Linking Etiquette

[rlaughlin]

Hi Moz Community,

Long time lurker, first time poster.

I work for a real estate firm and have recently done some link analysis. I'm noticing that my company is not getting linked to as frequently as we should be. Several news outlets (including NYT & Bloomberg) have cited our reports, interviews with employees and other original content belonging to my company without linking back to our site (although they do mention us).Some publications are even linking back to our competitors for similar content but not ours. Is it appropriate to reach out and ask for links from these outlets after they've been published? Does anybody have tips on making others aware we want links shared for future articles?

Thanks in advance!

[josh-riley]

Oh, good question! I've noticed more and more people being (professional) transparent about their desire for links and giving more specific - polite - suggestions for where to link or what content may be good for it.

You mention your reports - when you send them out, do you include ways to link? Are there embedded links? If so, do they work consistently (random question, I know - I've run into issues where the hyperlink doesn't work so it's wasted). 
What about adding a section, like: For additional information and resources, please share these links: widgets: URL; exec info: URL, etc.

I think a big part of it is approach. (I'm sure you know better than to point out that a site is linking to a competitor and complain to the site/author about that.) A follow-up message, like: great post, glad to see the report is of value, here's some additional resources that could be valuable to your audience (link, link) if you'd be interested in updating your post.

I've noticed more people approaching me with specifics like that, and they do better than those who are just trolling (literally will email me just asking for any links from my site to their content). Not that I think you'd troll - like I said, it's about approach.

[rlaughlin]

Great point about packaging links upon delivery! A different department handles that but I'm sure they'll be open to adding some embedded links. That's a great idea.

Great advice also about approach. I of course wouldn't complain to an author and would try my best to successfully manage the relationship, but I wasn't sure if I should expect to be linked to when our content is used. It sounds like I probably shouldn't expect anything.