5 Reasons Why Link Swapping Is Killing Your WebsiteMichael Cheney I created my first website in 1995 - it was so long ago I built it out of rock and wood, not HTML. Shortly after it went live I realised that nobody apart from me could see it and it started to dawn on me what this Internet thing is all about. It is not about having a stand-alone website plonked somewhere that nobody will ever see - it is about being part of an INTERconnected NETwork of other websites. INTER-NET. The penny dropped - I needed to start getting connected to other websites. Much has changed since then my hair got longer, shorter and has since started to recede further up my head for one thing but it seems the desire and pressure you face as a website owner to exchange links shows no signs of fading. But link swapping is killing your website! Heres 5 Reasons why... Reason No. 1 - Its Addictive! Its true. You might not be that far down the link-swapping path yet but I promise you it will happen sooner or later. One day youll find yourself laughing like a maniac as you run a report to see how many in-bound links you have and start rubbing your hands gleefully as you reach that magic milestone you set yourself six months ago. Youll start mainlining reciprocal links: "Just one more link. Please - all I need is one more link!" Take a deep breath, step back from the precipice and think for a moment. Why do you want all these links pointing to your website No, honestly - why do you REALLY want all these links pointing to your website To improve link popularity Youre falling into the trap. Do you want it to boost that little green bar that Google assigns to your page see toolbar.google.com Wise up! Reason No. 2 - It Is Eating Away At Your Time Like A Hungry Hippo! Just take a look at the last time you went out looking for a link and got it. How long did it take you Not long Well, let me put this another way - how long did it take you to find the right type of websites, look through those and find ones that even have a links page, find the contact information for the websites you wanted to contact, create the email, send the email, respond to the email, place their link on your website, check that they reciprocated with you, email back and forth a few times more and so on... If you add up all the minutes that each of these elements takes you could be looking at half an hour per reciprocal link established - maybe even longer! And dont think youre cutting corners if youre using software. It might be quicker to find possible linking partners using software but its a false economy as, to my knowledge, people are still cleverer than machines. What I mean by this is I can tell if you email me using software rather than using your own fingers. If you go looking for reciprocal links using software you are FAR less likely to get a response so the whole process will probably take you as long in terms of time spent per link established. Reason No. 3 - You Are Spending More Time On Other Peoples Websites Than Your Own If you spend a lot of your time researching and creating reciprocal links youd better make sure that your website is perfect. Remember - all that time youre spending developing reciprocal links could be spent adding new content to your website, sending out an up to date newsletter to your mailing list or even sitting down and writing out goals for your website. If you spend all the time on improving your website, adding great content, providing excellent service, keeping it up to date, testing different headlines and homepage layouts INSTEAD of spending the time building links guess what You will magically find that more people link to you anyway! In fact - your website will become such a great resource because of all the time youre dedicating to it that people will go OUT OF THEIR WAY to link to you! How ironic is that! You go hunting for links and your site suffers and therefore hardly anybody links to you. You spend time on making your website THE BEST IT CAN BE and everyone starts linking to you as, shock horror, you have a brilliant website that is worth referring to.. Reason No. 4 - You Dont Have A Multi-Million Dollar Budget To Beat The Boffins Those white-cloaked geeks over at Google towers and the like have millions of dollars at their disposal to create the latest technology that can sniff out the merest whiff of dodginess when it comes to link swapping. If they think something is suspect you might get penalised. First you started to see sites that used the same phrase for their inbound links get penalised. Then it was sites that engaged with link farms. Who knows whats next Ultimately you can bet your bottom dollar that the search engines will change their tack with reciprocal links and their importance - some of them are already starting to look at the words that appear before and after each link to make sure it is on a relevant page and not just created as part of a reciprocal linking deal. Its a risky game were all playing and my moneys on the guys with the white coats and millions of dollars.. Reason No. 5 - You Are The Weakest Link, Goodbye! When push comes to shove this whole game of website marketing is about balance. Imagine you are a tightrope walker. Fifty metres beneath you is a huge vat of boiling hot lava. To help you across the rope from the podium of "website launch" to the podium of "website success" you get a balancing rod. Spending too much time and effort on reciprocal link building is like having a large sack on one end of the rod. This sack has an elephant in it. The elephant is wearing boots. Made from concrete. Get the picture
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