PLRHeadquarters Blog Mitch Claymore's Private Label Rights weblog

22Feb/10Off

Linking for Dromedaries

The above title may be a cheap trick , but it’s there for three important reasons. They will be fully explored in a moment, but first it’s time to disclose something of a trade secret:

It’s a thought that is discouraged by our Private Label Rights brethren and sistren. It has to do with the theme that PLR providers (as well as hucksters) are forever harping upon — namely PLR’s core value:  the importance of fresh, relevant content to any web traffic-building campaign.

 Web content is just about the most important aspect of building your web site’s traffic!”, we will say.    Or,

It’s near the top of any list,” we will say.

If you come across these sales points when your eyes are bleary (probably from reading so many conflicting opinions about Search Engine Optimization strategies), you might just nod and read on instead of leaping to the implied follow-up question, “Uh…then what’s at the top of the list? What’s that most important aspect?”

Admitting this may be close to apostasy in the Private Label Rights community, but here it is, anyway: linking, not content, is what’s  most valuable. Linking to quality sites in your keyword universe will move your site toward the top of the SERPs more quickly and more reliably than anything else. And maybe even keep it there for a good long time!

So why wouldn’t every sophisticated web entrepreneur just concentrate on link-building and forget about coming up with fresh content [by subscribing to a PLR resource like ours at PLRHeadquarters]?

First, wrangling links to quality partners takes a lot of time, a lot of effort, and also doesn’t get you anywhere if the site you’re building isn’t worth visiting in the first place. Google and Bing! and Yahoo Search have campuses fully-manned with pocket-protectored software folks using megacomputers to keep on top of that determination. If your site is static, they’re going to notice.

Second, quality link partners decide whether to link to you after they’ve checked out your site’s content. If they’re true quality sites, they’ll check back, too – and more than once. They’ll drop you faster than a Texas hailstone if you let your site go stale.

Last –and we owe the blog at linksmanager.com a nod for this–:

“Never forget: The search engines are trending the rate at which you obtain links, so slow and steady beats fast and furious.” [our emphasis added]

In other words, effort over time works: blasting away in a hurry looks like what it is: a short-lived stab at popularity. In all cases, even while you’re tending to all the parts of the equation that will bring SEO success, the one foundation component that has to be there and has to be changing is your content. Either hire those writers, do it yourself (and abandon everything else you should be doing), or subscribe to a service that does what PLRHeadquarters does.

Now, back to the beginning: why is this entry called “Linking for Dromedaries”?  Again, there are multiple reasons. First, “Linking for Dummies” is not only already taken, but it’s derivative and, frankly, just not original enough. Second, dromedaries are quite fascinating animals with a name you don’t see every day. At least not nearly as often as ‘camels’. Third, it got you reading and you’re still reading, so it proves the point that amusing and interesting content tends to get and hold readership. You might say it gets you over the hump.

(Then again, it might be better if you didn’t.)
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14Jan/10Off

Change change and more change

I was sharing a cup of coffee with a good friend and long-time client last week, and the familiar topic of watching TV/Movies on the Internet came up.

I admitted that after years of successfully avoiding watching ANY entertainment on cramped computer screens, I was finding myself sporadically having to do so, most often after forgetting to record something on the DVR. People like me have a fondness for BIG screens, not itsy ones. But lately I’ve come to notice how many pieces of video are only available on the web – especially the short, controversial (frequently hilarious) ones.

My friend was more easy-going. His kids keep sending him links, he keeps clicking on them; the consequential lean-forward viewing is inevitable. He’s gotten used to it.

So we are both arriving at the same conclusion: like so many other facets of present-day media, the value of resisting change seems to fade and disappear ever more quickly. PC Magazine, for example, advises against ever buying another old-fashioned DVD player (at the moment it’s surrendered to Blu-Ray, and soon enough online streaming will destroy them, too). Tweeting’s another case in point: fad or not, its allure is undeniably strong…enough to cause a planetary sensation. For a web owner to refuse to even consider its possibilities (especially the commercial ones) is about as defensible as a newspaper media buyer refusing to check out circulation statistics.

