+=+=+=+= SIM's INSIDER REPORT =+=+=+=+

July 29, 2003

E-Zine #121

SIM's INSIDER REPORT is a free bi-monthly newsletter dedicated to helping readers succeed online while saving both time and money with cutting-edge tools, tips and strategies for internet marketing, online advertising and website promotion.

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Improve The Link Popularity Of Your Site

Link popularity, i.e. the number of sites which are linking to your site, is an increasingly important factor as far as search engine placement is concerned. Other things remaining the same, more the number of links to your site, higher will be its ranking.

What is important is not only the number of links to your site, but also the types of sites which are linking to you. A link from a site which is related to yours is more valuable than a link from an unrelated site.

In this article, I explore different methods by which you can improve the link popularity of your site. I start with the methods that you shouldn't bother using, then go on to the moderately effective methods, and then end with the most effective methods you can use to boost the link popularity of your site.

1) Submitting your site to Free For All (FFA) pages

A common misconception among many Internet marketers is that while FFA pages may not directly bring in traffic to your site, it will help to improve the link popularity of your site, and hence, will indirectly bring in traffic through the search engines.

Nothing could be further from the truth. Most FFA pages can contain only a certain number of links at a time. This means that when you submit your site to a FFA page, your site will be placed at the top of the page. However, as more and more people submit their sites to the FFA page, your site will be pushed down, and finally, when it reaches the bottom of the page, it will be removed.

Now, since you can bet that plenty of other people are also submitting their sites to the FFA pages, your site will remain in these pages for only a short span of time. Hence, in order to ensure that the search engines see your site if and when they come to spider the FFA page, you will need to ensure that you submit your site to these FFA pages on a regular basis - at least once a week.

Even if you used an automatic submission program to do it, can you imagine a worse way to spend your time and/or money? Furthermore, many search engines recognize these pages which only contains links to other sites as FFA pages and may completely ignore them. And while I haven't yet seen any evidence that submitting to the FFA pages will actually penalize your site, there is every possibility that this might happen in the future.

Hence, when it comes to FFA pages, my advice is simple: don't even think about them.

2) Joining Reciprocal Link Services

Some people have recommended that in order to increase the link popularity of your site, you can join some reciprocal link services. The basic idea behind these services is that you add some pages to your site which contain links to other sites which are members of that service, and in exchange, these members will also add pages to their sites which will contain a link to your site. Theoretically, more the members of that service, more your link popularity.

However, I have plenty of reservations about using this method to boost the link popularity of your site:
  1. Most of these services require that you add a visible graphical or text link from your home page to the pages containing the links. If they require a graphical link, it can completely destroy the general look and feel of your site. Even if they require a text link, how would you feel if a visitor to your site clicked on such a link and found one of your competitors (who is also a member of this service) right at the top of a page?

  2. Most of these services give the same pages containing the links to each of its members, i.e. the pages that you are required to upload to your site are exactly the same as the pages which all the other members of that service are required to upload to their servers. Even the file names of the pages tend to be the same for all the members. Most search engines are now able to detect such duplicate pages in different domains and may either ignore the pages or may even penalize all these domains for spamming.

  3. Instead of linking only related sites with each other, most of these services link all the members with each other. This means that lots of unrelated sites will be linking to your site. As I mentioned before, links from unrelated sites are simply not as valuable as links from related sites. Hence, I don't recommend that you join any reciprocal link programs.

3) Exchanging links with other webmasters

Another way of improving the link popularity of your site is to exchange links with other webmasters who have sites which are related to yours, but are not direct competitors. Here's how you can do it:

First, open a database program like Microsoft Access and create a new table containing fields like FirstName, LastName, Email Address, URL etc. Then, make a list of the sites belonging to your competitors. Then, go to AltaVista, and type in the following in the search box:
link:somesite.com -url:somesite.com
where somesite.com is the domain name of one of your competitors. This will give you a list of all the sites which are linking to that competitor. Then, find out in what context a particular site has linked to your competitor. If this site is an affiliate of your competitor, then your chance of getting a link from this site is limited, unless you offer an even better affiliate program. However, if you find that this site has a Links page which contains links to other sites, one of which is a link to your competitor, then it is an excellent prospect for exchanging links. Find out the name and email address of the webmaster of the site and add them to your database. In this way, go through all the sites which are linking to your competitors, locate those sites which you think may want to exchange links with you, and build up your database.

