About 2 months ago Oilman posted about how Digg was wasting some of their authority by splitting their brand and link equity across at least 3 domains. Given the following conditions
- there is a virtually unlimited number of ways to build links
- some link sources can be authoritative, parasitic, and long term
- Google's general goal is to be hard to manipulate and list information over commercial results
- most old authorities react slowly to market changes and don't sell their authority in a manner that is relevant to the current market
It makes sense that Google would want to promote a site with 10 quality links much more than they would want to promote 2 sites with 5 quality links each. Consolidating and controlling your link authority is exceptionally important.
Many websites still make errors when doing authoritative things by not providing a focused linkpoint on their own site for an idea. A couple examples:
- Many book authors write a book and then never create a page on their own site which is the defining resource for their own book, and thus allow one of the larger bookstores or ecommerce platforms to take the default rankings for their brand.
- Many people use SurveyMonkey or some other source for surveys. If their survey / contest gets popular then they throw away a bunch of their link equity by having it all point at an external source.
- Many people blow their marketing by announcing too many things at once, instead of double or triple dipping on the plublicity.
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