The Link Spiel

I'll Take Links And 11 Gold Medals Please

2008-08-13T16:02:00.003-04:00

I read about Morgan Freeman being involved in an auto accident last week and his subsequent surgery so I was pretty surprised to hear him congratulate Michael Phelps on his record number of gold medals in the commercial below. Did the man do the voice over from his hospital bed? Highly unlikely which means VISA taped this spot when Mr. Freeman did his other commercials knowing there was a very good chance Michael Phelps was going to blow everyone out of the water and make Olympic Gold History.

This VISA spot will forever be branded as the commercial vehicle associated with Michael Phelp's Olympic accomplishment, it launched the congratulations heard around the world! There's no price tag for that. Smart smart Visa, thinking ahead pays off.

Do you do any link building planning?

Planning as in mapping out link locations you want to get into and opportunities you can prepare for knowing something specific is coming up?

I know most of us aren't VISA and don't have the resources to hire the likes of Morgan Freeman, but the concept behind the promotion can be adapted to almost any industry. Anticipate an event, look for a content angle, create it and pounce when the moment is right.

A lot of successful "linkbait" is launched on the heels of breaking news or changes. We can't anticipate the future but we can plan around upcoming events, holidays, elections etc and write for them NOW. That way when the time comes you're ready and there before the competition.

The commercial isn't genius, but it's definitely pure gold for VISA. :)

An SEO Kindness Is Link Remembered

2008-08-05T09:38:00.011-04:00

A man named Joshua Spickler left a comment on my post Google Wants To Know About Incompetent SEO's (just below this one)

Here's what it said:

I really wish you posted more often. I find your blog to be one of the lesser known gems out there in the SEO blogging community. August 05, 2008

I'm not going to respond in comments, doing it here instead:

Joshua - that is probably the nicest thing anyone has EVER said to me in the 8 years I've been in this business. Your comment is way better than all the compliments I get on my wonderful, trend-setting, killer long hair or fabulous fashion style.

If there is one thing I could manufacture it wouldn't be money, bigger boobs or a smaller waistline, it would definitely be time.

Between kids, clients, my own sites, husband, my friends, two sets of aging parents, the yard, dog, two cats and all the volunteer activities I'm involved with at the kids school, kid's sports teams, and the nursing home there's just not enough hours in the day.

There's also another reason I don't post much. I really really really REALLY hate regurgitation for the sake of "me too-itis" or to read stuff that's obviously been written as a result of someone else's ideas and testing. There's no way in hell people can test and report on everything they write and I get that, but to write about issues and pass off as fact when they've never tested them is... well... stooooopid. (IMO)

There isn't much fact based information in this business because the engines don't let us see it. But there's even less original thought material shared. There's a lot of people who write about SEO and don't practice it. To me that's nuts, SEO is a technical and marketing discipline so you have to know and experience how it works to be able to share it with some voice of authority.

If you come back and say "well people don't want to share all their secrets" I'd get that and totally agree. But there's also a way to share without having to give away the farm. Sometimes it's better to weigh in on discussions with an observation or opinion than to write (or rewrite) a post on a topic that's been discussed to death. People need to get over themselves and join in on other people's conversations instead of boring us to death with yet ANOTHER link building post.

(insert sound of gagging here)

Sorry to over dramatize your comment with my responsive rant. But a simple thank didn't see appropriate AND I got another post of it so....

Thank you Joshua from Just Joshing You . From the bottom of my over-weight, badly dressed, sometimes abrasive but well intentioned heart. :) A kindness is link remembered.

Ok, the link building takeaway here in addition to all the feel-good stuff? When you get involved in other people's blogs, leave positive comments or just support another business in general by mentioning them, there's a very good chance they're going to return the favor and link to you. Like I did with Joshua. :)

I'm not going to tell you how to act, that's your business. The people who preach "be nice, treat everyone fairly" get on my nerves, not because I don't agree with being "nice", but because I dislike anyone telling me how to act. I'm almost 50 (next month people!!) and a big girl (groan) so I understand I'm responsible for my actions.

Here's a linking fact learned from years of experience: people tend to link to positive, news worthy items where they're mentioned or highlighted. Drivel doesn't usually attract links. So link out, the karma will come back to you in links.

And have a nice day.

Google Wants To Know About Incompetent SEO's.

2008-07-11T11:55:00.008-04:00

Google recently changed it's "What's An SEO" page, they blogged about it on the official blog June 30. On July 1, Googler John Mu posted this in GoogleGroups,

Suppose a webmaster were to come to you and ask for advice on finding someone who can help optimize his site for search engines. How would you recommend that they get started? Where should they look for SEOs? Which questions should they ask? How could they recognize competent (or incompetent) SEOs?

Bold mine.

The last line caused my eyebrows to go up a bit. "Incompetent" as opposed to unethical, that surprised me. Dictionary.com defines "incompetent" as "not competent; lacking qualification or ability; incapable". Interesting, although I guess you could make a long-winded case the two are interrelated.

