Community-Centric Relevance and Links from Your Community

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I believe in community involvement as marketing. Commenting and adding value to forums, commenting in and creating compelling blogs and email newsletters, interviewing community members, writing articles and answering questions are all excellent methods of marketing (well, for one of my clients at least – I’m not here to make one-tactic-fits-all statements ;) .

And so it was with interest that I read Aaron Wall’s post What Communities Does Your Site Belong In?

Wall presents the hypothetical and highly likely concept of community relevance, something that, with the rise of social search, we are likely to begin experiencing this year (especially if Yahoo can get its act together).

I believe that my community-involvement theory could use some ninja-fication from Boykin, though unfortunately in his post on Link Ninjas vs. Linkbaiters he doesn’t talk to much about strategies. Boykin posts

“A Link Ninja can control what pages get the link…and can get links to specific pages , homepage, product pages, etc….A link Baiter gets a link to a great content page mostly….but it’s not usually the page the site owner really wants to rank for anything.”

I’d counter that though by asserting that a strong content page should at least seek email newsletter and feed reader subscriptions, so if you’ve got your subscription-fu working your linking ninjitsu skills can slack slightly.

And I’m not exactly clear from what he wrote but suspect he’s largely indicating that if you know what site’s the most important to get links from in your industry you should be prepared to get on the phone and start talking with folks from that site about exactly why and how they should link to you. And how much you should pay them I suspect. Am I right Jim?

So underscoring the importance of strong, link pulling content this week we see a job opening from Todd Malicoat for a position I’ve long thought would be coming – the editorial marketer. Or Content Manager/ Linkbait Writer as he calls it ;)

And just so you don’t think that I’m going to write about linking all week this week too here are my takeaways from Aaron Wall’s takeaways from Gord Hotchkiss’s “Enquiro Eye Tracking Report II: Google, MSN and Yahoo! Compared”

“On average for Google and Yahoo the ads are viewed as more relevant than the organic results.”"We like to scan things in groups of 3s.”

“We scan for information scent rather than fully analyzing, with a bias toward a semantic map that matches our goals.”

And here’s a brief Wall business building meditation on “unique data sources = profit

And if you’re a crafty geek like me (I silk screen and make comics) you will dig the opening of a brick and mortar Etsy. Check out Etsy labs.

Being that you’re a search marketer you’re also likely to enjoy chewing on the fact that:
Google Moving Into In-Game Advertising; In Talks To Buy AdScape Media.

About the Author

Garrett French educates SEO and PR teams on content and engagement-based link building strategies that drive targeted referral traffic and deliver SERP domination. Learn more about him and his services at CitationLabs.com.

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5 Comments

  1. For what it is worth, I have been trying to push my community involvement in the AdWords-Search Marketing communities. Both online, and networking locally. The results have been positive on several levels.

    What I would like to note is that I have found these communities to be very pleasant, seem to be my kind of folks. That may be a bit of a superficial observation. But I cut my online promotion teeth in the old mp3.com days. The online community there was vicious. Strife was rampant. It is nice to see the maturing of online communities, or that Search Marketers in general are just good eggs; whichever mix of the two may be true.

  2. Garrett French

    Hi Tom,

    Great to hear that you've had success in your efforts, and that you've not experienced much abusiveness lately.

    Have you ever written what you're doing specifically? Have you had an opportunity to merge your online/offline community efforts?

    Thanks for stopping by!

  3. Exactly. That's a large part of it. Knowing the page in the neighborhood, and/or the co-citation you can use to slip into the cluster of the neighborhood you're aiming for, and contacting people that own site and offering them something in exchange for your placement there.

  4. Quote: ...suspect he’s largely indicating that if you know what site’s the most important to get links from in your industry you should be prepared to get on the phone and start talking with folks from that site about exactly why and how they should link to you. And how much you should pay them I suspect. Am I right Jim?" Exactly. That's a large part of it. Knowing the page in the neighborhood, and/or the co-citation you can use to slip into the cluster of the neighborhood you're aiming for, and contacting people that own site and offering them something in exchange for your placement there.

  5. Hi, I'm wondering if anyone has any suggestions for tools that we can use to track the success of our Ninja program? - Marcus