• SEOmozBlog, Thursday, December 18, 2008 1:30 PM

Many link builders and viral marketers think about high-quality resources or the "ultimate" guide to topics when creating content that naturally attracts links. But for link creators like bloggers, journalists and social media participants, it's sometimes less about linking to great content and more about only doing so when you can get something in return, according to Rand Fishkin.

For example, Fishkin tells us Twitter users like to link to things that will make their visitors appreciate them. This way they come back for more. So, it becomes important to "play to the linker's egos" and selfishness. You'll often have more success than if you appeal to their sense of altruism, he writes. For example, a site catering to real estate professionals might rank the top real estate bloggers or top real estate agents.

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