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Convincing Clients to Cross-promote

04/18/2010

I’ve said before that the Google bot has become a very good reader. When it reads your pages, it takes note of your various subjects, how they fit together, and how you’ve used those subjects in your writing. If you’re coherent, you display a knowledge of verbs and sentence structure, and you tie all your sub headings together intelligently with the main subject, you’ll probably out rank the hack writers who just splatter key words all over the page.

The Google bot also understands linking patterns. If you link from a caterer’s site to a used car dealer’s site, the bot will not be impressed. The two businesses have no business linking to each other. It’s just not logical. But if you have a caterer and a restaurant linking with each other, well, that makes sense.

I have a lot of clients in Hawaii. They run diverse businesses from Maui weddings to a Hawaii bed and breakfast to organic Kona coffee to a Kauai Hawaii beach house rental. Recently, my friend Cherie who runs the Hale Hookipa Inn in Makawao, Maui, launched a web site about volunteering on vacation while in Hawaii. This idea ties into almost every business client I have in Hawaii. So, when Klaus, my friend who does Maui weddings showed some interest in green weddings, I immediately suggested that he cross-promote with Cherie on the Hawaii voluntourism thing.

Now the two of them have linked to each other so that Cherie’s volunteer on vacation site and Klaus’s green Maui weddings site aren’t just linking, but actively promoting each other, since they are similar in their subject matter. The google bot certainly likes that, as they both moved up a bit.

Unless there was a Google update that would account for an uptick of both sites at the same time. It’s why I hate testing. No matter how good your test, no matter how good your control groupings, Google could make a change that makes it all useless, scientifically speaking. But what the hell. Lots of other people have tested this like-minded linking idea, and it’s been proven to work time and time again. So I’m sticking with it.

Now if I could just get my other clients to cross-promote more…

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2 Comments leave one →
  1. 05/26/2010 4:47 am

    Cross promoting sounds a lot like the good old days when we used to exchange links. The first website I ever wrote used to get hundreds of hits every day, just from my network of related links. They in turn got hundreds of hits from me. That was back in the nineties, for a rockclimbing club I belonged to. Thanks for an interesting post.

  2. 04/29/2010 1:43 pm

    Love this blog. It is hard to get people to cross-promote. Just starting a website I realize that people are selfish and feel that you are gonna steal business from them by them promoting your website or business. So for anyone out there I would love to cross-promote with you.

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