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The Missing Link: Selling the Link
by Aaron Wall
McDonalds
They pretty much have nothing to do with links, except that I ate there
today. I changed my usual order of three McChicken sandwiches without
lettuce to two McChicken sandwiches without lettuce.
I was driving away and I got a huge hunk of lettuce in the first bite.
They screw up that simple order frequently. How does that relate to
the internet?
Commodity
People buy the McChicken because it is fast and it only costs a dollar.
There is no added value. It's a stupid sandwich.
If they did not screw up my sandwich. about 10% to 20% of the time
perhaps they could charge more for their sandwich. The errors they make
are priced into that $1 sandwich.
The Problem With My Sandwich
The people who special order things are typically the most opinionated
and vocal people. Some people are allergic to certain foods. Others
are entirely disinterested in the meal if it is not their specific way.
These people will talk about the sandwich. good or bad. On the web
though it is not that simple. People usually speak negatively about
stuff or just ignore it. The web is chuck full of rapid feedback loops
and parots which repeat information.
The powers that be may even help that angry person decide to work with
and support a competitor Burger
King, its just that easy.
These vocal people are viewed as leaders on the web. Their links are
frequently more powerful than those from the average un marketed website.
People who eat, sleep, and breath their subject are know for their otaku
(sick obsession.) - Hi Seth!
Special Order
There are restaurants that charge over 10 times that price for the
same sandwich, how do they do it? They provide a service with the product.
On the web you can get "search engine optimization" by bla
bla bla links at the bottom of customers sites. Here is the catch though:
you don't get those links until you have already done search engine
optimization on that site.
As a single person training myself every aspect of the internet, I
do not have the financial resources or time to compete with large search
engine optimization firms in the number of links I can buy or number
of sites I can work on.
Despite this, I have been on the web for just a year and three months
now, but already my sites are ranking well for competitive terms.
How Can I Compete Then?
I write articles like the one you are reading right now. I provide
an added service by creating my own original content. These
articles have helped me to get free links from sites that would
never sell links (or from sites I could not afford to buy links from.)
I also use a blog
which places information in a quick paletable format (for those who
do not want to read through my whole articles.)
These articles and quick posts are how the lettuce NEVER APPEARS
on my McChicken sandwiches. My own personal style is what they
represent. This articles are what SELL THE LINKS.
The Risks of Linking
When people link to you (in the way linking was intended) they are
casting a vote for you. They also a taking a risk. They are gambling
their visitors on the quality of your site. If your site gets banned,
their site might get banned too.
If you find ways to take yourself out of the risk category and place
yourself in the reward category, then you succeed.
How Can You Compete Then?
On the web certain links have a value which can never be figured in
tangible terms. Those are the links you need to be competitive for competitive
terms. Articles
do not make sense for every site. Other suggestions which may work
Even if you use link
analysis software there are still only so many free links that will
help you. Add the extras (or remove the lettuce) to sell the
link :)
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