Link Friendly Content - A Guide to Link Building

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How to maximize your link building efforts with copy - the most important attribute of Google's rankings algorithm. …

How to maximize your link building efforts with copy - the most important attribute of Google's rankings algorithm.

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  • 1. Writing Link Friendly Content 
 
 Connecting
the
Chains
 
 JON
WUEBBEN
 
 
 
 
 
 
 
 
 

  • 2. If
content
is
“king”,
then
linked
content
is
the
empire.
Writing
words
for
your
site
 –
even
if
it’s
the
best
prose
ever
constructed
‐
‐easy
to
scan,
benefits‐rich,
with
 the
perfect
call
to
action…can
only
get
you
so
far.
As
someone
who
has
written
 copy
for
over
200
websites
in
the
past
few
years,
I’ve
seen
it
all:
poor
design,
 great
design;
bad
content,
great
content;
poor
attempts
at
conversion,
and
 conversion
machines;
non‐linked
content
and
yes,
link
friendly
content.

 
 At
the
end
of
the
day,
you
have
to
do
a
lot
of
things
right
in
order
to
have
your
 content
found
on
the
web
and
to
convert
visitors,
as
I
discuss
in
my
book,
 Content
Rich:
Writing
your
Way
to
Wealth
on
the
Web.
But
of
all
the
things
I
 mentioned
there,
link
friendly
content,
or
content
that
naturally
attracts
links,
is
 the
most
important
–
by
far.
How
do
we
know?
Because
Google
tells
us
it
is…
 
 In
Google’s
Webmaster
Guidelines
they
say,
“Give
visitors
the
information
 they're
looking
for
‐
Provide
high‐quality
content
on
your
pages,
especially
your
 homepage.
This
is
the
single
most
important
thing
to
do.
If
your
pages
contain
 useful
information,
their
content
will
attract
many
visitors
and
entice
 webmasters
to
link
to
your
site.
In
creating
a
helpful,
information‐rich
site,
write
 pages
that
clearly
and
accurately
describe
your
topic.
Think
about
the
words
 users
would
type
to
find
your
pages
and
include
those
words
on
your
site.”
 
 They
go
on
to
say,
“Make
sure
that
other
sites
link
to
yours
‐
Links
help
our
 crawlers
find
your
site
and
can
give
your
site
greater
visibility
in
our
search
 results.
When
returning
results
for
a
search,
Google
combines
PageRank
(our
 view
of
a
page's
importance)
with
sophisticated
text‐matching
techniques
to
 display
pages
that
are
both
important
and
relevant
to
each
search.”
 
 
 

  • 3. Off‐Page
Optimization
 
 Many
people
refer
to
links
and
link
building
as
“Off
Page
Optimization”
(OPO).
 Wikipedia
explains
it
well
by
expressing
that
OPO
involves
“strategies
for
search
 engine
optimization
that
are
done
off
the
pages
of
a
website
to
maximize
its
 performance
in
the
search
engines
for
target
keywords
related
to
the
page
 content.
Examples
of
off‐page
optimization
include
linking
and
placing
keywords
 within
link
anchor
text.
Methods
of
obtaining
links
can
also
be
considered
off‐ page
optimization.”
These
include:
 
 



*
Public
relations
 



*
Article
distribution
 



*
Social
networking
via
sites
like
Digg
and
Slashdot
 



*
Link
campaigns,
such
as
asking
complementary
businesses
to
provide
links
 



*
Directory
listings
 



*
Link
exchanges
 



*
Three‐way
linking
 



*
One‐way
linking
 



*
Blogging
 



*
Forum
posting
 



*
Multiway
linking
 
 I
would
provide
a
little
editorializing
by
saying
that
the
type
of
link
building
I’m
 referring
to,
creating
link
friendly
content,
deals
mainly
with
on‐page
 optimization,
in
other
words,
right
on
the
pages
of
your
site.
But
looking
at
the
 off
page
factors
are
important
as
well.
 
 
 

  • 4. The
Link
Building
Experts
Speak…
 
 It’s
important
to
also
know
what
the
most
noted
link
experts
in
the
search
 marketing
space
have
said
in
regards
to
link
friendly
content.


