Read widely and well, on the web and off, and in your web writing take special care to acknowledge the good work and good ideas of other writers. Show them at their best, pointing with grace and respect to issues where you and they differ. Take special care to be generous to good ideas from those who are less well known, less powerful, and less influential than you.
Weblog writers and other participants in the Living Web gain readers by exchanging links and ideas. Seeking to exchange links without ideas is vulgarly known as blogrolling. Begging high-traffic pages or famous writers to mention you is bothersome and unproductive
Instead of begging, find ways to be a good friend. All writers thrive on ideas; distribute them generously and always share the credit. Be generous with links. Be generous, too, with your time and effort; A-list sites may not need your traffic, but everyone can use a hand.
Many prominent web writers travel a lot – to conferences, meetings, trade shows. Sooner or later, they’ll come to your corner of the world. Offer to feed them. Invite them to parties. Offer to introduce them to interesting people. They might be too busy. They might be too shy. But the road can be a lonely place, and it’s always interesting to meet thinking people.
Small, thoughtful gifts are nice. Share books you love, or that you’ve written. If you’re a photographer or an artist, prints and sketches can be unique and memorable. (Include permission to reproduce them on the web.) Join their cause. Donate to their charity.
Friends are vital for business sites as well, but business and friendship can be a volatile mix. Your prospects, customers and vendors are obvious friends, but both they and your readers will understand that your friendship is not disinterested. Unlikely friends, including your competitors, may prove more convincing.
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