The word 'networking' means different things depending on its context. But whatever its context, the common idea is that individuals "linked together" are more powerful than individuals working independently. In fact, the whole idea of the Internet is based on this concept.
So by having a website at all, your business is (in a sense) already “networking” with the World Wide Web. However, to take full advantage of this medium you need to do more than just have a web presence.
Cross-linking
Take advantage of the traffic other websites already have! Cross-linking (reciprocal linking) is the practice of getting other sites to link to your website, thereby tapping into some of their existing traffic.
You can do this by contacting website owners and asking them to link to your site. You usually offer them something in return, such as a link to their website from yours, or maybe payment.
Only cross-link with sites that have content that is relevant in some way to your site's content. For example: if you sell baby clothes, you could cross-link with a site that sells baby toys or offers baby health information. The more relevant sites that link to your website, and the more popular those websites are, the better your site will rank in the search engines.
Random cross-linking or using an automated linking service is much less useful and if done excessively may even reduce search engine ranking. There are no easy shortcuts. You need to do your homework—but it can pay off in spades!
Special interest web directories
You can also cross-link with websites devoted to a particular industry: vertical market websites, association sites, special interest websites, even club or hobby sites—just ensure that the directory is relevant to your content. For instance, a site that offers "fishing holidays" should be listed in a "fishing" web directory. Some of these sites will link relevant websites for free; others will expect a small fee for inclusion. Taking the time to search the Internet in your area of interest will usually reveal a number of special interest sites with directories worth contacting.
General Business Directories
List your web site for free (or for a low fee) in general-interest business directories. Most government-run regional websites offer low-cost business listings for local businesses. There are also privately run directories that offer free "basic listings" or "upgraded listings" for a fee. In these directories, your location becomes the criteria that makes the link relevant, so be sure to list your site in the correct regional category. Here are a few Canadian sites to get you started:
www.ylm.ca
www.vendorland.ca
www.york-region.com
www.canadaone.com
www.buyitcanada.com
www.canadianeh.com
www.shopintoronto.com
www.searchsight.com
Web Rings
Web rings are a form of cross-linking used in circles of interest (pun intended!). For instance, there are several horse-related web rings, and each site will have a link to the next site in the ring. If a surfer follows all of the links, she will eventually get back to the first one.
You can become part of a web ring by following a ring to its administration link and asking to be included. To find a relevant web ring, just do a little surfing in your website's area of interest. You can also start your own web ring here: http://dir.webring.com/rw
Your “Links” page
Put the links derived from your cross-linking efforts on a “Links” page. Some people put these links on their home page, but if you aren't careful this technique can clutter up your home page so much that a new visitor is not really sure who you are!
A links page, if done well, can be both a vehicle to increase your site's search engine ranking and a useful resource for your clients. Construct the page properly by describing the links you are presenting. A few lines of description, a logo or recommendation are useful.
You should ask the company involved to review or provide the text and logo before placing it on your site. There is no law that restricts your freedom to link to any other content on the web; however, if you take content from another website (such as their logo) without permission or make comments about a website that the owner does not like, you could be asked to remove it (possibly generating some unpleasantness in the process, which would be better to avoid).
Connect and promote
Some of our most successful clients have used website networking (such as cross-linking) as a cornerstone of their website promotional strategy. Two of our clients who have had excellent results with this practice are www.allisoriginals.com and www.nyt.ca
An added bonus to this practice is that you can create an off-line referral network as well. By getting to know other business owners in complementary industries, you can work together to increase your collective bottom line.
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