Eric
Ward,
one
of
 the
guys
that
practically
invented
the
concept
of
link
building
and
promoted
the
 importance
of
links
as
early
as
1995
says,
“The
visible
text
within
the
link
(aka
 anchor
text)
can
help
the
search
engines
make
a
forecast
as
to
what
content
lies
 at
the
end
of
that
link
if
clicked.
If
that
happens
often
enough,
and
if
the
 originating
sites
are
of
high
quality,
then
the
engine
can
use
that
signal
as
part
 of
the
ranking
process.
“
And
Jim
Boykin,
one
of
the
most
successful
link
 operators
on
the
web
says,
“the
best
backlinks
in
the
world
(and
often
easiest
to
 get)
are
those
that
came
because
of
great
content.”
These
guys
live
links
–
they
 eat,
sleep
and
dream
in
links
and
what
they
say
is
always
relevant
to
the
 discussion.
 
 Lee
Odden
of
Top
Rank
Online
Marketing
blog
said,
“Whether
you
drive
traffic
to
 the
site
from
offline
marketing
programs,
paid
search
advertising
or
social
media
 promotions,
you
still
have
to
deliver
the
goods
once
visitors
get
to
the
web
site.”

 What
are
the
“goods”
that
Lee
is
referring
to?
CONTENT.
 
 But
you
see,
most
companies
don’t
“get”
this.
Like
meta
tags,
they
seem
puzzled
 by
the
concept
and
are
not
sure
where
to
start.
Yes,
the
twenty‐something’s
and
 Web
2.0
crowd
are
in
the
know
–
but
even
they
don’t
always
link
their
content
or
 “link
bait”
correctly
–
or
consistently.
And
that’s
really
what
it’s
all
about,
 creating
link‐friendly
content
the
right
way
and
doing
it
frequently.
 
 
 
 

  • 5. Link
Bait
 
 So,
I
bring
up
the
concept
of
link
baiting.
What
is
it?
Linkbait
is
used
to
describe
 viral,
linkable
content
designed
to
attract
thousands
of
links
and
is
recognized
as
 one
of
the
most
effective
ways
to
build
links
–
and
relevance
for
a
site.
So
link
 baiting
is
really
building
link‐friendly
content.
It’s
just
another
name
for
it
–
or
 more
accurately,
a
subset
of
it.

 
 The
traditional
way
of
getting
links
circa
2004
and
before
involved
contacting
 other
relevant
websites,
emailing
the
webmasters
and
asking
for
a
link.
You’d
 contact
people
you
know
–
vendors,
partners,
customers,
suppliers
and
 “reciprocate”
links.
You
would
carefully
explain
in
your
email
that
linking
to
you
 would
be
worthwhile
for
their
visitors
and
beneficial
to
them
as
well…and
you’d
 spend
hundreds
of
hours
doing
it.

 
 Why
didn’t
someone
in
the
know
just
explain
to
them
that
all
they
had
to
do
was
 write
solid
content
and
the
links
would
come?
Of
course,
you
have
to
promote
it
 too,
but
perhaps
they
were
looking
for
the
easy
way
out.
Ironically,
the
easier
 way
is
to
write
high
quality,
very
popular,
link
friendly
content.
;)
 
 With
link
bait,
you
can
do
this.

 
 First,
as
all
the
experts
will
tell
you
‐
you
need
a
good
hook.
This
is
the
angle
or
 the
way
of
grabbing
attention
from
the
reader.
You
do
it
by
capitalizing
on
 something
that’s
really
important
to
most
people
–
security,
money,
respect,
 gossip,
new
ideas,
a
secret,
etc…and
give
it
a
little
sizzle.

 
 
 

  • 6. Types
of
Hooks:
 
 • Tying
in
to
what’s
relevant
–
the
News
Hook
 • Going
against
the
grain
–
the
Contrary
Hook
 • Taking
the
offensive
position
–
the
Attack
Hook
 • Providing
something
important
–
the
Resource
Hook
 • Making
people
laugh
–
the
Humor
Hook
 
 Providing
something
important
‐
Resource
Hook
 
 



*
Develop
a
comprehensive
list
of
blogs
in
your
niche
‐
link
out
to
them,
and
 chances
are
they
will
link
to
you.
 