Once you have done that, create a Links page in your site, and add the URLs of these sites to the Links page. Then, send an email to these webmasters, introduce yourself and your site, congratulate them on building an excellent web site, tell them that you have already added a link to their sites from yours, and then ask them whether they would be kind enough to add a link to your site. In your email, emphasize the fact that exchanging links in this way will be mutually beneficial for both of you because it will help both of you drive traffic to your sites. Wait for a month or so to see the response. Some webmasters will agree to link to you. Others will simply not respond. After a month, remove the links to those sites who are not interested in exchanging links and using the methods outlined above, try to locate more sites with which to exchange links.

When you send the email to the webmasters, make sure that you personalize each email. Don't begin every email with "Hello Webmaster", begin with "Hello Mike". If you want, you can use email merge programs to automatically personalize each email. You can check out some email merge programs by going to http://download.cnet.com and searching for "email merge" (without the quotes).

Another thing that you can do is to mention in your Links page that you are willing to exchange links with other web sites. This allows other webmasters who come to your web site to propose a link exchange.

4) Starting an Awards Program

A moderately effective method of improving the link popularity of your site is to start an awards program. You can have web sites which are related to yours apply for an award from your site. The sites which win the award get the chance to display the logo for your award. This logo is linked to your site, preferably to a page which contains more information on the award.

If you publish a newsletter, consider declaring the winners in your newsletter. You can also perform a review of the winners' sites in your newsletter. This adds useful content to your newsletter and also gives more webmasters the incentive to apply for your award, since you may review their sites in your newsletter. This also gives them the incentive to subscribe to your newsletter to see if they win the award.

Make sure that you give awards to only those sites which deserve to win. If you give your award to sites which don't deserve it, your award will have little credibility, which will, in turn, hurt the credibility of your company. Furthermore, make sure that the logo you design for the award looks professional. If it doesn't, not many webmasters will want to display it in their sites.

5) Giving testimonials

This may sound a bit unusual, but giving testimonials for products or services which you find useful can be another moderately effective way of improving the link popularity of your site. If you really like a product, simply write to the company and tell them why you liked the product so much and how it has helped you. Chances are, the company will write back to you to thank you for your comments and will ask you for permission to display your comments in their web site. Tell the company that you have no problems if they publish your comments, but request them to add a link to your site along with the testimonial. There is every possibility that the company will agree since publishing the URL of your web site gives more credibility to the testimonial.

Of course, please don't go about giving testimonials to every company you can locate just because it will improve your link popularity   :-)

6) Posting to Message Boards and Discussion Lists

Another moderately effective method of increasing the link popularity of your site is to post to online message boards. At the end of every message that you post, you can sign off by mentioning your name and the URL of your web site. If the message board allows it, you can even include a short promotional blurb about your site at the end of your posts. However, make sure that the individual messages that are posted to that message board are archived in static HTML pages (i.e. the URLs for the individual messages should not contain a "?"). Otherwise, the search engines will consider these pages to be dynamic pages and may not spider these pages and hence, will not be able to find your link.

Email based discussion lists which are archived on the web in static HTML pages can also be used to boost the link popularity of your site in a similar manner. In this case, the signature file that you use with your email program should contain the URL for your web site.

7) Starting a Link Contest

A good method of improving the link popularity of your site is to give away prizes to other webmasters if they link to you. The prizes that you give out should ideally be something which other webmasters will find valuable enough to want to link to you, but which do not cost you too much. For instance, if you publish a newsletter, and have unsold ad inventory, you can give away some free advertisements in your newsletter to the winners. If you sell a software (or an ebook), you can give away a free copy of your software or ebook to the winners, since it doesn't cost you anything to produce an additional copy of digital goods like software and ebooks.

Link contests work best if you run the contest on a continuous basis and if you declare new winners frequently. If you run the contest for a few months, and then stop it, the webmasters who had linked to you will all remove their links. However, if you run it on a continuous basis, and declare new winners every month or so, the webmasters will have the incentive to keep their links to your site.

