Before you start your link building campaign, take time to get your site in shape. Make sure your site looks professional, has good content and is easy to navigate. Validate your HTML code and check your links with a tool like HTML Toolbox. If a potential linker goes to your site and finds broken pages, they are not going to want to link to you.

In addition, directories have gone on record saying they may exclude sites with broken links and page errors. Directories want only professional looking sites in their databases, so do your homework on your site before you start promoting it and your linking campaign will be more effective.

Before you ask for the link, get to know the web site. Establish yourself as a real human first. That way, when you ask for a link, it's harder for them to say no.

Impersonal broadcast emails asking for links are spam. Sure, it's easier, but it will only result in making another company mad at you. Spam link requests do not work and waste everyone's time. Don't do it!

Jumpstart your link campaign by getting directory links first. This is especially important if you have a new site or a site with no inbound links. A shortage of inbound links puts your site at a severe disadvantage because link analysis is an important part of every search engine's ranking algorithm.

The way to overcome this disadvantage is to get a few quality links. A good way to start is to get listed in as many directories as you can. There are many directories out there, and the more you can get into the better.

A few to target include:

• Open Directory
• Yahoo
• google.com

Be aware that most of these directories require you to pay for a listing. It's worth the expense.

It's a good idea to have something to offer in return for a link. Many sites won't link to you unless you link back to them or otherwise make it worth their while. Create a Resources or Partner page that allows you to have a place from which you can easily link to them.

You might also offer to work a barter arrangement with them. If you have a popular site with their target market, they might consider free advertisements in exchange for a link. If the link is of great value to you, be prepared to give something back.

Organize your findings

Again, there are many ways to do this, but it's always a good idea to keep it simple. Use a spreadsheet to keep track of the following:

• Full name of site owner or Webmaster.
• E-mail address of the site owner or Webmaster.
• Home page URL of link partner.
• Page rank of the page where you think your link belongs.
• Something unique that you liked about the site.
• Date of initial link request.

For many sites, much of this information will not be available, but you should try to find as much of it as you can

Now that you have a list of potential link partners, go through the list and send a custom e-mail to each one requesting that you trade links. Do not send a generic e-mail requesting a link; it will not get a response. Your link request should mention the following, most of which comes from your spreadsheet :

• Something you liked about their site; compliments go a long way.
• Why you think your link belongs on their site.
• The URL to exactly where you think your link fits on their site.
• The URL of where you'll be placing their link on your site.

Once a month has passed, follow up with each site that hasn't linked to you yet. Save time and only follow up with the cream of the crop — those in your spreadsheet with the highest page ranks.