely more than you ever expect to get back in return. Never demand a link, but create resources that are actually useful to both the bakeries and their customers, so that they have a natural inclination to link to you.
More link building ideas from Jon Cooper: http://pointblankseo.com/link-building-strategies
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I would love to digitalize the guide and have it run online. I have thought about before. But then you would get 3-way linking. This isnt very beneficial either.
Good points though... Will have to think on that.
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You are definitely approaching it right. Like you said, there has to be something in it for them. It seems like a good idea to me, but also seems like some serious work. Getting 'em designed, printed could get pricey...and since it's not digital, how would you modify the bakery listings as time goes on to reflect which bakeries link and which ones don't? Seems like you'd almost need a monthly publication...it's a tough one. If you can somehow digitize this idea I think it'll be a lot easier for you.
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Well the only way to know is to try it first.
If you can sell the idea to them, then it can work.
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