None of the people responding to John Mu's post focused on "incompetent" SEO's - but just about everyone used the word "snakeoil" in their comments. Again - interesting.

Anyone else wonder why a company who names spam control tools after certain members of the SEO community solicits feedback on incompetent SEO's?

Enough about Google, I want to end the week on a positive note.

Wiep sent me new baby pictures of his son Liam - here's my fav. Enjoy his bright face and the weekend.

Calling Matt Cutts To The Bat Phone

2008-07-10T10:18:00.003-04:00

Dear Matt Cutts:

I hope this finds you well.

I'm writing to ask a question about anchor text and if you count the anchor found in a second link on a page. There's been a lot of discussion on this topic recently, it's an important point and one a lot of people want more information on so... since it's a subject only Google can definitively answer I thought I'd go straight to the source and ask.

I've gone through all your interviews, your blog , the Google Blog and GoogleGroups but haven't seen this question posed or the topic discussed. You've been a great friend to the SEO community and have answered similar questions in the past so... I'm hoping you'll indulge me and answer this one:

Does Google only pass link popularity through the first anchor text link (on a page) it comes across?

I know the question is basic and I've simplified the whole ranking-spidering-link-popularity concept but you know what I mean. And if the question is one of those that hits too close to home - well - a general statement like "excessive reciprocal links" would be good too.

Thanks for your time and consideration of my request, hope to hear from you soon.

Debra Mastaler.

Trade You A Smarte Car For A Link

2008-07-08T12:19:00.002-04:00

In marketing, it's all about perception.
In link building, it's all about authority.
So how do you mirror the two for links?

If you've ever done any link building you know you have to either ask for or create something to attract links, they just don't drop out of the sky. Regardless of what method you use, in order to secure links you have to develop some content to arouse interest and stimulate action. The million dollar question then becomes - what's the best line to use to get a link?

If you owned a company that manufactured "Smarte Cars" and wanted to launch a promotional campaign where securing inbound links was one of your objectives, which approach do you think would net more links in the end?

Set A:

Paid links: "I'll give you $20 if you place my link on your page"
Reciprocal links: "Let's trade links, I'll put yours on mine and you put mine on yours"
Paid Reviews: "We'll pay a fee if you write a product review with my URL in it.

Set B:

Promotional product placement: "We'll pay you to place our branded link on your webpage and list you as a promotional partner in our sales collateral.
Incentive promotion: "Trade you a smart car for a link on your home page"
Content development: "Hey there Miss blogger, you write what we live. We'd love to be part of your audience would you consider posting my article on Smarte Cars? Even if you can't, please keep our article and the $10 gasoline coupon enclosed."

Which set of tactics do you think are more effective algorithmically when it comes to link building? Which set do you think will experience higher response rates?

Let's look at the relevancy factor first. Can't say one set will benefit algorithmically over the other, both sets of tactics should draw the same amount of relevance since both sets are placing links on pages thematically related to yours.

Can't say anchor text because the power behind the keyword works for either set of tactics as well. From a link popularity standpoint both the relevancy and anchor text components are duly represented so algorithmically either set would work.

And you can't say one set of tactics is sanctioned by the engines over the other because really, the principle behind both sets is the same. So which one do you think is more effective and why?

From my experience, the second set results in more responses and links secured. Why? Because the second set of tactics sounds more professional, conveys authority and gives the perception the end user is getting the better end of the deal. Waving incentives and reinforcing benefits will usually result in more open and response rates.

That old saying "it's not what you say, it's how you say it" is spot on in this situation. If you send out the old "swap with me for PageRank" type letter you'll find lower results than if you offer an incentive to act and develop your inquiry to sound beneficial for both parties.

Bottom line? Throw out those old letters and boring articles and incorporate incentives to your link building content. Extend a great gimmick, show them the benefits and make them an offer they just can't refuse.

Grab Your Profile Link Before Some Jerk Does

2008-07-01T01:47:00.011-04:00

Online, reputation is everything. It drives you professionally, personally and algorithmically. Have a good one and you'll see positive returns. Develop a bad one and you'll have to work doubly hard to come back into your customers good graces.

While it's impossible to monitor every venue showcasing public opinion and reviews, you can work to protect your reputation by registering your known brand/name with as many social media, forums, and discussion sites as you can, especially the popular ones in your niche.

Why? Well anyone can register any name at a social media site and pass themselves off as you. Or just register the same name and tie it up so you can't. If you've worked hard at promoting your name (or a forum nick-name), people will assume it's you they see on various social media sites. Imagine their confusion when some interloper starts posting differing opinions or ridiculous comments! By not registering your name you've lost the opportunity to build on it and promote yourself in that location.

