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The Roller Coaster of Link Popularity (Part 1)
Most webmasters are in a constant state of confusion about how to create link popularity and how to rank well in the search engine results. Three of the top four search engines, Google, Yahoo and MSN calculate link popularity as one part of their search algorithms. So, for all intents and purposes, building link popularity is an important part of getting recognition and strong placement in the search engine result pages (SERPs). Link popularity, in essence, is a count of how many web pages point to one of your web pages.
The Google PageRank Version of Link Popularity.
PageRank (PR) is a Google tool that expands on the simplest link popularity calculation. PageRank is a value given to every web page on the Internet, with 12 possible rankings. The Gray Bar in the PageRank tool indicates that a web page has not been added to the Google PageRank database, or Google has banned the website. (If any page on a particular domain has its own PageRank, or if any pages are shown in the Google search results when someone searches "site:www.yourdomainurl.com", then the website in question has not been banned by Google.) PR0 to PR10. PR0 indicates that the web page has been added to the Google database, but it does not yet have any PageRank assigned to it, generally because there are not any PR value pages that link to it at this time. If one is tracking PageRank from the Google toolbar, then it needs to be understood that the database that stores PageRank values is only updated about once every 3-4 months. While Google does use links to a web page to determine the web page's PR value, it is impossible these days to utilize Google to find what links are directed to your pages. Even the Google webmaster tools interface will not show you all of the links Google is counting towards your own Link Popularity or PR value.
Playing Follow-The-Leader.
In earlier years, Yahoo and MSN did not employ a link popularity calculation in their search algorithms. But, when one competitor is thoroughly kicking their competition, then the underdog competitor must respond, if they have any desire to remain relevant. So, after years of lagging behind the Google powerhouse, Yahoo and MSN decided it was time to work a link popularity calculation into their search algorithms. Both Yahoo and MSN are still struggling to find a way to retake some market share from Google. Even with Yahoo's Project Panama rollout and MSN's Live Search rollout, both are still finding Google to be a difficult 800-pound gorilla to conquer.
Building Link Popularity.
In essence, even if search engines did not include link popularity as a portion of their ranking procedures, one would still want to develop links to his or her websites. Links are the roadways that keep Internet users moving from one website to another. Before the search engines became the all-powerful providers of Internet traffic, the role of Internet promotion was to establish links on pages where a website's target audience is already going. The goal of course is to get the person reading the page to click the link to the target website. With every visitor to a website being a potential customer, it makes good sense to get as many visitors to the website as possible, and that requires getting as many links as possible pointing to a website.
Google PageRank 101.
Since Google drives the largest portion of search traffic on the Internet, I am only going to focus on their link popularity system. All web pages on the Internet have been assigned a PageRank value by Google, according to the value of the web pages that link to them. This number is always in flux as links are made, lost or change value. In short, the pages linking to your pages have their own Google PageRank value, according to who links to them, and the value of the pages that are linking to their web page. As the web pages linking to your web pages gain value, then your pages will also gain value in the Google PageRank algorithms. As a Webmaster, it should be your
goal to create as many links to your website, as you can muster. Eventually, most of the web pages with real value will gain their own PageRank, and they will pass some of their PR value to your web pages.
Five Myths of Internet Marketing for Independent Professionals (Part2)
Myth #3 - Do whatever it takes to build your list.
There's no question that a substantial opt-in mailing list is a valuable marketing asset, but the quality of names on your list is much more important than the quantity. Acquiring names through giveaways of other people's material, trading lists with joint venture partners, or purchasing them from a vendor rarely provides qualified buyers truly interested in your services.
Ask your site visitors and people you meet to join your mailing list and offer them something of value in return. A well-written ezine, helpful report, or informative audio are all effective premiums. But, your premium should be directly related to the services you provide and also serve to increase your professional credibility. Names acquired from promotional gimmicks or unknown sources seldom turn into paying clients.
Myth #4 - Killer copy is the secret to sales.
Hype-laden web copy may be effective in selling certain info-products or courses, but it hardly inspires trust. You're not going to convince anyone to hire you individually as a consultant, coach, trainer, designer, or financial advisor by offering "not one, not two, but three valuable bonuses" as if you were selling steak knives on late-night TV.
Your Internet marketing persona should reflect the same professionalism as the work you do with your clients. If writing marketing materials isn't your forte, by all means hire a professional copywriter. But be sure you hire one with experience writing for professionals like yourself. The copy on your web site should inspire feelings of confidence about your abilities, and communicate your reliability and solid qualifications.
Myth #5 - Just follow the winning formula and you will get rich.
There's only one surefire recipe for Internet wealth I know of, and that's the business of selling surefire recipes. There seems to be an infinite number of buyers for every new get-rich-on-the-net scheme that is invented, but paradoxically, a precious few people actually making money on the web.
The Internet may be a different medium for marketing professional services than making calls, writing letters, or speaking to people in person, but the same time-honored principles still apply. There is no new winning formula. The secret to landing clients is what it always has been -- build relationships and get people to know, like, and trust you.
If your web site, ezine, and other Internet-based activities contribute to building long-term, trusting relationships with prospective clients and referral sources, you'll get business on the web.
But if you blast your message out to anyone who will listen, aiming for a quick profit, the Internet won't bring you any more business than standing on a street corner with a megaphone.
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