Link because it makes sense for your website. If you link only to influence search engine rankings, be careful. More times than not, this approach eventually leads to a drop in rankings or worse.

KARON: So, put “site-related” links in one section of a page and others in a separate section of page. Cool. That’s easy enough. Now, let me ask you this… what do you think about automated link generators? You know, those programs that are supposed to scour 'Net for sites that relate to yours and send automated emails asking for a link exchange? DEBRA: I’ve never used them, so I can’t speak directly to their effectiveness. Since I’ve been doing this for several years, I’ve created a technique and amassed solid resources to assist me. Every job I handle is hand crafted, time tested, and client approved!

I will come off centerline and say that you should always customize emails you send to potential link partners. No one likes a canned email request.

KARON: What do you recommend we include in emails asking for link exchanges?

DEBRA: Create one that will stand out and be different. That email is make or break in your quest to improve your link popularity and “get link.” Write a ho-hum email, and it goes to delete file. Write a compelling personalized email, and you’ll probably get link!

KARON: Great stuff, Deb! Now, link popularity has other benefits, too, right? In addition to boosting SE performance, it gives added avenues for driving traffic to sites. What other ways do those who pursue link popularity benefit?

DEBRA: One of great things about linking to sites is benefit everyone receives in process. It’s one of few, long-term, low-cost, win-win situations out there. Sites that employ strategic link marketing programs know they stand to gain increased traffic for human visitors and spiders, brand exposure, a keen competitive analysis, and higher search engine rankings.

KARON: Yeah, all those things are important to online marketers. So, Debra… what is most common mistake people make when trying to develop a link popularity strategy?

DEBRA: I’ve found it’s a tie between not developing a marketing plan and failing to see big picture.

Building a solid link popularity strategy is NOT just about slapping links on a page or making sure all of your Web pages are hyperlinked. It should be part of a long-term search engine marketing plan for your online business.

Link building and link optimization programs should be done in conjunction with a well-organized SEO campaign… period. It’s not a quick fix, and changes won’t materialize overnight. But if you implement a thoughtful link marketing strategy, and invest some sweat equity, you’ll see benefits in more ways than one. (Or you could outsource it to a link popularity professional! )

KARON: Thanks so much, Debra! I really appreciate insights.

DEBRA: You’re most welcome, Karon. Glad to do it.

Visit Debra’s site at http://www.Alliance-Link.com for additional information about link popularity.

You'll find other professionals get credibility in same way. For example, lawyers get it by citing precedents. Rather than talk to a judge in generalities, good lawyers cite previous case law and decisions by other judges.

You also know clergy gain credibility by citing passages of scripture, along with chapter and verse numbers. And, how about medical profession? For example, physicians and others don't speak of "heart attacks;" instead they speak of different kinds of heart disease and conditions. By being specific they gain credibility, credibility that sets them apart from lay people.

The concept works for just about anyone, in any profession or occupation. Suppose, for example, you're a sales manager attending a budget meeting, and general manager wants you to increase your sales by 15% next year, far more than you're likely to achieve. To argue persuasively that target should be lowered, you might explain that economy of your city is only expected to grow 2% next year, that your main competitor recently cut prices by an average of 4.5%, and that your company's production will be just 5% greater next year. Now, you've got ammunition when you argue for a lower sales target.

In summary: Data, in form of specific numbers or references, adds credibility to messages. It's a technique used by many professionals, including clergy, physicians, and sales people.