In New York – shortly before Easter – I was lucky enough to bump into Richard Zwicky from Enquisite, the very day he had launched a new idea, Enquisite Linker. It was especially fortunate because I gave it a quick test drive there and then, so when I was on WebmasterRadio’s “State of Search” later in the day and Richard was also on as a guest, I suddenly sounded like I had my finger on the pulse! (You can here the podcast in iTunes here.)

So a few weeks later, I thought it would be really useful to tell people about what Richard is trying to do with Linker. He describes it as a “dating site for link builders”. The idea is that you tell the system the sorts of sites you would like to be introduced to. Others do the same. When there is a match, both parties have to accept the introduction – then the two parties can discuss what they may have in common and what they can do for each other.

If it can keep honourable, it will be a noble venture. I see three challenges:

1. Critical Mass.

The system requires you to specify your exact requirements – especially your category of business that you are seeking to meet. Talk about long tail… this is really going to need a lot of people using the system to generate inquiries.

2. Integrity of the User.

This is more of an issue as the critical mass approaches. Will people use it to legitimately tie up? Sites like LinkedIN have done a reasonable job of maintaining integrity. The challenge here is that both parties are declaring an interest in “links” as opposed to “relationships”, so there is already a shady underbelly in this industry. Sites like Digital Point have been hurt in the past for creating link networks, but this is certainly different as each link needs to be individually negotiated. I guess it will be like many first dates… the majority won’t last, but occassionally there will be a match made in heaven.

3. Ease of Use

Having tried the system out, I can see that I have made my first “match” (See screenshot). I don’t know who fancies me yet, nor whether I have given them my website details yet. It would be helpful if I could be gently led along the process. Since last week there has been a vast improvement, with a long list of FAQs on the main page of the site. This should improve the sign up rate, although when in, there is a leap of faith when “accepting” the first introduction. I was not entirely sure what I was about to accept, especially when it warned me that this acceptance cannot be undone. I think this “feel good at every stage” mentality would be very helpful when IN the system. Reminding me that relationships are good, that talking to others in my space is good. I relate the risks to handing out your card at business breakfast network meetings and it would be helpful to highlight why we are doing this at every point if we can.

Enquisite Linker is an interesting concept in its early stages. Certainly – if you are into link building, I suggest you take it for a test drive yourself. It’s totally free at the moment and one gets the feeling that the early adopters will have the most kudos as the system develops. But go in with your eyes open and your head screwed on. Nobody likes getting screwed on a first date. (Oh… wait… that’s not true is it?

Seriously – I don’t know if this will get the critical mass it needs, but if it does you won’t regret being in at the start!

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