How to Handle Reciprocal Link Requests

Why you shouldn’t always say yes.

This morning, I got a feedback message from the owner of another Web site:

My name is [omitted] and I have recently visited your site and wondered
whether you might be interested in exchanging a reciprocal link with our site.

If interested, please respond with a reciprocal link to my website.
======= ======== ======== ======================
Here is our website information:
————————————
Home page URL: http://[omitted[
Website Title: [omitted] Directory
Description: A Wholesalers and Dropshippers directory for traders, ebayers and new businesses.
E-mail Address: [omitted]
Category: (wholesale, wholesalers, dropship, dropshippers, suppliers, trade, Business, Business Services)
Keywords: wholesale, wholesalers, dropship, dropshippers, suppliers, trade, wholesaler, wholesales, directory, list, goods, products, uk, usa, Wholesale Products, wholesale directory, jewelry, clothing, product, gift, t shirt, bead furniture, dvd, watches, apparel leather, food, shopping, USA, America, American, Canada

My, that’s quite an informative request for a reciprocal link. I wonder whether he expected me to set up a Web page for him on my site.

I deleted the request without even replying. Why? Let me tell you.

Reciprocal Link, Defined

To make sure we’re all on the same page (no pun intended), let me start by explaining what a reciprocal link is.

A reciprocal link is an arrangement where one Web site owner includes a link to another Web site owner’s site, with the understanding that that other Web site owner will include a link to his site. A links to B and B links back to A.

In general, it seems like a good deal. After all, you’re getting exposure for your site on another site, right? And all it’s costing is the time and effort and page real estate to add the other link — in other words, hardly anything at all.

But Is It a Good Match?

Consider the request I got this morning. The site owner operates a site that’s a directory of wholesalers and dropshippers. Okay. So what does that have to do with my site?

The answer is nothing. There’s no relationship between what I write about here and the information that’s available on his site.

As a result, only a small percentage of my site’s visitors would be remotely interested in the information on his site. And a small percentage of his site’s visitors would be remotely interested in the information on my site.

What’s the Real Cost?

So you might be wondering, what’s the harm of including a link to an unrelated site on your site? After all, it doesn’t really cost anything.

Well, here’s the way I see it. If you included a link to every single site that asked you for a link, you’d soon have a huge link list with little or no value to your site visitors. You’re using up page real estate to clutter up your site with pretty much useless information.

And on the other side of the reciprocating agreement are sites that are doing pretty much the same thing: building long lists of links to unrelated sites, just so they can get your link to theirs. Is anyone really going to find your link — provided they even bother to look — in that long list?

Is it worth degrading your site to get those links? I don’t think so.

And Are These Requests Real?

That brings up the question of whether the requests you receive are real. In other words, did the site owner who contacted you really visit your site and think it would make a good candidate for a reciprocal link?

In this day and age, spam is all too common. It’s possible that your e-mail address got into the hands of someone who is sending the same exact message to thousands of other Web site owners or bloggers.

The message I received is certainly generic enough to go out to anyone. But in my case, I didn’t get it directly by e-mail. Instead, I got it through the use of my Feedback form, which requires either a really smart spambot or a person to create and send the message. So there’s a good chance that this site owner actually did visit my site.

If so, however, what gave him the idea that I’d link to a dropshipper directory?

When to Say Yes

Of course, some reciprocal link requests will be beneficial for both you and the other site owner. But how can you tell? Here are some things to consider:

  • Is it a good match? As I mentioned before, there should be some relationship between the two sites. Would a link to the other site benefit your site’s visitors? If so, it’s worth considering.
  • What is the other site like? Is it a quality site, one you want to send you site’s visitors to? I’ve ignored many link requests to sites that just weren’t up to my standards due to content quality, design, or excessive advertising.
  • How many links are on the other site? Are they links to related sites? Remember, if the other site has hundreds of links to other sites, it’s not likely that anyone looking at the list will find yours.

Of course, once you decide to enter into a reciprocal link agreement with another site, you’ll need to keep tabs on the other site. Has your link to the other site been created as promised? Is it still there, week after week, month after month? This will increase your site management workload a bit. But if the reciprocal link is one worth having, it’s worth the extra effort to keep track of.

