I haven’t been doing SEO too long, but I’ve heard stories from older SEOs about the “good old days.” They talked about how meta tags could be spammed to get rankings. They told me that submitting your site to the search engines actually helped. In fact, you could get indexed in one day by submitting your site. They told me that keyword stuffing use to be an effective method.

Then, they told me how Google’s arrival changed the game. Suddenly, links were everything in SEO. SEOs started link farms. Webmasters began to create directories to trade links with other webmasters even their sites were unrelated. There were real estate sites with directories that included sports sites, jewelry sites, and gaming sites!

But Google cut down the effectiveness of reciprocal links. In fact, many of those real estate sites got penalized. And linking to link farms got your site penalized, too.

Now we’re in 2007. What are the new rules of the SEO landscape?

I believe the necessary SEO skillset to survive has increased because Google has had years to improve their algorithm. Google is not perfect by any means. But when I hear of an experienced black hat SEO moving into white hat because his auto-generated sites dropped 90% in earnings, you know Google has made drastic changes.

I thought of two skills that have become increasingly important to SEOs: writing and networking.

Writing

I think of writing in three different ways.

First, there’s writing to give information. The key to information-based writing is being clear and following basic writing principles. Every site needs good, informative content written in a clear manner. But not only that, some of the best links come from this type of content. For example, the best article directories like Ezine Articles require informative articles. They won’t accept promotional, press release type articles. Also, they won’t publish low quality content. Another place for this type of writing is guest blogging. Bloggers won’t publish your content unless you write well and give useful information.

Some SEOs are in charge of raising conversion rates. If you have this responsibility, you need the skills of a copywriter. Copywriting is different from information-based writing. Copywriting is the art of getting the reader to do a certain action, whether it’s buy a product, opt in to a email newsletter, or subscribe to an RSS feed.

Finally, there’s creative (or unique) writing. I like to call this type of content, linkbait. This is interesting and/or useful content that is unique to your site. Most content can be found elsewhere. Look at two sites in a same niche. You’ll find that much of the content between the two sites is basically the same. Linkbait is concerned with creating content that no one else has created. This could be content organized in a unique way, or content that covers a niche with a unique angle. This writing will become more important with the growing popularity of social media sites like Digg and Netscape. To fully leverage these sites, you need unique content that social media users will find interesting and vote for.

Networking

Networking is growing in importance because the online users that can get you quality links value friendship. Two of the biggest places to network are in the social media community and the blogosphere.

Social media works by users voting on webpages. The more votes for a webpage, the more traffic it will receive. We already talked about linkbait.  Linkbait is exactly what SEOs need to promote to the social media community.  And you can increase the promotion of your linkbait by building friendships with social media users.  These relationships lead to votes, which lead to traffic and links. In fact, I believe promoting linkbait on social media sites is the best link building method. Even Matt Cutts, Google’s head spam killer, recommends linkbait.

The blogosphere is important in today’s internet marketing world because bloggers link out much more than other webmasters. Also, Google loves blogs. Many blogs have great rankings and high PR and traffic. Just remember that blogging itself is built on relationships. By networking with bloggers in your niche, you’ll have a group of webmasters that can give you quality, contextual, permanent links.

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Aviva Directory has released a promo code that is good until the end of July (07). I just found out about this promo code, so I hope you read this before it expires!

The code takes off $20 for the submission and can be directly input on the submit link page. The promo code is “Umdum”. 

*Disclaimer: Links to Aviva Directory in this post are affiliate links.  I just created an affiliate account while writing this post .

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One of the more frustrating things for me an SEO is seeing pages with quality content in the supplemental index. Pages in the supplemental index can still rank. However, these pages won’t rank as well as pages in the normal index.

To pull up results for a search query, Google will first choose from the normal index. If it can’t find what it wants, it looks through the supplemental index. Needless to say, if your page is in the supplemental index, you won’t be ranking for many good keywords. The supplemental index is definitely not a good place for pages to be.

How can you get your pages out of this index? Here are a couple things that can help.