You've heard the old saying..."online, no one knows you're a dog"? It's very true. Anyone can come along and register your username, no verification or identification required. Once they become "you", they can seriously damage your reputation by making outlandish accusations or promises on behalf of your company. At the very least they unintentionally cause confusion. It could go on for a while before you find out about it and by then... negative opinions are formed, reputations are damaged and people are left scratching their heads.

If you think it's a big waste of time to go around and establish your branded username, consider the time and expense it will take to get those negative comments deleted and the confusion straightened out.

Also consider the added link bonus you'll get by taking possession of your username; many of the social media sites allow clean links in their profiles. (LOL - what kind of link builder would I be not to find the link opportunity in this! ;)

Be pro-active and register your brand/name on as many social media sites as you can. Tie up your username and avoid damaging your reputation, don't make it easy for anyone to steal your online identity.

Is That Directory Worth Submitting To?

2008-06-27T15:48:00.011-04:00

It was interesting to see the number of questions that came in through comments and email after I ran the post below (Directory Submission Discount Codes) asking if Directories were still a viable link source.

If you follow this blog you know I think they have a place in your overall link building efforts but shouldn't be done as a stand-alone tactic. I consider them part of your foundational linking efforts and not your ranking salvation.

In my opinion, there are a lot of free and paid directories that are worthless for various reasons. Here's the short litmus test I use when trying to decide if a Directory is worth my time or money:

1. Is the directory page your link will sit on in the index of G and Y?

If the page your URL will be added to doesn't show up in the index, then it does you no good ranking wise. Then you have to decide if the traffic alone is worth it.

2. When was the page last cached?

If more than a couple weeks, you need to check for exclusions and nofollows. Or ask why. Or just move along.

3. Does the page have more adsense ads than submissions on it?

This is a particular pet peeve of mine. I don't think I need to compete with adsense ads when paying for a listing. If there's as many ads as submissions, I walk.

4. Does the directory allow you to deep link?

Linking to your main dot com is good, deep linking is better.

5. Does the directory allow you to use your own Title?

It's more advantageous for me to use "Link Building Firm" than Alliance-Link in my submission Title if I'm linking for rank. On the other hand, a handful of links with my company name doesn't hurt either.

6. Does the directory offer a lifetime link?

This is personal preference but - pay it once, be done with it, move on. If you go the annual route you may be asked to pay more the next year. My exception to my lazy-pay-it-once rule is Business.com

7. Is the directory listed in the Google Directory and/or the DMOZ?

The answer to that one should be self explanatory :)

http://www.google.com/Top/Computers/Internet/Searching/Directories/
http://www.dmoz.org/Computers/Internet/Searching/Directories/

If you spend a little time poking around all the Directory categories on the DMOZ you'll find a bunch of juicy little aged directory nuggets to add your site to, buy mailing lists from or strike up a promotional advertising deal. Use them for all they're worth!

Link Spiel Directory Discount List

2008-06-09T11:56:00.007-04:00

Since Christmas is a long time off (199 days to be exact, you can figure it out here) that means no presents are coming your way for a while unless you have a birthday sometime soon.

Bummer - so let's change that. I can't give everyone an iPod, but I do have some Directory discount codes to share, they're listed below. Be sure to read the offer carefully and note the expiration dates, they're different for several. Ok, here goes (and they're in no particular order):

1. Massive Links http://www.massivelinks.com/ Coupon code OADL93CW 50% off any type of submission in the Business Profile Directory. Code expires August 31, 2008

2. Green Stalk Directory http://www.greenstalk.com/ Coupon code: green $20 off a lifetime listing. Code expires August 31, 2008

3. Best Of The Web (BOTW) http://botw.org/ and http://blogs.botw.org/ Promo code: SES25 Save 25% on all directory submissions and sponsorship ads in the BOTW Directory and Blog Directory. Offer expires July 31, 2008.

4. Aviva Directory http://www.avivadirectory.com/ Coupon code Debra (note code is case sensitive) $20 off both regular and featured submissions. Code expires August 31, 2008

5. RubberStamped http://www.rubberstamped.org/ Two for one deal, send email to editors@rubberstamped.org ahead of submission with what you're submitting. Code valid until August 31, 2008

6. eWilla Directory http://www.ewilla.com/ $5.00 US off standard listing submission Coupon code: LINKSPIEL valid through August 31, 2008.

7. Site Sift http://www.site-sift.com/ Buy two get one free for the SiteSift Directory. Pay for two admissions and email sitesift@gmail.com with third submission information and they'll add it. Offer valid until July 31, 2008

-------------

I have two more directories I'm waiting on and will add as they respond so keep checking back. :)

When Bad Publicity Equals Good SEO Links

2008-06-05T01:22:00.003-04:00

Question: What does SEO, cool specs and lifestyle brands have in common?

Answer: Guest columnist Leon Bailey Green!

When bad publicity equals good SEO links
by Leon Bailey Green

Whether or not you believe all publicity is good publicity, you can't ignore the fact bad publicity can attract high quality SEO friendly links.