Conclusion

If you get a request from another Web site or blog owner for a reciprocal link, don’t just say yes. Do your homework to make sure you really want that link on your site.

A free link isn’t always free.

Keeping Busy on the Left Coast

Where I’ve been for the past few days.

On Sunday, May 20, Mike and I climbed aboard Zero-Mike-Lima for a flight to the Los Angeles area. (It was a relatively uneventful flight and, if I find time, I will bore you with the details in another blog post.) We landed at Torrance Airport, where we had business to do, and took a cab to LAX, where we rented a car for the week. Zero-Mike-Lima is sitting at the ramp in Torrance, right in front of the Robinson Helicopter factory, waiting for our flight back to Wickenburg on Sunday.

We came out here primarily to take the Robinson Factory Safety Course, a 3-1/2 day course designed to educate helicopter pilots about how accidents occur — and how they can be prevented. This was my third time at the course and Mike’s first. I’ll probably be writing more about it in another blog post because I really think it’s worth covering in some detail.

We’ve been on the go almost since arriving in the area. In fact, other than sleep at night, the only rest we had was right after checking into our hotel in Torrance on Sunday.

On Sunday night, we went down to the Redondo Beach pier for a seafood dinner.

Monday, we were in class from 8 AM to 4 PM. Then we zipped into Los Angeles for a walk around the Farmer’s Market and Grove shopping center.

Tuesday, class from 8 AM to 4 PM. Then, after a quick walk around a mall to pick up a few things, we headed back into Los Angeles for dinner and some shows at The Magic Castle with my friend (and fellow author) Deb Shadowitz. We got in to our hotel at 1 AM.

Wednesday, class from 8 AM to 4 PM. Then we hopped in the car and headed south along the coast, ending up in San Clemente for a visit with our friend (and fellow helicopter pilot) Jim Wurth.

Thursday, class from 8 AM to 11 AM. Then, after a quick trip to the Verizon Wireless store for some bad news, we headed back to the Robinson factory for lunch and to wait for Mike’s flight. (Mine was on Tuesday, during class.) Then it was back in the car for a drive up the coast, with a quick stop in Venice, to our new hotel in Malibu.

As you can see, we’ve been pretty much on the go since Sunday morning. Actually, it’s been since Saturday morning, when we gave helicopter rides at Yarnell Daze.

So I haven’t had any time to write in my blog.

imageIt’s Friday morning and, as usual, I was up at about 5:30 AM. Our hotel is weird. It was probably an old hotel that was recently gutted and renovated. Our room has nice (fake) hardwood floors, clean white walls, and a king-sized bed. But not much else. Really. There’s no dresser, no chairs (other than on the little balcony), no table, no sofa. There are two night tables and one lamp. No clock. The TV is a 17 or 19 inch flat screen, mounted on the wall. There’s a 3 cubic foot refrigerator and a wire clothes rack on wheels as a closet. The place is trying to be “trendy minimalistic,” and although the effect is pleasant, it isn’t comfortable. We have views of the ocean from our windows, but no access to the beach. And the two lanes (in each direction) of the Pacific Coast Highway run right past the place. Cars, trucks, and motorcycles drive by throughout the day and night.

There’s Internet access via an unsecured network named “default,” but to get connected, you have to stand in a certain place in the room with your computer on the windowsill. I’ll probably use that to publish this entry.

This is the part of the trip I’ve been looking forward to: the part where Mike promised we’d just “take it easy.” We both expected this place to be on the ocean with access to the beach, so we’re very disappointed (to say the least). We’ll probably find another place later today. In my mind, “take it easy” means to relax in a comfortable place, read, write, or just chat. It doesn’t mean hopping in the car and driving all over the place. I know he’s not going to want to hang out here. I probably won’t either. So I’m not sure when I’ll find time to write again.

Stay tuned. More to come.

[composed in a hotel room in Malibu, CA with ecto]

Clean Up Patrol

I clear out my old office.

I”ve owned a condo in Wickenburg for the past eight or so years. It was the first non-stock investment I made when I started making decent money. I figured that real estate is always a good investment, and it would be nice to have a property that someone else paid for. So I bought the condo — which had been previously occupied by a single renter for 11 years — and put it up for rent.

