Disclaimer: Kanye West is awesome, but you understand how he is perfect to illustrate these points.

Problems with the Old Process

I’ve heard SEO called a lot of ugly things in the past few years. My favorite one lately was delivered to me by the wonderful Brittan Bright after someone passionately declared to her that SEO is the “Calculus of Marketing.” I love it simply because it fits. Just like Calculus, if you’re not looking at the aggregate value of what you’re working on you may do a lot of work for a result that doesn’t seem big in the grand scheme. Just like Calculus, SEO is quite specific and esoteric to those that haven’t studied it. Just like Calculus, you can be completely successful without it altogether. And finally SEO and Calculus both set a barrier of entry that excludes more than it includes.

With all that said, here is the typical SEO process as it has been defined over the years.

Although we often treat it like one, SEO has never been an initiative that existed within a vacuum. It has always required changes be made across a complete digital ecosystem in which there are numerous stakeholders. However, this existing process always asked for change without justification with regard to the purpose of goals of these touchpoints. For example, if my recommendation is to change a title tag there has been no justification as to how that affects the CTR of a page shared on Facebook. Perhaps the social media team has discovered that the target audience clicks through less when a page title doesn’t feature a brand name. That’s a hypothetical situation but let’s go into a little more detail as to why SEO will not continue to work this way.

No Regard for Market Research

Just as the diagram above suggests, most SEOs jump right into keywords, analytics and competitive analysis of those keywords. Wrong move; search is about fulfilling needs. Before looking at a single keyword there needs to be a deep understanding of business objectives and the market. Standard kickoff questions often look like this:

• What analytics package do you use?
• Are there any other domains or sites that you own?
• What SEO efforts have been done in the past?
• List your top 3 competitors.
• Do you have social media accounts?
• What keywords are you looking to rank for?

The biggest problem with this is we often take these inputs at face value. That is to say, very often the brands that the client believes they are competing with offline are not the sites they are competing with for keyword coverage in the SERPs. Also the keywords a client may think they should rank for are not the keywords that are going to help them meet their actual goals.

To simplify it, many SEO teams send clients kickoff questions to get a sense of the keywords they should target and then hop right into the keyword tool. Pages are optimized. Keywords are allocated to pages. Links are built. Content is pushed into social. Performance is measured to identify subsequent opportunities. Obviously it oftentimes goes far more in-depth for many, but this is basically the widely accepted process.

One of my biggest issues as a consumer of Search that understands SEO is if the results I click appear to be overly optimized I become quite leery of the content. This is simply because in my experience many copywriters (SEO or otherwise) often don’t know what they are talking about. Recalling dusty memories of early in my own SEO career when I wrote copy, in most cases I was just a human article spinner. I definitely read a few wiki articles and the top results for a given keyword and just reworded what other people said. I shared all that to say: Becoming an expert in the niche that you are optimizing for is an extremely underrated step in the SEO process. For this reason, if I were to hire an agency, I would prefer one with extensive prior experience or specialty in my vertical.  All my in-house SEOs – make some noise!

Little Regard for the Audience

Truthfully, the real differentiation between clients happens in a latter set of questions. Unfortunately, the following doesn’t get asked enough in the standard SEO kick-off:

• What is the purpose of your site?
• What are you trying to get users to do once they arrive?
• Who is your target audience?

These are typically questions that Conversion Rate Optimization teams focus on rather than SEO teams. For shame SEOs, for shame!

We all want traffic and we all want to rank #1 for juicy head terms, but these things are not goals. By themselves these are not KPIs that make clients successful. Simply put, if you rank highly for keywords but aren’t fulfilling the needs of people searching for them, you just put a ton of effort into exactly the wrong thing. It’s not about the keywords; it’s about the people searching for them.

Consider this offline example of Target using data on customers to identify when they’ve become pregnant to learn when to ramp up efforts to turn mothers-to-be into long-term big spenders at the wholesale department store. You can do this far more effectively with Search if you’re mindful of your audience and their needs. This measurement of intent plus interests plus demographics plus network is the Holy Grail of Marketing. With that in mind it becomes quite clear what Google’s ulterior motives are with Plus and the consolidation of privacy policies.

Recently, I had a short conversation with AJ Kohn via Twitter about personas and how client research can prove useless. I agree somewhat because clients that have done audience research beforehand may have only looked at offline factors. To that point, it is important that we validate or disprove those insights with our own research rather than taking what the client says at face value. Our goal is to optimize, not paint by numbers.

SEO Disrupts Most Digital Strategies

As much as I hate to say it, the reality of SEO is that it disrupts much of digital planning even when it’s included from the onset.

Most other digital capabilities start from the target audience before they do anything. User Experience has user stories, personas and user flows. Strategy teams build personas and need states by examining demographics and psychographics in efforts to really try and understand what does and will influence and fulfill the target audience. 

Whichever of these teams develops these audience insights then feeds them to other teams so that efforts are glued together by the target consumer. Paid channels such as Facebook Ads, Display Advertising and Paid Search benefit from this significantly in their ability to target demographically. Media teams examine the available audience by vendor and allocate dollars based on where the delivery will be most effective.

Traditionally, Organic Search ignores this step entirely and declares “HEY! I’M HERE NOW WE’RE DOING THIS MY WAY!” This is partially why SEO gets shunned by brands when they are determining where to distribute their efforts within the marketing mix. SEO is certainly effective, but it has always been a maverick that didn’t want to play by the rules. There is little meritocracy because if channels were chosen only by ROI – Display Advertising would have died 10 years ago. Evidently, they are not chosen this way so for SEO to get buy-in it needs to be team player.

Many Link Building Initiatives Exist in a Vacuum

Regardless of the hundreds of strategies, tactics and tools that are being born for link building daily, every successful link building campaign boils down to making news and/or making friends. As SEOs, we try to strong arm how and where brands will do this. Making news and building relationships are functions of many different groups and initiatives within a business from top to bottom. How is it that we as SEOs believe our best initiatives can exist outside of the things the brand itself contributes to? 

Brands launch PR campaigns, social media efforts, events, so on and a variety of other social strategies to facilitate the awareness of the news they create. How is link building any different? The fact of the matter is, it isn’t. Therefore it should be attacked from, and included with, the same standpoint as the rest of a brand’s social strategies for both scale and effectiveness. Simply put, link building is better when the entire muscle of a brand is leveraged.

To do effective SEO now, at the very least, you have to be a digital strategist, social media marketer, a content strategist, conversion rate optimizer, and a PR specialist. I’m skipping anything coding related because although I believe you should be able to build a website you don’t necessarily have to. SEOs are already inherently each of these things, however in most businesses these are all different capabilities that sit in different groups, or offices or cities. Who are we to upset an entire digital ecosystem and undermine so many people?

Well I work with some awesome digital strategists, content strategists, creatives, etc. and while they tend to have impressive grasps of web trends, audiences and their specific capabilities they typically don’t know how to leverage cross-channel campaigns as specifically as SEOs or Inbound Marketers.  It is now the role of Inbound Marketers to drive strategies that looks far more like this (sorry guys, Kanye had to go – busy schedule):

I wish very much that I could be there for your “aha!” moment right now as no doubt you recognize many of these steps and can guess where other tasks will fall. Now let’s break it down completely – forgive me for anything that is obvious.

• Opportunity Discovery – Opportunity Discovery is a cyclical process of understanding brand opportunity with regard to business goals, target audience, industry specifications and past performance. It’s cyclical in that insights from one step often refine insights from another step in the process.
   
• Business Objectives – Everything must be done within the context of the goals of the brand. This requires a deep understanding of where the brand has been and where it’s going. In many cases businesses large and small may not understand how to translate their goals and therefore it is the job of the Inbound Marketer to do so.
   