*
Create
a
useful
tool
related
to
your
niche
that
people
like
 



*
The
list
concept:
How
to
do
____.
Make
it
substantive
and
link
friendly!
 



*
A
compilation
of
news
stories
on
a
theme
that
you
in
turn
analyze
and
create
 a
post
for
 



*
Example:
If
you
run
a
hotel,
discuss
all
the
places
to
visit
in
the
surrounding
 area
 
 Tying
in
to
what’s
relevant
‐
News
Hook
 
 



*
Find
out
who
reports
the
news
to
the
news
reporting
agencies
–
and
then
 jump
on
it.
 



*
Calling
someone
or
something
out
–
if
you
can
expose
a
fraud
or
flaw
in
a
 news
story,
and
report
on
it,
that
content
you
wrote
could
be
very
link
friendly.
 You
could
have
thousands
of
links
very
quickly.
 



*
Giving
your
opinion
on
a
popular
news
story
 



*
Don’t
rehash
what
someone
else
already
reported
though
–
give
it
your
own
 slant

  • 7. 
 Going
against
the
grain
‐
Contrary
Hook
 
 



*
Are
you
a
natural
contrarian?
Put
it
to
use!
Be
the
one
guy
that
finds
 something
to
not
like
about
a
story,
a
product
or
service
and
then
go
off
on
 them.
 



*
"Why
<insert
prominent
blogger
or
company
name
here>
is
WRONG
 about..."
 



*
Find
something
that’s
really
really
popular
and
then
tear
it
apart.
People
will
 notice.
 
 Taking
the
offensive
position
‐
Attack
Hook
 
 



*
Pointing
out
why
a
particular
product
or
service
is
doing
more
harm
than
 good
 



*
Going
after
the
government
re.
almost
anything
–
they
are
a
great
target
 



*
Standing
up
for
an
under‐represented
or
disadvantaged
group
 



*
Choose
a
topic
that
has
a
fair
degree
of
truth
on
both
sides
and
then
write
 away!
Make
it
informed,
smart
and
very
controversial.
 
 You
have
to
be
careful
with
this
one
–
you
don’t
want
to
write
the
wrong
thing
 about
the
wrong
person.
A
good
idea
is
to
go
after
a
company
or
product
instead
 of
an
individual.
However,
if
you’re
gutsy,
have
some
proof
for
what
you
are
 claiming
and
really
want
to
gain
some
instant
traffic,
it
can
give
you
instant
 credibility
and
build
your
reputation
like
wildfire.
Most
people
love
controversy
 and
when
you
use
an
attack
hook,
you
stir
it
up.
 
 
 

  • 8. Making
people
laugh
–
the
Humor
Hook
 
 



*
Photoshop
a
funny
picture
or
cartoon
for
the
subject
you
are
writing
about
 and
post
it
 



*
Post
a
list
that
takes
a
funny
slant:
ie
“Top
20
Ways
I’m
Going
to
Work
from
 Bed
This
Week”
 



*
Post
idea:
"You
know
you're
a
_____when..."
 



*
Play
off
another
funny
bit
that
you
came
across:
jokes,
funny
stories,
etc
 
 People
love
to
laugh
right?
They
also
need
comic
relief
from
the
craziness
of
life
 on
the
web.
Or
life
in
general.
If
you
have
a
natural
way
of
lightening
things
up
 through
your
personality,
you
may
be
able
to
write
that
way
too.
Give
it
a
shot
 with
your
next
blog
post.
You’ll
create
some
link
friendly
content
in
the
process.
 
 Other
Ways
to
Link
Bait
 
 Contests
 
 Another
thing
you
can
do
to
build
link‐friendly
content
is
to
run
a
contest
or
 sweepstakes
on
your
blog.
It
doesn’t
have
to
be
expensive
–
you
could
give
away
 your
services,
actually.
For
me,
being
an
online
copywriter
and
marketing
 consultant,
I
could
give
away
10
pages
of
free
content.
I
haven’t
done
that
yet,
 but
I
could.
It
would
probably
go
off
very
well.
What
could
you
give
away?
Once
 you
decide,
promote
it
and
blog
about
it
like
crazy.
 
 Interviews
 
 Finally,
to
build
some
high
quality
link
bait
or
“link
friendly”
content,
you
could
 interview
prominent
people
in
your
industry.
How
about
that
for
an
idea?
You
 know
that
these
people
you
interview
will
link
to
you,
right?
Absolutely
they
will.

