How to Torch Your Links in 3 Easy Steps

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…

STEP 1: Collect a list of your backlinks and associated anchor text.
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.
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.
(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: http://www.gravitystream.com/, which provides visitors with some great Retail information, you have a link to our site http://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 http://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=”http://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.

Comments

Pepe says

August 6, 2008 at 11:52 am

Hi,

Sorry about this, kinda of new to this whole seo business. I am embarrassed to say that I fail to understand the direct link between the 3 steps and the actual email.

I don’t even get the point of the email. There is no actual changes in the link right??

Early apologies for the inconvenience and great blog by the way.

Dave Dugdale says

August 6, 2008 at 11:53 am

I love the last line in the post:

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

So true. People can shoot themselves in the foot with this automatic tactic.

Stephan Spencer says

August 6, 2008 at 2:54 pm

Hi Pepe,

The email was a request that I change the anchor text from “Widget Emporium” to “Home Decor by Widget Emporium” (I’m using Widget Emporium instead of the company’s real name). They got my email address from the domain WHOIS directory. The email was not written by a native English speaker (e.g. who ever says: “I am Rep for”). The spammer didn’t acknowledge the business relationship we had with the company (i.e. they were a past client). Nor did they see that the link was within a client list and that a keyword-rich link would not be appropriate. The way the email reads, it’s clear to me that it was a mass email where they did a “mail merge” to insert my URL into the message body. We know the company recently hired an SEO firm out of Arizona (I won’t name who, but suffice it to say they are very big), and the phone number in the email coincidentally has an Arizona area code. Coincidence?

Stephan Spencer says

August 7, 2008 at 7:15 pm

Hi Les,
Good question. The generally accepted protocol is to add an “UPDATE” at the end of the post if it’s important. Edits that are minor like correcting typos can be done directly without getting any readers into a huff.