• Market Research – The reason why SEO gets such a bad rap for polluting the web is that so many people simply do not build content that is worthwhile or has utility for the market. At this point, the entire team must take a deep dive into the industry and be able to have more than cursory conversations on the subject matter. For those that believe this to be a largely arduous task I suggest specializing in verticals of interest.
   
• Audience Research –The Facebook Ads tool is the Adwords Keyword Tool of personas. The Doubleclick Ad Planner is also good for understanding the demographics of existing sites. If available, Facebook Insights gives demographic data on the existing users visiting the site as well. The output of this is a set of user segments and stories or – personas.
   
• Analytics Mining – As always, you should mine existing analytics data to understand who is visiting. Take deep dives into keyword performance, especially in concert with any internal Search data, to identify opportunities. All in all, this is no different than normal unless the client has already been tracking their audience at which point you can see if who they are trying to attract is actually coming or not.
   
• Social Listening – Using a core set of keywords, collect data on the conversation around those keywords. Keep track of patterns and identify user segments, demographics and need states of the people partaking in that social conversation. You’ll also want to keep track of how these users are using the keywords as this will allow you to eliminate ambiguity in keyword decisions and help to create messaging that resonates with the audience during the customer decision journey.
   
• Quantitative Analysis – Services such as ComScore, Quantcast, Forrester Research, etc. track a multitude of data points on users in various verticals by demographic. Leveraging these reports gives you deeper insight into what types of users visit your competitors and exist within the market.
   
• Keyword Research – Keyword Research must be completed with regard to the audience not just a determination of whether the keyword is viable from a search volume standpoint, but whether the keyword intent matches the business goals. Keywords should then be correlated with target personas and need states to help drive the build of content that is optimized for people first and search engines second. 
   
• Site Audit – Under the New SEO Process the Site Audit becomes decidedly more comprehensive, as it covers UX issues that would normally fall into a CRO Audit. Specifically, the audit talks about things impeding the conversions due to incongruence with the target audience in addition to the standard SEO technical issues that it covers.
   
• Asset Inventory – A standard practice SEOs are already doing wherein there is an understanding of what a brand controls and is willing to leverage to the benefit of the campaign.
   
• Content Audit – What content inside our outside of the site can be leveraged?
   
• Brand Relationships – What other companies, businesses, groups and events are the brand involved with?
   
• Offline Assets – What tools, venues, prizes, etc. are at the brands disposal?
   
• Competitive Analysis – As always, competitive analysis is a collection of high-level audits of competitors across the vertical. The difference is that since site audits are completed with regard to the audience, the competitive analysis must also include a determination of how other brands are capturing that audience.
   
• Measurement Planning –A standard practice amongst analytics teams the Measurement Plan is the Statement of Intent and determination of Key Performance Indicators with regard to the business goals and audience. Avinash Kaushik covers measurement planning in his Digital Marketing and Measurement Model post. (Hat tip: @scotttdodge)
   
• Content Strategy Development – Content Strategy and Development are big picture initiatives with a variety of stakeholders, so it often carries with it the most pushback. Creative teams just want to take big swings for big ideas and brand managers just want to advertise. To be effective we have to show how our content ideas will connect with the brand’s target audience and make sure content is designed to our specification.
   
• Content Ideation –With all this social data we have collected and correlated to keywords we can now come with ideas for content with portions of the target audience built-in. Do so.
   
• Wireframes – are an early deliverable in the design phase of a website wherein we can annotate considerations for SEO and CRO to ensure that Creative teams design with both in mind. Be very involved in this phase.
   
• Content Build – Once all your points are baked in, it’s time to let the Creatives do what they do. If they come back with creative is not congruent with what is agreed upon in an earlier phase, then you now have data to back up your position with the client.
   
• Technical Development –Technical SEO is the price of admission and cannot be ignored, so this where we make sure that the structure of the house is sound.
   
• Technical Build –At this point, we’ve done all we can do now we just wait to see what the tech teams come back with. We’ve specified everything in wireframes and hopefully have had some say in the build of the CMS, but the tech team is going to do what they know. We’re just going to have to wait to see what they come back with unless they are open to our input during the actual build. 
   
• Implementation Audit – We’ll always have to double-check the work of a technical team and this is the spreadsheet in which we do it. An implementation audit briefly recounts the issues outlined in the site audit and wireframes and says whether or not they were successfully implemented. This is the easiest way to show that the bottlenecks are not so much with the SEO team but the tech team – as they oftentimes are.
   
• Social Strategy – Typically link building is an initiative that exists by itself, in the new SEO process link building is an initiative that must be completed as part of a broader scope. While it is clear that low quality tactics like blog commenting continue to work, even those are far more effective coupled with a social push across PR and social media. Leveraged strategically, you are launching a piece of content with a cross-channel marketing push and therefore the link velocity will appear more natural to search engines and the return on the social strategy is likely to be higher. While link building has always been about casting the widest net, social strategy is about casting the rightest net the widest. I just made up a word. Kanye approves.
   
• Link Strategy – Link building for most businesses, particularly small businesses, is not an “if you build it, they will come” situation. Therefore it is not enough to just launch content and hope for the best, we must continue to supplement content launches with smaller complementary content launches, outreach and manual submission link building. This is where this strategy is defined with its own measurement plan. Yes, I’m saying we should report both our prospects and the links we close. If you’re proud of your work that shouldn’t be a problem. Link Building is just like a PR campaign in that there is no guarantee of placements and should be explained as such.
   
• PR – News is better than advertising, so a key part of social strategy is doing things that make news. Users spend a large part of their day reading, sharing and linking to news so make it a large part of the social strategy to make sure that content is newsworthy and get it to the news outlets that your audience frequents. 
   
• Contests – Contests are an excellent way to get a one-to-many return on incentives. Rather than performing outreach and directly offering them a free sample or (gasp) money request that they enter a contest wherein their entry is a blog post about the brand’s topic that contains a link. Also add a layer of gameplay to the contest by determining the winner through the number of times their post is shared in social media. Unbounce had a similar blogging contest in 2011 but link building wasn’t the goal of the campaign so they had all the posts on their own site.
   
• Events – Throwing a party, conference or trade show is another one-to-many return for link building. Simply host an event and invite influencers in the brand’s audience where the stipulation for attendance is that people must blog about it and link back to you.
   
• Social Media – is a two way street. Not only is it a place for discovery but also a place for conversation. Use that conversation to find the influencers in the space with regard to the target audience and business goals. Build social media profiles to be authoritative and engaging to easily get your content shared and also convert sharers into linkers. Regardless of where Google is headed, the social graph will never completely replace the link graph.
   
• Social Implementation – is the phase when you let it all rip for the best synergy.
   
• Measurement – is not just about whether or not we hit the goals. It’s the insights into why that makes measurement the most valuable step in Online Marketing. Measuring with regard to the audience helps with understanding the why even further than speaking in concrete abstracts such as bounce rate of a keyword. After all the ability to tangibly measure is why digital marketing is far more effective than traditional.
   
• Reporting – is tailored specifically to the goals of the client. There’s no one-size-fit-all report. For example, a client business goal may be to get user segment A to watch a video and therefore, the primary metrics reported should be the Time On Site and persona type versus traffic and keyword. Rankings are only important with regard to how they’ve affected traffic. Everything should be focused on who (persona A) and why (because the message is unclear) rather than what (“blue widgets for sale ranked #5”). 
   
