Web Site Design Specialists

By Sean Carton

Why should you spend your ad dollars on social media?

That might seem like a silly question, given that everyone seems to be shifting ad budgets to hop on the social media bandwagon. But if you aren’t asking it, you’re asking for disaster. And if you can’t answer the question with a comprehensive, strategic answer, you’re wasting your money.

It might sound harsh, but a recent Center for Media Research report has me worried. After surveying more than 1,000 people with media buying or planning responsibilities, the center found that “having a presence on social networks” is one of the top priorities for media plans in 2010.

Why should that worry me? Because I’ve only rarely encountered people with actual strategies behind their social media push. Sure, plenty of clients (and prospects) I’ve spoken to in the past year or so made vague noises about viral video or being on Facebook or tweeting, but when I’ve pressed them for why they want those things, few can give me an answer.

Not that I blame them: it’s tough to read any of the industry press these days without getting the feeling that everyone’s doing social media better than you are. Ad spending on social media sites keeps going up, the buzz is deafening, and just about every company you encounter asks you to follow them on Twitter, read their blog, or become their friend on Facebook. And like any new thing, it’s got the sheen of new on it that’s hard to resist.

But before you spend money on building a social media presence, take a step back. After all, if you’re spending money there, you’re not spending it somewhere else. If you don’t spend money with a strategy, you’re throwing it away.

Here, then, is my 10-step social media strategy checklist. It’s hardly magical stuff; you could probably apply a lot of these questions to just about any advertising or marketing you do. But going through this checklist as you build a social media strategy will help you develop a strategy based on results, not hype. It may be painful, especially if you like new things (Oooh! Shiny!), but when you get real results instead of making excuses, you’ll be glad you did.

1. What are we trying to accomplish? Are you looking for more leads, more direct sales, greater brand awareness, conversions, or brand engagement? Understanding what you’re trying to actually do with your social media presence should be the first step in developing a social media strategy.

 

2. Why social media? Is your audience there? Do you want to build stronger relationships with customers and prospects? Tap into online word-of-mouth channels? Demonstrate that you’re down with the kids? You have a niche audience that’s difficult to reach otherwise? The best way to avoid recklessly jumping on the bandwagon is to examine why the wagon is the best way to get where you’re going before you hop on. Ask yourself: is spending money on social media going to provide better ROI (define) than other forms of advertising you could be spending money on?

 

3. What kind of social media will help us best achieve our goals? Do you need to utilize social networking sites, blogs, real-time updates (e.g., Twitter), social news sites, media-sharing sites, review/directory sites, virtual worlds, or display ads on social media sites? In some respects, talking about a social media presence is like talking about having an advertising presence: you must specify what you’re doing and where you’re going to place it. Examine the characteristics of the type of social media you want to have a presence on and how those characteristics fit what you’re trying to accomplish to help choose the ones that will work best for you.

 

4. Are we prepared to let go of control of our brand, at least a little? You can’t participate in social media without being…well…social. And that means engaging in a conversation with customers. Once you engage in a conversation, you have to give up control. Is your company willing to do that?

 

5. What will we do to encourage participation? There’s nothing more embarrassing than going to a corporate YouTube channel and seeing that the viral video it spent tons of money making has just 127 views. Ditto for going to a company’s Twitter feed and seeing that it has all of 11 followers. What are you planning to do to drive people to your social media presence? And do you have the money to do it?

 

6. Who will maintain our social media presence? Participating in social media takes a lot of work. You must have something to say and you must have someone (or a team of people) to say it on a regular basis. It won’t happen unless it becomes part of someone’s job. Do you have someone ready to commit a big chunk of time to maintaining your social media presence?

 

7. Do we have the resources to keep this up, or will this be a short campaign? Similarly, unless you specify that what you’re doing has a limited duration (such as a Twitter feed based on a particular conference), people will expect you to keep it up. Have you budgeted the resources to continue your social media presence beyond the fiscal year?

 

8. How does engaging users via social media integrate into our overall marketing/communications strategy? None of this stuff exists in a vacuum. It has to be part of a larger marketing/communications strategy. How does social media fit into what you’re trying to do in all your other channels, and how will you use those channels to support each other?

 

9. How do we measure success? What constitutes failure? Are you measuring views, followers, comments, or subscribers? What’s the threshold for your success metrics that takes them into success territory? What happens if you don’t get there?