  • 9. Most
of
the
prominent
people
out
there
in
any
field
have
big
egos.
Play
off
that
 and
get
some
great
traffic
as
a
result!
 
 Product
or
Service
Reviews
 
 There
are
a
million
products
or
services
that
your
target
market
would
love
to
 read
about.
What
are
they?
Think
about
what
your
customers
like.
What
do
they
 use
in
their
lives?
You
may
want
to
even
survey
them
to
find
out.
The
great
thing
 about
reviews
is
that
they
are
easy
to
write
and
give
you
instant
content.
Plus,
 you’ll
get
people
who
want
to
link
to
them,
especially
if
it’s
a
review
for
a
 popular
product
or
service.
 
 The
secret
…of
course
with
all
of
these
link
bait
approaches
is
that
you
need
to
 have
people
see
what
you
write.
It’s
all
useless
without
being
seen
by
your
 peers.
And
if
you
are
brand
new
on
the
scene,
it
can
be
a
challenge.
So,
how
do
 you
do
it?
For
starters,
link
to
them
in
your
post,
send
emails
to
them,
call
them,
 post
to
delicious,
myweb2,
etc.
If
you
can
get
at
least
one
prominent
blogger
in
 your
niche
to
take
notice,
the
rest
will
most
likely
follow.
Remember,
the
web
is
 a
community
and
you
need
to
reach
out
to
others
who
can
help
you.
In
turn,
you
 will
help
them.
And
it’s
more
than
simply
acting
professionally
or
ensuring
you
 behave
appropriately
on
the
web
‐
It’s
a
basic
tenant
of
life.
 
 The
result?
Powerful,
Link
Friendly
Content.
 
 Let’s
Take
a
Step
Back
and
Start
with
the
Basics
 
 So,
what
do
links
look
like?
How
do
you
use
them?
Why
are
they
important?
For
 the
benefit
of
all
those
who
are
new
to
the
topic
or
are
just
designing
their
first

  • 10. site
now
(yes,
there
are
still
people
out
there…I’ve
talked
to
many
of
them),
here
 are
some
basic
explanations:
 
 First
of
all,
the
web
has
a
unique
quality
re.
content,
different
from
books,
 newspapers
or
any
printed
media
–
this
distinct
quality
is
called
“hyperlinking”.
 When
you
place
your
mouse
over
certain
words,
and
click
on
them,
it
takes
you
 to
another
page
on
your
site
or
another
page
on
a
different
site.
These
are
 hyperlinked
words.
How
can
we
spot
them?
They
are
usually
underlined
and
in
a
 different
color
than
the
rest
of
the
text.
So,
the
web
in
essence,
by
the
very
word
 “web”
is
a
totally
interconnected,
interdependent
thing.
How
connected
you
are
 is
what
we
are
referring
to
with
links.

 
 How
do
you
hyperlink
text?
Simply
left
click
on
your
mouse,
highlight
the
phrase,
 then
right
click
on
“Hyperlink”
and
type
in
the
destination
URL
(wherever
you
are
 sending
the
reader
when
they
click
on
the
text).
That’s
it!
 
 Check
your
links
before
and
after
you
publish.
This
is
something
many
people
 miss.
Before
you
publish
your
web
page,
make
sure
you
click
on
every
link
to
 ensure
they
are
working
correctly.
If
you
find
an
issue,
fix
it
and
then
recheck
to
 make
sure
you
got
it
right.
Also,
some
of
your
links
may
break
when
you
publish
 your
site.
Be
sure
to
check
them
all!
If
you
do
find
problems,
fix
them,
test
and
 then
republish.
 
 The
worst
thing
you
can
do?
Have
no
links
at
all
or
broken
links.
Another
thing
 that
isn’t
too
great
is
having
too
many
links.
You
don’t
want
an
entire
page
full
of
 hyperlinked
text.
This
negatively
impacts
the
user
experience.
 