Also, make sure that you require all participants to have a link to your site either in their home page, or in an internal page of their site which is linked to their home page. Also ensure that the page which contains the link is no more than two levels deep from their home page (i.e. it should not take more than two clicks to go from the home page to the page containing the link). If they don't do this, the search engine spiders may not index the page which contains the link to your site, and hence, may not find your link.

8) Writing articles and allowing them to be re-published

This is by far one of the best ways of improving the link popularity of your site, and one of my favorites. Whenever I write an article on search engine placement, I first publish it in my newsletter and then I publish the article in my site as a separate web page. I also submit it to the following article submission sites: Many webmasters and ezine publishers frequent these article directories in search of articles. Submitting my articles to these directories gives them the opportunity of re-publishing my articles. While I have had some success with each of the above directories, by far the best among them is the ezinearticles.com directory.

Now, at the end of each article, I mention that people are free to re-publish the article as long as they include my resource box (i.e. my bio) at the end of the article. I always include the URL of my site in the resource box. This means that whenever someone publishes one of my articles in his/her web site, I have another site linking to my site. Also, many ezine publishers archive their ezines in their web sites. If they have re-published my article in a particular issue, I again get a link.

Writing articles is also an excellent viral marketing tool. As some webmasters and ezine publishers publish my articles, other webmasters and ezine publishers will read my article. Some of them, in turn, will publish my article, which will again be read by other webmasters and ezine publishers, some of whom will publish it... and so on.

Also, since only web sites related to mine would be interested in publishing my articles, all these links tend to come from related sites, which, as I mentioned earlier, are more valuable than links from unrelated sites.

Writing articles, of course, has another very important benefit - if you write good articles, it makes you known as an expert in your field. This helps to improve your credibility, which makes people more comfortable about buying your products or services.

Some notes about writing articles:
  1. I have learnt through experience that some webmasters will publish other people's articles and will display the complete resource box but will not link to the URL mentioned in the resource box. In order to prevent this, you need to explicitly state that the article can be published only if the URL mentioned in the resource box is linked to your site.

  2. Your resource box should not be too long - it should be no more than 6 lines long, formatted at 65 characters per line. Otherwise, other webmasters and ezine publishers will hesitate to publish your article.

9) Starting your own affiliate program

This is another excellent way by which you can improve the link popularity of your site. When you have your own affiliate program, you give other webmasters the incentive to link to you. In this case too, since most of these web sites will be related to the industry in which you are operating, these links will be more valuable than links from unrelated sites.

Now, when you start your affiliate program, you need to decide whether you want to run the program yourself, or whether you want to outsource it from a third party. While outsourcing your affiliate program has a number of benefits, doing so will not help you improve the link popularity of your site, because affiliates are going to link to the third party's site. In order to improve the link popularity of your site, you need to ensure that the affiliate links are pointing to your domain.

The affiliate program software that I highly recommend and have used for the affiliate program of our search engine positioning services is Kowabunga Technologies' My Affiliate Program. Although this software is hosted in a domain owned by Kowabunga Technologies, they give you the option of having the affiliate links pointing to your own domain.

10) Submitting to the directories

This is by far the most important step as far as improving the link popularity of your site is concerned. As I mentioned before, what is important is not only the number of links to your site, but also the quality of the links to your site. No links are as important as links from some of the major directories like Yahoo!, the Open Directory etc. However, Yahoo! currently requires a payment of $299 per year in order to list any commercial site. Paying them $299 per year just to improve your link popularity is probably not cost effective. But, the Open Directory is free, and you should definitely get your site listed in the Open Directory.

Also, you should submit your site to as many of the smaller directories as possible. You can get a list of such directories here.
. . .

Article by Sumantra Roy. Sumantra is one of the most respected and recognized search engine positioning specialists on the Internet. For more articles on search engine placement, subscribe to his 1st Search Ranking Newsletter by clicking here.

SIM's "Tip of the Week" back issues available at... http://www.startupinternetmarketing.com/ezines

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The Birth of a Professional Web Site -Part Six
--Search Engine Preparation
7 Steps to Killer Ad Copy -Part 1
Does Your Domain Name Say What You Think It Does?
Adding Color to Your Input Boxes (IE)
Inserting Affiliate Codes Into Links and Forms

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What Your Perfect Customer Means To You

The long and short of it is: Everything. Your business may succeed or fail depending upon this definition.

