What Makes a Web Site Link-Worthy?

What Makes a Web Site Link-Worthy?
by Eric Ward
Original July 2002, updated July 2009 ShareThis

What is the motivation for one web site owner to link to another web site? The fundamental principle of the web is to allow any document to link to and to be linked from any other document. This is how Tim Berners-Lee intended it when he first proposed the hypertext protocol in 1989, before most of us had ever heard of the Internet. Initially developed as a way to help researchers interlink related documents from computers all over the world, the web was soon discovered by those more interested in commerce, and several years later, here we are.
It's interesting to me that nearly every commercially related web development since its founding has been in some way related to the link (that is, an attempt to find new ways for one site to be linked to another). Banner ads are, at their core just a link from one site to another. So are text ads, whether on web sites or in newsletters, or in an email message. And buttons, badges, icons, etc., are all just another form of link. A PPC listing or a Twitter tweeted URL or a list of search results are nothing more than links. Your Yahoo! directory listing, BBB member page listing, even that cool widget you created -- no matter how you spin it -- are all links.

Anything to be clicked on that shuttles people from one place to another while online constitutes a link.

The development of all form and fashion of linking types has never improved upon the original, and no amount of cleverness will ever change one universal truth: the less useful your content, the less likely you are to ever receive a link to it.

If we think of the word "useful" as a continuum, then the most useful sites are those that provide rich, quality content on a specific subject on which the editor or provider is an authority. Think of the U.S. Government's CancerNet site aka The National Cancer Institute. Now there's the ultimate example of content on the right side of the continuum -- tens of thousands of pages on every facet of cancer, all free, all generated by experts in the field. In fact, with no marketing department, the CancerNet site has tens of thousands of links pointing to it from other sites around the world. It's one of my standard sermons: Useful content gets linked. When CancerNet hired me to do some link planning, there wasn't a whole lot for me to do. It took me less than a month to augment and improve what was already in place -- a great collection of inbound links.

The reality is we can't all be CancerNet. Most sites simply do not have the kind of content that engenders tens of thousands of links. So what do you? What if you are simply trying to sell a few widgets and don't have any reference to quality content? If your site lands on the left side of the useful continuum, you accept that you are not going to get many links. And those links you do get, you will probably have to pay for. And those links you pay for are not likely to help your rankings, and might even hurt them.

If you don't want to accept this reality and truly want to earn links to your site, you have one (and only one) other option available to you. Make it link-worthy.

What is a linkworthy site? Let's imagine you have an online magic store that caters to professional and amateur magicians. On your site, you sell tricks, supplies, hats, capes, and wands, even the saw-the-person-in-half gag.

If your content were nothing more than an online store, why would anyone link to it? You might get a few links on any magic-site web guides and link lists. But then what? If you are an online store with nothing but products as your content, then you MUST look to associate/affiliate programs as a means of generating links. Basically, paying for them.

But maybe there is something more you CAN do, if you are willing to roll up your sleeves.

What if, along with your products, you create a searchable database of information on magic. What if you had complete biographies of more than 700 magicians? What if you had a section devoted to magical world records, or a glossary of magical terms, or a directory of magicians on the Internet?

This would then be an excellent example of how a store site can add rich, relevant content, value, interest, and community to its web site, as well as sell merchandise. This site would be covered by just about any writer who writes about magic and/or reviews web sites.

The above is not just a wide-eyed, hypothetical example. In fact, the site I'm referring to is called MagicTricks.com.

Thinking like a site reviewer, it's difficult to find high-quality online media outlets and site reviewers willing to cover or link to marketing/sales sites. The more a site offers deep information on a certain subject, databases, community, guides, forums, reviews, etc., the more likely the editors are to want to cover it. Whether it's a business or consumer site, the more content-rich the better, especially if the site's mission is sales. A site designed to sell a product is far different than a true reference site with hundreds and hundreds of pages of free information on a particular subject.

The best analogy I can think of to explain a sales-focused web site is a public library. A library is, first and foremost, about content, although it does sell things. You can buy copies of books, order maps, buy online database search time, or rent study offices or PCs. Some libraries even have video-rental services and snack shops or restaurants. Money definitely changes hands at a library. But nobody would confuse this commerce with a library's true mission: offering content to patrons. In a like manner, a web site also needs to be a library of information on whatever its focus might be. Add great content to your product site.

Again, why?

Because useful content gets linked. Products don't.

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     Original title: The United States will send unmanned submarine to help search deepwater Malaysia Airlines
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    Roundup] [World Wide Web, according to U.S. "Foreign Policy" magazine on March 27 reported that the U.S,green Stripe straws. Defense Department will send a submarine "Bluefin -21" (Bluefin-21), may be left behind in the sea to help search Malaysia Airlines aircraft wreckage.
     
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       原标题:美国将派出无人深水潜艇协助搜寻马航坠机残骸
      【环球网综合报道】据美国《外交政策》杂志3月27日报道,美国国防部将向派出一艘潜艇“蓝鳍-21”(Bluefin-21),协助搜寻可能遗落在海底的马航客机残骸。
      报道称,该无人潜艇全名“电缆控制海底救援车”(CURV-21),车长8英寸(约20厘米),宽5英寸(约13厘米),形似黄色鱼雷,可在最深2万英尺(约6100米)海底工作。潜艇配有高科技声纳装置、7只手形操作器、1台固定数码像机和1台电视摄像机,能捕捉清晰的海底画面。海军发言人克里斯托弗?约翰逊(Christopher Johnson)表示,“救援和潜水办公室已运用各种远程操控和自动设备,green drinking straws,协助寻找及其他重要零件”。
      据悉,此次使用的无人潜艇由凤凰国际(Phoenix International)公司制造,该公司生产的黑匣子定位器也将用于MH370残骸搜寻中。凤凰国际在过去5年与美国政府合作参与了95次搜救任务,其中多次使用无人潜艇,2012年还曾帮助美国空军成功打捞坠毁的战斗机。但美国空军官员表示,马航客机数据记录仪在海底水压冲击下已损坏,搜寻难度仍然巨大。(实习编译:陈雅彤 审稿:聂鲁彬)
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