 
 

  • 11. Anchor
Linked
Text
 
 How
many
times
have
you
seen
the
phrase
“click
here”?
It’s
ubiquitous
on
the
 web.
You
can’t
escape
it.
And
its
always
hyperlinked
right?
The
problem,
though,
 is
this:
you’re
always
missing
out
on
an
opportunity
to
rank
for
a
good
keyword
 phrase
when
you
use
“click
here”.
(See
our
real
world
examples
below
for
more
 on
this.)
 
 Anchor
text
is
the
visible,
clickable
copy
in
a
hyperlink.
Example:
“Find
out
more
 about
our
island
cruises.”
 
 
“Island
cruises”
is
the
anchor
text.
And
it
when
it’s
clicked
it
may
take
you
to
 www.excitingislandcruises.com
 
 If
this
is
a
complimentary
site
to
what
you
offer,
then
you
will
benefit
from
this
 link
friendly
content.
(and
they
will
too)
If
that
sentence
is
on
another
site
and
 www.excitingislandcruises.com
is
your
site,
then
you
have
an
external
link
 coming
from
a
relevant
site
for
a
relevant
keyword
phrase.
You
win
there
too.
 
 You
can
also
use
anchor
text
to
link
to
other
pages
on
your
own
site,
this
is
called
 Internal
linking.
 
 Anchor
text
is
weighted
highly
in
Googles
algorithm,
because
the
linked
text
is
 usually
relevant
to
what
the
landing
page
is
about.
Googles
goal
is
to
provide
 highly
relevant
search
results;
so
when
you
hyperlink
words
relevant
to
the
page,
 it
helps
your
rankings.
 
 Link
Expert
Debra
Mastaler
says,
“Link
text,
or
anchor
text,
plays
a
key
role
in
 how
a
web
page
ranks.
It's
the
clickable
part
of
the
link
you
see
and
is
considered

  • 12. a
strong
query
ranking
factor
used
by
both
humans
and
search
engines
to
 provide
information
on
destination
content.”
 
 She
goes
on
to
say,
“For
example,
if
the
term
"running
shoes"
is
hyperlinked,
you
 expect
to
be
taken
to
a
page
hosting
additional
information
on
running
shoes.
A
 search
engine
has
the
same
expectation
and
imparts
importance
to
the
anchor
 text
and
the
page
it
points
to
whenever
it
finds
and
spider’s
links
using
the
term.
 The
more
links
it
finds
using
the
term
and
pointing
to
your
URL,
the
more
it
 associates
the
phrase
with
your
web
page.
Which
hopefully
means
the
next
time
 someone
searches
for
"running
shoes,"
your
pages
will
show
in
the
top
search
 results.
The
goal
of
most
link
building
campaigns
is
to
secure
a
large
number
of
 links
from
quality
pages
using
a
mixture
of
keyword
anchor
text
and
pointing
to
a
 variety
of
your
internal
pages.”
 
 Great
stuff.
 
 One
thing
to
keep
in
mind
is
that
you
want
to
vary
your
anchor
text
every
now
 and
then.
Target
your
keyword
phrase,
but
then
use
it
in
your
anchor
text
in
 different
ways.
If
the
phrase
is
“steel
oil
drum”,
use
it
in
this
way
a
couple
times,
 use
it
as
“steel
oil
drums”,
“oil
drums
made
of
steel”
and
then
spaced
out
 between
other
words
as
well.
The
reason
for
this
is
because
people
search
for
 many
different
variations
of
your
keyword
phrase
–
it
isn’t
always
what
you
think
 it
will
be…
and
also
because
Googles
algorithm
looks
at
this
factor.
 
 So,
in
essence,
whenever
you
write
anything,
whether
it’s
a
new
blog
post,
new
 web
page,
online
press
release
or
whatever,
you
need
to
be
thinking
about
your
 anchor
text.
What
phrases
can
you
use?
What
can
you
link
to?
Always
have
a
 strategy.
Remember,
its
all
about
building
link
friendly
content
–
friendly
for
you,
 friendly
for
others,
and
friendly
to
the
search
engines!

  • 13. 
 Different
Applications
for
Link
Friendly
Content
 
 Websites
–
Look
for
3‐4
areas
on
every
webpage
where
you
can
link
anchor
text
 (your
keyword
phrases)
to
other
deeper
pages
on
your
site,
be
sure
the
majority
 of
your
pages
are
linked
in
this
way.
One
of
the
best
pages
for
these
types
of
 links
is
an
FAQ’s
page
or
a
Why
Us?
Page.
 
