Monthly Archives: April 2014

Rank building strategy – a foundation for scalability

This is our last article in the series on SEO and web marketing techniques. In this article, we will discuss a strategy for ensuring that you can obtain sustainable growth in the backlinks that visitors create for your site. “The Google PageRank algorithm looks at the pattern of links to your site as they build over time” (http://www.searchengineguide.com/stone-reuning/a-brief-intro-to-link-building-for-small.php). Unfortunately, it is often impossible for a single web developer to update the website with new articles quickly enough to compete with large websites. Review of successful websites reveals that good strategy requires some ingenuity. One may ask, “How would a small team be able to create new content faster than a competitor that has a very large budget and staff? It is even possible for a small group of developers to produce content quickly enough to generate the links required to obtain top search engine rankings and get noticed in this global marketplace?” The answer is actually very simple. The answer is “No, it is not possible for a group of developers to produce content that quickly.” The worried web developer then might reply, “So is all hope lost?” Luckily, the answer to that is also, “No.” But in order to be successful, we must think beyond our own capacities, and we must consider possibilities that we are unable to provide entirely by ourselves. Consider the amazing popularity of successful websites such as Twitter and Facebook. One may ask, “Did the web developers of those sites write all of the content?” In fact, what is unique about those websites is that they merely provided a platform that enabled members of the public to create site content. If we consider the simplicity and rather limited functionality of the original Twitter service, the Twitter developers didn’t even really need to do a whole lot of work. Once they build the core engine, data model, and security infrastructure, they were practically done creating content. At that point, visitors began creating the content, and the project took off like wildfire.

Here’s the vision that Jack Dorsey had when imagining Twitter,

“On May 31st, 2000, I signed up with a new service called LiveJournal. I was user 4,136 which entitled me a permanent account and street cred in some alternate geeky universe which I have not yet visited. I was living in the Sunshine Biscuit Factory in Oakland California and starting a company to dispatch couriers, taxis, and emergency services from the web. One night in July of that year I had an idea to make a more “live” LiveJournal. Real-time, up-to-date, from the road. Akin to updating your AIM status from wherever you are, and sharing it. For the next 5 years, I thought about this concept and tried to silently introduce it into my various projects. It slipped into my dispatch work. It slipped into my networks of medical devices. It slipped into an idea for a frictionless service market. It was everywhere I looked: a wonderful abstraction which was easy to implement and understand.”

(https://www.flickr.com/photos/jackdorsey/182596524/in/photostream/)

By providing a mechanism that allows members to create content, suddenly the role of the developer changes drastically. The developer no longer needs to focus on trying to sell the product. Instead, the developer can focus on adding features to enhancing the user experience and encourage visitors to continue creating content. As members begin to create content, the developer now needs to focus on removing content that violates terms of use (e.g. malicious content, spam, adult content, etc.) rather than trying to create content in the hope that the content will somehow get linked to. And if the platform is truly innovative, your website might even capture attention from major media companies! And those are very valuable backlinks.

Infrastructure is really the key emphasis here. If you create the infrastructure that enables site members with the power to create content for your website, then you deliver value for your site members and also for yourself. You will empower them with tools that help them while simultaneously allowing them to create content for your site. By providing specialized functionality, your site becomes a valuable resource. Valuable sites tend to attract attention. Sites that attract attention tend to grow very quickly when the members are allowed to create content.

A quick note about link brokers:

I highly advise AGAINST using link brokers. Many of these firms are among the most malicious developers on the planet, and they will utilize the most malicious tactics to try and get your links into other peoples’ websites. This is a good way to end up on Google’s blacklist. NEVER BUY LINKS OR DO BUSINESS WITH ANYONE THAT OFFERS TO SELL YOU LINKS. THIS IS AN EXTREMELY DANGEROUS PRACTICE. I have known people that destroyed their hopes and dreams for websites by using these types of services. Once you end up on Google’s blacklist, it is often impossible to remove yourself from it. You can have your web domains blacklisted and become completely banned from using any and all of Google’s services. So why would you even consider doing this? How else do you think people make money from writing viruses and malware? Do you think they all just try to steal credit card numbers? Most people know that banks know how to detect credit card fraud very effectively. So, people try to use computer crime to make money through legitimate business instead. When it comes to “SEO,” you need to be very careful to only do business with people you know you can trust. A simple search for “black hat SEO” will provide you with further information about this subject.

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