David Leonhardt’s SEO and Social Media Marketing

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

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Link Building by the Specs? No Thank You!

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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