The boomerang effect – why sending traffic to other sites increases your own
One struggle I have with my clients at times is convincing them that they need to credit sources. Their opposition isn’t because they don’t want to credit the sources that they use, it’s because they’re afraid they’re sending traffic away from their website. It’s a common fear, but that isn’t the reality, at least not exactly.
Crediting sources isn’t only good blogging etiquette, although that is true, of course. Crediting sources also helps your blog in the long run. Yes, you are sending traffic away from your blog in a way. Although you can ensure that whatever blog tool you use that you select the link target to “open a new window” or some variation of that so when readers are sent to the resource, your own blog isn’t closed. But, you’re giving kudos to the resource(s) you used and that is positive for a few reasons.
For one, it increases your credibility. If you’re stating facts, news and not just opinion; do you really think you readers will buy you got all the information off the top of your head? Of course not! Linking other sites will also benefit you in the long run, too. As other blogs or websites see that you’ve created a link to them, they’re more likely to return the favor down the road or even recommend your business because you’re on their radar and you’ve done something that’s to their benefit.
There are pingback and trackback programs that can notify other blogs when you’ve linked to them and vice versa, and these are commonly used, so people know automatically when they’ve been referenced. These tools are a great way for blogs to keep up with the mutually beneficial linking etiquette. There are also forums dedicated specifically to link exchange (although, personally, I don’t feel it’s as authentic to reference a site because they’ve promised to do the same, rather than doing so because it’s a great resource).
The final entry of this series will appear next week, so stay tuned for specific guidelines on how to credit references on your blog. It might appear simple, but I’ve got some tips that will help you get with the linking program, and still keep your readers!
Beth Graddon-Hodgson is a professional writer/blogger and the founder of WriteSourcing a professional blogging, writing and editing service. You can read her posts on blogging for business here at the Wax blog every Tuesday.
Tags: Beth Graddon-Hodgson, blog ethics, blogging for business, blogging for small business, Marketing, professional blogging, small business promotion, social media
June 15th, 2010 at 9:20 am
This is very true, it’s a rookie mistake to not link out from your blog. I’m not sure how the Pingback application works but I do know that karma works in life
June 15th, 2010 at 10:27 am
I know, it seems like common sense but so many clients think they are sending folks away. I JUST read a post on blogger karma. http://www.blogher.com/blogger-karma-give-some-get-some
June 15th, 2010 at 1:39 pm
Very true about sharing links. It is definitely the way to go. I am trying to do that daily now in my “Daily Five” posts: http://robertstanke.com/blog/category/daily-five
Bob Stanke
June 15th, 2010 at 1:59 pm
It definitely is a mistake that results from lack of understanding, and I hear it a lot because many clients are new to the world of blogging. With these posts, I’m hoping to help people understand the truth about common misconceptions!
That’s a great post, Bonnie. Definitely karma plays a huge role!
June 15th, 2010 at 7:14 pm
Totally agree. I’ve been surprised and impressed with how many people link back to me after I’ve featured them (or simply linked to them) on my blog. The same works with other forms of social media – sharing the love on facebook and twitter often results in love back.
June 16th, 2010 at 3:24 am
I agreed with you totally. It is definitely the way to go and it is true also. Karma plays a big role. Awesome post.
June 16th, 2010 at 7:49 am
I think it depends on the resource. If it is another blog, I think a follow link and opening in a new window is appropriate. If it is a reference to wall street journal or similar publication, I would cite the source but add nofollow attribute.
June 16th, 2010 at 10:03 am
Hmmm…as for different sourcing techniques based on the media, I think that’s getting into tricky territory. What if the blog is written by a journalist who also writes for the WSJ? In my opinion blogs should be given the same sourcing credits as any other media, mainly because bloggers seem to have more of their content ‘borrowed’ than anybody else. Although copyrights are still a murky subject online, my Internet ethics would dictate annotating a source where ever you’re reprinting someone else’s words or multimedia. Beth what do you say?
June 17th, 2010 at 1:18 pm
I agreed – The internet is all about sharing, so don’t make a mistake by not making any outgoing link from your site
June 17th, 2010 at 2:31 pm
Well, the WSG may have ownership over content posted, but if you’ve used a source for facts or ideas, then the author should still get credit. As far as I’m concerned, you can mention the WSJ, but that’s not giving any kudos to the original author since readers would have to dig to find the original post. Also, as far as I’m concerned, an independent blogger is probably less likely to take legal action, something as large as the WSJ could if they felt you weren’t properly attributing credit (though legally still a grey area if you HAVE to link). Whether they’re right or wrong, you never want that heat! If you’re absolutely against a link back to the WSJ or big publication, I would put the name, date of publishing, article title, and the name of the author. A return to footnoting!
