Incoming Links and Directory Submissions

The online marketing power of link building isn't obtained by mere happenstance; like anything worthwhile, getting those prized links takes effort. Your options are to buy, earn, flat out ask for links, or to go the online directory route.

Buy

While it may feel a bit like paying people to be your friends, there's a lot of incentive for footing the bill for links. Usually, paid links are found through directories (though not all directories require payment), of which there are many options available depending on your expectations; you can list your site in directories as general as Yahoo! or Business.com, or you can look to directories as niche as BicycleShopsThatOnlySellPurpleMopeds.com. Just be sure to do your research to ensure that the links you buy are of high-quality and will offer a high return. Keep in mind, however, that earned links are generally better than paid links.

Earn

This method of link building will require some time, effort, and a bit of moxie, but you'll find the links your efforts yield to be well worth it. Some avenues to explore include...

• adding a section on your site for articles, newsletters, or RSS feeds. Then submit your writings to article banks or ezines.
• online public relations and/or press releases. Besides adhering to the old adage that "All publicity is good publicity," submitting your company's news to online news distribution services simultaneously targets other outlets, including Yahoo! and Google News and others.
• blogs and discussion boards, especially if you keep your postings current, relevant, and interesting.
• product reviews and consumer content.

Just be sure to always include your linking information.

Beg

Hopefully it won't come to begging; usually a friendly note will suffice when asking other sites to list your links. As always, when attempting this or any other manner of Link Building, look for non-competitive, content-rich, high-quality sites. Also be sure to point out how a link to your site can benefit the site that's doing the linking. Neglecting any of these linking standards will be a waste of time and energy. Since asking for links is often difficult and time-consuming, you may want to improve your odds by offering a reciprocal link. But don't overdo it...and only offer a link back if it benefits your users and theirs.

Directory Submissions

Usually, directories will fall under the category of paid, unpaid, or niche and they serve well if you're looking for a target audience. A typical directory listing, for instance, can fall under the categories of Bikes > Motorcycles > Harley Davidson > Ohio.

Paid directories, as mentioned before, include the major players of Yahoo! and Business.com, though listing and linking with other smaller directories through paid submission is out there. We'll say it again: do your research before committing to a directory. Otherwise you're running the risk of lost time and lost money.

Unpaid directories make a lot of sense when looking to add links towards your site. Currently, your best bet is to register with dmoz.com, aka the Open Directory Project (ODP). Besides being free, dmoz.com data is used on over 350 other directories (including Google), making your site that much more accessible. Keep in mind, though, that it can take months to get approved and/or listed, so don't put all your eggs in the dmoz basket.

Niche directories allow you to get down to the nitty-gritty of your industry. Themes of this type of directory can range anywhere from antiques to horses to machinery to roofing material; it's safe to assume that no matter what your business does, there's a directory out there to support it.