Link building is not completely a thing of the past, but definitely is thought about differently than it was.
Link building now is more of a relationship building effort. The same way that building links through commenting is now
comment marketing. Dare I bring you back to Rand’s whiteboard Friday on the topic?
Basically, a person is much better off commenting with an engaging and worthwhile comment rather than one that be a magnet for the spam button. Writing engaging comments, that inspire further discussion, is comment marketing. This is something try to teach in the Photographers SEO Community. We encourage photographers to build relationships because when it comes to SEO for photographers, looking like spam can be way too easy.
Finding websites, bloggers and companies to build relationships with is easier than most might think. Yes, it can be done by using special search queries, but there are other methods a well.
Google Alerts
Google Alerts is a beautiful tool. In my opinion, one of the best things Google has done since sliced bread. By setting up email or RSS alerts, you can be notified of new content talking about the keyword you are trying to build relationships around.
For example, I wrote an article sharing the best business books for photographers. As you can see, my article is showing up second in the Google Alert preview. If there was a newer article (not Amazon’s product link) since I published mine, then it would show at the top. Depending on the keyword and severity of my relationship building effort, I will use the following settings:
- Result type: Everything
- How often: Once a Day (or Once a Week)
- How many: All Results
- Deliver to: Email
If you opt to receive an email instantly, you can be the first to hear about a new article with your keyword.
Google Search
You might be thinking “Who doesn’t know about using Google Search?” and you are right. There are more Google users on the Internet than any other search engine, so it is no surprise that it can serve as a great relationship building tool. Going along with the same example for business books, you can see the first few listings that show up in Google.
The way I determine websites that I want to build a relationship with is the same way that I would check my website’s ranking.
- Load your browser of choice
- Turn on private browsing, incognito, 007 or whatever non-data capturing mode your browser uses
- Visit Google
- Search for the keyword
The top results that show up, while they might be competition, can also be places to build relationships. For instance, Digital Photography School is driven by Darren Rowse. With a little research, you will see that Darren also runs ProBlogger and is very active in many blogging communities. He could be a great person to build a relationship with not only for the keyword in question, but many others in the future.
Topsy Search
Topsy is a tool to search conversations on Twitter and Google Plus. As you can see from the example, my article has been shared by a few other people. Of course, I could easily send a public reply or direct message with a thank you, but why not take it further? Build a relationship by researching the person or company, and emailing them with a personalized thank you. That is relationship building.
The Next Steps
Once you have identified websites where you want to build relationships, do your research. Then write a very personal email that catches attention, keeps it and warrants a reply. Something like this:
Super catchy subject line
Hey Scott, I have been reading your blog for quite some time now, and recently read the article you published on business books for photographers. I find it interesting that you mentioned the book on photo booth business. I purchased the book to see and now understand why you recommend it. For wedding photographers looking to expand their business into photo booths, it’s perfect!
Just the other day I released my own business book and I would love to hear your feedback on it. Would you be interested in reading it? If so, I’d gladly send it as an attachment. I think that you will find my approach to a photography business to be modern and social, with a mix of tradition.
Speak soon,
John Doe
Have you ever tried to send an email for relationship building and not receive an answer? If so, retrace your steps. See if the email was personal and eye-catching. If it was, don’t be alarmed as the website owner might just be extremely busy.
Thanks for reading,
Scott
Scott Wyden Kivowitz is a New Jersey Photographer sharing his passion for photography any way he can. Scott regularly hosts photowalks in New Jersey and loves educating other photographers on all aspects of the art. Scott is also the Community & Blog Wrangler at Photocrati and the Photographers SEO Community, teaching other photographers on how to increase business with their website.