To put it lightly the likes of Amy Winehouse and Britney Spears have been through a lot lately. Both have been worthy of many a mention on the BBC News website. A link from the BBC is priceless to many SEOs.

A story on BBC News about Amy Winehouse's arrest in April contains a high quality link to her website.

Imagine the BBC News link juice that Kate Moss would have achieved over the past few years if she had her own website. More recently Dunkin' Donuts had to pull an ad featuring Rachael Ray wearing an Arab inspired scarf. The scandal broke, or was created (you decide), by a blog which probably unwittingly linked to the Dunkin' Donuts website.

Many traditional PRs say when bad things happen react quickly with your side of the story. In the online world quickly is even quicker. And you should consider reacting on your own website – well, you never know, some people might link to it (NB calculate the risk. Make sure that page doesn't get Google bombed for your brand!).

Visit LEON's website for more analysis on fashion, culture and lifestyle brands online.

Who Knew Facebook Was This Much Fun?

2008-05-31T13:08:00.001-04:00

No words needed if you have a Facebook account. And if you don't - well... look at what you're missing. ;)-'

Linking In Earnest

2008-05-19T01:55:00.009-04:00

I watched an amazing video last night - “Randy Pausch Last Lecture: Achieving Your Childhood Dreams” on YouTube.

This vid has been online a bit (has over 2.3 million views) so you’ve probably know about this guy but in case you don’t, Randy Pausch is a Professor from Carnegie Mellon who is dying of pancreatic cancer. He’s blogging and recording his final days as a way to leave a legacy for his very young children and draw awareness to this deadly disease.

The lecture on the video is part of an old academic tradition known as “The Last Lecture”. Professors are asked to pass on to their students all their worldly wisdom as if the next day would be their last. In an ironic twist, Professor Pausch was asked to do the lecture the same time he was diagnosed with terminal pancreatic cancer.

As I watched and listened to this remarkable 76 minute video, four things he recommended stood out for me:

1. “… be good at something, it makes you valuable”

2. “How do you get people to help you? By telling the truth. Being earnest. I'll take an earnest person over a hip person every day because hip is short-term.”

3. (Shows slide of Jackie Robinson) “Don’t complain, just work harder. That’s a picture of Jackie Robinson. It was in his contract not to complain, even when the fans spit on him. You can spend it complaining or playing the game hard. The latter is likely to be more effective.

4. "Work hard. I got tenure a year early. Junior faculty members used to say to me, 'What's your secret?' I said, 'it’s pretty simple: call me any Friday night in my office at ten o'clock and I'll tell you."

Professor Pausch wants us to take what he’s learned and use it to enrich our personal and professional lives. I see no better tribute than to apply his sage advice to my link building business and life in general:

1. Be good, it makes you invaluable. Attracting links is about setting yourself apart and/or creating a niche. Spend time developing your business and marketing your reputation rather than coming up with silly linking schemes.

2. Be earnest. Cutesy link bait may attract a handful of links, but content in demand is there for the long haul. The number one online activity after email is product search. Write content that answers your customer’s questions and provides value.

3. Work harder. Don't succumb to the mediocrity of your competitors. Look to offline promotions for inspiration and ways to set you apart. Don’t use linking tactics that can jeopardize your business.

4. Work hard. You can’t build quality links in a day. Or a week, or even a month. It takes time and energy to create the right content and/or find and approach sites that will do you the most good. Develop your content, your image and your reputation and you’ll become the authority site everyone wants links from.

If you’d like to see the PowerPoint slides Dr. Pausch’s used in the lecture, click here.

All Hail The Dot co.uk Link - Or Not?

2008-05-08T10:14:00.003-04:00

I talked with Dixon Jones from Receptional yesterday, Dixon lives "across the pond" and is someone I chat with frequently about link building and life in general.

It's always interesting to hear what fellow linkers are noticing and watching, especially those from other countries. There are subtle differences in linking tactics and approach based on cultural customs and engine variations so I'm always looking to pick up a tip or get input on things when they fall outside my native comfort zone.

I pinged Dixon to get his opinion on using dot com's versus country TLD's and because I thought his answer had a lot of great info in it and might benefit someone else, asked him for permission to reprint our conversation. He said OK so here goes...

debra: ....do you think it's better/more advantageous for a business in the UK to use a dot com? Or use a dot co.uk? How's that affect link building?

Dixon: When I read that question first, I thought you asked what was more "adventurous" rather than what was more "advantageous" - which is interesting, because the two words probably give me different thoughts.

Debra: Yeah well, sorry, my spelling sucks and I probably typed "adventurous" instead of "advantageous". Or maybe my subconscious is trying to tell me something. ;)- So what you think, dot com or dot co.uk?

Dixon: The absolute safe thing (SEOwise) for a UK company with a UK client base to do is to use a .co.uk domain hosted on a UK based webserver - then they should 301 redirect the .com domain to the .co.uk. However - this isn't my preferred approach - more about my preference later.

debra: How much later? I have to go get the kids from school soon.

