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The Fatal
Attraction of Online Marketers
by: David Leonhardt
Suppose you
were offered 263 links coming into your
website from 263 other websites all in one
fell swoop. Everybody knows that the more
inbound links you have, the higher you will
rise in the search engine rankings.
Suppose
further that these were real links from real
websites that actually sold real products
and services – no cheap FFAs throwing
come-ons on a street corner on the bad side
of town.
Suppose
further that this offer included the
reciprocal linking code for all 263 sites
that just had to be cut and pasted into your
website. Piece of cake.
Does it get
any sexier than this? Are you drooling yet?
Does the sweet perfume of "ka-ching!" float
around your head? Is this love at first
site?
Well, no, it's
actually a fatal attraction, one you had
best resist. One that could infect your
website with deadly communicable diseases.
I resisted
this very offer not long ago, and you should
resist anything similar. Here's why:
4. The link
pages on these sites are essentially link
farms. The more links on a page, the less
value they have in a search engine's eyes,
especially when you start approaching or
even passing 100 links. And don't expect any
direct traffic from this kind of link,
either.
5. There is a
technical term for identical pages within a
site or on multiple sites. It is called
"duplicate content", and it is strictly
verboten by the search engines. Here is what
Google says about them: "Don't create
multiple pages, subdomains, or domains with
substantially duplicate content."
6. Do some
quick math. You have 289 outgoing links, 263
of them are labeled "bad neighborhood
websites" by the search engines ... so bad
that they might even have been banned. What
do you think will happen to your rankings?
Sadly, many
webmasters fall for such tantalizing
come-ons without thinking carefully about
what the repercussions might be.
There is a lot
of truly bad advice floating around the
Internet on how to trick the search engines
or find a short-cut to high rankings. This
is one example of how following poor advice
and hopping into bed with the wrong partner
could kill your business.
Here is a good
rule of thumb. Two's company. Three's a
crowd. Four or more will get you arrested.
OK, so I just made that up, and it's not
very elegant. But it will keep you from
falling for that inevitable offer with the
come-hither eyes and the deadly communicable
disease.
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