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Linkbait Isn’t Always The Best 
By: Jordan McCollum 2007-04-24 I know, its sacrilege to say this, but linkbait isnt always the best way to promote a site. Yes, itts fun, creative and, when it works, highly effective. But its not always the best. Linkbaiting has garnered a bad name for SEOs, especially among social media sites. Of course, that was just adding to the bad name we already had because of spammy SEOs. Its well established that Diggers hate the slightest whiff of SEO. Still, getting onto the Digg or Reddit homepage has become a well established method of garnering links throughout the Internet. But something Rand said yesterday really struck me: Sometimes when we see a page ranking and run a few checks on the strength of the domain and the links pointing in, we might scratch our heads thinking, how the heck is that ranking above my page? Ive experienced this queasy feeling plenty of times and found that after some careful analysis, it looked like many of the pages pointing to my domain and page werent nearly as connected as the pages linking to my competitor. While links in number and authority are very powerful, theres little doubt that semantic connections and topical relationships play their part, too.I think that by connected Rand means semantically relevant. Though we can debate how much semantics really influences Googles results (but lets not, okay?), what if hes right? What if links from sites that are highly relevant to yours are weighted more heavily than links from just any old site? Search engines may not be there yet, but its a logical future step. Its interesting to read a YOUmoz post that made it to the SEOmoz blog a few months ago, Anatomy of a Super Digg. In it, the author tells of how his most successful piece of linkbait had nothing to do with the clients business. However, the high volume of incoming links seemed to improve some of the clients sites rankings for their keywords, despite the fact that the inbound links pointed only to the linkbait page, which wasnt interconnected with the rest of the site: Googles latest crawl (7 days after the Digg) resulted in a huge increase in our rankings for our targeted keywords. We jumped up anywhere from 20-300 places, with most of our most important keywords ranking in the top ten (many in the top 5).Is most linkbait completely unrelated to the subject of the site? If so, the inbound links will probably come from sites that are also completely related to the subject of the site. Do you think Google will work to try to counter the Super Digg Effect Daniel experienced? Do I expect the entire industry to lay off linkbaiting? Of course not. In fact, Andy Hagans just posted a list of 17 niche social media sites that you can successfully leverage with linkbait. By appealing to more tightly-focused social media sites, you can garner links from sites more closely related to yours. Even if Google isnt already compensating for the Super Digg Effect of links that arent really related to your site, wouldnt you think that links from sites closely related to your own would yield better qualified visitors? -If you want to discuss SMO further (aside from here in the comments, of course), Tamar at Search Engine Roundtable points to a thread on Muhammad Saleems Pronet Advertising post, SEOs Are a Part of the Problem at cr8asite forums.- Comments Tag: linkbait Add to  Del.icio.us |  Digg |  Reddit |  Furl Have a bookmark! - 
About the Author: Jordan McCollum is a staff writer for the popular marketing blog Marketing Pilgrim. She has worked in search engine optimization with clients including 3M, Little Giant Ladders and ADP. After graduating from Brigham Young University, Jordan joined the SEO copywriting team at the Internet marketing firm 10x Marketing. After 10x closed its doors in December 2006, Jordan became a freelance writer and Internet marketing consultant specializing in SEO. She also has extensive experience with web analytics, conversion rate enhancement and e-mail marketing. |
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