Dixon: Later as in two seconds while I type this. I can't go but so fast.

debra: Ah. Sorry. Again.

Dixon: There are some really important pre-requisites here. The first is that you shouldn't even start if you do not own the .com domain AND the .co.uk. use a domain where you can control both if you can. If you do not, then there is a very real risk that the other TLD is taken and used in a similar way confusing your customers and the very least and having someone profiteering off of your brand at the very worst.

There are many .co.uk domains available where the .com is taken, and there is a tendency to jump on these. Before buying one, check that the .com owner is established in a different business and certainly not likely to be mistaken for you. Sometimes things happen the other way around. When I started out, I bought dixonjones.com ... but I was a poor man, and the .co.uk was cheaper. Unfortunately, dixonjones.co.uk was taken. Now there is a company of several hundred architects presumably kicking themselves for not buying the .com. (If they had at least thanked me for redirecting their misguided emails for 8 years I might care, but not even a Christmas card so far)

debra: Well that's pretty rude of them. Want me to point some links at them and....

Dixon: No no no. Anyway... The real key for Google last time I looked was where the server is hosted - not the domain name itself. I suspect that this may be changing over time, but the "adventurous" route is not to 301 the .co.uk to the .com, but rather to use the .com HOSTED ON A UK SERVER (very important) and then 301 the .co.uk onto it. This gives you a much better grounding on which to go global. Because let's face it - adventurous is nothing if not about expanding in the future.

debra: All that redirecting and being adventurous makes my head hurt.

(Inserted: Dixon ignores me here and keeps typing)

Another reason for needing both TLDs is that people in the UK certainly do assume a url and type it in. They are as likely to make a mistake using .com instead of .co.uk as they are the other way around.

debra: Yeah, using the dot com is easier and less typing. Glad to know people are lazy everywhere not just here in Virginia.

debra: So how do you determine where a site is hosted? Have a tool for this lazy person?

Dixon: If anyone needs to know where a site is hosted, there are a few tools - one is at http://geobytes.com/IpLocator.htm. You first need to ping the domain (which I do from the DOS/CMD window) "ping http://www.domain.com/" to get the IP number of the site. And for the record, Geobytes isn't mine.

###

Good information as usual, thanks for the input Dixon.

It's Hip To Be Link Square

2008-05-06T23:14:00.000-04:00

We recently had a great turn out at our quarterly lunch meeting of the Virginia SEO MeetUp. The afternoon flew by as the group talked and shared ideas on everything connected to SEO. There were lots of questions on things like which conference should they budget to attend and what new tools were out there. It seems all the talk of recession has a lot of SEO/SEM shops budgeting for only one show this year and only investing in tools with a clear ROI. That conversation alone was noteworthy but overall the one topic that sparked the most debate centered around link building and which tactics were working. Click to continue reading...

Is Traffic The New PageRank? No.

2008-05-04T15:37:00.006-04:00

How many times have you read an article or blog post where someone says "don't worry about PageRank, if the link will drive traffic it's worth pursuing." I'm betting you read that a lot and if you're like me, catch yourself scoffing just a little when you do.

Yes yes I know PageRank isn't a major component of the ranking algorithm anymore and yes I know it dates me but what the heck, I can't help myself. I'm a busy person with little time to look behind every page I come across so I let the toolbar set the tone. If there's a meter of green, the page passes the initial glance test. If not, I may do further analysis before moving on. For me, the PageRank meter is an adequate gatekeeper and one I can see present tense.

Traffic is harder to determine, there's no way to look at a site and see site traffic unless they offer something like Sitemeter on their pages. There's also no way to see which pages a search engine deems higher quality. You just don't offer stats publicly unless you're selling links in which case they should be provided in a media kit. As a result, it's tough to find out what a site is generating traffic wise and makes securing links based on traffic a gamble since it's a future tense metric. (meaning, I take a risk in securing a traffic based link. I can't tell the success of that link until it generates traffic).

But there's a couple of problems with my old habit.

First, it limits me to using just Google. That's not good since each of the "big three" use a different ranking algorithm I may miss out on an opportunity to find a good partner site by just using one.

Ok truth be told I don't like the idea of one entity having so much power and right now, Google has a lot. Don't tread on me, and power to the people comes to mind when I think of Google. (Which is pretty funny if you consider their motto.) And while Google doesn't tread, right now I feel like they are creeping along into everything and that kinda worries me.

Second, Google has been pushing the use of nonfollow which has prompted a good number of commercial sites to adopt it rendering any authority vote they cast almost invisible not only on G but Yahoo! as well.

Influenital sites like YouTube, the Wikipedia, Yahoo! Answers and now the greater portion of Flickr pink their links which means their authority doesn't flow. We've made them authorities by linking to them but do not enjoy the reciprocity that comes with partnership. Oh well.