• Link Reporting – Under the umbrella of social strategy there is a lot to be said about what has been done to increase visibility. Aggregate rankings should be reported with regard to link building efforts to show the direct correlation between the two. Furthermore, link prospects and closes should also be reported with close rates to show clients what is being done on their behalf. This is obviously a subject of contention within the community, but if the links you build are so suspect that you are afraid to show them to the people you’re building them for – you need a different approach.
   
• Optimization – I had an art teacher once that always used to say “No work of art is ever finished, we just give up.” The art and science of SEO is never complete and there is always an opportunity to do more.
   
• Conversion Rate Optimization – While CRO is far more baked into this strategy it still likely to take its own seat at the table. That is to say that while SEOs may also be CROs they may be too close to the project to properly optimize. This is much the same way that the mixing engineer of a song is not supposed to also be the mastering engineer. At this point, a separate CRO Team should run A/B Tests, Usability Tests and so on and report back.
   
• Continued SEO – Do it all over again!

A Better Web

Not to go all “land of milk and honey” on you guys, but the consumer is the biggest winner here. Naturally businesses benefit immensely as well, but the more we optimize with people in mind the more likely their needs will be fulfilled and consequently, the more likely we are to get those people to convert. Including people throughout the process and making the core goal to encourage them to do something ultimately makes the web a better place because everything we create will have a distinct purpose for the user and never solely for search engines. This is not to say we are circumventing the technical tenets of SEO as they are the price of admission.

Brand Buy-In

SEO has always been an industry that explains itself using empirical data. Starting from the audience, a place that businesses can understand, it is far easier to get buy-in for SEO initiatives. So when we make recommendations and explain the impact of our efforts on a target audience that has been determined as a focus of all initiatives, it’s easier to obtain brand buy-in than when we’re just talking about keywords and traffic.

Compare the following statement:

“We want to build links targeting websites with a PageRank of 3 or higher. We’ll reach out to a variety of prospects and target anchor text for keyword opportunities identified by our extensive keyword research in order to gain rankings for your brand.”

with:

“We’d like to launch a contest targeting Influential Moms with over 5000 followers on Twitter. To enter they’d write blog posts that link back to our properties in order to drive traffic for our target Listener Moms that are using Search to buy more healthy cereal.”

Both ideas would potentially accomplish the same goals however the former will require far more explanation for the client and ultimately more effort on the part of the SEO team. Whereas the latter explains a link building campaign in terms of the brand’s target audience and business goals then further lays out a campaign wherein the brand commits cross-channel resources that the SEO team can leverage. Understanding the business objectives and the audience make it easier to develop and deliver strategies that client can easily get behind.

Scalability

Getting on the same page with the other capabilities allows SEO efforts to be scaled considerably for brands large and small. This is how we regularly achieve those otherwise rare instances of synergy between capabilities when the PR team is facilitating Link Building, the Content Strategy teams and Creative teams are creating link bait and SEO is both driving and supplementing those efforts. That is the perfect storm where we spend far more time chiseling our perfect sculptures rather than polishing poop and our efforts have far more impact with less effort. 

Cross-Channel Optimization

Learnings and wins in SEO can influence other channels. Imagine we discover through social listening, keyword research and/or measurement are a large number of the client’s target audience is looking for “red kanye west t-shirts” but the client only sells every color but red. We now have a tight business case as to why that client should start manufacturing the t-shirt in red. Conversely, what if we find out that people love the shirt but bounce from the landing page because they hate the user experience of the site? There is any number of scenarios that when explained purely from the context of search brands are far less likely to make a move. However when you explain these insights through the context of personas and market research you have a tighter case that can affect change across all channels and capabilities.

[not provided]…so what?

Google has positioned itself to take away all of our organic keyword referral data and let’s be honest they ultimately will take it all. Plus, and the consolidation of privacy policies to allow cross-product data access, is Google’s way of positioning itself to attain the Holy Grail of Marketing. However, measuring through our audience essentially allows us a new way to determine the effectiveness of a campaign. We know the keywords we are targeting for a given page and we can see rankings and analytics of a given landing page by channel to determine whether or not Search is driving traffic. The true measure of success was never the rankings, nor the traffic but how well the page a given page converted for our visitors. If we track conversions based on audience that is the only metric that is truly worth optimizing against. The holistic performance of a channel is what brands are concerned with, not necessarily the performance of a given keyword.

The following are a list of posts, pages, tools and presentations to help get a deeper understanding of personas and need states and how to apply them to various Inbound Marketing efforts.

Personas

• 10 Steps to Personas [INFOGRAPHIC]
• Develop Personas
• Personas: Setting the Stage for Building Usable Information Sites
• Using Personas to Boost Online Marketing and SEO [SLIDESHARE]
• Understanding Your Audience Using Social Media [MOZINAR]

Need States

• AIDA: Attention-Interest-Design-Action
• Landing Pages and the Decision Making Process
• McKinsey Customer Decision Journey [VIDEO]
• Customers Go On a Journey, Escaping the Funnel

Useful Social Tools

• SocialMention
• Amplicate
• Topsy
• Trendistic
• MentionMapp
• Twtrland
• FollowerWonk
• Listorious
• KnowEm.com
• Radian6 – PAID
• Lithium – PAID

Quantitative Analysis Providers (PAID)

• ComScore
• QuantCast
• Compete
• Hitwise
• Forrester Research

During the #seochat I did on the SEO Process there were some questions of whether this applies to small businesses or not, citing that small businesses only care about the #1 spot and they “just want rank.” Yes, understanding what makes an audience tick applies to all businesses. Again, the ability to quantify the interests and intent of your audience and track a brand’s ability to persuade is the advantage of digital marketing of any kind. As I said on Twitter, #1 is not a goal, but a means to an end. #1 gets users to the door; it doesn’t keep them in the house.

Finally, the new SEO process is a call for us to speak the language of other capabilities and deliver strategies that can plug and play with what brands truly understand. The new SEO process is not about chasing the algorithm; it’s about fulfilling the needs of the people the algorithm serves. It’s about creating and discovering the content that resonates with the people that a business is trying to reach and then also covering the technical bases required to get results. It’s about understanding the connections between keywords in the mind of your target audience in order to optimize for them effectively. And most importantly, it’s about having SEO become the driver of the marketing mix rather than the outcast. No doubt SEO will remain the esoteric “Calculus of Marketing” but it’s time to prove that we can actually do the math so to speak.

So fellow marketers—what’s it gonna be? Keep it classy or keep it Kanye? 

Article source: http://feedproxy.google.com/~r/seomoz/~3/MzRjGVPEbnw/the-new-seo-process-quit-being-kanye

CHICAGO, Feb 21, 2012 (BUSINESS WIRE) –
Digital marketing intelligence provider AdGooroo
(
www.adgooroo.com )
today unveiled Industry Insight, a versatile search marketing
dashboard that provides advertisers and agencies with instant access to
the world’s largest search intelligence database, including years of
proprietary pay-per-click (PPC) data on virtually every industry and
advertiser.

AdGooroo’s search intelligence database analyzes and collects data on
millions of keywords and billions of individual search impressions per
month for virtually every advertiser across more than 160 industry
categories. Industry Insight enables search marketers to access this
data–including specific keywords, estimated share of voice or impression
share, estimated PPC spend, clickthrough rates (CTR), cost per click
(CPC) and more–for each advertiser and industry category.

Using Industry Insight, search marketers have the ability to:

–
Mine competitors’ keyword lists to uncover new traffic opportunities

–
Quickly assess the competitive landscape and larger trends that may
impact budgeting and performance in any vertical

–
Gain immediate insight into any advertiser, including those too small
to show up in panel-based datasets

–
Compare any two advertisers across any time period by spend, clicks,
CTR, CPC, ranking and more

–
View historical/seasonal trends

–
And more

“Industry Insight enables search marketers to easily monitor their
competitors’ every online move and to better understand trends across
their vertical category,” said Richard Stokes, founder and CEO of
AdGooroo. “That means having meaningful, actionable data to benchmark
and optimize your own campaign performance relative to the competition
and maximize your search ROI.”