The condo isn’t anything special. It’s two bedrooms, one bath, with a kitchen that’s separated from the living room by a breakfast bar. Total square feet is about 900. The big living room window faces out to the parking lot, a park where there are ball fields and the town pool, and the mountains. The bedroom windows face out on another parking lot and route 93, which is the main thoroughfare between Phoenix and Las Vegas for cars and trucks. The condo property includes a well-maintained swimming pool, a not-so-well-maintained spa, and mailboxes. (A big deal in a town that’s only had mail delivery for about 15 years. The place is a short walk to a supermarket and other shopping and is well within walking distance to two schools.

I put it up for rent within a month of closing on it and had a tenant within a month. Thus began my long career as a landlord.

Being a Landlord Sucks

Being a landlord is not a job for the faint of heart. Although most tenants show at least some level of responsibility, there are always a few in the crowd who will treat your property like it belongs to their worse enemy. Some tenants go out of their way to find things to complain about — one family complained so many times about how the shower door didn’t roll properly that Mike and I went to the apartment, removed the shower door, and replaced it with a curtain. (Let’s see you have problems with that.) And did I mention that the average tenant isn’t interested in living in the same place for 11 years? I witnessed a parade of four tenants in less than five years, with lots of cleaning and painting and empty unit time between them. Anyone who thinks being a landlord manager is an easy way to make a living is fooling himself. It’s a pain in the ass.

To make matters worse, I had another good year and bought another property. That one was a 3-lot parcel with a 4-unit studio apartment building and two bedroom, two bath house on it. What the hell was I thinking? I multiplied my single unit landlord headaches by five. Now there was always an empty unit somewhere, a unit to clean, a tenant complaint to deal with, an apartment to advertise and show.

I won’t go into the gory details. I’ll just say that after trying a rental agent (who took a fully-occupied property and had it down to just one tenant in four months) and letting Mike manage the place for a short while, I got smart and sold the larger of the two properties, leaving me with the condo.

In the meantime, the condo’s last tenants, a young married couple with a baby, terminated their lease early and disappeared. But not before they completely trashed the carpet, doing what would turn out to be $1,600 in damage.

I’d had enough. I was sick of being a landlord. I decided to take the apartment off the market and move my office into it.

An Office in Town

Having an office outside my home for the first time in about 12 years was a treat. My work wasn’t in my face all the time. I didn’t drift from the kitchen to my office and get caught up reading e-mail or working through edits. I went to work in the morning, worked until I felt done for the day, and went home to a life. Mike, who was working from home at the time, did the same. I took the condo’s living room, so I could look out over the mountains, and Mike took the larger of the two bedrooms. The place had everything we needed to be comfortable — full kitchen with dishwasher, bathroom, and access to high-speed Internet. (For about a year, MIke had wireless access that we think he picked up from the local Radio Shack. Ah, the days of unsecured wireless networks.)

The really good part about all this is that we reclaimed both of the bedrooms we’d been using as offices at home. Mike’s old office became the full-time guest room, with all the furniture you’d expect to find in a bedroom. My old office became the “library,” with all of our non-work related books, a desk, framed maps, and a futon for overflow guests. We usually kept the guest room closed off in the summer and winter so we didn’t have to air condition or heat it.

Of course, there were some drawbacks to the office situation. First of all, my office was about 6 miles away, which meant that if I needed something there, I was taking a drive. I had everything there except my 12″ PowerBook, so I dealt with all work-related matters there. For a while, we didn’t even have Internet access at home, since we didn’t “need” it. (It didn’t take long for that to change.)

But the worst part of the situation was when I got calls in the middle of the day for a helicopter flight. The airport is on the opposite end of town. So if I got a call for a flight that day, I’d have to pretty much drop everything I was doing, lock up the office, hop in my vehicle, drive home to put on some more appropriate clothing, and drive to the airport to preflight the helicopter and pull it out. That took a minimum of an hour. When the flight was over, I’d do the same thing in reverse. By the time I got back to my office, my concentration was gone and I wasn’t usually able to get back to writing. Sometimes, the whole day would be shot to hell for a 25-minute tour around Wickenburg that put just $195 in the bank — that’s gross, not net.