Avoid duplicate content.
Hopefully, you don’t have to be reminded of this. Duplicate content is the fastest way to get into the supplemental index. Not only that, your duplicate content pages may eventually get dropped from the index altogether.

Avoid duplicate title tags.
Use unique title tags for each page. Also, don’t copy page titles of other sites. For example, let’s say you have a Honda car site. Don’t use Honda Civic as a title tag. Many other sites are probably using the same tag. Much better is Honda Civic – Reviews, Prices, And Pictures.

Avoid duplicate meta description tags.
Meta tags are not dead. In 2007, they serve a different purpose. Google has modified its duplicate content filters to include the meta description tags. If you’re using a CMS, you may need to hack it to make sure each of your tags are unique.

Get links pointing to the supplemental pages.
These links are called internal, or deep, links. By getting these links, you increase the link authority of your subpages. The higher a page’s link authority, the better chance it has of escaping the supplemental index.

Get quality links.
I know this is a good answer for most SEO questions, but it’s always good to be reminded of the importance of quality links. High PR pages do a good job of staying out of the supplemental index. And the best and quickest way to increase a page’s PR is by getting links from those high PR pages.

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When I first got interested in SEO, I thought it would require mostly technical skills. While there are many important technical aspects to SEO like testing, conversion rates, and keyword research, I’m convinced the social aspect of SEO has become more important. And it’s getting more and more important as Google and social media sites mature.

Google

Google’s algorithm has improved substantially in the last couple of years.

The best example I know of comes from the world of black hat SEO. Black hat SEOs, which I consider the most technical SEOs, are now giving up on their auto-generated sites. I know of one black hat SEO who used to make a ton of money with his black hat sites. In the last couple of months, he’s seen his earnings go way down. Many of his sites have been dropped from Google’s index. However, his white hat sites are consistently growing in traffic, links, and revenue. When you look at the SERPs, there is less spam. Google is doing a pretty good job returning relevant results.

Google’s algorithm is primarily based on non-manipulative links. And Google is doing a better job of detecting manipulative links. Remember when reciprocal links used to work? Google shut that down because it manipulated their algorithm. Also, Google is cracking down on paid links.

So, what does being social have to do with all this? Well, if you are social and build friendships within your industry, it’s a lot easier to get links.

For example, let’s take blogging. I choose blogging, because bloggers are more likely to link out than other webmasters. Blogging has social aspects like trackbacks and comments. If you consistently interact with other industry bloggers by commenting on their blogs and linking out to their posts, you’ll begin to develop a reputation within your industry. Your comments and trackbacks will send targeted traffic to your blog. This traffic will eventually lead to links. Also, you can notify your blogger friends whenever you publish great content. Since they’re your friends, they’ll be more likely to link to your content.

Social Media Sites

Let’s take another example. Social media sites have made the social side of SEO much more important. I believe that using social media sites offers the best ROI for your time and money. If you hit the front page of Digg or Netscape, you’ll get much traffic and many links.

However, to have a shot at the front page, you need to be social. You need to develop friendships with the social site users. They’re the ones that can vote your story to the front page. Similar to blogging, you need to interact with the social site users by voting, commenting, add them as friends, and submitting relevant stories.

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It’s been awhile since I’ve written about search engine ranking factors. I’m using SEOmoz’s survey of 37 SEO experts as my base. The SEO experts ranked this factor in 7th place.

7. Link Popularity of Site in Topical Community
The link weight/authority of the target website amongst its topical peers in the online world

Historically, Google has not put much weight in the link popularity of a site in its topical community. However, it looks like this is changing. The SEO pros give examples of Google giving more weight to links from related, topical sites. Google seems to be moving to a more topical based algorithm.

One expert, Guillaume, said this about topical links:

I’ve seen one of my sites go from #39 to #1 right after I got 1 link… from the #1 spot on the keyword I was trying to get.

I believe that as the internet matures and more people build webpages and start online businesses, you’ll see more and more small niche sites.  This sites will seek to capture a very focused customer base within an industry. To stay relevant by ranking these smaller sites, Google will have to move away from general link authority to topical link authority.

