I received a product demonstration from Adam, Jordan and Nick at Sysomos yesterday, and the tool impressed me… The demo got me thinking about mapping the inbound and outbound links of a given website and what both types of link mean for building relationships with on-line influencers:
inbound links Looking at a graph of a blog’s inbound links gives you an idea of the number and quality of other blogs/sites that are picking up news from it. This is important when it comes to reach. You want to look for sites that are news epicenters around your keywords and attempt to get the attention of and build a rapport with the caretakers of that site.
outbound links Looking at a graph of a blog’s outbound links gives you an idea of the blogs/sites that blog gets news from. This is important when it comes to getting attention. You want to look for sites that break news for the news epicenters, and build rapport with the makers of those sites, if you can’t get in good with anybody from a news epicenter.
Finding one site with a large audience to write about your story is good, a percentage of people from that audience will read the write-up, share it, and/or click through. But it’s even better when a number of other sites, that you hadn’t built relationships with, write about your story because of the first site’s post. When this occurs two things happen:
A. You extend your reach to new audiences
B. You have a reason to engage/build rapport with an increased number of bloggers
Achieving network effects with shared news/posts is a primary reason to map out the inbound and outbound links of sites that discuss topics of interest.