And lastly, we know visual PageRank isn't a true representation of the real McCoy... not that it really matters in the big ranking picture anyway. I mean, why do people say things like " well the toolbar doesn't really show true PageRank". Does it show false PageRank? Well no according to Google, it just doesn't show what they see. It's a timing issue. Whatever.

All seems kinda dumb when you talk about it like this. So why does the fuss around PageRank continue? Good question. Better question might be - what's better at giving us the quick qualifying factor like the PageRank toolbar?

Don't tell me Alexa. Yikes! Maybe it's plain old search engine placement, an average of sites across the three engines.

The only tool I know that does that is Aaron's Myriad Search although I noticed it doesn't bring back any results for Ask Jeeves but includes them as an option on the main page.

For now I'm keeping my toolbar. Sorry Aaron, love Myraid and will use it but it doesn't fit on my toolbar. When it does I'll unhook the green meter and put it up there. Until then, here's looking at you PageRank.

Can you spare a Sphinn?

Forum Trolls Suck

2008-05-01T10:41:00.003-04:00

Click the link to enlarge cartoon unless you have super power vision. :)

Dude, Your Site Is Boring No Links For You

2008-04-29T10:21:00.023-04:00

At last week's SMB Unleashed Conference in Houston someone asked what was the hardest part of my job as a link builder. Was it the:

Massive amount of time involved in competitive research? Or -

The massive amount of time involved in negotiating space? Or -

Developing new and creative content that continually attracts links?

Nope, no and no again.

IMO, the hardest part of my job is telling someone you won't be able to secure the authority links they so desperately want because their site is a boring, forgetable mess. That doesn't mean I would muster up low quality links either, I just wouldn't work for them period unless they were willing to make some changes.

No matter how I spin it, when I tell someone " your site is boring and lacks credibility as a result. No one will link to it unless you make some changes..." that doesn't go over well with most people. It's easier when you have something tangible to point to like poor design, poor usability, outdated content, broken links, over-use of Adsense and no About Us page. But you're not always that lucky and it's never that easy, sometimes it's just a case of dull and boring.

It's easier to define credibility than "dull" since "dull" is somewhat subjective. Boring content is unemotional, unattached and one dimensional, so it stands to reason you're not going to find motivated people creating captivating pages that elicit credibility. Take dull and now add lack of trust and you have one dud site to try and secure links for.

To me, David Hasselhof is boring.

Vin Diesel is not.

Hamburger is boring. Kobe beef is not.

Birkenstocks are boring (and ugly). Jimmy Choo's are not.

Canned sales verbiage is boring and lacks credibility. Product reviews and testimonials are not.

You can say "boring" is a matter of taste much like beauty is in the eye of the beholder but really... when it comes to selling yourself and establishing credibility online, would you attract more confidence and links by:

Hosting information on David Hasselhof eating burgers in Birkenstocks Or --
Vin Diesel noshing on Kobe beef with a date in Jimmy Choos?

I'm betting the latter - unless of course you're Amish or somehow challenged.

OK so the example is a little extreme, but you get the point. Your link building and content generation campaigns shouldn't be where you scrimp on costs or creative energy, they're key to your overall online marketing success.

You can't afford to have a dull site or one lacking credibility if you want to attract links, build brand and drive targeted traffic. If you don't have content to use as a hook or the site lacks certain credibility elements then you need to spend the money and have them created otherwise, no one will link to you.

Old and stale beget no links and sales . Don’t skimp on paying for content.

Usurp Wikipedia And Build Authority. Cool.

2008-04-19T23:42:00.007-04:00

If you're in the market to find ways to usurp an encyclopedic interloper and wanted to reestablish a long time brand while helping websites develop topical authority in the process, how would you do it?

Seems Encyclopædia Britannica found one. They've created an information widget webmasters can use to place authoritative information on their sites from EC's databases even the paid sections. Here's what it looks like and the marketing spiel that was launched with it:

Britannica Widgets are here, and with them you can instantly post an entire cluster of related Encyclopaedia Britannica articles on your blog or Web site. Just follow the instructions and copy and paste the several lines of code associated with each widget as html into the appropriate place on your site. Any readers who click on a link will get the entire Britannica article on the subject, even if access to the article normally requires a subscription. Really. Try it.

So let’s say you have a site about philosophy, or astronomy, or basketball. Stick one of the widgets below on your site and your readers will instantly have access to Britannica’s coverage of the subject.

Hopefully Britannica won't get a widget smack for using these, will be interesting to watch and see what happens. I'm rooting for them.

Just A Link Laugh

2008-04-09T12:50:00.001-04:00

This is pretty funny and reinforces the notion people will do anything for money... or tequila shots. (try to hang to the end, that's the best part)

How To Expose Your Brand Without Wearing A Trenchcoat

2008-04-07T11:43:00.012-04:00

I got a clever email recently from another SEO (who shall remain nameless), it's a very creative brand building promotion that didn't cost this person a dime to implement.

