The number of links your website has is a powerful metric used to determine its vitality.
Yes! If you have a stronger website over a competitor you can easily access comparative link tallies through Google or Yahoo and make a competitive case.
To get the tallies go to Google or Yahoo and type in: "link: your website URL" ("link" followed by a colon, then a space, followed your website address. i.e. "link: www.broadcastengineering.com".
Hit enter or search. The number of links that search service has associated with your website will appear. Now do the same for your competition.
On a call:
Before you present your comparative link numbers you will need to presell the idea of "links" as an important web metric.
"Big deal!" your advertiser might say. But on the web links ARE a big deal. Who you are linked to, and who those you are linked to are linked to is one of the top metrics search engines use to determine the ranking of a website. The more and better quality the links a website has the higher it will appear on a search result. Moving to the top of a Google or Yahoo search is a prime goal of every commercially viable website.
Need proof? Dan Crow is a well known “Search” expert and former director of “crawl” services at Google. He now travels the globe speaking to webmasters who are looking to increase their website ranking on search services. He tells his audiences to focus on four areas: having relevant content, building user involvement, actively involving the search engines, and having many and high quality links.
Of the four, "links" offers the only hard measurement of the vitality of a website that is easily compared.
Read a review of a Dan Crow speech:
After you sell the idea that the link count of a website is a vital metric, preset your comparative numbers to make your case.
Thanks to Jon Chalon, Vice President, Entertainment Technology Division Group Publisher, Broadcast Engineering & Radio Magazine, for sending this one in.
If you know of any great websites or studies media sales people can use please send them in!