“FRWD has found AdGooroo’s Industry Insight to be instrumental in
helping size the search and content opportunity in new categories, for
both potential clients and clients new to search or affiliate
marketing,” commented Aimee Reker, partner at digital marketing firm
FRWD. “Industry Insight helps inform our content creation and content
marketing recommendations by revealing historical competition within the
context of demand and cost. It’s a simple and immediate way to see
competitive trends back in time.”

Industry Insight can also be integrated with SEM Insight(TM), AdGooroo’s
tactical intelligence tool for PPC managers, enabling daily visibility
into competitors’ PPC campaigns, including all ad copy and landing
pages. As an example of the benefits of integrating the two products,
search marketers can filter Industry Insight reports by keyword group
such as product category or top-performing keywords in order to view
competitors’ PPC spend on individual product lines and more.

Central to Industry Insight is the accuracy of its data. AdGooroo
measures more than 2.5 billion search impressions each month using
servers located in local markets–the most accurate method of data
collection possible. AdGooroo also utilizes proprietary PPC spend
estimation models that are verified each month against known ad spend.
Further, the company’s automated quality assurance solution provides
proactive, seamless problem detection and resolution, 24 hours a day. In
addition, the methodology noted above is backed up by dedicated
engineering and support teams to help ensure customers’ success.

About AdGooroo:

Founded in 2004, AdGooroo is a leading provider of Digital Marketing
Intelligence that drives competitive advantage for Internet marketers.
More than 4,000 advertisers and agencies use AdGooroo’s on-demand tools
to tap into the world’s largest database of search and display marketing
data and gain actionable intelligence on their top competitors’
keywords, ad creative, backlink data, campaign statistics, budgets and
more. For more information, visit AdGooroo.com.

Photos/Multimedia Gallery Available:

http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50174951lang=en

SOURCE: AdGooroo

        Media contact:
        PReturn Inc.
        Addie Reed, 312.432.9406
        areed@PReturn.com

Copyright Business Wire 2012

Article source: http://www.marketwatch.com/story/adgooroo-launches-industry-insight-offering-search-engine-marketers-instant-access-to-the-worlds-largest-search-intelligence-database-2012-02-21

I am a pure white hat and have done the SEO effort the hard way by slowly gaining links and trying to do everything by the book. I ran into a rather perplexing problem about one year ago and it took me over a year to resolve it.

My home page www.shirtsthatgo.com and the ice cream truck product page disappeared from the SERPs. The pages looked fine in the index but they would not rank for anything including the title tags. I read some of the great SEOmoz posts about what to do when a page will not rank for its title tag and tried to follow the steps. I had inbound sidebar links (non-paid) taken down for fear that I was seen as buying links. Yes, I went through a phase of chasing Google PR so I begged everyone to give me sidebar links! Sound familiar to anyone?

Next I reached out to some of you and begged for help to this issue. I was getting desperate to solve the problem and did not know how to solve it. I even asked folks on the Google Webmaster Forum and my forum posts would show up in the SERPs and not my missing page!

As it turns out I just needed to learn to listen. I was getting some great guidance from Dean Peckenpaugh, who is an SEO and e-commerce specialist and one of the main contributors at the Volusion customer internal forum. Most forums tend to have one or two contributors who really know their stuff that everyone listens to. At the Volusion forum Dean is one of those guys. So Dean was pushing me away from over optimizing and telling me to think like a computer but to write my pages for people. I got so caught up in optimizing that the site content was (well it still is) written more for the bots than my prospective clients.

My other product pages ranked so well that I was afraid to change anything. When I started to actually listen to what Dean was saying I took another look. Upon closer inspection the Ice Cream Truck page had maybe five more instances of the keyword than all the other product pages. I took a chance and backed way off the keyword count. I figured nothing would happen at all and that my needle in a haystack problem would still be there. On the next crawl the page was in position one on page one for the target keyword. Could it be this simple? I was blown away! I had badly overstuffed my site and my problem was so easy to fix!!!

For any given page there is clearly a keyword limit and the algorithm will simply flag the offending page and refuse to serve it up. Stay above the limit and the page is banished. Drop below the limit and it will rank! My expectation is that this is going to differ somewhat from page to page but the rule will hold.

Just this week I deployed some new product pages. I tend to put them online a few days in advance with a teaser product photo so that the page is already ranking by the time I have the product ready for the site. I ran into the problem again with our tank t-shirt page. I had inadvertently stuffed it a bit too full of the target keyword. On large pages a quick way to check this is to view source and use the find feature. This will paint all the instances and as you scroll through it will be apparent if a term is appearing too frequently. Note this screen shot does not show all the other instances that are below the fold.

As my pages are ranking great I do not want to make any drastic moves. That said I know my pages are still way over-optimized. Over time I will pull back on the keywords in the body and see if I can rely on the title tag, a couple of headings, and maybe one instance of the keyword in the body. Once I find a happy medium I will update all the pages. As I see it Google knows what the page is about by the title and the H1. Everything else that is not written purely for humans is stuffing plain and simple.

Here is a sample of our police car sell page and as you can see the target keyword is in there a lot. This page is ranking on page one for “kids police car t-shirts” and was just deployed a few days ago.

Once the ice cream truck page was ranking it was time to deal with the home page. At the time the home page was relatively skinny but I had content with anchor links pointing to almost all of the product pages. The home page was not even ranking for its title tag, so definitely something was way wrong. In this case though I did not see a keyword stuffing issue so I decided to think like a computer on this one and looked at the structure of the page for anything that might be confusing.

I noticed first that the page did not have an H1 or H2 which is how Volusion pages come out of the box. I read about how the importance of these tags is diminishing but they do add structure which is important. Also the page had content that was more about the various product pages. I had the idea that I was passing PR from my home page to all my product pages and thus helping them rank. It was not working!

As a computer I might be confused by the home page so I made the following change to add a very clear structure to the page and overall site:

Here are the changes that I made:

1. Added structure by putting an H1 and H2 that had exact match to the title tag main keyword.
2. Removed all content about product pages and the links to the product pages.
3. Added new content that was built up around the target keyword and the general topic of my site.
4. Added a link to the home page from the bottom of every product page with anchor text matching the title and h1 h2 of the home page.

Within a few days the page started to rank for the title tag! After a few weeks the site was sitting around position 70 or so for the target keyword “kids t-shirts”. About a month later the page jumped to around page 20 or so in the SERPs for “kids t-shirts”. Position 20 seems about right given the other players in the space and the authority we have built up. I find it interesting the way the site sat in a lower position for many weeks then as if something came unblocked it popped up in the SERPs. This may illustrate some kind of a holding place Google uses for pages recently emerging from being flagged prior to giving them full ranking.

Here are the key takeaways from this experience that I wanted to share with you all:

• Consider keyword count if a page is indexed but not ranking for its title tag.
• Look closely at the structure of your site and ask yourself is it clear what the site is about.
• The idea of home page being general and product pages being specific makes a lot of sense.
• Be careful not to send mixed signals about what pages are about when building internal links.

I welcome all and any feedback. Any feedback about my site as well would be very much appreciated!

Thanks,

Nick Morgan
ShirtsThatGo

Article source: http://feedproxy.google.com/~r/seomoz/~3/VMek3naqkc8/lessons-learned-by-an-over-optimizer-14730

The following is a guest post by Paul Raynor Keating, Esq. Paul is an attorney specializing in the domain space. He has offices in Barcelona and London.

