Link Building Copywriting Website Audits

• Turned a loss making site into a profit center
• Now generates over $5000 per month in Google AdSense revenue
• Over 86,000 pages in Google
• Traffic levels in the hundreds of thousands of visitors per month

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Link building is not all about transferring PageRank. Don’t get caught in the trap of basing your decision on high PageRank score alone. There are other considerations to be taken into account.

For example, your backlinks need to represent a range of importance scores (PageRank) so that Google doesn’t construe your link network as unnatural. Building links exclusively or mostly from high PageRank endowed sites may flag your site for artificially trying to boost your PageRank. And do you really want to attract additional scrutiny?

For long term benefit and security, sites that are selected for inbound links should be from an on-topic neighborhood, have aged domains, and if possible, have .edu and .gov sites in there. The list of sites needs to be analyzed to ensure that there are no technical limitations that slow the flow of “link gain” (e.g. PageRank). For example, the directory Gimpsy.com has let pages with session IDs (”PHPSESSID”) in the URLs slip into the indices, which makes it less ideal as a backlink.

In general, all links help (unless from “bad neighborhoods”), regardless of their PageRank. Some of the links NEED to be topically-relevant or your site is going to appear unfocused and the links won’t appear to have been “earned,” but instead bought, borrowed, bartered or stolen.

Directory submissions should be a component of your link building strategy, but don’t put too much emphasis on them. As Stuntdubl says, you need to balance the link equation and not rely too heavily on directories, and you need to spread your submissions out over time.

Certain directories are considered to be “hubs” or “authorities” or both (unfortunately only the search engines know which ones, so try to cover your bases as best you can), in which case it may be used by a search engine as an indicator of the topically-relevant neighborhood that your site belongs in.

Bear in mind that toolbar PR scores are months old and can’t really be trusted. The REAL PageRank is outside of our grasp, locked up within the Googleplex.

Also bear in mind that PageRank is Google-specific. That’s not to say that you can’t use PageRank to make some inferences about the importance of a page in the eyes of Yahoo! and MSN Search. The concept of “link gain” or weighted link popularity is alive and well at Yahoo and Microsoft, they just have different ways of calculating it and names for it. At Yahoo it’s been referred to as “Web Rank” and “link flux” (a term from their days at Inktomi). I don’t know what MSN calls it. The higher the PageRank, the more useful it is as an indicator of a powerfully important site across all 3 engines. For example, I’d have little doubt that a PageRank 9 link would be an amazing link opportunity that would reap benefits across Google, Yahoo, and MSN Search.

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• Went from loss-making venture into a profitable web project
• Google AdSense revenue regularly exceeds $10,000 per month
• SEO techniques turned Innsite into an ongoing revenue stream
• A free service for users, yet still profitable for us

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Zearth.com’s staff operates a blog at zearth.blogspot.com, although they are relatively new to the concept. They signed up for a free Blogger.com blog, which wasn’t ideal as you’ll soon discover. The traffic into the blog is only a trickle, but they have received a couple thousand dollars in sales because of it, so it’s a start.

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Even though I’ve received dozens of requests for site gradings, this month I’ve decided to pick a site that didn’t ask for it. Why? Because this month I’m going to air some poor, unsuspecting black-hat SEO’s dirty laundry in order that you might learn from their mistakes and indiscretions, rather than subject a loyal Practical eCommerce reader to potential intense and unwanted scrutiny by search engine reps reading this article. There are so many sites out there committing search engine sins, it was really hard to settle on one.

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AirTroductions (www.airtroductions.com) is an ecommerce-enabled matchmaking service for road warriors (currently over 11,000 of them) who are looking for someone interesting to sit next to on their next trip. It could be for companionship, a date, business networking, or just shared cab fare. What a great business idea! And they’ve got a solid website to back it up.

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Last month I discussed links and their importance in search engine optimization. Now let’s get acquainted with some powerful tools to aide us in our link building efforts. Yahoo! Site Explorer (http://siteexplorer.search.yahoo.com) offers a quick way to review competitors’ and your own inbound links. PageRank Search is…

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Golf equipment seller Golfgods.com was undergoing a site revamp – with numerous SEO and usability improvements, along with a shift in ecommerce platforms. Jason Mischel, President of Golfgods.com explains: “We currently receive about 5,000 - 6,000 unique visitors per day to our site but much of it is of very poor quality because of the search-engine-optimization tactics employed by the previous regime.

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“When a leading search engine recommended Netconcepts, I knew they were the kind of SEO experts JiWire needed to be working with.”

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Links are the currency of the web. Not only do their drive traffic in their own right, but they also are essential to high search engine rankings. Without good inbound links to your web site, your search engine optimization (SEO) efforts won’t get off the ground.

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