I touched on this briefly when I raged about the new link disavowal tool introduced by Google.
Getting your “keyword real estate” on other sites is an essential part of a successful SEO strategy. What this means is basically creating your own URL with your brand or keywords in it. /Guerilla once had a really good webinar mentioning this technique as well as a very good service to use – knowem.com/
So, in brief, each web 2.0 site or any other place that lets you have an account and name your account so that the name is reflected in an account URL – that is where you get your “real estate”. You rent a space and put your keyword in the URL, and the actual page probably has a link to your main site.
If you are selling mountain bikes, the first thing you do after you have done your keyword research and scheduled your well-researched content to be posted two-three times per week (more on that in coming posts, subscribe not to miss them), is go and get your keyword real estate accounts, e.g.:
mountainbikes.blogspot.com and so on.
As with all linking, this has to be done reasonably. You are also very welcome to deep-link to inner pages of your site, give that homepage a break. Those are general rules.
In fact this technique is very common and basic, but there are ways to improve it.
How to improve your keyword real estate and use it smart.
1. Empower these profiles by interacting within the web 2.0 site (genious but simple idea I got from Guerilla‘s webinar as well). If that site allows liking stuff, adding friends, commenting, sharing, re-blogging – do all that, because you are leaving links to your profile all over the site and that brings you some link juice. Yes, even if the links are nofollow. Hint: the closest to the host site’s homepage you can interact, the more juice you get. Think top daily posts/users rating.
There is nothing good about creating a Blogger account, slapping three spun paragraphs with a link to you onto it and blasting that blogspot with 100K trackbracks. This puts your keyword real estate right into the trashcan. Instead, leave comments on other Blogspot blogs, have an RSS feed in the sidebar for freshness, have a good Google+ author profile with a lot of friends backing it up, — make it a nice little site. With your keywords in the URL.
Well, people would say that EMD bonus is much weaker after one of the zebra updates, and these links would be too easy to get hence not too valuable. I can’t agree with all that, because properly pumped property is pretty valuable (and it is not that fast or easy to create), but for all the link-skeptics and traffic lovers, the second trick:
2. Use these sites’ real estate to secure your long-tail rankings. Whenever you see a longtail phrase in your Google Analytics (or Piwik or whatever else analytics system you are using, don’t tell me you are not using any) that has brought you more than 4-5 visitors per week, add it to a list. Every once in a while go create more real estate using the longtails on your list. That way you will make sure you keep the traffic even if your site gets bashed by a Google update.
Let’s take an example. Say, you wrote a bunch of great articles for your mountain biking site and you noticed that this week 5 people came to your site searching Google for “breathing underwear for mountain biking”. You take that keyword, go to your mountainbiking.wordpress.com account and write a short post entitled “Breathing underwear for mountain biking is crucial”. Add a “read more” link to your site at the end of the post. Here’s the resulting piece of keyword real estate you got now:
Now, if you set aside two hours each week to go through your traffic-bringing longtails and get your real estate for them, you’ll have a nice network of properties supporting your site. Moreover, they will be natural-looking and diverse, because you are adding content gradually to them. The host authority will most probably make them rank high for that longtail keyword, especially if you are pumping your properties right (see point 1). Leaving the SEO benefit (the link power) aside, you do that to retain at least some of your traffic in case your site gets hit by a Google update.
Look around for places that let you shape your properties’ URL. WordPress.com is obviously just an example, although mountain biking is great. Some sites don’t let you create URLs, but their titles are enough. Here’s one of the best properties for long-tail security to get you thinking: yahoo answers. And this is why. Hint: level 2 users can leave links in answers and any level users can put links in questions. Just don’t go crazy with really commercial keywords because you will risk account suspension (competitors snitching you out and reporting your accounts).
If you have a really converting and valuable longtail, go even further and create a whole set of properties with that keyword, empower them and occupy first page of results completely! Let’s call it keyword reputation management
Stay tuned for more, I suggest subscribing to the mailing list, because I don’t post regularly right now.
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