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These days, one of the best routes to traffic from search engines isposting substantive content that has value for a particular audience. Thenyou want to get that content linked like heck. Inbound links increase yourchances of rising in the search engine ranks. When you've chosen anappealing topic, filled your piece with meaty content and keptself-promotion to no more than 10 percent of the file, you should be ableto arrange free links with a lot of effort and no monetary outlay. Here'show I've done it.The obvious, head-on type of link campaign would involve visiting a searchengine, plunking in the keywords that would index your bait piece andscreening the sites that turn up, selecting those likely to be receptive toa link request. Best bets: non-commercial information sites trying to offercomprehensive links to quality resources in your topic area. For linking toyour bait piece, forget brochure sites of companies and professional firmsunless they include a sizable link directory.Because this method forces you to screen out so many poor candidates forlinks, I use a more backhanded technique. First I identify awell-established site or page containing substantive bait that targets thevery audience I would like to reach. By "well-established," I meansomething from a respected source that has been on the Web for at least ayear -- the longer the better. Then I perform a link search to hone in onsites that have linked to the well-established site's bait.For instance, when looking for sites to link to my resources for freelancewriters, I sifted through sites linking to the late lamented Inkspot, whichpredated me on the Web by a couple of years. When looking for linkcandidates in the solo-professional category for my marketing and publicityresources, I performed a link search on predecessor Working Solo.Several of the major search engines make a link search easy to do. Forexample, at Altavista.com, if I wanted to find which sites had linked tothe ClickZ Network, I would type: (without the quotation marks)"+link:clickz.com -site:clickz.com" into the search box. This asksAltavista to find all pages linking to clickz.com except pages within theClickZ domain itself.You can also use free-standing services set up for precisely this kind ofsearch, such as linkpopularity.com, which provides easy access to the linksturned up by Altavista, Hotbot and Google.Now once you've identified sites you consider likely to add a link toyours, how should you approach them? I'm not a big fan of a "you link me,I'll link you..." overture. To me that implies that your site lacksintrinsic value and that you have to add an incentive to become worthy ofthe link. Also, you'll often find sites you don't want to link to (becausethey're amateur-looking or contain nothing distinctive, for instance) butstill want links from. Instead, I tell the Webmaster or site owner that I'mwriting to tell them about a new resource on ___ that would make their listof links even more valuable, or more comprehensive.If you are creating a master list of topical links for your own site, itworks well to say that you've linked to them and would they consider a linkin return? This makes most people curious enough to check your site andreciprocate where appropriate.Make sure your link request is patently personal, a genuine one-to-onemessage. And instead of merely providing a URL that you invite them tocheck out, provide the title of your bait piece and say something about itsvalue to their site visitors. Something in the format of a press release,or any kind of carbon-copy message, will definitely not yield the resultsyou want.I have to admit that even with the strategy outlined above, the quest forlinks is tedious and slow. Don't even get started with it unless you feelrelaxed, with a long evening ahead of you. You'll encounter frequentfrustration when you find a perfect link candidate and comb the site invain for the Webmaster or site owner's e-mail address -- indeed, anycontact information at all.Above all, remember that links to your bait piece are not the end inthemselves. You've installed your bait within your site, so that anyinbound link to your information piece stimulates readers who find itvaluable to explore the rest of your site and buy your products or sign onas clients. That's the real goal of all this work! Article Tags: Bait Piece, Link Search