 

10. What will we do less of if we’re spending resources on social media? Chances are you have limited dollars (if not, could you contact me immediately?). If you spend more money on social media and other nontraditional forms of marketing, you have to spend less on something else. How will your overall goals be impacted by taking money away from other forms of advertising/marketing and moving it into social media?

By Jason Falls

Social media is starting to take hold with brands, companies and organizations everywhere. While there are still stragglers, and it is probably incorrect to say most companies are getting with the program, a good number of them are. What we’re seeing in these organizations is a maturation process. Brands are done testing the waters, playing with the tools and saying, “We Gotta Facebook Page!” like it’s the corporate equivalent of an iPhone or Kindle. Companies are now approaching social media with communications strategies in mind — How can we effectively use these social tools to reach our audiences?

But therein lies the next challenge for those responsible for the social media planning for organizations. Regardless of the pedigree – public relations, corporate communications, marketing, customer service, research, etc. – today’s social media task masters are probably still operating from the traditional corporate mindset or training. First, you define your audience and your goals and objectives. Then you develop talking points to convince that audience to complete the action that fulfills the goals or objectives. Then you measure, report; rinse, repeat.

The problem is that social media is an environment that scoffs at the traditional. Talking points are about as useful in a social media campaign as a nail gun in a balloon store. You’re just gonna piss everybody off.

Corporate messaging — talking points — are precisely why people have turned to online communities and social networks for information about products and services. Social media exists to provide trusted, third party information to consumers looking for something other than a sales pitch. Thus, diving into a social media effort with your talking points in tow is a great strategy if you’re hoping to fail.

The key to developing a social media strategy is not talking points, but parameters of conversation.

Which conversation can you find a way into?

To develop your parameters of conversation for your social media efforts, answer these questions:

• What types of people do we want to talk to?
• Where do we find them?
• What are they talking about already?
• Is it appropriate for us to join that conversation and, if so, when?
• How do we inject usefulness into the conversation without being overly promotional?
• What value can we provide in terms of knowledge, opinion or content?
• How can we earn their trust?
• When we do earn their trust, how can we best ask for their input into our product or service?
• Under what circumstances can we point the conversation toward considering our product?
• Can we say or do something that invites someone else to point the conversation toward considering our product?
• How shall we apologize and regroup if we overstep their comfort level or accuse us of violating their trust?

Many of the answers cannot be had until you assimilate into the communities and conversations. But thinking of these situations ahead of time is no different than anticipating the hard questions from reporters before a press conference. Prepare yourself with answers, then read and react. It’s not the soup-to-nuts of a social media strategy, but the answers to these questions are at the core of successful ones.

Those are my questions. What are yours? What other ideas can we add to this list to help a company round out parameters of conversation for their social media efforts. The comments are yours.

By Aaron Wall and Andy Hagans.

Link Building… Time-intensive. Frustrating. Sometimes confusing. Yet Unavoidable. Because ultimately, it’s still the trump card for higher rankings.

Many of us have been hoping that it would go away. In Brett Tabke’s 5/18 Robots.txt entry, he echoed a sentiment that many, many webmasters hold on to as a hope:

What happens to all those Wavers that think [i]Getting Links = SEO[/i] when that majority of the Google algo is devalued in various ways? Wavers built their fortunes on “links=seo”. When that goes away, the Wavers have zero to hold on to.

The pertinent questions:

1. Will link building still be very important for rankings in the medium term?
2. When will link popularity be devalued in favor of other algo elements (that are less tedious, from a webmaster’s point of view)?

The answers:

1. Sorry, but link building is still going to be the SEO trump card for the foreseeable future.
2. I wouldn’t hold your breath for search engine algorithms to place less importance on link popularity until the Semantic Web arrives, or maybe when HTTP gets replaced by a new protocol. Because links are still the basic connector, the basic relationship, on the Web. And for the forseeable future they’re going to be the easiest way for a computer program to judge the importance and trustworthiness of a Web page.

What will happen to the way search algorithms score links is already happening. The Google algo has become much more elegant and advanced, devaluing staggering amount of links that shouldn’t count, and placing more emphasis on trusted links. And the trust and juice given by those links is then verified by elements like user data, domain age, and other relatively hard-to-spoof factors.