 Blogs
–
This
should
be
the
central
“hub”
of
all
your
web
properties
for
link
 friendly
content;
you
want
to
use
links
in
every
blog
post
you
write,
linking
out
to
 prominent,
complimentary
websites
and
also
linking
back
to
your
own
pages
–
 both
on
your
blog
and
your
regular
website.
 
 Articles
–
Hyperlink
your
keyword
rich
anchor
text
in
3‐4
places
in
article
copy
 and
also
throw
a
link
into
your
bylined
section
at
the
bottom
–
not
always
to
 your
home
page,
but
to
a
page
on
your
blog
or
website
that
supports
the
subject
 of
your
article.
 
 Press
Releases
–
Same
as
articles
above,
this
is
a
great
place
to
use
link‐friendly
 content
because
of
the
wide
distribution
your
press
release
receives.
 

  • 14. Emails
–
It’s
a
little
different
when
you
are
writing
email
copy,
because
you
 aren’t
trying
to
attract
links
from
the
outside,
rather
you
are
using
the
email
 content
to
try
and
get
the
reader
to
click
through
to
your
website
or
blog
to
find
 out
more.
Be
sure
to
provide
a
link
to
your
client
testimonials,
portfolio
of
work
 (if
you
have
one
to
share)
and
more
information
about
your
services.
And
if
you
 are
using
the
email
to
try
and
recruit
people
for
a
webinar
or
teleconference
and
 are
using
a
landing
page
to
collect
registrations,
be
sure
to
place
this
link
 prominently
in
the
email.
 
 Also,
having
newsletters,
articles
and
case
studies
on
your
site
is
a
great
idea
 because
this
is
high
quality
content
that
people
will
want
to
link
to.
If
you
have
a
 huge
library
of
these
items
and
become
the
authority
on
the
subject,
even
 better.
You’ll
want
to
be
sure
and
archive
these
as
well
so
they
have
access
to
all
 your
materials.
 
 Anchor
Text
Example
 
 To
find
out
more
about
our
Swiss
watches,
click
here..
 
 You
see
that
“click
here”
is
hyperlinked.
But
this
does
you
no
good.

As
I
 mentioned
earlier,
“Click
Here”
is
not
a
good
keyword
phrase
and
you
don’t
 want
to
rank
for
it
anyways.
We’ll
leave
that
to
Adobe
Acrobat,
Shockwave,
and
 iTunes
–
they
have
millions
of
web
pages
that
have
the
words
"click
here"
as
the
 anchor
text.
Rather,
you
want
to
use
“Swiss
watches”
as
your
link
friendly
 content
and
hyperlink
that
to
your
Swiss
watch
product
page.
So
now,
it
looks
 like
this:
 
 Find
out
more
about
our
beautiful
Swiss
watches.
 

  • 15. Linking
Out
 
 What
are
some
good
ideas
you
can
use
right
away?
As
I
mentioned
above,
write
 a
review
of
a
product
or
service
that
is
complimentary
to
yours
as
a
testimonial
 and
then
email
it
to
the
company
that
sells
it.
You’ll
find
that
most
of
the
 websites
will
appreciate
that
you
took
the
time
to
write
a
review
and
include
a
 link
to
your
site.
And
Presto!
You
have
a
quality
link
that
will
hopefully
stand
the
 test
of
time.
How
did
you
get
it?
By
doing
something
positive
for
someone
else— but
also
by
writing
quality
content
that
was
meaningful.

 
 Another
idea
is
to
simply
find
quality
sites
that
are
complimentary
to
yours
and
 link
to
them.
This
works
especially
well
if
you
have
a
large
site
with
lots
of
traffic.
 Why?
Because
you
could
be
giving
the
other
site
lots
of
referral
traffic.
The
 webmaster
at
the
site
you
linked
to
will
see
this
and
give
you
a
link
through
their
 own
high
quality
content.
It
works
both
ways.
But
it
was
started
by
you.
 
 The
other
way
is
to
of
course
link
to
others
in
your
blog
posts.
On
almost
every
 successful
blog
out
there,
you’ll
see
multiple
places
in
each
post
where
they
 linked
to
someone
else,
usually
a
very
popular
website
for
whatever
keyword
 phrase
they
want
to
link
to.
Example:
I
wrote
a
post
titled
“What
is
SEO
 Copywriting?”
and
linked
to
five
outside
sites
in
the
post.
 
