When a page or section is new and you are competing against older sites that have built authority for nearly a decade one of the easiest ways to gain traction is to pick a specific keyword phrase that is not that competitive and go after trying to rank for it.
Often I find myself making a page title relevant for a wide basket of related keywords, then when I check the rankings the page comes in at #12 or #16. My mom's blog currently ranks at #13 in Google for weight loss calculators and #4 for free weight loss calculators using the page title Free Diet, Calorie, & Weight Loss Calculators. The page also ranks #30 for diet calculators and is deep for calorie calculators.
The best thing to do here is to focus the title on the phrase closest to ranking at the top, and try to get it a few more links. If the page starts picking up organic traction after ranking and eventually grows into a self reinforcing authority status then I could help it get more traffic by including those related phrases that don't make much sense to highlight in the page title right now.
If a site has 100 units of link equity and offers 10 sitewide categories then each category gets 10% of the link equity. If that same site limits its number of sitewide categories to 5 then each category gets 20%. By being a webmaster who tracks results one of your biggest advantages you have over webmaster who do not track results is you can limit your navigational selection to suit your financial goals. Is something hot this season? Rotate in the featured category or featured products. Is a category unprofitable or far beyond the authority needed to rank for it? Place less emphasis on it.
The nice thing about template sites with includes and dynamic websites are that it is easy to quickly change your weightings to place more focus where the revenue is. A few #6 or #10 ranking pages in the good section suddenly going to #1 might mean 3x to 5x the earnings.
I have been noticing with Google recently that if you search for something like seobook video that Google pulls in results for SEO Book video as well. They may have been doing this for a while, but if so it seems like it recently got more aggressive. If you are banking on targeting an unpopular version of a keyword you may actually end up having to compete with some of the most authoritative pages ranking for the alternate more authoritative version.
This feature, spell correction, and toolbar search suggestions eat away at some of the easiest portions of the organic SEO arbitrage market by helping search engines consolidate language usage patterns as best they can.
Many authoritative tool pages have gobs of link equity, but rank for few keywords beyond their official name because they offer little background information. Providing no background information not only wastes ranking opportunities, but also makes it hard for some people to use the tool. In some cases it makes sense to keep documentation separated from the conversion process, especially if the tool is a for sale item, and especially if you are selling to people looking for an instant autopilot wealth generation system. But if your offering is of value and free, there is no need for the mystery card. You can make the download and/or usage instructions clear at the top of the landing page, and then get deeper into features and benefits as you go further down the page.
Since placing mint code on my tools page about a week ago hundreds of unique search queries landed about a thousand searchers on my keyword suggestion tool. About 10% of that traffic was from core terms, while the rest was long tail.
I could have paid Google $500 for that traffic, but I am fine with getting it for free. :)
In an SES panel yesterday Matt Cutts claims paid links pollute the web ,while he advocates off topic link bait as a useful search marketing strategy. Michael Gray and Greg Boser are a bit more honest:
Link Baiting, what Googleâ€™s suggest as link building strategy, is as egregious if not worse for relevancy than paid links - viral content of such an off-topic nature should not help your rankings and is more â€œpollutingâ€ than relevant paid links.
Linkbaiting is Expensive, Time Consuming, and Unpredictable
The reasons search engineers advocate link baiting are:
it is expensive
it is time consuming
the results are hard to predict
it requires social connections
it provides off topic low value traffic
it typically creates content of limited commercial value (other than the ability to pull in links to rank other pages for stuff they did not have enough relevancy or authority to merit ranking for)
the valuable results can take a while to show
it often undermines the credibility of the source doing it (by allowing people to think of information from certain sources as link bait, which is a derogatory classification term)
many companies have restrictions that prevent them from doing it
Because of the above reasons, the technique of link baiting is outside the reach of most webmasters. Since few people can do it, it is highly unpredictable, time consuming, and expensive OF COURSE that is the only way search engineers recommend you build links. They might even like you to believe that almost all links are acquired that way. The more brutally tough it is to build your SEO strategy the more appealing AdWords ads look.
Shopping Search? Try AdWords!!!