But please, don’t fool yourself. Links that should count are still the key to rankings (in Google, at least — and MSN and Yahoo! are only a few short years behind). In that spirit, Aaron and I have created our 101 Ways to Build (and Not Build) Links. (Yeah, it just so happened that there were exactly 101!)

Oh, and mad props to our inspiration, 131 Legitimate Link Building Strategies, one of the original authority documents on link building. It was just getting a bit rusty, that’s all (”Host your own Web Ring”?). Anyway, enjoy the update.

Building Link Popularity is a great way to help your site gain competitive PageRank (PR). Links from other sites also send direct visitors to your site. A little care in developing links will go a long way in getting your site ranked high in Search Engines.

In this article:

PageRank of the linking page.
Total number of links on the linking page.
Industry relevance.
Page relevance.
Anchor-Text.
Dynamic link pages.
JavaScript link pages.
Redirected links.
Framed sites.
PageRank of the linking page
PageRank of the linking page, one of the most important factors, determines how much valuable importance is passed on to your page. The higher the PageRank of the page linking to you, the higher the value you get.

Each link to your Web site is considered a vote. If your neighbour states in public that you are very trustworthy, or that you are his best friend (Google PageRank 2), this is of course a less important vote than when the President of your country says the same (Google PageRank 9).
Number of links on the linking page
The value your web page gets from a linking page is equal to the total PageRank value of that page divided by the total number of outgoing links on that page. Getting a link from a PR4 page that has only 20 outgoing links is much better than getting a link from a PR4 page that has 60 outgoing links.

With the same philosophy, it is better to get a link from a PR2 link page that has only 10 outgoing links than getting a link from a PR4 page that has over 100 outgoing links. It is therefore as important to evaluate the total number of outgoing links on a links page, as it is, to evaluate the PR of the linking page. This is where many people often falter, as they usually insist on getting a link from a high PR page, but if that page has 100 outgoing links, your page would only get 1/100th of that value.

Industry relevance
Search engines give higher importance to links pointing to your site from your own industry segment as opposed to those from unrelated industries. A link on a site about motor sports will do very little good for a restaurant site, however a link in a food services directory will likely have high relevance.

Searching industry relevance pages:
Search for similar pages once you have found a really good page. Look for “similar pages”, “related pages” or “more like this” next to entries in any search engine’s results list. Alternatively use the Page Specific Search on the Google Advanced Search screen.
Page relevance
Most sites offering links have several categories listed on their sites. Try to get a link from a category that closely matches your own industry. For instance, if you have a site related to hotels, then, on your partner site, a tickets site for example, try to identify a resource directory pertaining to hotels, resorts, reservations, vacation packages, travel, tourism, food and beverages, etc.

An algorithm called “Applied Semantics” determines the industry relevance of a page within a site. The Applied Semantics algorithm studies various keywords on a Web page and tries to determine the industry or business segment of each page. Applied Semantics estimates the industry segments that are relevant to a particular page.
Anchor-Text
Anchor Text is the visible hyperlinked text on a Web page. Since anchor text is very important, make sure that your most important keywords appear in the anchor text from the link pointing to your site. It tells search engines what the page is about. Used wisely, it boosts your rankings in search engines, especially in Google.

If you use “click here” as the words people are going to click on, you’re telling people the page is about the subject “click here”. If you use “Part 2″ as the anchor text, your telling the search engines the page is discussing “part 2″.
You wouldn’t want to rank highly for “click here” or “Part 2″.

However, if your site is all about purple widgets, you don’t want only “purple widgets” to be used as the phrase in every link to your site. Over-optimizing like that would create an unnatural pattern.

You can use anchor text in:

External links from other sites.
Internal links on your pages.
Navigation maps.
Links on your main page. A very important spot.
Remember that real live humans will read your links as well as search engines, so the words in your anchor text need to make sense!