 This
is
called
linking
out
and
it’s
an
important
part
of
your
overall
strategy
of
 creating
link
friendly
content.
 
 Link
Guru
Debra
Mastaler
says,
“From
a
business
standpoint,
it's
advisable
to
link
 out
when
a
source
will
help
reinforce
a
position
or
statement
you're
making,
add
 credibility
to
your
products
or
be
of
value
to
your
users
as
a
reference.”

Great
 advice
I
say.

  • 16. 
 She
goes
on
to
say,
“From
a
ranking
standpoint,
linking
out
to
sources
that
use
 the
same/similar
verbiage
and
keyword
phrases
helps
to
establish
relevancy
for
 your
terms.
Keep
in
mind,
even
outbound
links
using
keywords
in
the
anchors
are
 on‐page
content
for
you.
Keep
your
anchors
relevant
to
your
on‐page
topic
and
 pointing
to
pages
similar
to
your
own.”
 
 Rand
Fishkin
chimes
in
by
saying,
“Linking
out
is
something
I
recommend
all
sites
 do,
not
just
for
SEO
purposes,
but
to
help
their
perception
as
good
internet
 citizens
and
to
help
earn
links
back
in.
A
recent
study
of
news
sites
confirmed
that
 "in
general
there
is
a
strong
relationship
between
news
websites
linking
out
and
 getting
links
in
return."
 
 Linking
out
can
be
used
to
emphasize
an
important
point
you
are
trying
to
make,
 especially
if
you
are
writing
a
“cornerstone”
blog
post
(an
important
tenant
that
 forever
stays
on
your
blog
home
page)
and
want
to
back
up
what
you
are
writing
 with
opinions
from
other
thought
leaders
in
your
field.
It
helps
to
add
credibility
 to
what
you
are
expressing
and
gives
your
reader
a
more
favorable
impression
of
 your
post.
How
did
we
do
this
before
the
Internet
came
around?
We
used
 footnotes
or
endnotes
in
books.
Same
concept,
but
different
in
the
fact
that
you
 can’t
simply
go
to
that
book
or
article
that
was
footnoted
and
look
at
it
instantly
 like
you
can
on
the
web.
Gotta
love
the
steady
advancement
and
application
of
 technology!
 
 Linking
out
can
also
be
used
to
link
to
other
forms
of
online
media,
like
podcasts,
 you
tube
videos,
and
the
like.
You
don’t
have
to
always
put
these
on
your
site
– simply
link
out
and
watch
your
influence
grow!
 

  • 17. What
can
Link
Friendly
Content
do
For
You?
 
  Higher
website
rankings
in
the
search
engines
 
  Bigger
and
more
influential
standing
in
your
online
community
 
  More
qualified
traffic
 
  More
sales
 
  And…the
benefit
of
appearing
on
Diggs
home
page….
 
 Writing
for
Social
Media
Site
Inclusion
–
Link
Friendly
Content
and
 the
Potential
for
Domination
 
 One
of
the
best
things
that
can
happen
if
you
have
written
a
link
friendly
blog
 post,
press
release
or
article
is
appearing
on
Digg,
Delicious
Popular,
Reddit
or
 the
other
social
media
sites.
Write
a
great,
link
baiting
post
with
a
powerful
 headline
and
you
could
be
well
on
your
way.
As
mentioned
previously,
you
want
 to
use
your
keywords
in
the
title
–
this
is
a
great
place
to
use
them.
If
your
post
 gets
lots
of
Diggs,
then
it
could
be
on
the
home
page
of
Digg,
which
would
result
 in
hundreds
or
thousands
of
links
back
to
your
site.
 
 Note:
you
can
post
your
own
content
to
the
social
media
sites,
but
it’s
usually
 looked
down
upon.
Get
someone
else
to
do
it
for
you.
 
