David Leonhardt’s SEO and Social Media Marketing

A while back, I wrote about why to ignore three-way link requests.  Many of the reasons I listed had to do with the quality of the site linking back to you.  But what if it’s a PR3 home page.  Sounds like a juicy link to score, doesn’t it?  Well, maybe not.  I don’t want to pick on one domain or another, but I need an example, so the one that came in today will do.  In the words of the link-exchanger:

Mate its PR 3 schoolsprepared.org

 

Check it again..not throwaway…

There are so many domains like this, and while a link from that page might not carry zero value, it’s caveat emptor.  Here are seven reasons why this is not a ” Wow! A PR3 home-page link!”

The domain will get dumped.Like so many others, this domain used to be a real website, but no longer. One glance at it with naked eyes shows that it was nicely set up and had a purpose. It accumulated a PageRank of 3, which means it was somewhat active on the Internet. And like so many others, the owners bailed out and sold the domain to someone who thought a PR3 website would be great for three-way link exchanges. So what happens once the site is “used up”? Once it is so stuffed with links that it is no longer useful for attracting link-exchanges, what do you think will happen to that website (and your link on it)? Come on, be honest, do you really trust that they will continue to maintain the website?

The page will fail to keep up. Let’s suppose they do maintain the website, honestly remaining committed to protecting the link they posted to your website, as promised. How long will the page remain PR3. Remember, PageRank is relative; as the total number of web pages and the total number of links on the Internet increase, so too does the link juice required to maintain a given PageRank. But the owners are not building links to this site; they are building links to another site.

The page will not attract new links. The eyeball test tells you this is a link farm. Even if it isn’t technically a link farm, it looks like one on first glance. Nobody will want to link to it. No bloggers. No industry sites. Nobody. The owner could be less careless and format the links nicely. But, as with most such situations, the owners did not.

The page will suffer link attrition. OK, let’s take this one step further. Over time, all websites suffer from link-attrition. That is to say, links die every day (websites close down, links pages are cleaned up, links get pushed deeper and deeper on directory pages, etc.), and links pointing to the page your link is on will die. In the case of a website that looks cheap like this, it stand to suffer accelerated attrition, as some websites linking to it will remove their links when they realize what they are now linking to.

No targeted traffic. As Yura Filimonov pointed out to me, sites like this won’t deliver targeted traffic.  Anyone who lands on such a page will quickly see that it is useless and back out the door.  Of course many links don’t deliver much traffic, but one of the benefits expected from a home page link is some targeted traffic.

PageRank will be diluted. Eventually there will be dozens, maybe hundreds of links on the page. The PR from PR3 (what’s left of it) will be diluted before the domain gets recycled, is dumped or simply disappears.

You are not fooling the search engines. If I can see with a glance that this is a flipped website turned link farm, do you really believe that Google and Yahoo are being fooled? Please, don’t flatter me; I know they are smarter than I am.

“So, OK, David…would my link on a page like this place my website at risk?” you ask.

I doubt it.  If you have 100 inbound links and 80 of them are from home page link farms, that might throw up a pretty big red flag.  But if you have a dozen links on silly pages like this amongst 500 links of various quality, I can’t imagine it harming your rankings.  Just don’t go jumping for joy thinking you’ve struck gold.  You’ve just found a penny.

Related reading on a humerous note: a spammer link exchange note.

What is the effect of a domain name on SEO?

Over at the High Rankings Forum, where I like to hang out when I have the time, this debate has burst forth (again!).   It began exactly two weeks ago, and Jill Whalen, the forum’s owner, rekindled the spark by choosing it as the thread of the month in her newsletter. 

On the one side, there are people who quite ardently and categorically believe that the domain name has no effect on rankings.  Zero.  Zilch.  No way.

On the other side, there are people who swear that a domain name can make all the difference.  All the way.

And there are of course, those (like me) who think the whole things is fairly non categorical and that domain names play an uncertain role.

Catch the debate here.

My suggestion for an experiment here, if anyone has more time than I to run a real-life test or two.

POP QUIZ:  How do you build links to a website that is not yet live?

Those who are new to the Web might wonder why you would want to do that.  Let’s suppose your website takes 4 months to develop.  If you build some links to your domain, then SEO-wise you can hit the ground running when you are ready to go live.  Imagine going live and already having 100 links indexed by Google.  You have a head start.