When space opened up at the airport for an office, I tried to get it. The Town of Wickenburg’s Airport Manager jerked me around to no end. (If you think coming to Wickenburg to start a business is easy, think again. It seems that the town management isn’t happy unless they present at least a dozen hoops for a new business owner to jump through. The smart ones take their plans elsewhere. I’ve spoken to three different people who were interested in bringing medium sized businesses to Wickenburg, and all three said they’d built their businesses elsewhere after dealing with the town.) It took over a year, intervention from the FAA, an RFP process, and the threat of a discrimination case to get a contract. Now I’m wondering whether I want the Town of Wickenburg for a landlord. Like the smart folks who give up when they see the hoops, I don’t think I do.

So I moved my office back home.

There’s No Place Like Home

The move wasn’t easy, but we were smart enough to do it in the winter months, when it was comfortably cool during the day. We gave away a lot of furniture so we could fit my desk and the things I needed back in the library. All the books went back upstairs, into some built-in shelves, so my work books — including the ones I’ve written — could go in my office. Mike, who now has much less need for space, took the library’s desk upstairs and set that up by one of the big windows with the good views. We put his old desk in my hangar, so I had more space there to do my FAA-required paperwork. (My old desk there had gone up to Howard Mesa months before.)

So now I live with my work again and, frankly, I don’t mind one bit.

I had a book to write, so I got right down to work before everything in the condo had been moved. It I was more ambitious about it, I would have cleared the place out right away, had it thoroughly cleaned, and put it back up for rent. But I dreaded the thought of dealing with all the accumulated paper — including boxes I’d packed in our first Wickenburg home (an apartment on Palm Drive) and ones I’d packed back in New Jersey ten years ago. So I just moved everything aside to give the carpet folks room to lay the new carpet, turned the heat pump off, and locked the place up.

Now I’m Cleaning Up

Months passed. And I finally did something radical to get me to clean up: I hired a professional cleaner. And I told her to come next Wednesday, when I’ll be away in California.

Of course, I don’t expect her to go through all my crap and box it up for my office or storage. That’s something only I can do.

I put it off as long as I could. Yesterday, I had a dawn photo flight here in Wickenburg and a lunch meeting with one of the companies I advertise with. A good day to work on my old office, I reasoned. Lunch would make a good mid-day break. I’d put in 6 hours or so and be done.

Wrong! Although lunch was a good break, I didn’t come close to finishing. I worked in the condo from about 8:30 AM to 11 AM, did some errands, went for lunch, and got back to work at 1 PM. Then I spent the next 3-1/2 hours going at it.

I threw away 7 tall kitchen bags — you know, the 13-gallon size? — full of junk, including stuff I’d saved for more than 15 years. I got rid of all the Apple promotional and developer disks I’d accumulated from 1992 through 2001. I got rid of old software and manuals. I got rid of magazines — about 40 issues of MacAddict that were still in their original wrappers. I got rid of loose receipts, bills, and bank statements. I was ruthless. My hands got filthy — I washed them at least once an hour. My feet got sore from walking barefoot on the cheap carpet I’d had installed in the place.

I filled six file boxes with stuff I wanted to keep. I made piles of stuff to give away — some stuff for the cleaner, miscellaneous paper items for my neighbor’s kids to do crafts, photo and negative holders for a photographer friend, empty CD-cases for the local print shop guy (who also uses Macs).

Later, at 4:15 PM, when Mike rolled up to help me take some of the boxes out, I was exhausted. We loaded most of the boxes into my Jeep and his car, dropped some of them off in storage, and brought the rest home.

But I’m not done.

I’m mostly done. I don’t think I’ll need more than another 4 or so hours. And frankly, I might take the lazy way out and just box up the stuff and stick it in storage without sorting through it. It’s a terrible, nasty job, but there’s only me to blame for it. I just keep too much crap.

So today, after getting a haircut at 8:30 AM, I’ll go back to work in the condo. I’ll get all the loose stuff gathered together, throw away some more junk, and stack up the boxes to go into storage.