Dynamic link pages
You should also watch out for any link pages that are generated dynamically. Chances are that such pages would not get indexed soon enough, which means that a link from such a page would not benefit you. Some dynamic link pages are intentionally generated in such a way so as to prevent them from getting indexed. Some unscrupulous webmasters do this to trick you to prevent any PageRank leaking from their site to yours.
Links from such pages therefore do not give you any benefit.
Javascript link pages
It is also important to identify pages that are generated through Flash or a JavaScript, as Search Engines cannot read Flash pages nor can they read the links embedded within Flash. These are some of the tricks unethical webmasters use. While such a site may claim to have placed a link to your Web page, in effect they are not giving you any benefit.
Redirected links
A link that is first redirected to another page within your partner site before pointing to your site is a redirected link. You should watch out for such links, as search engines do not give weight to redirected links. It is very unlikely that your site would draw any benefit from a redirected link.
Framed sites
Avoid getting links from framed sites as Search Engines cannot read texts within frames.
A link placed on a framed site would not give your site any benefit, as Search Engines would not be able to recognize such a link.

by Brian Clark

We’ve seen that the real secret to SEO Copywriting 2.0 is creating compelling content that naturally attracts links, rather than begging for links to our keyword-stuffed web page. In other words, SEO copywriting is now all about response-oriented copy concepts and words that ultimately result in a favorable action from the reader.

Since the popularity of our content depends on the reaction to it off-page, it makes sense that we might also need to step outside the confines of the page itself to get the word out. Luckily, the same copywriting skills you use to conceive and create your content apply to promoting it as well.

The way to create compelling content is to focus on “what’s” in it for the reader. Likewise, no one is going to link to you unless doing so gives them a benefit as well.

The key is the same as to understand who you’re talking to and then figure out what will catch their attention and convince them to take action. Here are 5 ways to go about it.

1. Social Media Sites

The quickest way for an exceptional piece of content to get a lot of attention that results in secondary links is to make the home page of Digg or Delicious Popular. There are scores of similar sites that can drive quality traffic as well, such as Reddit, TechMeme, and Magnolia. For more offbeat content, Fark will shake your server. Plus there are dozens of aggregator sites such as PopURLS that also drive traffic based on your inclusion at the primary site.

If you’ve done a great job with your headline, it should magnetically draw people in. However, you need to understand the audience of each social media site. What works as a headline for Digg often won’t work for Reddit. Tweak accordingly, but try to retain your keywords in the title if at all possible, because most of the resulting links will simply regurgitate that title.

Another key element for success on Digg is the summary description, because many people will vote for content based soley on the headline and the brief copy that describes it. Sometimes this may simply be your existing opening paragraph, but you might craft a specialized description that best appeals to the culture of the site.

Submitting your own content to social media sites is looked down upon (at least with your real name), so it makes sense to have a friend submit for you. When specifically targeting a social news site, you want to control the headline and summary copy, because the exact same content submitted with poor headline and description copy may go absolutely nowhere.

2. Linking Out

Linking out to attract links? Yep.

Engaging in dialogue with the relevant blogs in your niche is a great way to get noticed, and it can lead to links back. Bloggers definitely watch who is linking to them thanks to Technorati, and you can take the initiative by linking out first before looking for one in return.

Simply linking out for the sake of linking won’t accomplish much, especially with bloggers who gets lots of links. The key is to be strategic about how you link and what your say.

It’s just like any other conversation. Join in and add your two cents, but make sure you’ve got something substantive to say that will reflect well on you. Use a great headline to make sure you are noticed, and then deliver the goods. And since your cornerstone content is the foundation of what the conversation is likely about, finding a way to mention it in the context of the dialogue will naturally bring it to the attention of influencers in your field.

3. Networking Emails

The days of flat out link begging are fading, but you can still reach out to other bloggers as a way to raise your own profile. Again, can you figure out what’s in it for them?

More than one-off link requests, networking via email and instant messaging is about establishing and growing relationships with others in the social media space. These are the linkeratis prominent bloggers in your niche, top Digg users, web journalists, and prominent web forum contributors.

Write your introductory emails from a copywriting perspective. Catch attention, gain interest, and create a desire to help you in the future by offering something that benefits them first.

4. Guest Appearances

Another benefit of networking within your niche is that it creates opportunities to make a guest writing appearance. You can contribute content that not only allows you to raise your profile, but allows for links back to your own site. Once again, creating killer original content will open doors for you, especially when it’s created for the benefit of someone else. And you can use that killer cornerstone content you’ve already produced as an example of the quality you can deliver.

Depending on your relationship with the site owner, you may be able to link to your cornerstone content from within the body of the content itself, but only if the citation is extremely relevant to the content and beneficial to the reader. Otherwise, your link will need to appear in your byline.

Most people tend to link to their site or blog URL in the byline of contributed content. Turn it around by focusing the byline on the reader instead of yourself, and feature your cornerstone content instead of your home page.

