Revenge of the Linking Librarians

Today I saw the below announcement.

I-Schools Announce Reference Extract Web Search Project

If you’re so inclined, I suggest you have a look at the RefEx site, and read the above article, because it will help you understand what I have been preaching about links for over a decade.

Some perspective is in order. I spent a couple years in Library School back in the early nineties under some amazing professors, Jose-Marie Griffiths and Carol Tenopir among them. I watched as the web seemingly came out of nowhere and in some ways snuck up more than a few library school’s curricula. Jose and Carol were among those who did see the web of the future, and helped me tremendously (and boy did the web kill Gopher).

I left a few courses shy of my MLS degree to start my content linking and publicity company (dubbed NetPOST back then), and have predicted to whoever would listen ever since that underpaid and hard working librarians would one day arrive en-masse and help make sense of the mess that is the web. They’ve already been doing this on a library by library basis for years.

I’ve called it Revenge of the Librarians, and it’s why for many many years I have been methodically reaching out to and building contacts and rapport with librarians all over the globe. I bet over half the links I have sought for clients over the years have been from librarians. True, this is easy when the content you are seeking links for is from PBS.org, or NationalGeographic.com, or Discovery.com, but that’s the point. Meritorious content earns trusted links. You can’t fool a librarian.

Back when I wrote columns under the pen name Linkmoses, I preached for years about meritorious content and earned citation trust, and most of you looked at me like I was an alien. I talked about etiology and trust flow, and you laughed. Called me old school or worse. When I told you your sites weren’t good enough to earn the types of merit-based links that would then result in long term earned search rank, you hung up on me and hired a black hatter. For those of you who have heard me speak at conferences, you know that at the end of my sessions I am famous for taking a moment to predict where search is headed, and the potential implications for link building. I’d whisper just one word: Librarians. I think Shari Thurow was the only one in the room who smiled.

I hinted at this in an article a couple years back titled Where Is The Mother of All Links?

Back to RefEx. I don’t know what the adoption rate of this new engine/tool will be. Ultimately it will depend on the value the search results offer to the searcher. Certainly there will be value to the academic side of the search world. Consumers may need a bit of help to find it, as the inertia of search habits tends to lead us all to Google. After all, if someone with the brand, clout, and pocketbook as deep as Disney couldn’t make Infoseek work, can anyone really hope to gain a foothold in today’s search world? I think yes, but people wont find RefEx on their own. We can help.

In my perfect future search world, RefEx results will become a standard toggle selection option for Google, Live, and Ask, giving all searchers exposure to RefEx results, without them having to visit the RefEx site and conduct searches there. The impact of such an integration would be astounding.


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  1. says

    Thanks for the good resource.
    Also, I just read Internet Marketing Heroes today. Your interview there is very valuable. It will help me in link building startegy for my new site. Thanks Eric