The technology for determining a site’s theme is more advanced.  This may be why Google has not yet become more topical based. However, Google has always improved its search engine, so it’s not a stretch to believe that Google will improve it again and make it more topical based.

As Google does this, it becomes even more important to participate in your industry community. For example, if you have a site that covers Hawaii travel, you should participate in the online travel community especially other Hawaii travel sites.  This could mean starting a blog, commenting on travel blogs, posting on travel forums, and submitting articles to sites covering the travel industry. Basically, you want to get the word out about your site. Your industry needs to know that you exist. By doing this, you’ll get those valuable topical links.

Another way to get topical links is to build other sites within your overall industry. For example, if you have a site about Honda vehicles, you can start other related sites like a site about Honda sport cars and a site about cars in general. Then, simply link to your Honda vehicle site from your two related sites. If you’ve got the cash, you can buy topical sites too. Just make sure not to overextend yourself. If any of your sites in the industry suffer in quality, you’re building too many sites. Each of your sites must be quality sites for topical linking to be fully effective.

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In my last blog post, I gave two steps dealing with linkbait – preparing and creating the linkbait. Today I’ll go over the third step, promoting the linkbait.

3. Promote The Linkbait

I’ll talk about social media sites and blogs because they usually send the most amount of traffic. Press releases can also help if you have newsworthy linkbait.

Social Media Sites

Digg, Reddit, Stumbleupon, and Netscape are the “Big 4″ in the social media arena. Stumbleupon and Netscape accept many kinds of submissions from different niches. However, Digg and Reddit are primarily about gaming, tech, politics, and humor, so don’t submit your gardening related linkbait there.

Also, make sure to check out social niche sites. Here is a good resource post filled with 25 social niche sites. Check the comments on the post for more sites. Social niche sites are great even though they don’t send as much traffic as the Big 4. Here’s a blog comment that illustrates their usefulness:

I think it’s fun to observe hundreds of people from Stubmleupon or Digg hitting your site…

But recently I had 160 hits from Stumbleupon and NONE of them signed up for our live help service.

So, personally, I think that 10 visitors from a niche social bookmarking site (above) that sign up are still better than 1,000 from Digg or Stumbleupon that just come by and go.

It’s great to have a massive amount of traffic from the Big 4. Just remember that the bigger the social niche site, the more likely it will refer less-targeted visitors.

Blogs

Blogs in your industry are great sites to promote to. Many bloggers used to linking out. Also, they drive targeted traffic.

Email your linkbait to the relevant bloggers. You don’t necessarily have to ask for a link. Hopefully, you linkbait will interest them enough that they’ll post about it.

Community Participation

Your linkbait will have a better chance of spreading if you participate the social media site and blogging community.

For example, if you’ve built relationships with key bloggers in your niche, you have a much better chance of them linking your linkbait. You can build these important relationships by blog commenting, linking out with your blog, and occasionally emailing them interesting industry information (not just your own content).

With social media sites, you can participate in their community to get more votes (or diggs and stumbles) to drive traffic to your linkbait. Participate by leaving comments, voting on other people’s submissions, and submitting stories not your own. Also, try going to webmaster forums like DigitalPoint. Interact with the forum members and then see if any of them would be okay with trading votes with you.

As you can see, much of the promoting step takes time. In fact, it’s a good idea to spend a couple weeks participating in the blog community of your niche and the social media site community before creating linkbait.

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Linkbait has been a term thrown around by many SEOs, webmasters, and internet marketers. Even Matt Cutts from Google has talked about it. What does this shady-sounding compound word mean?

My definition of linkbait is this:

Linkbait is interesting and/or useful content (includes tools) created mainly for the purpose of attracting many natural backlinks. Linkbait is heavily marketed through social networking sites. Also, linkbait is promoted to relevant people in the niche like bloggers, other webmasters, and journalists.

That’s it. Linkbait doesn’t have to be a complicated thing. You simply create remarkable content and market it well.