The analogy to Private Label Rights is direct. To succeed on the web, a site has to do more than greet visitors with the information or entertainment they’re after. It won’t even get the chance in the first place. It has to ‘get found’ first — and the proliferation of sites makes the odds of that happening by accident highly unlikely.

Originally, anyone could live with the straight-out-of-the-carton Company Web Site (just a Home Page housing the Company Blurb and the Stuff Being Offered;  or maybe a premium version with a captive search box leading to the Exact Stuff Being Offered).

No more: to keep up with today’s changing search requisites, the Company Site has got to pump iron, bulk up with current content of pointedly relevant interest, and then keep on keeping on! Change change change!

But seeing as the Company keepers of the brand are correct to insist that the Company Blurb never change, and seeing as the Home Page really needs to provide exactly the same kind of visual continuity so return visitors feel warm and comfy — keeping fresh becomes problematical. If a Home Page looks and reads the same to the loyal customer, it also reads the same to the not-so-loyal search engine spiders (and they don’t like that so much). True, the Stuff Being Offered may or may not change – but unless that Stuff is totally unique, by itself those edits arent likely to score big points with Google or Bing or their arachnid minions.

Updated content (and PLR is only a very convenient way of achieving it), when created intelligently, and integrated gracefully, rewards the visitor with the latest in what he was seeking – which is exactly what the SERPs are designed to list.

However awesomely web site owners may have created their original sites, if they haven’t kept abreast of the search engines’ demands for new, changing content, they are increasingly likely to find themselves pitted up against competitors who have.

Like giving in to laptop video or tweets in the afternoon, accepting change means keeping time with the changing marketplace and its customers. And — who knows ?– if we hustle to the front of the parade, we might just become a leader!

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2Jan/10Off

Less than a 2009 PLR ‘Top Ten’ List…

The year just over — so what have PLR users and providers learned? I’ve been trying to compress the jumble of change and growth into something less breathless than a ‘Top Ten’ list. In fact, I’ve decided it’s more useful to just chuck the list and acknowledge the single preeminent trend: the now (finally) undeniable ascendence of web search knowhow as the clear in-your-face marketers’ top-performing gottahaveit Skill Set of the Year.

You hear the term ‘Web Informatics’ to describe the greater arena, but it’s all really devolving into ‘web search’, or ‘web search-for-marketing’, or — to be rigorously honest – ‘web search-to-snag-new-customers-to-keep-the-doors-open’.

Nowhere we traveled in 2009 could we find much more than a vestige of earlier reluctance to recognize the merit of practical PLR to focused search engine optimization strategies – most notably among proprietors of smaller businesses. The SES last March in Manhattan was an early indicator, for it turned out to be more than the usual nice excuse to spend a few days in the City. Despite the economy, the floor was fairly mobbed with small shop entrepreneurs; they looked and talked less like techies and more like business people; and many of them seemed a bit longer in the tooth than in previous gatherings. Most seemed focused and determined in a distinctly non-hobbyist sort of way and not nearly as distracted as usual by the Gotham diversions  (and keep in mind this was long before we knew that even the Tavern on the Green would find itself among the fallen!).

We chatted and eavesdropped and observed. By the final day, we’d seen what amounts to an economics-driven sea change in web enterpreneurs’ perspective. Whereas two or three years ago a typical small company website may have been gathering dust as little more than a vanity accessory for the boss (or else a project to keep Junior interested in the family biz), by the end of the year just about every content consumer we deal with had redrafted their priorities: the site had to be more than competitive – it had to PULL, it had to RANK; it had to PRODUCE!

Sigh. Here we’re in the content, not the web redesign business.  But the number of sites that now have to actually perform means, quite often, sites that have to be redesigned from the ground up, because now it’s really serious.

But of course it always was.

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