David Leonhardt’s SEO and Social Media Marketing

Tips for better SEO (search engine optimization) and website marketing …

THE HAPPY GUY MARKETING

 

Archive for November, 2007

Link Building by the Specs? No Thank You!

Friday, November 30th, 2007

So somebody needs to build links to help his search engine rankings, and has come up with a very precise list of exactly what he wants.  It includes 19 exact specifications, which perhaps he pulled from a handy article somewhere on the Web.  Here is the list he presented, but this post could be abut any such list… 

1. One way non-reciprocal links only, no link exchanges.
2. THREE WAY Links where all links are in the same theme is OK
3. All links must be permanent.
4. Only 10% can be in directories.
5. No blogs
6. ONLY OUR THEME , (our theme is quite common so you will not have problems).
7. NO hidden links or any site that has hidden links.
8. No directories. No link farms, link-exchange programs, forums, Google banned site, black hat website. No guestbooks, links within forums, links within newsgroups or links from link exchanges etc. and never participate in any commercial web rings.
9. No sites banned by Google.
10. Link page must have a recent Google & Yahoo cache.
11. Must be manually submitted.
12. No Automated software (e.g., Zeus, Arelis or others)
13. All links must be from a different domain and IP address (geographically diverse, different class-c IP address block).
14. Only 10 to 15 links per week per language per site
15. Link pages must be static urls (no variables or parameters in the url)
16. No blacklisted or spam sites.
17. No more than 40 outbound links per page.
18. The link text must be from our keyword list and point to that keywords target page
19. All links must be static and without “nofollow” tags, no redirects, or javascript
20. Links must be on a PAGE with a Google PR of at least 2
21. All links must be on a page of the same language
22. Links must be on domains where we have no link

This post is about why I refuse to build links according to lists like this.  First, I must note that some of the items such as #9 and #7 and #15, for example, all make perfect sense.  These are deal-breakers that make a link useless. 

However, other elements are judgment calls: stipulating how many links per page, the PageRank, that a three-way link is acceptable but not a two-way link, among other factors.  What people hire me is to exercise that judgement.  To decode when a page might be PR1 but incredible on-topic and worth going after.  Or when a page might have 200 links, but with PR4 and lots of real human traffic it is worth its weight in gold.  Honestly, the client can just have his secretary or an offshore link-builder do the manual job of seeking out the links.  He does not need me for that.  What he needs me and my trained staff for is to exercise judgment – judgment that he is overriding with a pre-fab list. 

Does the client really think we have control over how many links are built in a week?  That depends on the response rate and the amount of back-and-forth with various webmasters.

And how much does he want to pay me to track down IP addresses to make sure they are all different?  Or check that the client does not already have a link on the domain?

That’s why I turn down offers to try to fit a strategic process into so comprehensive a list of technical specifications.

 


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You’ve Made Digg – Now What?

Thursday, November 29th, 2007

This is a great article by Chris Winfield, one of the top social media marketing specialists and a frequent collaborator with The Happy Guy Marketing: You’ve Made Digg – Now What?

As with so many business decisions, people tend to rush in without a long-range plan.  The script is usually the same…

Hey, let’s get the latest gadget. 

Cool gadget.

Now what?

I wrote about the same problem in this article about website planning, because so many companies still are rushing out to build a website without a clue what they want that website to do for them.

Chris offers a few good suggestions on what to do about a page that has benefited from a surge in popularity as the result of a home page Digg appearance, including reoptimizing the page, adding calls to action, advertising on it, or redirecting it to another page.  I would add that basically you can do pretty much anything you want with the page.  For example, you could simply add the page a related survey geared to building leads for your telemarketing operations.  Just keep in mind what people visiting it will be expecting.  If they come expecting a video on how to carve fruits for a New Year’s Eve party, don’t fill the page with wallpaper remover products. 

 


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Link-bait content for viral marketing

Wednesday, November 21st, 2007

Today I just want to share with you Jason Lee Miller’s list of what works as good link bait and ideal for viral marketing.  His whole article is great and can be read here, but this is the list I thought I would share directly with readers. 

The Resource Approach (Becoming the Expert In Your Field/Niche)

–    Create expert articles/lists/data sheets 
–    Create practical or fun tools
–    Write How-To articles
–    Create a comprehensive blog roll (give link love, get link love)
–    Compile informative news stories and articles


The News Approach

–    Get the scoop. Be first with industry news
–    Interview prominent people in your field
–    Investigate a hot topic
–    Do an exposé


The Humor/Novelty Approach

–    Post funny/interesting/amazing photos related to your industry
–    Create humorous/unique videos (Use Blendtec for inspiration)
–    Create lists; people love lists – Top 10 Ways to…; 10 Signs You’re…

 


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How to chose a link partner

Monday, November 19th, 2007

Most webmasters are at a total loss when they try to decide whether to do a link exchange.  In fact, they are so lost that they rely on how much green is showing on the notoriously inaccurate Google Toolbar.

Here is my top-5 list of how to decide if a link exchange is worthwhile.

1. The page is cached by Google.  That is the drop-dead bottom line.  If it is not cached, Google can’t find it.  And Google is the biggest search engine by far.  If Google can’t find it, chances are that Yahoo, Ask and MSN can’t either.  And chances are that real people won’t land on the page or navigate to it.

2. Relevance. The page should not be optimized for “links”. “link exchange” or “resources”, unless are searches you are targeting in your SEO efforts.

3. Relevance.  The page should be relevant for the specific words you are targeting.  In other words, the title tag and the heading should include at least one of the main words of the search you are targeting.

4. Relevance. The page should be on topic, regardless of specific words.  If it is full of totally unrelated websites, the search engines can see that it is just a collection of random links.

5. If you can get a link on a content page, or where yours is the only external link on the page, you have struck gold!

 


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