Link Building Campaign

Since the last message (on Market Selection) I’ve began to build incoming links to the domain.

The purpose for this is two fold.

To get the website indexed in the major search engines (I will not be using any other techniques to get the website indexed – seriously there is no need), and to begin the search engine positioning process.

It may seem strange that I did this before creating the website.

The reason for that is because it takes a few days for the search engines to find the website from the incoming links we build, so the sooner you start adding links, the sooner the website will be listed.

I did create a temporary place holder page to ensure something was there (and have since gone back and revised that), however I will usually start building incoming links prior to creating the final website if appropriate.

This may or may not be appropriate to your situation depending on how you will go about building your links (in almost all cases, other than linking from other websites you own, you’ll want to have your website completed first).

So here’s what I’ve done.

I’ve analyzed the keywords we will be targeting for this search engine marketing campaign. These are the keyword terms we want to obtain top ten (and preferably top 3) search engine positions for.

This is important because we will be using these keyword terms as “anchor text” when linking to the website from external websites (anchor text being the text that actually becomes the hyperlink itself).

Here are the keywords with respective monthly search volumes next to them as returned by Keyword Domination.

Worm Farm (7,454)
Worm Farming (6,479)
Vermiculture (3,864)
Commercial Worm Farming (769)
Earth Worm Farming (736)
Worm Farming Business (601)
Worm Farming Profits (530)
Worm Farming Supplies (502)

…combined 20,953 searches are being completed each month.

These are the top keyword terms for this market that I have selected to attack. They are likely to be revised in the future and expanded to include more, but I do not want to dilute them at this point, until we see what sort of positions we are able to achieve as a result of targeting these terms alone.

I should mention that the last 5 terms above will also be adding more value to the term “worm farming” itself, as that term is also contained within them. It adds to the overall primary theme of the site and enhances the probability of increased rankings for the primary target term “worm farming”.

As a result, it is always wise to include these less popular keyword terms in your link building campaign. Not only are they easier to achieve decent search engine positioning for (and will deliver targeted traffic in themselves) but they also add to the overall theme and strength of the site as an authority on worm farming.

The first thing I did was place a link to the domain on a website I own that currently has a Google Page Rank (PR) value of 7.

I mentioned, in the last entry made on market selection, that PR values still hold tremendous value in terms of search engine positioning despite the misinformation floating about.

Obtaining high PR valued incoming links to your website (the higher the better, but for SEO purposes I always want at least one if not several PR7 incoming links) has tremendous benefits.

First and foremost, your website will become indexed in the search engines faster. Generally within days (sometimes hours) of placing the link. This is because these websites are visited most often by Google (and the other major search engines), because they appear to be most popular in the eyes of Google.

Google visits all PR7 domains I have on a daily basis, and as a result, any websites I link out to will also receive frequent visits from the search engine spiders. This is true for any PR7 or greater valued website.

It also applies to lower scaled PR valued websites, but as you move further down the scale, the frequency of the spider visits decreases respectively.

Not only do higher PR valued websites help to get you indexed faster, they will help to get your website crawled more thoroughly. That is, if you have hundreds of pages, the spiders (Google in particular) will be more inclined to spider a heck of a lot more pages.

This results in having more pages listed within the search engine when you finally become listed (anywhere from 3 days to 2 weeks after Google initially crawls your website).

The benefits of this should be obvious.

With more pages indexed, you stand a better chance of some of those pages ranking well straight away, and as a result will generate more immediate traffic. The theme of your website is also strengthened because Google has a more thorough idea of the total topic of  your website, giving you better rankings earlier.

From a search engine positioning perspective, high valued PR links are well worth the investment. It also means that any tweaking you do to your websites onsite optimization factors are more readily updated and reflected in Google (and the other search engines), allowing you to see the results of your tweaks in a much shorter time frame.

A long time ago (back in 2004/05) it used to be as simple as getting several high PR valued incoming links to your website with the anchor text term you wanted to rank highly for, and you could usually appear in the top ten results in a very short period of time. Even if your website itself was not optimized to rank well.

However as time progressed and Google began to realize that people were doing this to influence their rankings, they dropped the importance of PR values… to a degree. I say to a degree because they still have this same effect but to a slightly lesser degree.

Many people will have you believe that high PR valued links have lost the above effect completely, and as a result are useless. I don’t really know why they say that (someone that thought they knew what they were talking about probably mentioned it and it snowballed from there through misinformation – the blind leading the blind – in many of the popular search engine optimization discussion forums).

