Link building through reciprocal link exchange is a traditional, but effective way to gain back links for your business website. The basics of link requests via emails begin with searching for proper sites with which you will be exchanging reciprocal links. One needs to follow a set of guidelines, when it comes to selecting sites for link exchange. Though such guidelines may vary, the focus is generally on the relevancy and quality of the sites.
Search engine optimizers mostly advice to send link requests to sites that are complementary to each other, rather than approaching competitive sites. Yes, it is true that competitors are unlikely to exchange links, but as a marketer, I believe it is worth taking the chance. However, the trick here is in selecting the keywords or search phrases. Use the keywords you want to optimize your site for and look for sites that can be your potential link partners. Not every site ranking in the search result is likely to be your true competitor, at least not by their products and services. Such sites are more likely to exchange reciprocal links with you; in addition, they will also send the most relevant traffic to your site.
Once you have found some sites that are not your competitors for similar products and services go through their site and look for link pages. In case, the site lacks a link page check for their newsletters. If possible, place a text ad/link in the newsletter. This is an inexpensive way of getting quality back link.
This technique, often referred to as “piggybacking” helps you to take advantage of the site’s higher ranking on a similar search term. This way you pursue a back link from one of the best ranking sites, rather than competing with them to unseat their ranking. Such link exchange technique also ensures that you have a network of quality links pointing back to your site from some high-profile sites, which receive a great deal of search engine traffic due to their high placement.
However, the challenge is to convince these websites to give you a link on the first place. To make the matter easier, become their affiliate if your website sells products. If you don’t, go ahead with the affiliation nevertheless and ask them to mention you on their site. For example, your site offers information about weight loss and dieting, but does not sell any product. You can become an affiliate of a popular diet program and swap banner links.
Saying this, remember that the approach is the key factor. You main focus is to create win-win partnerships; thus, reward your link partner with a proper link back and they will reward you back in the process.