If you can't buy links to rank, then some irrelevant old sites and marginably relevant articles on authoritative domains (that typically gained their link based authority before Google polluted the link graph with AdSense and NoFollow) gets to clog up the organic search results, and the only way people can find commercially relevant results is if they look at Google's AdWords ads.
A mainstream media magazine did a spread on one of my friend's websites, where my friend gave them virtually all the content for the article, and they refused to link to my friend's site in the article because they felt it would be too promotional. Sorry, you already sent out 100,000 magazines with the article in it. You already were too promotional. Sadly, that is just one more example of the death of organic links caused by Google's fearmongering.
If I have a blind bid that is too high would it tell me to lower that bid? Nope. A search marketing campaign is only properly optimized if it sends more money to Google, which is the problem with the field of SEO. Google doesn't get a cut of the action. The organic results have yet to be properly optimized.
Why Waste a Breathe Scaring People Unless the Intent is to Lie or Deceive?
Matt also says that it's very difficult to buy paid links effectively as a business or as a search marketer because Google does such a good job detecting and eliminating the value of those links.
How often do you hear Matt Cutts droning on about duplicate page titles or stuffing your meta keywords tag? You don't, because they are no longer effective.
Google would not be trying to brainwash webmasters about links so often if paid links didn't work. The problem with paid links is they work too well.
Who is Getting Paid?
To properly understand search marketing you have to understand that the fight over search spam has NOTHING to do with result relevancy. The label of spam is only applied if the wrong company gets paid.
Wikipedia can cross link just about everything and look legitimate with it because they are non profit. Independent webmasters have to be more focused if they are trying to create profitable websites. Navigation can be nearly useless and spammy looking, or with a few minor tweaks it can look legitimate and well categorized. Compare the following two examples:
Seen On a Farm
The first navigational scheme is something you might see on the common AdSense website. Each page is not connected to any of the others by any trait other than carrying AdSense ads.
The second navigational structure looks less spammy and more useful. In addition to looking more credible and being easier to use, it also has headings focused on relevant keywords, which can link to related category pages. This allows the site to focus link weight on core topical phrases and pick up on mid tier keywords not covered by a more haphazard navigational scheme that uses generic words unrelated to the way searchers search.
If you think ahead when planning out your navigation it also makes site expansion a breeze. For example, if you later add turkeys to the farm animals category it can be grouped with chicken under a poultry category.
Good internal navigation should be logical, easy to follow, and reflect your keyword theme.
The types of link buys that Google has a distaste for are the links that are exchanged directly for cash. Modify your way of thinking just a little and there are a wide array of easy to buy high value links awaiting your purchase. The key to having a low risk profile is to make the link appear indirect.
Most links occur because of a value exchange of some sort. People link because
they find a resource to be valuable
they get paid directly for linking
they get paid indirectly for linking
Here are 18 indirect ways to buy links without looking like you are on a link buying binge.
Guest Blogging: Have a lot to share but little budget for exposure? Consider saving some of your best content for other websites that have the attention of your target market & offer to guest post for them. If you are looking for more general exposure and can't get onto the A list websites start by submitting to some of the B & C list sites that accept guest posts and work your way up. Services like MyBlogGuest make it easy to find relevant opportunities.
Create other featured resource content & promote it to those who link at quality resources. Internet Marketing Ninjas is great at this type of content creation & promotion.
Testimonials: Best thing ever. Buy now! ;)
Testimonials help increase sales because they are a sign of social trust. Many content management systems, web designers, programmers, and web hosts offer links to featured clients. Some keep full directories of sites using their services, while other sites, such as Pligg, also allow people using their software to buy an ad on the official software site.
Association Memberships: Trade organizations tend to have significant global authority and topical authority. In order to push the agenda of the organization many of these list members to show proof of social value. These links are often priced far below their value, and contributing directly to associations is a way to also get significant exposure in front of the type of people who are likely to buy from you and/or link at your site.
Contests: People are competitive animals. Contests like the Mahalo Follow refer a friend program also move the spamming activity away from the source and onto other people, thus allowing the central sites to profit from spamming without being called spammers.
Awards: Even if winning an award has absolutely no value people still like recognition. Winners like to talk about what they have won. In some cases you can even give award winners your product to get them to talk about it.