I want to share the email because it's a great way to generate exposure especially if you have a small marketing budget but need a big way to attract attention. While I changed the email verbiage to protect the sender, the full spirit and process of the promotion is there.

The email was sent to the friends, customers and newsletter participants of this SEO. The "gift" mentioned in the copy was impressive and extremely valuable, a definite motivator. Here's the email:

Subject: Want A Complimentary Really Nice Gift at SMX Munich?

Hey there, this will just take a couple of seconds!

SMX Munich is right around the corner and I'll be there! The first client that comes up to me and asks for a Really Nice Gift will get it, no strings attached and no April Fools joke.

Well ok, there is one string attached.

Popular SEO Website is running a contest and the grand prize is a ticket to SMX Munich. If you want my Really Nice Gift, you need to get me to Munich!

So go to their site and post a comment telling them you want me – Great SEO Guru - to have the free ticket to SMX and include a link back to my site. (Provides URL)

After all, you can’t get the Really Nice Gift if I’m not at the show in Munich right?

The point of the promotion wasn't to get a bunch of comment links, it was to motivate people to talk about the Great SEO Guru on a highly visible website. He used a contest someone else was running to promote himself and maybe win a free ticket worth over a thousand bucks in the process.

A couple people talk about you, others go to investigate. Lots of eyeballs read that post and lots of people noticed the multiple comments being left for the Great SEO Guru. Pretty smart.

For the ten minutes it took to write the email and send it, I'd say that was a great return on exposure investment.

In The BigTop With Alltop

2008-04-02T12:00:00.007-04:00

I found out yesterday the Link Spiel has been added to Guy Kawasaki's new ALLTOP website which is very cool.

Alltop lists the latest headlines from a wide range of blogs categorized by topic for easy browsing.

Here's a snippet from their media release:

We help you explore your passions by collecting stories from “all the top” sites on the web. We’ve grouped these collections — ”aggregations” — into individual Alltop sites based on topics such as environment, photography, science, celebrity gossip, fashion, gaming, sports, politics, automobiles, and Macintosh.

Never one to look a gift horse in the mouth I'm happy the Link Spiel was included and thank David Harry for publicly whining on my behalf. But I have to admit to being a little surprised.

I've never met David. We've never even exchanged emails so I'm doubly thankful for his comment and the fact he thinks enough of me to mention my name.

I'm pretty sure this little blog wouldn't have been added without David shouting out to Guy-liath and bringing him down for a look.

So big thanks to Guy and David for adding me to the fray. :)

Some Link Ditties

2008-03-30T15:45:00.012-04:00

Hey everyone, hope you're doing well. I have a couple of things to share:

Today's the last day for the SEO's Fight Fat , here's what I look like now as a result of my participation...

Yeah, I wish. Donna hasn't posted final weights or who won yet but it sure as heck won't be me. While I would have liked to have lost as much as Jennifer and Scottie , I didn't and that's that. I did however, get back into an exercise routine so I'm happy.

(great abs but I bet her personality stinks ;)

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Eric Holter from NewFangled.com sent a long some links to a couple of SEO videos he's created. They're about 14 minutes each but hey- pick up a coffee and start your Monday on a learning curve. (Or for some of you, a refresher course ;)

http://www.newfangled.com/how_to_do_search_engine_optimization_video

http://www.newfangled.com/seo_farming_vs_hunting

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I came across this list of companies providing advertising opportunities to bloggers. It's probably the most comprehensive list I've ever seen so I'm sharing:

http://weblogs.about.com/od/monetizingablog/qt/AdvertisingDir.htm

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Ok, that's all I have for now. Until next time -- think links!

Looking Cool Can Look Link Stupid

2008-03-29T21:50:00.029-04:00

Have you seen the new social networking site Starbucks launched about two weeks ago called MyStarBucksIdea?

The media release Starbucks issued calls it an online community network but after going through it, it does seem like a glorified customer feedback form. Since I prefer Diet Coke as my caffeine poison of choice, I don't really care what Starbucks is calling their new venture but I was very interested to know how they were going to sell the concept to their customers.

I'm a big believer in cross promotion and incorporate offline advertising into all the custom linking services I offer. IMO, it's smart to advertise to your demographic offline because people assign credibility to what they read and transfer that trust to an online brand when they see it.

And we know trust helps to build links. So I figured I'd learn a thing or two from a company that managed to make paying $4 for a paper cup of coffee at any time of the day an unconscious part of our routine. I was curious to see how this retailer was going to promote a new online opinion venue to a customer base that's predominately offline. I headed over to our local StarBucks cafe to see if they were displaying any in-store collateral supporting the new networking site.

Surprise surprise - they weren't and the counter clerk didn't know anything about the site either. Which sincerely surprised me as I always had the impression StarBucks was marketing savvy.