Although the UDRP has functioned for over a decade, the evidence continues to mount in favor of a certification process so all can be assured that panelists have the proper legal knowledge and address claims seriously. Examples abound of panel errors but I have seen few that competes with the likes of Hardware Resources, Inc. v. Yaseen Rehman, Claim Number: FA1201001423229 (HardwareResources.org), a recent decision by NAF-favored panelist Atkinson (see the related study by Zak Muscovitch).

In Hardware Resources, the panelist was so absorbed with the Complainant’s assertions that he failed to examine even the most basic aspects of the claim. Granted the case was a default. But that provides little excuse given the obviousness of the problems. Given Mr. Atkinson’s litigation experience (he authored an article entitled “How to Respond to Trial Objections in 1995), I am somewhat perplexed.

Complainant asserted 4 registered trademarks for “HR Hardware Resources�. A 10-second trip to the USPTO site satisfied my surprise that the PTO would allow registration of such a descriptive trademark. Complainant’s “trademarks� consisted of 2 text marks and 2 design marks. Each of the marks contained the following disclaimer:

“NO CLAIM IS MADE TO THE EXCLUSIVE RIGHT TO USE “HARDWARE RESOURCES” APART FROM THE MARK AS SHOWN.â€�

The significance of the disclaimer is of course that the Complainant had expressly disclaimed the words “Hardware Resources� if they did not appear with “HR�. Perhaps Mr. Atkinson (or more likely the intern at NAF who may have written the decision?) missed that bit.

Notwithstanding the clear disclaimers, the Mr. Atkinson boldly stated:

“The differences between the mark and the disputed domain name include the deletion of the initial letters “H� and “R� of Complainant’s mark, the removal of the space between the terms, and the addition of the generic top-level domain (“gTLD�) “.org.� The Panel holds that removing letters from a mark does not differentiate a disputed domain name from the mark.�

Had Mr. Atkinson (or his associate) taken 20 seconds of time he could easily have discovered that the elimination the “HR� was in fact material for the simple reason that Complainant held no trademark rights in their absence. Actually, come to think if it, the disclaimer would have been printed in the trademark registration certificate that Complainant surely produced.

From this highpoint, the analysis gets only worse. Legitimate interest is found lacking because “using a confusingly similar disputed domain name to host pay-per-click links and pop-up advertisements, whether competing or not, does not constitute a bona fide offering of goods or services or a legitimate noncommercial or fair use according to Policy ¶¶ 4(c)(i) and 4(c)(iii).� Of course no mention is made of the descriptive nature of the asserted trademark or of the domain.

The authority for the panelist’s position? Two NAF decisions, Hewlett-Packard Co. v. Collazo, FA 144628 (Nat. Arb. Forum Mar. 5, 2003) and ALPITOUR S.p.A. v. Albloushi, FA 888651 (Nat. Arb. Forum Feb. 26, 2007). The panelist was obviously not familiar with either of the decisions. Hewlett-Packard addressed the domain HPCanada.com. HP is obviously a famous, non-descriptive mark and there could be no legitimate interest in using the domain to display links for computer equipment. Alpitour dealt with the domain BravoClub.com. The asserted mark was used for a hotel chain and obviously not descriptive; respondent used the domain for PPC for (surprise….) hotels. Exactly how HardwareResources.org presents a factual or legal scenario that is even close to Hewlet-Packard or Aplitour is a mystery.

Going from bad to worse, Mr. Atkinson next finds bad faith because Respondent offered to sell the domain to the Complainant for a whopping $40.00. Surely this is a joke. The opinion is apparently based on an empty allegation by complainant. God forbid there be any reference to evidence. I am always amazed how far panelists will go to “justify� an expansion beyond the actual text of the UDRP when doing so in favor of complainants. I rarely see this when the issue might favor the respondent. This $40-issue is yet another example. While it is possible that $40.00 was more than the out-of-pocket costs, the rule in this regard is tied to the concept of targeting and registering domain names for the purpose of holding them ransom to a known trademark holder. This case fails the mark by any stretch and by even mentioning the issue Mr. Atkinson opens both himself and the UDRP process to ridicule.

Yet again showing his preference for complainants, Mr. Atkinson finds bad faith registration based upon PPC use with websites that “have featured pay-per-click links, some relating to Complainant’s competitors and some being simply generic” and some that “displayed information about Complainant“. Mr. Atkinson thus finds that the respondent must have registered the domain “to attract consumers and create confusion for its own profit“. This is lumped together with the $40-issue to support a finding of bad faith.

It is telling that the only reference to “generic� was in the Complainant’s allegations. The panelist certainly does not mention the word or deal at all with the descriptive nature of the phrase at issue. The use of a descriptive domain for descriptive purposes has repeatedly been found both legitimate and in good faith. It has long been held that the foundational issue is whether the respondent “targeted� the complainant. Here, the Complainant had no trademark in “Hardware Resources�. The domain was used for – guess what – PPC links related to items long considered to be hardware-related. That Complainant may have appeared in any of the PPC links is the fault of the Complainant who voluntarily selected a less-than-stellar trademark.

The most important lesson to be learned here, however, is not that Mr. Atkinson should abstain from being involved in the UDRP process. The important lesson is that decisions such as these destroy the carefully structured balance of the UDRP process as a whole. Respondents are repeatedly told that they can legitimately register and use domain names for descriptive purposes. It instills little confidence in the “system� when panelists such as Mr. Atkinson issue ill-thought out opinions such as this one.

While panelists aren’t earning the salaries of bankers in New York, this case shows that 20 seconds of thought would have produced the correct result. Trademark disclaimers are there for a reason; without the disclaimer the USPTO would not have issued the registration. It defies logic to permit a registration with a disclaimer and then support a trademark in only what has been disclaimed. Complainants must be held responsible for selecting descriptive trademarks. After all, they do it for a reason – a descriptive mark gives them a leg-up on the competition. If a consumer is looking for “hardware�, coming across a sign for “hardware resources� leads to the assumption that one will indeed find hardware items there. However, having selected such descriptive marks they should not be permitted to use them as a sword to prevent others from doing so.

And, $40 for a domain name? I am not sure who was being sillier; the panelist in using this as bad faith or the respondent who thought it was a good idea to make the offer.

Article source: http://www.domainnamenews.com/legal-issues/udrp-panel-certification-important/10140

My name is Anthony and I’m from Fargo, ND. First-time YouMozzer here. After reading this post, I hope you (in?)voluntarily scroll back up to the top to follow me on twitter (@anthonydnelson) and check out my blog Northside SEO.

Today’s post is about broken link building. It’s been a popular topic in the industry, but I also noticed that SEOmoz didn’t have a lot on the subject, so I thought it would be nice to write a kick-ass piece for the large SEOmoz community. Now, on to the post.

Broken [broh-kuhn] adjective: not functioning properly; out of working order

Link [lingk] noun: anything serving to connect one part or thing with another

Building [bil-ding] verb (used with object): to construct (especially something complex) by assembling and joining parts

Definitions taken from dictionary.com.

Broken Link Building [lingk bil-ding gohld] verb: the act of acquiring a link to your website by pointing out a broken link on someone else’s website

What is Broken Link Building?

Broken link building (sometimes called dead link building) is a technique that involves pointing out a link on another website that is no longer working and also asking for a link to your website. Often the broken link leads to a 404 page. The link will be on a page that is relevant to your niche and appears to be a good fit for inclusion of your site. You perform a solid by pointing out the broken link to the webmaster and in return, suggest that your link be added or be used as a replacement.

Why has Broken Link Building been so Popular Lately?

