@Marketing Digest -

eMarketing Tips and Tricks - April 20, 2004

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Today's Article: Are You a Marketing Octopus or a Marketing Worm?

Today's Ask Dr. Ebiz: How to Analyze Incoming Links to Your Site or a Competitor's Site

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All Website Traffic is not Created Equal

By: André Bell

One of the greatest challenges to effectively marketing a
business is determining which marketing method is best suited
for your business.

Most people look at what their competitors are doing to market
their businesses and then simply imitate that, whether good or
bad.

The best marketing strategy does not involve selecting only one
or two marketing approaches that we see others using.

The best marketing approach resembles an octopus.

An octopus is very effective at catching food with eight limbs.
If the octopus loses one limb it may momentarily lose some of
its strength and agility, but it adapts and continues on as an
effective hunter and predator.

It's the same with marketing your business. The more marketing
approaches you use simultaneously the more successful you can
become and the easier it is to continue growing your company.

You will continue to thrive despite the challenges that your
competitors may face. No setback in any one marketing approach
will ever devastate you or pose major problems.

Despite the many options available most companies use no more
than two or three marketing methods at best to grow their
company.

Few realize that there are over 100 methods for bringing in new
business, for increasing web traffic, for selling more to
existing clients, and for increasing repeat sales that their
competitors are not using.

They basically imitate worms in their marketing attempts. A
worm's approach to life is singular. It does not use multiple
limbs because it has none. Its existence is slow and
labor-intensive. Very unlike an octopus.

The great thing about this is that most competitors are making
this same mistake. They may be too busy, too shorthanded, or too
myopic to do much more than hand out boxes of business cards and
sit around talking "fish stories" of the one that got away.

That is a marketing approach to avoid.

Don't just settle for an ad in the yellow pages, your local
newspaper, or on the radio.

Use as many marketing methods as make sense for your industry,
your market, and your company. Then you will become a marketing
octopus while your competitors remain marketing worms.

About the Author:

Consultant and speaker André Bell provides marketing tools,
tips, and strategies to help businesses attract new clients,
increase web traffic, and sell more to existing clients. A free
copy of his new book, "101 Marketing Secrets Revealed" is
available at
http://www.economicbooster.com/101-marketing-methods.html

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"Dr Ebiz"

Incoming links to your website make a great deal of difference on how high you are ranked for important keywords. How can you find out how many sites are linking to your site and competitors sites? The quick and dirty way is to ask Google. Here's the syntax:

link:www.domain.com

But the amount of time to analyze the data obtained this way can be daunting. The software tool that does by far the best job of analyzing links is OptiLink Link Reputation Analyzer 3.0.32, a Windows program developed by Portland programmer Leslie Rohde. OptiLink queries Google and other search engines to find links to your site (or competitors' sites) and tells you a great deal of information about the linking patterns.

What keywords are on the target page you select.
What keywords are contained in links to your target page.
What keywords are contained in the titles of pages that link to your target page.
What domains and IP addresses link to your target page.
How many incoming links to and outgoing links from every webpage that links to your target page.

Sort on "incoming links" and you find the "authorities" for your industry or field. Sort on the "outgoing links" and you find the "hubs" for your industry or field. OptiLink makes it easy to contact appropriate sites with a right-click which gives you "whois" data.

OptiLink will help you clarify and refine your own linking strategy by:

Checking interlinking between your own sites.
Adding and modifying keywords on your own webpages to make the best use of existing incoming links.
Finding undesirable links and seeking to have them removed or changed.
Identifying hubs and authorities in your subject area so you can ask for appropriate links.
Narrowing the focus of each of your webpages to get more effective linking.
Analyzing the links and strategies that your competitors are using.

For example, by analyzing links to my site I dramatically changed my linking strategy. Here's an analysis of the words found in links to my homepage:

wilson	54%
web	34%
internet	32%
wilsonweb	26%
com	20%
marketing	17%
www	17%
services	14%
http://	10%
commerce	9%
ralph	9%
and	7%
today	4%

It would be handier if OptiLink analyzed whole phrases rather than individual words, but I'm told that it can't be done for technical reasons.

Nevertheless, looking at the pattern displayed in the chart above, most sites are obviously linking to my company name or my personal name. But I don't care if I score high for "Wilson." Fewer sites are linking to important keywords or keyphrases such as "Internet marketing," "web marketing," or "e-commerce." After seeing OptiLink's analysis, now I make a point of specifying the wording in links to my site in giveaway articles, etc., using the keywords that will help me with my most important search terms.

If you are struggling to rank higher than your competitors, use OptiLink to analyze which important sites with high PageRanks (that is, lots of incoming links) link to your competitors and not to you. Then seek links from those sites.

OptiLink isn't perfect. For cross-platform capability it uses Java, which makes installation more complex. But at present, it's the only tool of its kind to help marketers analyze a site's pattern of incoming links and learn enough to plan a more effective strategy. Strongly recommended for SEO professionals and marketing consultants. $149. (A crippled demo version is available free.)

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