Why Trading Links With Competitors Can Be A Good Thing

By Ginger Geracitano
Posted Tuesday, August 10, 2004

For over two years now, I've enjoyed the benefit of higher search engine ranking through reciprocal linking with sites of similar, *quality* content. Done correctly, this can help your business in a variety of ways, NOT just search engine ranking!

Keep in mind that my main business is Web Design. Web Designers are certainly not in short supply are they? No, of course not, everyone that's ever put a web site together considers doing so as a 'service' they can charge for.

One of the most frustrating aspects of web site promotion that I deal with on an almost daily basis is the webmaster that will refuse to exchange reciprocal links with me, citing the fact that they "won't exchange links with a direct competitor".

In my line of work, this is just the most ridiculous thing I've ever heard. Why? Well, let's look at it this way... unless you have a full staff of people working for you, there is no way you can successfully handle every single aspect of a large site's design. This is especially true if your prospective client has a specific 'style' in mind that you simply cannot supply.

I prefer to network with fellow designers and programmers on the off chance that I get an inquiry from a client that needs something I can't supply and vice versa. I like to think of it as 'team building'. The way I look at it, a slice of pie is better than having no desert at all!

For example, if a client likes my art work and graphics, but needs a heavily scripted and database driven site, I may propose a joint venture between myself and a fellow programmer. This way, I would supply the client with the 'look' they want, while the programmer supplies the 'function' that the client needs.

Where do I keep my list of prospective team members? Why, on my reciprocal links page, of course! If I'm too busy to accept a new client's project, I send them with a referral to my linking partners! It happens, and trust me, even if I don't get the business, my prospects appreciate the help in referring a friend! It's a cold Internet out there, and a referral is always appreciated over sending them back out there to search on their own.

The bottom line is, let's not think we're 'all that' to every client. It's sometimes better to admit that you can't do it all, and to be the person that helps to meet ALL of your client's needs. Keep in mind, I'm suggesting reciprocal linking arrangements. This means you should actually discuss the advantage of doing so with prospective partners. Build a relationship with them... talk to them!

In your industry, or chosen field, is there room for partnership and reciprocal linking, even if it means giving traffic to a competitor? Think about this carefully, because you stand to increase your own business and traffic at the same time!

About The Author:
Ginger Geracitano offers her experience as a Web Designer and Business & Marketing Coach through her weekly E-Zine, The Portal To Success. (http://theportaltosuccess.com) Subscribers receive tips, strategies, and her product reviews every Monday. mailto:subscribe@theportaltosuccess.com