1. SEOs feel like they are making the web a better place. They are helping webmaster’s deal with the problem of link rot. SEOs care about the quality of the web. The fewer broken links, the better.
2. It gives the link builder an easy value add to their email. You are helping them out, before asking them to help you out.
3. It can result in quick links. When broken link building emails are successful, you usually get your link within a day or two of sending the email. Much quicker then allowing a site owner to try and review a product or spending time making a connection and pitching a guest blog post.
4. It’s a relatively new technique that has already yielded good results for numerous link builders.

Broken Link Building Required Tools:

1. A website that doesn’t suck (no one is going to link to your crappy site, even if you point out a broken link)
2. Google Chrome with Check My Links Extension or Domain Hunter+ (Domain Hunter+ was recently featured on YouMoz)
3. Open Site Explorer: Limited use for everyone if you register for a free account at SEOmoz

Additional Tools for Increase Efficiency:

1. Xenu Link Sleuth (unless you’re really cool like me and use a Mac)
2. Screaming Frog
3. W3C’s Link Checker
4. Gmail plugins Rapporative and Boomerang
5. Canned Responses in Gmail or saving stationary templates in Mac mail are major time saving wins

How to Find Broken Links

1. Use the Check My Links Extension on any webpage you happen to visit and cross your fingers.
2. Check Top Pages tab in OSE for any competitor or site in your niche and look for 404 pages with external links pointing at them in the Top Pages tab.
3. Use search operators in Google to find relevant sites (my examples just below). This should result in hundreds of sites with lists of links specific to your industry. Switch your search settings to display the top 100 results and export them to a CSV using the MozBar’s SERP Control Panel. Sort by Page Authority or Domain Authority and you’re good to go. Find more useful link building search operaters or advanced search queries on Himanshu’s site. Visit the sites and run a link checker extension.
   1. intitle:KEYWORD inurl:links -exchange
   2. intitle:KEYWORD inurl:resources
   3. inurl:links KEYWORD -
4. Add exported lists of links to Xenu/Screaming Frog to find 404 pages and easily run them through OSE. Alternatively, you can run a single page through to easily find the status codes of its outbound links.
5. Run a website through W3C’s Link Checker to find broken links
6. When you find a broken link, run that link through OSE to determine who else is linking to it. You may find 5-10 other good link prospects from a single broken link.
7. Export numerous competitor’s followed back link profiles in OSE. Combine results. Filter for URLs containing Link, Directory, Where to Buy, Resources or whatever words fit your industry. Sort sites by PA/DA, visit, run link checker, email.

Determining Link Target Quality

After you find a page with some broken links on it, you have to decide if it’s worth your time sending an email and asking for a link.

But there are too many broken links!

It’s a bit of a road block to run into a page with decent authority only to realize that it contains a ton of broken links. When you find a page with too many broken links on it (10+), you have a few options.

1. Decide the page is low-quality and choose not to contact them.
2. Send an email pointing out two or three of them and pretend that you don’t know about the rest.
3. Point out all 10+ broken links and risk overwhelming them to the point that they decide not to update the page at all or completely delete it.

It’s totally up to you to decide what is right for you and the site you are building links for. Personally, I’ve gone with all of the techniques above. Often times, it doesn’t matter what you decide on because you may not hear back from them at all.

Finding a Website Owner’s Contact Information

• Look for their email address on the contact page, about page or footer of the website
• Google site:DOMAIN.COM email
• Google site:DOMAIN.COM @DOMAIN.COM gmail.com hotmail.com yahoo.com msn.com live.com
• Look for their Twitter handle. A great casual way to introduce yourself
• Check WhoIs
• Look for a contact form on their website
• Citation Labs The Contact Finder if you are working with a large list

Stalk them to the best of your ability. It’s OK if they feel a little uncomfortable that you found them through their sister’s Twitter account. No contact, no link.

Broken Link Building Email Templates

Now that you know what broken link building is and how to find websites to target, let’s get on to email outreach. I’m going to show you five email templates I use which will hopefully help you start your own successful broken link building campaign. Each template is slightly tailored for a different type of website or client. You may find that one of them works best for you, or you may find that you hopping back and forth between styles will give you the best results depending on your client, the niche or the targeted site for link acquisition.

Broken Link Building Email Template #1 – Quick and Dirty

Subject Line: (DOMAIN.COM) question

Hey (WEBSITE OWNER FIRST NAME),

Are you still updating (DOMAIN.COM)? I found a broken link I’d like to point out.

-(YOUR FIRST NAME)

Who to Send it to: Perfect for use on websites that look like they were made in the 90′s and seem as if they are no longer being updated. Also good for sites that are questionable in quality. Don’t waste too much time with on an email for a site you don’t expect to reply.

Why it Works: This short and sweet email has one of the highest response rates of any of the templates I use. It comes off as genuine and helpful and leads with a strong question that illicits a response from all webmasters who are actually updating their website. When they reply, simply follow-up by sharing the page and the broken link as well as suggesting your website and explaining the fit and value it offers to that page.

Broken Link Building Template #2 – The Pressure is On Them

Subject Line: (DOMAIN.COM) broken link

Who to Send it to: Any website that has a list of links or resources (with a broken link) that you think is a good fit for your site.

Why it Works: You come clean immediately in the email explaining that you want a link. The webmaster might feel the need to include your link in order to find out what links on their site are broken. No webmaster will email you back and say, “No, I won’t link to you. Now please show me the broken links.” You get a link or they are on their own.

Broken Link Building Template #3 – In and Out

Who Should Use This Template: Any link builder that doesn’t have time to follow up. This is a one and done send.

Subject Line: (FIRST NAME), (DOMAIN.COM) broken links

Hey (WEBSITE OWNER FIRST NAME),

Who to Send it to: Any website that has a list of links or resources (with a broken link) that you think is a good fit for your site.

Why it Works: When you nominate two unaffiliated websites for inclusion on the webmasters list of links, they will simply think you are trying to help them. You want to point out some broken links and also give them some additional sites to consider. Make sure the alternate suggested site is not a competitor to your site.

Broken Link Building Template #4 – Brand Power

Who Should Use This Template: Link builders (consultants or in-house) who work for a semi-recognizable brand name in their particular industry.

Subject Line: (SITE OWNER FIRST NAME), (DOMAIN.COM) broken link

Hey (WEBSITE OWNER FIRST NAME),

My name is (YOUR FIRST NAME) and I wanted to let you know I really liked your post about (TOPIC OF A BLOG POST – NOT EXACT TITLE AND NOT THE MOST RECENT ONE). The part I particularly enjoyed was the part about (QUOTE FROM THEIR POST).

I work at (COMPANY NAME) and after being in the INDUSTRY/NICHE field for a few years, I’ve become really passionate about INDUSTRY/NICHE and I’m happy to have found your site.

When I was looking at your (DESCRIPTION OF PAGE WITH BROKEN LINK) page, I noticed that one of the links was broken. The link labeled (BROKEN LINK ANCHOR TEXT) isn’t currently working. (OPTIONAL: DO YOU KNOW WHERE THAT LINK IS SUPPOSED TO GO?)

Also, I hope you would consider adding our website (WWW.YOURSITE.COM) as an additional (RESOURCE/RECOMMENDATION/ALTERNATIVE) to your great (DESCRIPTION OF PAGE WITH BROKEN LINK) page. We’d be honored to be included on your site and I think the link would provide great value to your visitors due to our (BRAND UNIQUE SELLING POINT).

Have a nice (DAY/NIGHT).

I look forward to hearing back from you soon.

-(YOUR FULL NAME)

-(COMPANY NAME)

Who to Send it to: Any website that has a list of links or resources (with a broken link) that you think is a good fit for your site.

