I'll Take Links And 11 Gold Medals Please

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

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.

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

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

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

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?

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

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

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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

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?

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