At last week's SMB Unleashed Conference
in Houston someone asked what was the hardest part of my job as a link builder. Was it the:
Massive amount of time involved in competitive research? Or -
The massive amount of time involved in negotiating space? Or -
Developing new and creative content that continually attracts links?
Nope, no and no again.
IMO, the hardest part of my job is telling someone you won't be able to secure the authority links they need because their site is a boring forgettable mess. That doesn't mean I would muster up low quality links either, I just wouldn't work for them period unless they were willing to make some changes.
No matter how I spin it, when I tellsomeone "Dude, your site is boring and lacks credibility as a result. No one will link to it unless you make some changes..."
that doesn't go over well with most people. It's easier when you have something tangible to point to like poor design, poor usability, outdated content, broken links, over-use of Adsense and no About Us page. But you're not always that lucky and it's never that easy, sometimes it's just a case of dull and boring
It's easier to define credibility than "dull" since "dull" is somewhat subjective. Boring content is unemotional, unattached and one dimensional, so it stands to reason you're not going to find motivated people creatingcaptivatingpages that elicit credibility. Take dull and now add lack of trust and you have one dud
site to try and secure links for.
To me, David Hasselhof is boring.
Hamburgers are boring. Kobe beef is not.
Birkenstocks are boring (and ugly).
Canned sales verbiage is boring and lacks credibility. Product reviews and testimonials are not.
You can say "boring" is a matter of taste much like beauty is in the eyes of the beholder but really... when it comes to selling yourself and establishing credibility online, would you attract more confidence and
Hosting information on David Hasselhof eating burgers in Birkenstocks Or --
Vin Diesel noshing on Kobe beef with a date in Jimmy Choos?
I'm betting the latter - unless of course you're Amish or somehow challenged. Vin Diesel is HOT, Kobe beef is all the rage and Jimmy Choo's... well do I really
need to say more?
OK so the example is a little extreme, but you get the point. Your link building and content generation campaigns shouldn't be where you scrimp on costs or creative energy,they're key to your overall online marketing success. You can't afford to have a dull site or one lacking credibility if you want to attract links, build brand and drive targeted traffic. If you don't have content to use as a hook or the site lacks certain credibility elements then you need to spend the money and havethem created otherwise no one will link to you.
Old and stale beget no links and sales . Don't skimp on paying for content.
April 30, 2008
Based in Williamsburg Virginia, Debra Mastaler is President of Alliance-Link, an interactive marketing company focused on providing custom link building campaigns and link training and is the author of the link building blog Link Spiel