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Some of the sites that later became highly commercialized may not
have been worthy of a link in their current form, but were easier to link
to when they were less commercial and there were fewer resources on
the web. You can visit Archive.org to see how most sites looked in the
past.
Shortcuts
There are four main ways around the problem of trying to rank new sites in
Google:
• Waiting. Perhaps it is worth creating a few new sites, building them a
few, decent, quality links, and then letting them age. This is the boring
option, but eventually one of your channels may start to do well and
then you can pour more resources into it.
If you are starting from scratch with limited resources, it may also be
worth it to make your site lean towards being an informational/non-
commercial site so it is easier to link at. If a new site is not getting
many visitors, then the odds are pretty good it would not make much
money anyway. So make the site easy to link to and then after you get
link equity (and thus authority), introduce relevant commercial
elements to it.
If few people in your industry have useful, meaningful journals about
your topic, who do you think the media will find when they use search
engines to try to find information about it? You!
• Buy an Old Site. One of the best ways to build a natural link profile is
to go buy an old, non-commercial site that is well integrated into the
web. Search for things related to your field and add words like history,
organization, or other non-commercial terms.
Some sites will go far cheaper than you would expect because an
owner may not be profiting from it and may not know what their
market position is worth.
• Viral marketing. If you can bake viral marketing into your product or
website, that can help you gain many natural editorial links and a bunch
of usage data quickly. Sometimes the viral marketing bubbles up to
reach the mainstream news.
Within five days of accidentally launching a viral marketing campaign
(by announcing I was being sued), I ended up getting links from the
Wall Street Journal and many other mainstream sources. I also made
the Digg homepage many times due to things like creating an SEO
glossary, launching SEO for Firefox, and writing a page about the
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