 
 
 

  • 18. Guest
Writing
on
Other
Blogs
 
 What’s
another
great
way
to
build
link
friendly
content
that
most
people
forget
 about?
Write
for
another
complimentary
blog
as
a
guest!
Others
in
your
industry
 are
always
looking
for
blog
writers.
With
the
demand
for
fresh,
exciting,
link
 friendly
content
always
out
there,
you
will
be
welcomed
with
open
arms
when
 you
ask
to
write
for
another
blog.
What
you
want
to
be
sure
and
do
is
provide
a
 keyword
rich,
anchor
text
link
to
your
site
in
your
guest
blog
post.

 
 Chances
are
you
will
get
your
link
benefit
in
the
bylined
section
of
the
post,
but
 occasionally
it
may
be
appropriate
to
link
to
something
on
your
site
in
the
main
 post
itself.
When
you
do
put
you
link
in
the
byline,
make
sure
you
consider
the
 needs
of
the
reader
and
link
to
something
on
your
site
that
they
will
find
 valuable,
not
just
your
home
page
URL.
Do
you
have
some
important
content
 that
always
stays
on
your
blog
home
page
and
acts
as
a
“101”
or
“Intro”
to
your
 product
or
service?
Link
to
this
URL.
 
 Posting
Video
Content
on
You
Tube
 
 Here
is
something
almost
no
one
does,
but
should:
when
you
put
a
content
rich
 video
up
on
You
Tube,
place
a
link
back
to
your
site
in
the
description
of
your
 video.
Use
anchor
text
here
as
well.
This
will
serve
you
well,
because
it’s
coming
 from
a
big
important
site
like
You
Tube.

 
 And
Finally…
 
 What
are
the
three
most
important
criteria
a
search
engine
robot
might
consider
 when
it
is
evaluating
an
inbound
link?
 

  • 19. Rand
Fishkin,
who
asked
this
question
to
the
most
intelligent
SEO
people
he
 knows,
came
back
with
this:
Anchor
text,
global
link
popularity
of
the
linking
site
 (how
important
is
the
domain
providing
the
link)
and
topical
relationship
of
 linking
page
(how
relevant
is
the
page
providing
the
link).
 
 What
should
you
do?
Have
links
from
highly
authoritative,
trustworthy,
and
 relevant
sites
with
anchor
text
representative
of
the
products
or
services
being
 marketed
by
the
target
site.
 
 And
our
good
link
building
friend
Eric
Ward
sums
it
up
like
this:

 
 “It's
still
about
content...The
bottom
line
for
me
is
quality
content=quality
links.

 Will
the
content
attract
links
now
and
over
time
and
will
those
links
help
you
 meet
your
marketing
objectives?”
 
 In
other
words,
build
link
friendly
content
–
every
day,
in
every
way,
and
for
 every
purpose.
After
all,
it
all
starts
with
content.
If
in
doubt,
ask
yourself
this:

 what’s
in
it
for
the
reader?

 
 From
those
first
ideas
you
had
in
your
head,
to
the
words
you
write
on
your
site
 to
the
desire
of
others
to
be
associated
with
your
content,
in
the
form
of
links,
 it’s
all
about
the
words.
And
doing
it
over
and
over
again,
always
improving
on
 what
you
did
before,
takes
you
one
step
closer
to
higher
search
engine
rankings,
 better
converting
copy
and
a
loyal
community
of
followers
‐‐or
what
we
call
 ultimate
success
on
the
web.
 
 Want
to
know
more?
Need
to
learn
how
to
promote
your
link‐friendly
 content?...
 

  • 20. …Buy
the
book
that
legendary
copywriter
Bob
Bly
calls,
“The
most
important
 copywriting
book
to
be
published
this
year.
Every
online
marketer
and
copywriter
 can
become
more
successful
and
make
more
money
by
mastering
SEO
 copywriting,
content
writing,
key
word
research,
Web
2.0,
social
media,
viral
 video,
and
the
dazzling
array
of
new
traffic‐generating
tools
available
on
the
 Internet
today.
No
one
teaches
these
disciplines
better,
from
a
copywriting
 standpoint,
than
Jon
Wuebben.
If
you
are
serious
about
online
marketing
and
 copywriting,
you
absolutely
must
read
every
word
of
this
book
from
cover
to
 cover."
 
 Content
Rich:
Writing
your
Way
to
Wealth
on
the
Web
 
 Thanks
for
reading!
 
 Jon
Wuebben
 www.contentrichbook.com