Linkbait: Critical Reviews
Write positive reviews about the activities of peer organizations (that just so happen to have high-traffic websites.) Those flattered organizations may gladly link to your review.
To further increase your chance of earning a link, search Google for <your cause> + "in the news." Almost every organization with an "in the news" section of their online press room will jump at the chance to link to a favorable review. You may not even have to ask, because many of those organizations subscribe to Google's alert service that notifies them whenever a webpage mentions the name of their organization.
Similarly, you can attract links by writing testimonials. For example, an animal rights organization might write a testimonial for a vegan food manufacturer. A child safety group might write a testimonial for a company that produces safe window blinds. After writing the testimonial, let the recipient know that they are welcome to use your words on their website as long as they provide a link back to your website.
To get an instant link, review books, DVDs, and other products at Amazon.com. Create a reviewer profile that includes your web address in the "About Me" section. Ideally, you should include your web address in your name so that it appears at the top of every review you write (i.e., Michael Organ, Executive Director, Charity Guide. Review products that are of interest to your website's target audience. Remember that people interested in your cause are likely to read reviews for books that contradict your viewpoints as well as books that agree with you. Writing negative reviews for books you disagree with can also attract web traffic.
Amazon also allows users to create on-site lists. Make your own "So You'd Like to…" list that shows readers how to do something. For example: "So You'd Like to Become a Human Rights Activist," or "So You'd Like to Raise a Healthy Child." Include your credentials and your web address in your review. You can also create a "Listmania" list in any format you choose. Consider these examples: "The Best Books for Animal Lovers," "Everything You Need to Know About Health Care," "Books That Will Help You Become a Better Environmentalist."