For example, if I were to guest blog somewhere about strategies for attracting links, which byline is more attractive to the reader when finishing my article?

NO: Brian Clark writes about online copywriting at Copyblogger.

YES: Check out Brian Clark’s free SEO Copywriting 2.0 tutorial, which is all about the new style of online writing that helps your web site rank well in search engines.

5. Article Directories

At one point in time, submitting about 20 articles to a directory like Ezine Articles with the right anchor text would get you a really good ranking for some search terms, at least in Yahoo and MSN. However, because the engines discount duplicate content, having dozens, hundreds, or even thousands of sites republish your article (and linked byline) no longer does the trick by itself.

However, a site like Ezine Articles is still excellent for creating exposure to your cornerstone content. Having a link to your multi-part tutorial displayed on hundreds of web pages drives direct traffic, and can lead to your content being referenced in other posts and articles that do pass on link authority.

The strategy is much the same as with guest posting on a blog. Write original content that does not appear on your site, and submit to one or more reputable directories. Repeat until you get results.

Conclusion

The words you put on a web page have no life of their own until they get read. And those same words will not gain prominence in search engines until the words are linked to by relevant, authoritative sources.

Search engines can still be gamed, just like offline real-world systems can be exploited. However, the goals of the search engines are similar to society at large, and they are getting very good at finding rule breakers and dispensing punishment. Creating compelling content and beneficial relationships are strategies that won’t get you banned or penalized, and add value to your overall goal of converting site visits into revenue.

By Eric Enge, Search Engine Watch

Restructuring a site can present some major SEO challenges. It’s one thing to make simple changes, where a page on the new site corresponds exactly to every page on your old site. But it’s much tougher when you’re making more fundamental changes to the layout, organization, and content of your site.

If you have a reasonably popular site, it has several assets that are put at risk when you change its structure:

1. Users will have bookmarked pages on your site. When they attempt to go to that bookmark, you want to make sure they still get to the content they want.
2. Pages from your site show up in search engine results. When users click on these, you’ll want them to find the right pages on your site.
3. Other Web sites link to your site. Yes, you want people who click on those links to get to the right pages in the new structure. But more importantly, you want the search engines to continue to map those links to the most relevant pages on your Web site. Much of this is because search engines count links to your site as votes. You don’t want to lose the votes. The contextual relevance of the links are also a big factor. While a 301 redirect will pass the raw link juice through (in the classical PageRank sense), you still want those inbound links to point to highly relevant pages. Lose the relevance of an inbound link by redirecting it to a generic page, and you’ve lost a lot of its value. Similarly, search engines expend a lot of effort to determine how much they trust a Web site. Much of this relates to the trust and authority they associate with the sites and pages that link to you. Mess with that trust and you put your historical traffic at risk.

Bottom line: there’s a lot at stake when you restructure a Web site. Success requires a full understanding of how to map the content from the new site to the old site, and building a 301 redirect map that thoroughly maps links from the old site to the new one.

Don’t skimp on this process! It’s tempting to apply the 80-20 rule here, especially if you have a large site, but that could be the most expensive 20 percent you’ve ever passed on. Let’s break down the approach to doing this well:

1. Wherever possible, create a one-to-one mapping of pages from the old site to the new site. This means finding pages that are identical, or substantially similar to the old ones.
2. Analyze all the remaining pages to find ones that you can redirect to the correct category. An example of this might be individual product pages you had on the old site, but on the new site you offer only a higher-level page for that category of products on the new site. In that case, map the product pages on the old site to the surviving category page.
3. Make sure that all the remaining pages are redirected somewhere. For most sites, the place where you should send this redirect will be the home page. Note that if you also change the domain in this process, you may also want to implement a catchall redirect that sends all pages not covered by your explicit redirect rules to the home page of the new site.

When you must prioritize, here are a few techniques you can use to make sure you’ve truly covered the most important pages:

• Go into your Web analytics tool and identify the top pages receiving traffic.
• Go into Google Webmaster Tools and get a list of your external links, so you can identify all pages that have received external links.
• Use Yahoo Site Explorer to identify the top pages listed there. Site Explorer tends to list the most important pages first.

Next, make sure that the search engines find your 301 redirects. While it’s common advice to update your sitemap to the new site on day one, consider leaving the old site’s sitemap in place for a period of time, to help the search engines see the 301 redirects (hat tip to Stephan Spencer for this idea).