Why it Works: The website owner is flattered by having someone from a recognizable brand contact them with complements about their site. On top of that, they are grateful for you pointing out the broken links. How could they not give you a link?

Broken Link Building Template #5 – Zen Master Link Builder

The fifth template is essentially using no template at all. The Zen Master Link Builder builds a relationship before asking for a favor and the placement of a link. I’ll outline the basic process below.

1. Comment on one the website’s blog post. Make sure it’s thoughtful and genuine.
2. Send first email with complement and question about a post of theirs or the niche they are in.
3. After they reply, you email back kindly thanking them. Consider repeating steps two and three if the conversation goes that way.
4. Follow them on twitter. Casually tweet at them or about their content to remain on their radar.
5. Email again to point out the broken link as an FYI. Mention your website as a replacement or addition to the page.

Who to Send it to: Ideally everyone. Realistically, use this technique on high quality websites. Sites where links are hard to come by.

Why it Works: You’ve shown that you care and connected with the website owner on a personal level first. The website owner should be grateful for your support (comments, tweets, emails) and will most likely happily add your link to the page in question.

Note: The Zen Master approach is the best approach to take for all link building outreach. It is definitely not exclusive to broken link building. The ultimate hang-up comes to the overall time and resources required to execute.

Outreach Email Link Building Tips:

• Send emails one at a time. From you, to them. Be real and try to offer as much value as possible.
• Don’t use full URLs or hyperlinks in your actual email. This increases the chance your email lands in the spam folder.
• Find the website owner’s email address and real name. Cyber stalk them to get it. Google them, find their twitter and check WHOIS.
• The email templates above will work even better if you personalize them more. Show some personality. Being unique and odd can be more effective than professional and stale. Be a person, not a canned response, even if you start your post from one.
• Use a woman’s name.
• End emails with a question or a sentence that implies they need to respond to you.
• Always double check and proof your email. Using templates can be dangerous if you’re not careful. Make sure it is personalized to the right website.
• If you do make a mistake in sending a templated email, come clean and do this.
• Hustle. You will never get a link for an email you don’t send.

Pro Broken Link Building Outreach Tip

• If the website has a phone number, call it. A real conversation will monumentally increase your chance at landing a link. Admittedly, I still send emails 99% of the time.

301 Redirect Broken Link Building – Double Dipping

Sometimes the link you point out in your outreach email doesn’t even have to be broken to get the webmaster to take action and change the page. I’ve had success pointing out links that 301 to a different site. Simply put, if you tell a site owner that they are trying to link to domainA.com and the result is a link to domainB.com they are often willing to remove that link. The benefit of this can be great.

Study your competitors’ external backlink profile and find the urls of other websites that are 301ing back to them.

Example: DOMAIN1.com is redirecting to COMPETITOR.com.

Contact the sites who are linking to DOMAIN1.com and explain to them they are not linking to the site they were once intending to. Be sure to offer your website as an additional resource.

The end result: Your competitor loses a link and you gain one. Double win.

This technique will not work for links where the redirect clearly goes to the same company/website at a different URL. This technique works best when combined with an email pointing out a few broken links. “These links are broken and this one doesn’t go to the right spot…”

Link Exchanges and Directories

Pointing out broken links is often enough to get you listed in a paid directory or on a site that is requesting link exchanges for submission. Of course, this only means something if you find a paid directory you actually want to be listed in or a site that exchanges links in a non-spammy way.

Content Recreation

Sometimes in the hunt for broken links, you’ll find a 404 page that has 5-20 external links pointing at it. Some of them are juicy links. Links that you want. Bad. The problem is, your site doesn’t contain a direct replacement for the 404′d content. Here is how you can get them.

Even though your site is in the same niche, your site didn’t originally publish the results from that study in 2005 that was referenced so many times and no longer exists. You need to recreate the content. The first step is to put the broken link into the Wayback Machine to find out what the content originally was. Recreate the content for your site. If possible, feel free to repurpose it a bit to fit your branding and style.

Once you have created the similar content, contact the webmasters with the broken link pointing at the now non-existent content and gently nudge them towards your new piece. The exact piece they were looking for.

This technique takes a lot of time and effort but can definitely pay dividends. It is already established that the content you are creating is link worthy in the eyes of multiple webmasters.

18 Additional Broken Link Building Resources

1. 40 Broken Link Building Resources by Garrett French on Citation Labs
2. Broken Link Building In Action by Nick LeRoy on nickleroy.com
3. A Tactical Guide to Broken Link Building by Cleo Kirkland on ROI Factor Blog
4. The Reciprocity Link Building Method by Melanie Nathan on Search Engine People
5. Easy Link Building with Your Competitors’ 404 Errors by Fabio Ricotta on Ontolo
6. Need Links? Make Up For Your Competitors Shortcomings by Napoleon Suarez on SEER Interactive Blog
7. 5 Creative Broken Link Building Strategies by Jon Cooper on Point Blank SEO
8. Broken Link Building for Content Promotion by Garrett French on Search Engine Watch
9. Check My Links Chrome Extension – A Link Builder’s Dream by Jon Cooper on SEOmoz
10. Broken Link Building – A Case Study by Ben Jackson on SEO ROI
11. Broken Link Building: Feast On Your Competitors This Thanksgiving by Napoleon Suarez on SEER Interactive Blog
12. Fixing the Web’s Lost Content: An 8 Step Guide for Link Builders by Jeremy Bencken on Search Engine Watch
13. 15 Questions with Nick LeRoy on Broken Link Building by Garrett French on Citation Labs
14. Broken Link Building: How Napoleon Suarez Gets 8-12% Conversions by Garrett French on Citation Labs
15. Broken Link Building Tips: an Interview with Melanie Nathan by Garrett French on Citation Labs
16. Busted Links as Reason for Link Request by Wheel on Webmaster World Forum
17. Improving Corrective Value-Adds in Link Request E-mails by Ross Hudgens on rosshudgens.com
18. Broken link building with Raven’s Link Manager and local directories by Eric Scism on Raven Blog

If you know of a great broken link building resource that I am missing, please post it in the comments and maybe one of the mozzers or I (not sure how this YouMoz editing will work) will be able to add it to the list.

Noob to Novice

I gave this post the title from Noob to Novice because reading blog posts is not going to make you an expert or advanced link builder. You have to get out there and get your hands dirty. Send emails. Send a lot of emails. Try different techniques. Test and record. Broken link building is still a technique that is in its infancy and there is a lot of room for us all to improve and refine our techniques.

I still consider myself a novice link builder. There is so much to learn and the game is always changing.

Broken link building or any outreach based link building campaign is never going to compete with someone who creates link worthy content. Content that will continue to build links on it’s own. Content that will build links on the weekends when they’re not working.

Be sure to drop a comment and let everyone know about your broken link building successes or failures. It is still a relatively new technique and we can all learn from sharing. Don’t be shy on giving this post a thumbs up or a thumbs down. Feedback is needed to grow.

Article source: http://feedproxy.google.com/~r/seomoz/~3/L3k9-B4DaGI/broken-link-building-guide-from-noob-to-novice

(PRWEB) February 19, 2012

While experts and the media debate the new Facebook IPO filing where the company seeks to raise $5 billion, the implication for marketers and advertisers remain largely hidden according to Kishore Dharmarajan, the creator of the Facebook IPO is quite similar to what we had experienced in 2004. At that time, the Google IPO was one of Silicon Valley’s most discussed, dissected and debated initial public offerings of stock.”