Also, look at it this way – if the WSJ sees you’ve given them a linkback, isn’t that a site you’d rather have on your side, they could have even more influence than a blog if they decided to return the favor in any way, shape, or form.
The bottom line is, it’s about mutual respect across the board, a link will never hurt you, so why not?
June 17th, 2010 at 4:38 pm
The idea of respect is important and I’m a firm believer in karma, especially when it comes to credibility. When you’re all about blogs and information your word and sources are vital for selling yourself.
June 17th, 2010 at 5:49 pm
Okay that’s it…I’m writing a post on marketing karma RIGHT NOW.
June 18th, 2010 at 8:48 am
[...] person’s existence, regarded as determining the person’s destiny. Beth Hodgson’s last post about the boomerang effect – what happens when you get even more traffic by sending it to [...]
June 18th, 2010 at 3:50 pm
ND – I agree, 100% true, and I think that the respect and karma are in a way, one and the same. You develop that mutual respect with others through your actions, and you will find that the favor is returned to you. I think we’re using two different terms to convey the same meaning! It doesn’t have to always be a direct result, but if people look at your blog, and see how you handle yourself, you will appear more credible and people are more likely to give you a link or a mention down the road. Prime example, look at the links on Bonnie’s sidebar, these are businesses and websites that have something positive to contribute, and that have established that credibility. You don’t get that for nothing….woohoo, karma!
June 20th, 2010 at 1:56 pm
Internet is all about sharing, but you should send all the traffic you can to your site.
June 21st, 2010 at 9:12 am
Another new term to add to the SEO dictionary.. the Boomerang effect.. Yeah, this concept drives many companies crazy. They usually say, why the heck would we want to send traffic away from our site? I usually explain the concept of sharing. Being active in the community is important online too. Thanks for explaining this. It was easy to read!
June 21st, 2010 at 9:42 am
I agree,Nice post and your site is very cool.
June 21st, 2010 at 3:23 pm
Okay, okay, I get it: sending people away is a good thing to do…. but….
But PLEASE make sure you link to the right place. I can’t tell you the number of times I’ve followed a link to the homepage of a blog, thinking I was going to be taken to a specific posting, because the person who’d created the link hadn’t linked to the post: the homepage showed the post they were referring to at the time but as soon as another post went up, things changed!
Simon
June 21st, 2010 at 3:25 pm
Simon – are we beating a dead horse here?
I have a pet peeve about the link as well. Thank goodness you reminded me I use this tool http://validator.w3.org and I’m checking all the links on the wax blog now!!
June 21st, 2010 at 7:39 pm
Marjan – using this strategy will send people to your site!!
Zach – It really is a tough one for people to grasp. We constantly touch on the importance of driving traffic to their site, so this throws them though a loop. This world of blogging has really turned a lot of things people thought they knew, when it comes to marketing, on its head!
Simon – true! Readers aren’t always forgiving either, you don’t know who you might be losing with a simple mistake!
June 22nd, 2010 at 12:03 am
Never thought of it this way before, but it seems to make perfect sense. Does this boomerang effect apply to only blogs?
June 22nd, 2010 at 2:26 am
As a rookie blogger I was very sceptical about linking to other blogs. I had a feeling that I was wasting traffic. Now on the other hand I know that links are a crucial part of valuable content.
June 24th, 2010 at 1:31 pm
Sam – no!! We’re talking blogs, because that’s really been the focus of my posts. Any web content being posted can definitely have the same outcome ans basically works the same way! The only thing is, with blog software like wordpress, the pingbacks are automatically tracked (you’re notified when someone links you). If you’re posting directly to a website, without working with different software to trace who might be mentioning you, it can be a bit harder to know exactly where or how this is happening. It’s still not difficult, just takes slightly more effort!
Travis – great to hear you took something away. Link, link, link! It really is great for your blog!
July 7th, 2010 at 5:50 pm
Ever heard the saying.. ask and ye shall receive. Sometimes it can be as simple as just asking for a link on someones blog.
August 15th, 2011 at 12:09 am
I haven’t checked in here for a while because I thought it was getting boring, but the last several posts are good quality so I guess I’ll add you back to my everyday bloglist. You deserve it friend