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Selling Links to Your Site

"We get zillions of people emailing us asking for links," says Kate Heyhoe, editor of the Web's Electronic Gourmet Guide (eGG) site, an electronic magazine about gourmet cooking. "Our policy is that we don't automatically do mutual links." Many web site administrators trade links with compatible sites without charging them. eGG, however, makes money on those deals. "Web site linking is valuable," Heyhoe says. "And we bring more to a lot of sites than others out there, so we don't pay - we expect people to pay us."

When another site administrator - say, from a cooking utensil catalog - calls Heyhoe to ask if eGG is interested in linking to the catalog, the first thing she considers is the site's value. How many users regularly visit the catalog? Is it a broader audience than eGG draws on its own? Is it the target audience that eGG strives to reach? This type of information is available from a web site's tracking or hit-rate reports. Second, Heyhoe looks at the quality of the other site. Is it easy for users to get back to eGG, or will eGG just be sending them away? Does the site take too long to load on the computer? "We've branded eGG and want to keep the image as a responsible site with top quality," Heyhoe says.

If the answers fit eGG's profile, the company strikes a deal with the other site, charging it a monthly fee. Many web sites trade mutual links without charge. Those that do charge a fee levy anywhere from a few hundred dollars a month to a few thousand.

From "Tips & Tactics for Marketing on the Internet," edited by Bradford W. Ketchum, Jr.,
published by Inc. Copyright@1997 by Goldhirsh Group, Inc. Boston, Mass. All rights reserved.

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