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Don't Discount the Present Opportunity
Google may continue to grow more complex and harder to manipulate, but if you
have an old, trusted site, Google is not hard to game. And, as it stands, Yahoo! and
MSN are rather easy to spam.
While Yahoo! and MSN have less market share than Google does, I would be
willing to wager that, on average, MSN searchers are not as smart as the average
Google searcher., and thus are easier to monetize via contextual ad clicks or other
ad based monetization models
People searching at MSN and Yahoo! may be less web savvy, more gullible, and
click on more ads on your site if they are unable to distinguish ads from content.
They may also believe what you say in your sales letter more, and thus be easier to
sell to.
The Importance of Linking Out
One of the easiest ways to build authority and mindshare is to become a platform.
Regularly link out to high-quality interesting news. If people see you talking well
about them they are more likely to pay attention to you, especially because many
bloggers do link searches to see what others are saying about them. (Refer back to
the article by Chartreuse about Paris Hilton that I mentioned earlier, if you haven't
read it already.)
Most authority sites were hub sites that talked about their community and linked to
people in their community long before they gained authority status. If people like
your website enough they may link at it, and some may also subscribe to your RSS
feed.
If your community supports you, eventually search engines will too.
The Social Web
As more and more people publish websites using blogs or other simple content
management systems, the value of creating a quality viral marketing idea increases
daily.
Ideas featured on popular blogs or social news sites can offer exposure that leads to
hundreds or thousands of high-quality editorial links. Viral marketing on the social
web is the equivalent of using nuclear weapons for link building, but because viral
marketing is considered legitimate (and creates natural link profiles), it offers huge
potential upside with limited downside.
Social News Sites & Social Bookmarking
There are many sites that allow users to vote on popular news or bookmark and
share interesting web pages. Because these users store their own data, it is easy for
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