Ranking too well in the search engines and want to give your struggling competitors a more level playing field? Then follow these 3 easy steps to alienate those who already link to you and torch your best inbound links…

  1. STEP 1: Collect a list of your backlinks and associated anchor text.
  2. STEP 2: Scrape WHOIS domain information from all the linking sites. The email address of the administrative contact for each domain is what you’re after.
  3. STEP 3: Spam the admin contacts like there’s no tomorrow! Make the email generic so it’s clear you haven’t ever visited their site or that you are aware of any existing business relationship the linker has with you. Make sure the email reads like it’s written by a non-native English speaker (nothing makes a recipient feel more special than the knowledge that they’ve been outsourced to an overseas spam/call center!) To top it off, suggest specific anchor text without regard to whether the anchor text makes sense in the link’s current context.
  4. (Optional) STEP 4: Laugh all the way to the bank. Once at the bank, make a large withdrawal and promptly flush that cash down the nearest toilet.

(I figured I had better add Step 4 so it’s extra-clear that I’m being facetious!)

Here’s an email I received yesterday that follows the above Three Easy Steps, from a valued former business partner (I’m sure it’s actually their new SEO agency)…

(Names have been changed to protect the guilty.)

Subject: A request from Widget Emporium
Date: August 5, 2008 [5:01:41] PM CDT
To: sspencer@netconcepts.com

My name is Heather Irwin and I am Rep for Widget Emporium. I have noticed on your website page: https://www.gravitystream.com/, which provides visitors with some great Retail information, you have a link to our site https://www.widgetemporium.com which reads Widget Emporium.

Thank you so much for the link — we really appreciate it. However, I am writing to ask if you would make one minor change to the listing so we can improve the brand awareness of Widget Emporium.

Can you please change the link text to Home Decor by Widget Emporium?

Additionally, if you can also change the link URL to point visitors to https://www.widgetemporium.com, we can work together to provide visitors with more relevant results for their search.

Alternatively, you may use the following HTML code to update our link:
<a href=”https://www.widgetemporium.com”>Home Decor by Widget Emporium</a>

Please let me know if the above provides you with the information you need to make the necessary changes.

I can be reached via email or if you’d like to talk about this by phone, my direct number is 480.282.6052.

Thank you for your time!

Heather Irwin

When it comes to link building, it’s all in the approach. The last thing you want to do is relegate this critical task to what are sometimes referred to in the industry as “link monkeys” — underpaid non-experts in link building, usually interns or overseas workers. Particularly if it’s immediately obvious when reading their emails that they aren’t native English speakers.

I’ve suggested in past Link Building presentations to “mine your existing backlinks” for opportunities to improve sub-optimal anchor text (like “click here” or your URL) then lobbying to get the anchor text changed. But you can’t just do this en masse and spam everyone to hell. Be selective about who you target. And when you do reach out, craft a unique message that makes it clear you understand the relationship the linker has to you and that you are familiar with their site. Start a dialogue. Build a relationship. Even consider picking up the phone. (Now I’ve really shocked you!)

I know this is difficult to scale, but “get links quick” schemes rarely work.

P.S. “Heather” (if that’s your real name), I’ll be removing your link shortly.