SES: E-Zines Often Overlooked in Buying Links

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NEW YORK -- Placing text links in blogs and e-zines is a cheaper, often overlooked way for advertisers to generate revenue and traffic to their sites, Eric Ward told attendees during a forum on link buying at yesterday's Search Engine Strategies Conference & Expo.


"A lot of folks are focusing on buying links on Web sites," said Ward, owner of EricWard.com, a site offering link-building services. While those may generate revenue, advertiser links in blogs and e-zines are another overlooked venue.


But how do advertisers find which blogs and e-zines to buy links on? Many publishers issue a multitude of e-newsletters. For example, iVillage.com has 44 of them. Ward suggests using one of the e-zine search engines, including Ezinehub.com and Ezinelocator.com.


"If you have a Web site devoted to archery, you can search Go-ezines.com to determine if it's related to what you do," he said. "There are thousands you can find that you may never find via Google or others."


Also, there are "tons of blog ad networks," including a new one offered by Yahoo and CrispAds, that do keyword-based targeting.


Still, Web sites are a viable way to buy links. Don't overlook buying links on university and nonprofit Web sites, Ward and other panelists suggested.


"Edu. links are really golden," said Debra Mastaler, owner of Alliance-Link.com. A major retailer recently partnered with a university. The college placed a link to the retailer on its Web site, and the retailer promised to release its local job openings on that site first.


"Do you hire college kids?" Ward asked attendees. "You'd better contact the career services center and make sure they link you."


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