Here are the steps to producing and marketing linkbait:

1. Know Your Industry Well

In my opinion, this is the most important step. If you know your industry well, you’ll know your target audience well. With this knowledge, you’ll have a good idea of what your audience finds useful and interesting.

You’ll know what content your competitors are producing. You can use this knowledge to write something that will stand out and be different. That’s one of the keys to good linkbait: producing something different from the rest of your competition.

With industry knowledge, you’ll know who the influential market leaders and bloggers are. These are great people to target with your linkbait. Also, you’ll know where your audience hangs out – forums, niche social networking sites, blogs, etc. This is crucial information because you’ll use the sites as marketing channels for your linkbait.

If you’re outsourcing the linkbait process, make sure the the linkbait creator is either knowledgable in the industry or will spend enough time learning the industry.

2. Create The Linkbait

You can write it yourself or hire a content producer. If you’re creating a tool, you’ll need some developing skills or a developer.

What kind of content has been effective linkbait in the past? Lists, tutorials, case studies, interesting pictures, useful tools, well-researched pieces, humorous writing, controversial content, attacks on well-known industry people, and breaking news first are some things that have worked in the past.

However, don’t just rely on this list. Linkbait is all about being creative, so if think of a creative new format for your linkbait, by all means, try it out. You may start a trend and receive links from being the first to do it.

If you don’t consider yourself a creative person, my advice would be to read A Whole New Mind: Why Right-Brainers Will Rule the Future. It’s an easy and enjoyable read. The book talks about the importance of creativity in today’s business world and how to be more creative. After reading this book, I realized that creativity can be learned. There is hope for us non-creative people.

So that’s the preparation and creation of linkbait. In a future blog post, I’ll write about the promotion of linkbait.

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The internet marketers I know are notorious for building multiple sites in different industries. One guy I know has a cooking site, a computer hacking site, a freeware site, and an ecommerce site. Another internet marketer I know has a pet site, a video game site, and a health site. Among my sites, I have a TV show fansite, a wedding site, and a dating blog. With the global nature of the internet, it’s relatively easy to find cheap content producers for most niches. This low cost of content makes it’s easy to build a sites in different industries.

However, I’m starting to realize that it would be better to build multiple sites in the same industry. For example, I have a TV show fansite. If I want to start a new site, I should start a site that’s related to my fansite. This new site could be a fansite about one of the TV show’s actors. Or I could start a site about other TV shows in the same genre.

Why is it a good idea to have a 2nd site in your industry?

In one word: leverage.

If you own a 2nd site in your industry, you could link to your to your 1st industry site. This is great because the link would be one way link instead of a reciprocal link. There is evidence that Google gives much more link authority to one way links. In fact, Google has penalized sites for having too many unrelated reciprocal links.

As you drive traffic to your 2nd site, you can send some of that traffic to your 1st site.  On a high traffic area on your 2nd site, simply add a link above the fold pointing to your 1st site.

You can do three way link exchanges with other webmasters. Ask them to link to your 1st site while you link to their site from your 2nd site. You and the other webmaster will both get one way links instead of reciprocal links. The other webmaster’s site must be a quality site that’s related to your sites. If all 3 sites are related and good quality, your 3 way link way exchange will look natural to Google.

If you’ve got the money, you can buy a 2nd industry site. This is a good SEO shortcut that saves you time.

Make sure to host your two sites on different IPs. This will make Google think they’re owned by different people. Also, get private domain registrations. Google is a domain registrar, so they can easily tell which domains you own unless you have private registrations.

Finally and most importantly, both your industry sites should be quality, white hat sites. If your 2nd site is spammy, you won’t get much link juice from its links. If your 1st site is low quality, other webmasters won’t want to link to it. This affects your ability to do 3 way link exchanges with quality sites.

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Free one way links are music to an SEO’s ear. SEOs already understand these days it often takes cash to obtain good one way links. However, there are sites where you can get free non-reciprocal links. Here are five of those sites.

Ezine Articles

I love Ezine Articles. The managers of Ezine Articles work hard to drive traffic to their site. Ezine Articles has a PR6, so your links will count for something. It’s hard to beat free traffic and backlinks. Not only that, you get to choose your anchor text.

