Matt Gordon’s Blog

In my “day job,” I get a lot of reciprocal linking requests from all sorts of sites.  Some of them are actually about a topic semi-related to our field.  And some aren’t at all.  They almost always say the same thing:

“Hi!  I was browsing your site at [name redacted] and was very impressed!

I linked to it from my page on [something entirely unrelated] at [entirely unrelated site].

If you would like to link back, please use this text…”

And guess what… I never respond to these emails, let alone link back.

Why, you ask?  Could it be snobbery, elitism, even psychosis???  No, and here’s why: 3 reasons I won’t link back to you…

1.  Your website looks like 1998… on a bad day.
Ever see these sites that are so bad, you almost can’t stand to read them?  I’m not just talking about “not top-shelf design.”  I’m talking about horrible design!  Why would I want to do that to people who come to my site?

2.  Google Adsense (or Yahoo… or….) owns your site.
Why would I want to link to a page where 80% of the content is ads?  Hey — nothing wrong with ads.  But if you’re just starting a site, why not try to start off providing good content and then monetize it after you’ve generated heavy and reliable traffic?  And when you do, try to keep your site from looking like advertisers threw up all over it.  Besides, I hear Adsense payouts aren’t what they used to be.  You may need to choose another model.

3.  Your site is unrelated to mine.
I’m still not going to link to a well-designed site with an appropriate amount of ads (a very small percentage of link requests) if the subject of the site has nothing to do with my industry.  No point to it.  ‘Nuff said about that.

The three reasons above should be pretty much universal for any website owner considering if they should honor a link exchange request.  But let me give you a one more that is specific (but not unique) to my situation…

4.  Our site doesn’t advertise complementary products/services.
The purpose of my corporate site is to sell what my company makes.  That’s it.  Why would we distract our potential consumer from that theme with an advertisement about something else?  Thus the reason for no outbound sites to other businesses.

Although the last reason is not universal to all sites, it does raise the excellent point: you probably shouldn’t bother asking a site for a reciprocal link if they don’t have any links on their site.

“So how should I get links?”

Excellent question!  Try creating great content that actually informs and entertains the reader.  Content that eases their pains and frustrations in your area of expertise.  Then link to a few other top sites in your category — just because it could help your readers, not because you’re getting free traffic in return.

If you have a blog, refer to other blogs in your point and expand on the discussions in their posts or comments.  Make sure you’re linking to them when you do it.  Get involved in the conversation, and actually have something worthwhile or interesting to say.

If you do the above on a well-designed site, you’ll be on your way.  Good luck!

This post provides one view of the future of information marketing.  It does not portend to predict the future, or give advice regarding Google’s future plans.  Simply an opinion — and probably wrong, at that.

Remember when Microsoft was the fabled “800 lb. gorilla” of the New Age?  Wasn’t that long ago, really.

The story goes like this: a couple of people had a great idea for a product.  They then started a company to produce said product.  Depending on the people involved in the story, they either almost made it to the big time or started doing really well.

Then Microsoft came along.  Either one of the brains inside Microsoft had that same great idea, or Microsoft (according to some stories) simply took (okay, “stole” may be a better word if the story is true) the idea and did it themselves.  The original couple of people — the “little guys,” if you will — were ruined.  They couldn’t compete with Microsoft.  It was a classic “David versus Goliath” story, except Goliath always won.

Although Microsoft doesn’t seem that big and scary anymore, there is and always will be an 800 lb. gorilla.  Currently, his name is Google.  Nicholas Carr over at Rough Type has a great analysis of Google.  Simply put, Mr. Carr points out (correctly) that more than 99% of Google’s earnings have come from ad revenue.  That’s Google’s core business.  But their complementary business is everything that those ads can be attached to — Internet services and information.  The more widely distributed those little side projects become, the wider the distribution for Google’s ads.

Now I told you all that to tell you this: Google has a vested interest in bringing the cost of Internet information and services down to nothing, or at least close to it.  That should pretty much be obvious by now.

But what if you sell information or services on the Internet?  How will this affect you?

If you have an information product about how to grow tomatoes (an oldie but goodie example), you and I can both be sure that Google won’t be entering the “tomato advice” market anytime soon.  

But here’s the thing: what they will do is produce free and easy-to-use tools so that others can publish their own tomato growth advice, start tomato growth enthusiast social networks, and so on.  The value of your information may be substantially cheapened.

So what is an Internet Marketing boy (or girl) to do?

1. If you’re purely digital, now is the time to branch out.  You’ve got to have something solid (physical) as a part of your product lineup.  Perhaps a printed newsletter, a DVD, or workbook.
2. If you’re selling information, it’s time to produce “value-added” information.  What can you tack on to your main product to make it more attractive?  A “do it for you” service?  Maybe special software?
3. Remember that the worst product ever backed by great marketing will always outsell the best product ever with bad marketing.  If you’re not a great marketer, you’re going to be in trouble for any number of reasons.  Your primary mission is to be way better at marketing than the subject matter experts.

Finally, think of how Google complements their core business with side projects.  Even the losers are partially funded by advertising and user behavioral data.  What can you do to complement your core business at low cost?

Sorry about the cryptic message and conspiratory tone of the last post.  I was dealing with a cyberstalking case of someone from my past leaving hateful messages in the comments section of this blog, and tracking me on other sites as well.  After seeking some “professional advice,” I’ve taken some actions that should help to curtail the incidents before I have to request legal prosecution (under the new Missouri state law) of the offender.

Your IP address (which can be used to identify you in court) is always tracked and recorded…

UPDATE:  Just to clarify, all visitors’ IP’s are tracked and recorded, whether they comment or not.

I’ve come to believe that there are three types of people that you should have in your business life:  peers, mentors, and students.  Each relationship serves a vital role in your growth as a person.

Peers
You need people in your life to walk beside you, who understand your frustrations, your fears, and your passions for what you do.  People who are learning alongside you, and who can support you as you support them. 

Mentors
You also need people in your life who are farther ahead in their development than you are.  People who take an interest in you (even if it’s just mildly disguised pity), and help you to improve your game in leaps and bounds.  When you find one, make sure to tell them how much you appreciate their knowledge, guidance, and faith in your potential.  It will mean the world to them.  I wish I had done a better job of that in the past.

Students
Want to learn a topic really well?  Teach it.  Memorize it.  Prepare for the questions you’ll get so you’ll know the answers cold.  You’ll quickly learn that the student will see things you’ve never thought of, show that sense of wonder that your mentor saw in your eyes, and keep you on your toes in innumerable other ways.

Conclusion
If you want to fully develop yourself, you must include others in that plan.  Give others the gift of receiving blessings by helping you, and make sure to be a blessing to the people you can help.  Your life will be richer for it.