Hell, at least I can turn on the air conditioner.

Heli-Shopping

The latest craze? I wish!

You’ve probably heard of heli-skiing, where they take you to the mountaintop in the ultimate “lift”: a helicopter. And heli-hiking, where they take you by helicopter to a remote trailhead and pick you up someplace equally remote. Well, thanks to one of my regular passengers, I’ve now started doing heli-shopping trips.

Here’s the deal.

Wickenburg has serious limitations on its shopping opportunities. Sure, there’s a great supermarket (which even has a Starbucks now, if you can imagine that) and there are a handful of shops down and around town for buying souvenirs, items for your home, and gifts. And even a little boutique.

But for hard-core shoppers, that might not be enough. For these people, it’s Scottsdale or bust.

Scottsdale, by car, is a good 90-minutes from Wickenburg. And that’s if you don’t hit any traffic and push the speed limit a bit. But by helicopter, it’s only 30 minutes away. The obvious benefit for the shopper: less time in the car, more time in the shops.

Last year, a couple who flies with me every time they come to stay at one of Wickenburg’s guest ranches, drove down to Scottsdale for a shopping day. The weather was awful and rainy and since people who live in Arizona don’t know how to drive on wet roads, the traffic was terrible. When they got to the shops, she got right down to business while he tried, in vain, to get a seat at one of the mall restaurants for lunch and a few hours of reading time. But the mall was packed and he couldn’t get a seat, so he wound up in their rental car in the covered parking garage, reading by the car’s dome light. Then, when she was finished shopping, they had another long, miserable drive back to Wickenburg.

This unhappy memory stuck with them. So this year, when they came to visit, they asked me if I could simply fly her down to Scottsdale, while he did something in Wickenburg that he enjoyed: a round of golf.

I’m never one to turn down a good charter, so yesterday at 10:30 AM, I was winding up Three-Niner-Lima with my eager passenger on board. We had an uneventful flight down to Scottsdale, landed, and locked up the helicopter on the ramp. Then, since I had only one passenger and my Scottsdale airport car is a two-seater, I drove her down to the Scottsdale Fashion Mall and let her loose by herself for four hours. Then I spent the time doing some errands, having a nice lunch, and doing a bit of shopping on my own.

I picked up my passenger at 3:30 and drove back up to Scottsdale Airport. I put the car away and we carried our bags back to the helicopter. I stowed everything under the seats and, a few minutes later, we were heading north for a slightly different route back to Wickenburg that would include an overflight of Lake Pleasant and Castle Hot Springs. We were back on the ramp at Wickenburg in time for cocktail hour at the ranch.

Mission accomplished. In style.

Heli-shopping isn’t for everyone. For one thing, it ain’t cheap, so potential heli-shoppers have to be really serious about their shopping time. And shoppers simply have to say no to that great deal on an end table at Restoration Hardware — or anything else that won’t fit in the helicopter.

But heli-shopping is more than just transportation to the shops awaiting your discretionary spending dollars. It’s a scenic flight from one world (the sleepy retirement community of Wickenburg) to another (the busy city of Scottsdale). The transition from town to open, empty desert to suburbs to city is something to see. And you won’t believe the kinds of things you can see from the air that are simply invisible from the road.

Heli-shopping takes shopping to new highs. Pun intended.

How do you make a million dollars in aviation?

Start with two million dollars.

That isn’t my joke — it’s standard aviation humor. And if you think it isn’t true, start an aviation-based business.

Yesterday, against all odds, UPS actually delivered the auxiliary fuel pump I needed to get Zero-Mike-Lima up and running again. Yes, on Saturday. In Wickenburg.

The UPS guy was at our neighbor’s house, looking for ours when we spotted him. Mike gave a New York hail-a-cab style whistle and the driver saw us waving at him from our hillside. Moments later, he was on our driveway in front of the house.

“How many deliveries did you have to Wickenburg today?” I asked.

“Two,” he replied. “And you’re lucky it was me driving. I was out for four weeks. If the other Saturday driver can’t find a house, he just doesn’t deliver.”