I'm sure StarBucks spent a ton on money on creating this new Web2.0 platform so it's a surprise to see they're not taking advantage of in-store collateral annoucing it's creation. I know it's perceived to be cool to have a social media tool in your marketing arsenal and while I applaud StarBucks for making an attempt to build community, I'm shocked at their lack of basic Marketing 101.

I know that sounds a little harsh but I really feel that way. Everyone wants to use the latest toys and look cool because when you're cool, people talk about and admire you. But I have to wonder... here's a company with an almost 100% offline presence and they go and launch an online social networking site to build a -- community? They already have community in their stores everyday.

Which is why they should capitalize on it to market the new online venue. If they launch a new coffee, where do they promote it?

In the stores of course. So why wouldn't they promote a major new portion of their business in-store as well?

I know, I know, just because our local StarBucks aren't pimping the new site doesn't mean it's not happening elsewhere. It SHOULD be happening here, Williamsburg is a hot tourist destination and was visited by the Queen last spring so we're not total hicks. Starbucks owns thousands of offline stores -- thousands. Are they using them to promote a new marketing tool designed to listen to customers, the very people they want becoming part of their new community?

From what I can see -no. Too bad too. If the idea is to use the social networking site to empower customers, they're not doing it at the most effect level - the storefront.

Now I ask you, is that cool?

People turn from being customers to brand evangelists when they feel empowered and part of something. Think about your loyalties and why you have them, do you feel the way you do because someone listened and acted on your opinion? Probably. :)

If you have an offline store supporting an online presence, or even if you exist only online, it makes a world of sense to cross expose your URL/promotion at every opportunity.

If you're going to go through all the trouble of creating something as detailed as a social networking site or as a simple as a magnetic sign for the side of your car, be sure it's going to be seen by the people who can make a difference and in a format that reinforces credibility.

You want to look cool? Buy sunglasses. You want to grow your company and your link base? Advertise in on and offline publications and venues reinforcing your credibility.

Time for a fresh diet coke. :)

Directory Discounts

2008-03-24T11:08:00.002-04:00

Here's a couple of directory submission discounts I wanted to share:

Aviva Directory's 3rd birthday special is almost over. $20 off all new submissions - both regular and featured. To take advantage of this special offer, simply enter the following coupon code into the coupon field when submitting: birthday3

You can use this code for multiple submissions. Time is running out to take advantage of this offer. This offer will expire at the end of March - on March 31, 2008. www.avivadirectory.com/

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MassiveLinks.com is offering a 50% discount as a promotion for Link Spiel readers to their US Business Directory. Simply use this coupon code before paying: linkspielrocks. This offer is valid until April 30, 2008 http://business.massivelinks.com.

Being a member also allows you to participate in other areas of the site. Here's what's available:

Article Directory http://www.massivelinks.com/articles/
Forum: http://forum.massivelinks.com/
Your own blog: http://forum.massivelinks.com/blog.php

Happy Easter Happy Chocolate Rush

2008-03-22T20:05:00.001-04:00

God Knows How To Market For Links

2008-03-11T09:06:00.009-04:00

A little over a year ago a new social media company came on my radar, it was a Christian based video site called GodTube. Basically, GodTube is a YouTube clone sprinkled with holy water.

It's also sprinkled with a whole lot of marketing hutzpah. You can learn a lot by watching niche sites like GodTube, their marketing tends to be focused which means they know how to reach their limited demographic. There's a couple of excellent components to this site I wanted to point out, first the obligatory screen shot:

GodTube has, unlike other video sites- an entire section translated into Spanish. Which makes sense given census trends and the fact the Spanish community is know to be largely Christian based.

Since the US Census puts the Hispanic population at 47.8 million in 2010, or 15.5% of the US population, offering your site in Spanish makes sense.

Something else worth noting on this site are the contests by Liberty and Regent University. Both are offering a full ride as a grand prize, which is awesome when you consider what tuitions are running these days.

Of the two, the Regent University contest is worth dissecting. Click the banner and you're taken to a promo site set up to house the contest, it's linked to an internal page of Regent University

The Regent contest takes full advantage of social media sites like Digg, YouTube, Delicious, Facebook, Myspace and StumbleUpon and not with little icons here and there, but great big attention grabbing icons.

The guy in the tweed jacket hawking the contest is a well known Hollywood casting director and a professor at Regent University, he has a short but to-the-point script that made me want to go out and make a video. Also notice the countdown monitor in the upper righthand corner, it's there to give a sense of urgency to the whole process.

Back on GodTube they've created a media center that does a really nice, job of showcasing their features in mainstream TV. Notice how they'e added the term "GodTube" in all the media titles, this takes advantage of the way people search and reinforces brand.

The Spanish translation - smart. Hosting other people's contests and capitalizing on their advertising in the process - smart smart. Showcasing media involvement (capitalizing on credibility) and offering a single stop for all things press related - smart smart smart.

Bless them for doing it right.