Search engine optimization for small and very small businesses.

Archive for the links Category

Cost Per Link Is a Lousy Metric

Typically what happens is that an SEO is performing work on behalf of a client, or the company they work for. They are diligently adding incoming links. Then the person managing the SEO does a calculation, looking at the money spent on the SEO, and the number of links acquired.

For example, if you have an in-house SEO getting paid $8,000 per month, and they obtained 40 links for you last month, your cost per link is $200. So why not try to drive this cost per link metric down?

The reason is that it will drive you to acquire crappier and crappier links. What the metric ignores is that all links are not created equal. In fact, a high quality link can easily be 10,000, or even 100,000, times more valuable to your web site then one of those crappy links.

<Read more of Eric Enge’s pithy and insightful analysis>

Finding Potential Link Partners

Finding Potential Link PartnersLink building is often a slow and arduous process that unfolds over a long period of time. But the rewards are large and it’s a fundamental requirement for marketing any web site.

Creative link research can provide you with some real advantages. It focuses your link building efforts on targets that are likely to provide a high response rate (or a high success rate) and also likely to be pretty meaningful links.

Eric Enge’s article at Search Engine Watch has some great ideas to get you started.

How Much is a Link Worth To Your Business?

A number of factors go into making one link better than another. Here are some.

  • PageRank (link juice)
  • Anchor Text (if you can influence it to align with your keywords, that increases the link’s value greatly)
  • Link location (a link in the middle of a paragraph is better than a link at the bottom of a page or with a bunch of other links)
  • Direct traffic you get from people clicking on the link
  • Quality of the source web site
  • Endorsement value (if any is given)

<More here>

Eric Ward’s Link Building Secrets

Link building secretsEric Ward is a master link builder who counts the likes of Amazon, the Discovery Channel and Warner Bros among his list of clients. Earlier this month, Rachelle Money at WordTracker interviewed Eric and extracted some valuable information about link building.

Where do links come from? Are “trusted sites” important? How do you link build? What makes a good link builder? How do I start link building today?

If you’re doing (or planning to do) link building for your site, this interview is a good resource.

Is DMOZ Selling to BOTW?

DMOZ - The Open Directory - and BOTW - The Best Of The WebDMOZ, or The Open Directory, is rumored to be in negotiations to be bought by Best Of The Web. DMOZ is the largest and perhaps most respected directory on the Internet, and the DMOZ database powers equivalent directories at over 450 domains. People are growing concerned over whether4 this change will hurt their rankings in Google.