Yes, I was lucky. I needed the part to replace the fuel pump that had gasped its final gasp on Friday, right at the end of a flight. Although the pump is redundant in flight (so there was no danger during the flight), I do need it to prime the engine at startup. I couldn’t fly without it. And I had three relatively lucrative gigs lined up between Sunday and Thursday.

The fuel pump cost $1,500. Add another $40 or $50 for overnight Saturday delivery by UPS. Then add the cost of the mechanic who graciously agreed to come in on Saturday — one of his usual days off — to install it. I told him to charge me extra. He said he would. Hell, it’s only fair. He could have said it would have to wait until Monday. Then I’d miss out on one (which turned into two) of my gigs.

Doing the Math

Unexpected repairs like this are only part of what makes operating an aviation business a lot more expensive than people think. How many times have I been at a rides gig where people asked how much fuel the helicopter burned? Every single one. I tell them it’s 16 to 18 gallons an hour and sometimes they ask how much fuel costs. I tell them $4 a gallon. They do some math in their head to come up with $64 per hour. Then they see us loading people on board for $30 a head, sometimes three at a time, and figure I can get 6 10-minute flights in per hour. That number comes out to $540/hour. Jeez! I must be making a fortune!

The truth of the matter is, fuel is among the least of my expenses.

What people always fail to consider is insurance (at about $11,500 per year); regular maintenance like oil changes ($120 each), 100-hour inspections ($2,000 each), annual inspections ($2,000 each); and the cost of the oh-so-important overhaul due at 2,200 hours that costs (currently) a whopping $182,000. (Do the math on that: $182,000 ÷ 2200 = $83/hour.)

And then there are things like this fuel pump. The original pump lasted only 416 hours. If the final cost of replacement is $1,700 (with all labor and expenses), that works out to another $4/hour. Add that to the cost of replacing my primary radio, which is currently in the shop and may be declared dead: $2,100 for a used one plus several hundred for troubleshooting the old one and swapping them out. And the cost of that clutch down-limit switch that had to be replaced 200 hours ago: the $8 part with $800 labor. And, oh yeah, let’s not forget $120 just to make sure my transponder is working right — that’s something I’ll be paying for every two calendar years.

How about the support stuff that doesn’t go on my helicopter? Like the $1,200 tow bar and the $600 golf cart (used, thank heaven) to pull it? And monthly rent for the hangar to keep it safe and dry and out of the sun? And the charts and other FAA publications I’m required to keep up to date, including sectionals (twice a year per chart), terminal area charts (twice a year per chart), airport/facilities directories (every 56 days), and the FAR/AIM (once a year)? Or how about my annual medical exam, which is required just to keep my license? Or credit card fees just so I can accept credit cards for payment?

And how about marketing? The $1,600 I just spent on 4-color, tri-fold brochures and the $459/month I spend during the high season to get them in brochure racks throughout the Phoenix area? And the cost of the trade show I’ll be attending later this month to sell my multi-day excursions to folks looking for a different kind of vacation?

And how about the cost of my ground crew on those outdoor ride gigs and the cost of permits and commissions just so I can do them? And the cost for operating the helicopter just to get to and from the gig — sometimes more than an hour each way? And the cost of the table and chairs and shade structure and signs that we use on those gigs? And those orange cones and all that yellow Caution tape? And overnight lodging and meals for me and the ground crew on distant, multi-day gigs?

Don’t get me wrong. I’m not complaining. I knew I was in for it when I launched this business.

But it does explain why I have to charge $450/hour for flight time. I’m not pocketing nearly $400 in profits as most people may think. I’m barely covering my costs.

Paying for It

Today is Sunday and Zero-Mike-Lima is sitting snug in its hangar, all ready to fly. I picked up a second tour today, one of my Ghost Towns & Mines air tours. Right after that, I’m doing my first ever Swansea Town site day trip. On Tuesday, I’m taking a winter visitor to Scottsdale for some upscale shopping. And on Thursday, I’m taking some folks to Sky Harbor so they can catch a flight to Canada. The total revenue for these four flights is estimated at $1,895. That’s revenue, not net income.

Just enough to cover the cash outlay for that fuel pump and labor.

Would I give it all up? Hell, no! But I do hope the new fuel pump lasts longer than 416 hours.