How long should you leave it that way? That depends primarily on the size of your site and the number of pages that the search engines crawl on a daily basis. At a minimum, make sure that the prioritized pages list we developed above has been thoroughly crawled.

Lastly, use Google Webmaster Tools and Live Search Webmaster Tools to see what 404 errors they report after the move. This can be a sign that they tried to access a page on the old version of the site that’s no longer there, and that isn’t properly redirected.

Use this to give you clues as to mistakes you made in the process. Also, monitor key SERPs and traffic levels.

Ultimately, though, success depends on the work you do up front. Don’t take it lightly. This is a case where it’s far easier to do it right the first time, rather than trying to fix it later.

By Sage Lewis, Search Engine Watch

There’s no doubt link building is a win-win. The only way to acquire relevant and meaningful links is to provide some value to the Internet community.

The value may come in the form of information and entertainment. Visitors may find value in unique positioning that makes a Web site stand out from the crowd.

The longer I ponder the world of link building, the more I love it. It’s the ultimate social approval process. To attract attention, you must resonate with an online community.

The question is not, “How do I get links?” The right question is, “How do I become interesting and valuable to an online community?” or, “How do I differentiate myself in a sea of sameness?”

One Idea In Action

Social and ecological sustainability, or long-lasting, low-impact business ecosystems, will be a major factor for successful growth in the next 50 years. People are realizing resources aren’t endless, and they have options — where they work and who they buy from, for example.

While clearly a challenge, it’s also a great opportunity for the global business community to align business values with online communities. The opportunity to stand out and resonate with key demographics may be the best-kept secret of link building.

Which companies have found the secret of sustainability and link building? Here are a few great examples.

AISO.net: A Natural Internet Success

Check out AISO.net: Affordable Internet Services Online Inc. Their tag line is: “Web Hosting As Nature Intended.” They’re touting an environmentally-friendly way to host Web sites.

Server farms are notorious for sucking down extreme amounts of energy. Here’s what the company has to say about protecting the environment:

“AISO.net is a reliable and responsible green Web hosting company. We have made a strong commitment to help fight pollution and preserving our natural resources. Solar panels run our data center and office, not energy credits. Solar tubes bring in natural light from the outside providing light during the day. AMD Opteron powered servers use 60 percent less energy and generate 50 percent less heat.”

AISO.net has taken an otherwise extremely saturated industry and instantly changed the conversation. Hosting has always been about speed, reliability, and cost. These folks have stood out in a highly creative way that adds value to the entire Web community.

Plus, they have a Google PageRank of 6/10 and 4,821 links according to Yahoo. Many of the links and clients come from companies that want to be associated with a socially responsible company. Plus, AISO.net attracts the interest of journalists from great sites such as PC World and Wired.

Crown Jewels: Brilliant Earth

Jewelry is another intensely competitive arena. Brilliant Earth has come up with a way to stand out from the crowd. Their motto is: “Conflict Free Canadian Diamond Jewelry.” They promote “Fine Jewelry from Ethical Sources.”

They have a Google PageRank of 5/10 and 721 links according to Yahoo. Not bad for a domain purchased in April 2005.

If you were troubled by the bloodshed of the mainstream diamond trade, wouldn’t you rather do business with Brilliant Earth?

Clorox and Burt’s Bees

Nobody’s saying bleach is the bee’s knees. Yet, Clorox just bought Burt’s Bees for $925 million in cash. “[Clorox] says it’s looking to green its image and plans to acquire companies aligned with consumer ‘megatrends’ in health and wellness, sustainability, convenience and a more multicultural marketplace.”

From the Clorox values page: “Helping Ensure The Greater Good for All – To us, achieving The Greater Good means creating a world where people have the information and tools they need to make the highest ethical choices and do the best for themselves, their family and the environment.”

A nice-sized company like Burt’s Bees ought to have a considerable number of links. The company does: 7,879 according to Yahoo.

What’s unique? Many of the links come from like-minded people and companies such as Victoria E.; Deep Ellum Arts Festival; Transform The Earth Foundation; and Sustainable is Good.

This is why I love link building. If you want to succeed, you simply must love and care for something. When you do, others who love and care for the same thing will happily share recognition with you by giving you a link.