All you have to do is write an short article. Ezine Articles will publish it as long as it’s a quality, non-promotional article of at least 250 words. I’m sure you can cook up a 250 word article in less than an hour.

For each article, you can write a resource box about your site including backlinks. The resource box is placed at the end of your article. If you do keyword research for your article and target one long-tail phrase, you’ll get even more traffic because Ezine Articles ranks for many long-tail search terms.

Craigslist

Craigslist is a free classified ads site. It drives a massive amount of traffic and has great link popularity with a PR8. The thing to keep in mind with Craigslist is not to spam. Make sure you have something worth posting. Here are some things that would work for Craigslist. Post ads about job offers, your products and services, or a contest on your site.

Forums

Forums are great places to get backlinks that drive targeted traffic. With the global scope of the internet, most niches today have an active forum. You just have to do some searching to find it.

You can start looking for forums in your niche by doing a search with your niche target keywords and the term +forum. For example, if you’re in the cell phone industry, search with this keyword phrase, cell phone +forum.

Make sure you find a forum that allows links in the signature. There are some forums that even allow you to promote about your website. Also, since a forum is a community, become an active forum member and you’ll get more clicks to your site.

Squidoo

Squidoo used rank for many long-tail phrases, but it looks like Google has penalized Squidoo. Some of my lenses (that’s what Squidoo calls its user-generated webpages) that used to be in the top 20 have dropped out of the top 100.  However, Squidoo is still a great place to get backlinks, because Squidoo has a PR6. Keep in mind that your lens must have at least 4 modules to be published.

Netscape

With a PR 9, Netscape has the best PR out of all the social networking sites. Like forums, it’s a good idea to participate in the Netscape community.  Vote on other people’s stories. Submit other stories, not just your own.  As you participate in the community, other Netscape users will vote for your submissions.  This gives you more backlinks since your story will show up on other user profile pages.

If you research the Netscape tags, you can find tag pages with PR3 or more. You only get 5 tags per submission, so use them wisely.

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I’ve been writing about the top 10 most important search engine ranking factors according to over 30 search experts. Here are my previous posts on this subject:

The Most Important Search Engine Ranking Factor
2nd And 3rd Most Important SEO Ranking Factors

Also, I’ve written about the 4th most important factor, Age Of Site, in this blog post: SEO Shortcut: Buy An Old Domain.

So, that brings us to the 5th and 6th factors.

5. Link Popularity within the Site’s Internal Link Structure
Refers to the number and importance of internal links pointing to the target page

6. Topical Relevance of Inbound Links to Site
The subject-specific relationship between the sites/pages linking to the target page and the target keyword

Internal linking is something that can be easily overlooked. But it’s a good idea to keep track your internal links because unlike external links it’s something you can control.

Test the profitability of your pages so that you’ll know which pages should receive more links. The pages that convert well should also have the high PR internal links.

Ask yourself, “Which internal pages is my home page linking to?” The home page usually has higher PR than the internal pages, so it’s a good idea to have your home page link to your most important and profitable pages.

And don’t forget to use the proper anchor text for your internal links. This is a common but costly mistake for many webmasters.

If you have a blog, it can be easy to forget to link to your internal pages. This can be disastrous for your link equity especially if you link out a lot. If you’re on the WordPress blogging platform, use the Related Posts plugin to immediately improve your internal linking.

I believe as Google’s algorithm gets better the 6th factor, Topical Relevance of Inbound Links to Site, will become more important. Google is always aiming to become more relevant and giving more weight to topical links is one way to increase relevancy. This is what Caveman, one of the search experts, wrote:

We seem to have moved from analysis of simply anchor text, to including surrounding text and probably even page theme.

How do you know what Google considers as topical links? One simple way is to do a search for your target keyword phrase. Then, try to get links from the sites in the top 50 of the SERPs of your keyword phrase. Also, you can use our backlink checker on a competing site. Then, aim to get the same high PR links that your competitor has.

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