“After the excitement died down, came the reality,” Kishore continued, “we saw an increase in cost-per-click (cpc). To the uninitiated, Google Adwords is a bidding system that allows you put out ads on the Google search engine and the advertiser pays every time a net user clicks their ads. The cost per click is the basis measure of how much you pay for your ads. For millions of small business owners, Adwords is the lifeline of their business and the higher cpc meant they had to pay more to get customers.”

“What makes the Facebook IPO even more crucial for small business owners and small advertisers, “Kishore revealed, “is the fact that Facebook is already a difficult advertising media to manage and the higher cpc that we are expecting post the IPO, is going to make advertising even more tough.”

Facebook’s advertising platform is similar to Google Adwords in being a pay-per-click (PPC) advertising channel, but lacks the depth of tools, analytical framework or traffic consistency that that makes Adwords so much more powerful.

“At the same time,” kishore concluded, “Facebook’s ability to target customers based on their likes and interests is a psychographic advantage that Adwords lacks. Facebook offers a friendly environment for marketers to pitch their wares in a relatively cozy and comfortable surrounding.”

Kishore has released a new Social Media report that looks into the expected changes after the Facebook IPO, that can be downloaded from, http://www.facebook.com/socialmediamarketingdude

About:

Kishore Dharmarajan is the author of Sniper Marketing and a trusted authority on Social Media Marketing and Digital Marketing. Besides Sniper Marketing, Kishore Dharmarajan has published two books including Eightstorm: 8 Step Brainstorming for Innovative Managers, Beyond Guerrilla Marketing, How to Think Innovate Like Steve Jobs and has spoken in front of thousands on such topics as Social Media Marketing and Digital Marketing.

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For the original version on PRWeb visit: http://www.prweb.com/releases/prweb2012/2/prweb9206317.htm

Article source: http://www.chron.com/business/press-releases/article/Will-the-Facebook-IPO-Affect-Your-Business-3342360.php

The goal of Linkscape is to present a search-engine size link graph, while the goal with Freshscape is to provide a more realtime, full-content index of links and mentions similar to what Google Alerts does. The problem is… what to call them?

We’re currently hard at work on a future iteration of the SEOmoz PRO platform that will include deeper integrations of both Linkscape and Freshscape data (so you can watch and competitively compare your wide link graph metrics as well as these fresher, primarily RSS-based links and brand mentions). As such, we need a way of segmenting these that makes sense to current and future users of PRO, and we’d love your input. The following polls have some of the names we like best right now for classifying Linkscape vs. Freshscape data:

If you have other suggestions or ideas, please feel free to include them in the comments. If there’s one in particular that receives lots more thumbs up than anything in the poll, we might use your idea in the final version!

Thanks very much for the help – can’t wait to show you our new stuff (though it will be more than a few months until this is ready to roll out).

Article source: http://feedproxy.google.com/~r/seomoz/~3/XlS_--E9POk/help-with-nomenclature-for-links-brand-mentions

The goal of Linkscape is to present a search-engine size link graph, while the goal with Freshscape is to provide a more realtime, full-content index of links and mentions similar to what Google Alerts does. The problem is… what to call them?

We’re currently hard at work on a future iteration of the SEOmoz PRO platform that will include deeper integrations of both Linkscape and Freshscape data (so you can watch and competitively compare your wide link graph metrics as well as these fresher, primarily RSS-based links and brand mentions). As such, we need a way of segmenting these that makes sense to current and future users of PRO, and we’d love your input. The following polls have some of the names we like best right now for classifying Linkscape vs. Freshscape data:

If you have other suggestions or ideas, please feel free to include them in the comments. If there’s one in particular that receives lots more thumbs up than anything in the poll, we might use your idea in the final version!

Thanks very much for the help – can’t wait to show you our new stuff (though it will be more than a few months until this is ready to roll out).

Article source: http://feedproxy.google.com/~r/seomoz/~3/XlS_--E9POk/help-with-nomenclature-for-links-brand-mentions

Vantage Media has announced the launch of Mortgage Rate Listings, an addition to its BrokersWeb premium pay-per-click (PPC) marketing network for insurance and financial services. The Mortgage Rate Listing is a premium cost-per-click (CPC) advertising unit for mortgage lenders and brokers marketing to new customers. Mortgage Rate Listings build upon the company’s existing BrokersWeb text-based CPC advertising platform to create a vertical-specific ad unit that integrates lenders’ respective rate details alongside text-based advertising. This new offering is the first of the enhanced customer acquisition solutions planned to further accelerate the vertical expansion and products that BrokersWeb and Vantage Media developed separately prior to their 2011 merger.

For advertisers, the BrokersWeb platform features an auction-based marketplace where lenders can bid based on loan type (purchase or refinance), loan principle categories, and geographies. The BrokersWeb platform offers back-end tools and reporting to track conversions from click-to-loan request, and ultimately to funded loan. Advertisers are charged when a prospective borrower clicks on its respective Mortgage Rate Listing, signifying a specific interest in the advertiser’s published rate(s) and messaging.

For Web publishers, Mortgage Rate Listings will also be a premium revenue vehicle for targeted mortgage website publishers capable of delivering high-quality clicks to Vantage Media advertisers. Vantage Media is launching Mortgage Rate Listings with placements on ultra-targeted publisher websites such as Top10MortgageRates.com, Loans.org and MortgageCalculator.com Web sites.

“This new product allows us to demonstrate to a new category of marketers our commitment to delivering our advertisers the right product, exceptional service and top-notch results,” said Michael Foster, VP of Vantage Media. “We look forward to offering to our mortgage advertisers this expanded platform and the same expertise in traffic acquisition and dedication to advertisers’ online conversion goals that is behind our success in the insurance, education and home verticals.”

View the discussion thread.

Article source: http://nationalmortgageprofessional.com/news28329/vantage-media-launches-mortgage-rate-pay-click-listing-product-lenders

Vantage Media has announced the launch of Mortgage Rate Listings, an addition to its BrokersWeb premium pay-per-click (PPC) marketing network for insurance and financial services. The Mortgage Rate Listing is a premium cost-per-click (CPC) advertising unit for mortgage lenders and brokers marketing to new customers. Mortgage Rate Listings build upon the company’s existing BrokersWeb text-based CPC advertising platform to create a vertical-specific ad unit that integrates lenders’ respective rate details alongside text-based advertising. This new offering is the first of the enhanced customer acquisition solutions planned to further accelerate the vertical expansion and products that BrokersWeb and Vantage Media developed separately prior to their 2011 merger.

For advertisers, the BrokersWeb platform features an auction-based marketplace where lenders can bid based on loan type (purchase or refinance), loan principle categories, and geographies. The BrokersWeb platform offers back-end tools and reporting to track conversions from click-to-loan request, and ultimately to funded loan. Advertisers are charged when a prospective borrower clicks on its respective Mortgage Rate Listing, signifying a specific interest in the advertiser’s published rate(s) and messaging.

For Web publishers, Mortgage Rate Listings will also be a premium revenue vehicle for targeted mortgage website publishers capable of delivering high-quality clicks to Vantage Media advertisers. Vantage Media is launching Mortgage Rate Listings with placements on ultra-targeted publisher websites such as Top10MortgageRates.com, Loans.org and MortgageCalculator.com Web sites.

“This new product allows us to demonstrate to a new category of marketers our commitment to delivering our advertisers the right product, exceptional service and top-notch results,” said Michael Foster, VP of Vantage Media. “We look forward to offering to our mortgage advertisers this expanded platform and the same expertise in traffic acquisition and dedication to advertisers’ online conversion goals that is behind our success in the insurance, education and home verticals.”

View the discussion thread.

Article source: http://nationalmortgageprofessional.com/news28329/vantage-media-launches-mortgage-rate-pay-click-listing-product-lenders