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Repeating the Obvious
(Article Contributed By Marie, of Sex Story Text - Posted on July 09th, 2010)
It's sometimes hard to believe but there is a problem in this industry that can affect both newcomers and those who have been around for quite some time. It's hard to believe because you would think that those who have been in the industry for some time wouldn't make the same fundamental mistake that newcomers do ... but it happens frequently.
Most newcomers to this industry really don't have a great deal of knowledge about marketing ... web design ... and search engine optimisation so they look around, do some reading and then start following the advice that they have been given.
Now if they're lucky that advice will be golden ... it will help them grow their business ... and they will make money. If they're not so lucky then the information that they find will be rubbish and they'll go chasing after shadows. They'll put in a lot of hard work but they won't make a cent.
Of course newcomers can be forgiven for taking the wrong advice ... they don't know any better. They don't really know who they can trust but often take heed of the advice they read or are given simply because the person who gave them that advice seems to be well-respected.
They don't understand that not everyone who has a 'name' in marketing ... or web design ... or SEO ... really is worth listening to for there are a lot of people out there who really don't deserve the great reputation they seem to have. Their experience is all gained from reading what other people say ... the advice they give is seldom based on their own experience ... and their quite happy to provide 'good advice' on subjects that they have almost no clue about.
But what excuse do more experienced people in this industry have? They've been around long enough to know that the majority of 'experts' in this business are nothing more than legends in their own lunchtime ... they know that many people in this industry are prepared to pretend to be experts in fields where they have no experience simply because it's nice to have people looking up to them.
Experienced webmasters should know that much of what they read is simply regurgitated crap that the writer has read somewhere else and it's probably been written by someone who has even less idea about the subject matter than they do.
But experienced people in this industry still follow it.
Today I came across some advice from someone who many people over in mainstream follow almost blindly. He's well-known on the speaking circuit and attends many of the best search engine conferences. He's written extensively and he's a much sought after guest writer on blogs and websites that deal with search engine optimisation.
Frankly though I find the advice that he gives is at the least suspect and in some instances it's about as misleading as you can get.
In a recent article on a very well-known search engine site he suggested that one of the worst things any online marketer could do was use the text 'Click Here' as a link. His advice is that if you want to try and rank for the term 'Click Here' then use that as a link but if you want to rank for some other term then that term should be the link.
So what's wrong with that advice? Well if you happen to follow it blindly you're going to stop using one of the most important calls to action that we online marketers have. If you want to send a surfer off to your sponsor ... if you want to send them to a page where they can buy something that you're selling ... then there is no more powerful call to action than to tell them to 'Click Here'.
Of course if you want your sponsors to rank for an important search term then by all means use that term as the link. The search engines will follow it ... the search engines will see that your sponsor is an important resource for that important search term ... and your sponsors will be very happy that the search engines love them so much.
But will making your sponsors look good to the search engines put money in your pocket? Of course not!
What puts money in your pocket is when the people who are surfing your site 'Click Here' and go through to your sponsor and buy what he is selling. I would have thought that was fairly obvious ... but obviously I must be missing something. Or am I?
Any time you see any advice from anyone ... it doesn't matter whether it's from Matt Cutts of Google ... or the world's greatest black hat SEO ... or the world's greatest affiliate marketer ... or even as unknown as me ... don't follow it blindly.
Spend time thinking though what you have just read or just been told. Spend time looking at the advice from all angles ... don't follow it blindly. And don't ever stop using 'Click Here' to get the people who hit your sites to go through to your sponsor.
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