Donations: Support causes you believe in. Money is the fuel upon which charities can fund themselves and spread their messages. It is hard to call you a spammer for donating money to a good cause. If you get a bit of link equity out of it as a bonus why not enjoy the benefits of good karma? Better yet, you might be able to donate software or services to charities at little to no expense to you. How much is an SEO services by link on a PR8 charity site worth in branding and distribution?
Free Samples: This acts similar to donations, except it is easier to spread to a wider audience without appearing spammy, and if people like what you offer they may review it on their sites.
Widgets: Many embeddable tools (like analytics products, what is my PageRank tools, etc) provide static links back to the original source site. Some companies also provide emblems that their site is hosted on a green host or that they support some other cause.
Sponsorships: Many email newsletters are archived online. If you target a compelling offer to the right audience this may lead to additional links. Services like ReviewMe also allow you to put targeted offers in front of audiences who may help spread the word.
Affiliate Programs: Even if affiliate links do not provide direct link juice, good affiliates still send a relevant stream of traffic to your site. Some affiliate programs also 301 redirect the affiliate links to the end merchant site. Affiliate programs allow clean companies to profit from the dirty parts of the web (think AdSense or Mahalo Follow).
Social Media: Partner with someone who enjoys writing junk for sites like Digg. If you are too lazy for that, StumbleUpon ads allow you to target ads to specific groups on StumbleUpon, and there are a number of Digg spamming services on the market. Here are some tips for link baiting.
Google AdWords or Other Ad Buys: You can buy ads and send targeted traffic streams to your linkworthy content. You can do it one keyword at a time, or target ads to specific websites. In some cases businesses get organic links just because people are talking about how often they see their ads, plus top of mind awareness leads to more usage and more links.
Link Out to Egomaniac Bloggers: This is a way of buying links by paying with your attention and distribution. People like getting mentioned, and are more likely to link to people who agree with them. Seth Godin linked to my blog again a few weeks ago and when I saw he mentioned my site (even if only in passing) for some reason that made me happy. Insightful blog comments are also likely to make a blogger want to talk about you.
Blog Carnivals: Blog carnivals are where a group of bloggers all talk about a topic and mention everyone else in the ring. These amount to a big circlejerk. If your site is legit and a market leader there is no need for this sort of stuff, but if your site is new in a saturated field doing this might be helpful. Plus others in the blog carnival may end up adding your site to their blogroll or talking about you again on their blog.
Press Releases: Do it too often and it looks cheesy, but some mainstream media outlets like CNN syndicate press releases, while others may choose to interview you based on your press release.
Hire Them / Buy Their Brand & Site: If someone already has a large following but is not monetizing it to the full potential consider hiring them and letting them help you build a more profitable business. You can also look for under-performing sites to buy. If someone is outside of your financial reach you may still be able to leverage their brand by interviewing them.
Of course, not all proxies are being run by innocent people for innocent reasons. Some of them are actually designed to hijack content - to deliver ads, etc. Some people want to steal your content, and they want the search engines to index it. In fact, I would not be surprised if a large part of the overall problem isn't caused by such people firing links at their own proxies.
I have seen numerous sites die to proxy hacking, and this is an issue Google has known about for over a year.
Your name can not be stripped and no one else can claim credit for it. That is credit, reputation is a non renewable resource. It can not be replicated. It can not be copied. To the degree that someone takes credit for your stuff, that's the degree to which you lose credit. It is always proportional.
When Google goes so far as trying to police link exchange and link buying why don't they do a better job policing AdSense? If they want to clean up their search index the easiest, most scalable, and most robust way to do so would be for them to worry about their own network, and stop paying content thieves via AdSense.
One of the comments on the article I wrote for Wordtracker mentioned WordsFinder, which allows you to create a list of keywords from a piece of content. Their tool uses the Yahoo! Term Extraction Tool, and also provides a few additional keywords next to the results. Three other easy ways to get similar information are
Enter a URL into the Google AdWords keyword suggestion tool. Note this tool has two options, one for grabbing keywords for a page, and one for grabbing keywords for the page and other pages that the page links at.