But who wants to link to a non-website?  Nobody, of course, except…

Let me tell the story of a shy little girl named Melanie.  Her parents moved to a new town, and let’s just say that the kids at her new school were a little less than welcoming.  What’s a girl to do when nobody wants to be your friend?

Be your own friend, of course.

Eventually, anybody who is a good friend to herself will radiate confidence and self-esteem and will emit an aura of worthiness.  Soon, Melanie had plenty of friends, just because she was a good friend to herself.

So, too, with link-building.  If you are not yet ready to seek links from other people, set up links to yourself.  Here are a few ideas how to do this:

Set up pages at Social bookmarking and social networking sites.  Most of them allow links in your profile, and the more friends you have and the more items you vote on, the more link juice your profile will have.  LinkedIn is great for SEO .  FaceBook is good.  Squidoo is ideal (Set up lots of topical pages and network, network, network).  MySpace is useless from an SEO perspective.

Submit articles to general article directories and how-to/expert websites.  In the resource box, you can place a link.  These links are hardly ever checked by the website administrators, unless something looks fishy.  Make yours an exquisitly useful, quality article and most places will accept it.

Submit comments on DoFollow blogs.  Some blogs automatically add all comments. Some bloggers will read your comment and approve it if it adds value, without looking at your website.  Some bloggers will follow your link and nuke your comment.  (I did just that a few minutes ago, which is what inspired me to write this post.)  Ah…but if the commenter had posted a lengthy comment that really added to the discussion, I might have approved it, and I think most bloggers would … although some might remove the active link to a non-functioning domain.  Keep in mind that who you link to matters.

Set up blogs on other domains.  You can set up blogs on Blogspot and Wordpress and on hundreds of smaller websites that allow users to set up blogs.  many of these overlap with the advice above to set up profiles at social networking sites.

Buy blog posts.  There are plenty of paid blog review websites, such as Blogsvertise.  And there are self-serve paid blogging sites like LinkVana. 

In fact, you can build hundreds of links before you even have a website.  All you need is to harness the power of user-generated content on other websites.  However, there are a few caveats.

1.  It still requires work.  You might not yet have content on your own site, but you have to put quality content on the other sites, and the better the quality the more links you can build.

2.  It helps if your site is live.  It might take 4 months to develop, but in 24 hours you can have a nicely designed on-topic interim home page live on your domain.  I suggest you do this.

3. This is not hoity toity SEO.  This is guerilla SEO.  There is nothing wrong.  There is nothing shady.  It leaves a bad taste because it should not be like this, but given that the longevity of links and the gradual accumulation of links does count to your success, it would be foolish not to take advantage of these opportunities to quickly position your new website to compete with the established players.

Those of us who have been paying attention new about the importance of domain maturity already a couple years ago.  But it looks like 2008 might be the year that the webmaster community starts to realize the importance of the issue, with Google’s United States Patent Application: 0080086467 being publicized.

The bottom line is that it is to your advantage to hold a domain that has been around — and in your ownership — for several years.  Maturity counts, and SEO gets easier as your domain ages.  It is also to your advantage to see links from mature domains, although I don’t think I would waste time checking the ages of every domain I hoped to get a link from (more on this in a moment).

Why are mature domains better?  Like so many things, especially on the Internet where much is ephemeral, a mature domain has stood the test of time and therefore is more likely than average to provide useful information or services.  An established domain is much, much less likely to be a spam site set up to turn a quick profit and disappear.  The bottom line is that a mature domain is more likely to be a trustworthy one.

And trust is what it is about.  When Google sends traffic to your site, it is placing trust in the site.  Maturity is one way Google can measure trust.  However, it is far from the only way.  PageRank is another.   There are likely dozens of measures of trust that Google employs, which is why I would not waste my time checking domain age.  A much better trust test is too see how well a site ranks for its own target search phrases.  If it ranks well, Google must trust it at least a fair amount, and therefore it is a good website to be associated with.

Here is a great list of reasons why you would want to shorten your URLs.  Here is the abridged version of the list, but the link above gives a more detailed explanation, well-thought out and pretty obvious for anyone trying to spread their website by means other than links. 

• Avoid broken links in your emails/messenger text
• Save characters in your SMS
• Tell others your links via phone
• Hide your affiliate links
• Much better for audio recirdings or repeating the URL over the phone