Your website is created with great care to fit the needs, hopes, and dreams of your Perfect Customer. Every word on every page is written for this person to read. As you prepare a newsletter, write an article, or put together a product comparison, every step is dictated by who your Perfect Customer is. By what he or she wants or needs.

Why So?

The answer is incredibly simple. You can't please everybody. It's flat impossible. The same holds for anything you write. Your copy will never satisfy all.

A sales person face-to-face with a customer, can adjust his or her thinking quickly in response to even a simple question. This isn't possible on the Web. Even though technologies are coming that provide an enormous degree of personalization through a website, they will not be able to provide the subtle changes of direction experienced sales people make routinely.

Our Only Hope

On the Web, the solution is to talk specifically, one-on-one with our Perfect Customer. He or she stands beside us as we develop material. We look up now and then and ask if that last point was clear. Ask if further explanation might help. And we "listen" to the answers. For this is the person we are selling to. Make this sale, and we'll make others. Strike out, and we may as well close up shop.

Why It Works

In a word, authenticity. If I speak on my website as I would speak to you face-to-face, every fiber of my being is devoted to communicating with you. Not to all of my visitors. Not even to most of them. Only to you, for you are the only one who matters.

In this I indirectly share my values and attitudes in all I say. The way I feel about my product shines through in positive fashion. You recognize that I believe in it, and that I believe it will work for you. As you read, you will nod with approval, and continue.

Everything said I believe is true. I can't lie in a face-to-face encounter and get away with it. Yes, I know many can, but I can't. And chances are you can't either.

If I do my part correctly, we will have communicated to precisely the depth you wanted. You will be content with the input received. Even though the buy decision is likely to be made emotionally, your position will prove reasonable for I have provided the information you need.

An Aside: Experienced sales people can wrap their minds around most any product, take a firm grip on who the Perfect Customer is for it, and sell it effectively. It is not a matter of lying or con. It's only a matter of understanding what is required to sell. For those new to selling, adapting the approach suggested above will be far more effective.

Authenticity Matters

Others who read my words are not you. But the magic in this approach is that they will come away with much the same conclusion you did. Because my conversation with you resonates with authenticity. That is, it rings true. It will also ring true for others within my target.

Yet if I try to speak to the whole of my target, as a politician might in speaking to a crowd, I will satisfy the needs of only a few, if any. It will not be possible for my words to ring true for all or even most of the group. At least not with the clarity I can manage when speaking specifically to you.

While your Perfect Customer exists only in your mind, he or she is as representative of your target as possible. The one person who most typifies every individual within it.

Always talk specifically to this person. Invite he or she to contribute as you develop material. Ask questions. "Listen" to the responses. And act accordingly.

. . .

Abstracted from "Your Path To Success" by Bob McElwain

Bob McElwain, Affordable, Personalized, Professional Support Author of "Secrets To A Really Successful Website." For info, visit <http://sitetipsandtricks.com/webways>

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If you have a promotion tip to share (or an affiliate program that would be of interest to the rest of us) or if you have a web design tip, or a specific question, please feel free to post all tips, questions, or answers to posted questions here and I will add your email or URL with it. It's FREE promotion!

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Economic Times Are Tough Right Now

In fact, the 2003 Gallup Poll also shows the economic recession has negatively affected profits in 4 out of 5 small businesses.

Yet, a full 96 percent plan to put more money into an Internet presence by the end of this year. Another 54 percent of small businesses will add a list of products or services on their website in 2003.

Obviously thereís good reason to be online.

Businesses that are on the Internet simply outperform businesses that solely operate offline.

Will your business be the one with the edge over the competition?

It can be....

Itís not rocket science.

Thereís a direct correlation between increased use of the Internet by small business and sales. According to a 2003 Gallup Poll, 41 percent of small businesses reported an increase in their sales volumes since going online.

In fact, 55 percent say their web sites have generated a profit or paid for themselves! And of the small businesses that still are not online, 26 percent said they plan to make the leap this year. startup marketing and website promotion

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