It is hard to prove this with a direct example that I can show you at this point, but depending on the initial rankings we achieve with this project, if we haven’t hit number 1 on Google for our term, I’ll add a few more higher valued PR links without changing anything else to show you the impact.

However I know what I’m talking about.

I own a text link advertising network that gives me the power to create more total incoming links to a website than the popular website (which has around 600,000 incoming links).

As a result I’ve done a lot of link popularity testing in all kinds of markets. From extremely competitive, to moderately competitive, to not competitive at all.

And in all cases, obtaining high PR valued incoming links have increased search engine positions, and in extremely competitive markets I would have to say are a necessity. Not only that, but they help you to retain your positions which is secondary only to actually achieving them in the first place.

Anyway, enough on that for the meantime.

Because of the importance of the higher valued PR incoming links, the anchor text term I used when linking out from the PR7 website I own was the term “worm farming”. This is the primary target term, so it’s best to give it importance on such valued link space.

If you don’t have a website which such PR values (not many people do), I would recommend purchasing some text link advertising. Current rates for a link on a PR7 website range anywhere between $80-$150 for a 3 month term.

…is a good place to begin looking. You can also conduct a search for “text link advertising” on Google to find other sources to purchase direct text link advertising.

Now before you rush off and invest in a few, I need to stress that such a powerful links alone are not going to shoot a website to the top of the search engines. You also need a much broader link building plan.

Here is the search engine optimization importance of incoming links from least to most…

  • An incoming link.
  • An incoming link with related anchor text term.
  • An incoming link from a related website.
  • An incoming link from a related website with related anchor text term.
  • An incoming link from a related website, with related anchor text term, on a page with high PR values.

…all incoming links will add value, but the last one on the list here (and the more of them you can obtain) have greatest value to search engine positioning and where you will actually rank. The more incoming links you receive (any of the above) is what will help to retain your actual rankings (and improve them overtime).

In addition to the PR7 incoming link I’ve given our domain, I’ve also started a campaign containing much lower valued links.

I have allocated a 500 domain package from my own text link advertising network to the project. This will add incoming links from 500 unique domains (on a wide variety of websites - all with various PR values) and multiple incoming links per website.

Because worm farming is not very search engine marketing competitive, I’m hoping this will be enough to obtain very good rankings. However only time will tell.

In addition to this, in the near future I plan to use various other link building techniques.

I will be producing a number of articles related to worm farming.

These will be sent to related website and email publications (and likely offline publications also). Articles are still one of the most excellent and affordable ways to generate high quality incoming links to ones website.

Not only will you receive an incoming link from another website (you link to your site from the “about the author” byline at the bottom), but you also receive an entire correctly themed web page on that website.

Excellent link building technique.

I will also create a Press Release once the website officially launches and send it out to the media. One good online medium for this is, but if you’re looking for actual press publicity as a result of a Press Release, it pays to look beyond this for other distribution means. The service is becoming increasingly over crowded with utter crap making it hard to get your news in front of the right people who actually matter.

There are plenty of other link building techniques you can use also.

Social bookmarking is the new trend, then there’s RSS feeds, syndication, and the list goes on. I’m not going to discuss any of those because at this point I’m not going to use them for this project. If I do I will of course update you and let you know specifically what I have done.

It pays to employ as many different link building techniques as possible (and focus on those that produce the most quality incoming links). Nothing will help your search engine rankings more than continued link building.

I actually uploaded the incoming links to our worm farming secrets domain last Friday (23rd Feb). By Sunday (25th Feb), the actual domain was already listed in

Google, MSN and the other major search engines had all spidered it but had yet to include it in their listings, and just checking again now it’s still not listed.

This was a direct result of the incoming PR7 link I pointed to the site because with the 500 domain campaign I initiated, it takes a few days before links become populated across the network and are actually live on the external websites.

In addition, Google, Yahoo, and MSN are crawling the site daily already.

Now, although this is in combination with the onsite optimization techniques I’ve also employed on the domain (which I’ll talk about next), we’ve already achieved substantial rankings in Yahoo. Look at these…

Worm Farming = Position 3

Commercial Worm Farming = Position 3

Worm Farm Pests = Position 1

Worm Farm Supplies = Position 5

Worm Farming Supplies = Position 1

Worm Farming Supply = Position 1

Worm Farming Business = Position 3

…not bad results as I’m sure you’ll agree.

This is also an excellent indication of the kind of results we are likely to achieve in Google as time moves forward. Google tends to take a little longer with it’s search engine results… they kind of improve with age like a fine cheese. MSN should also follow suit and will produce similarily fast results but it simply hasn’t listed the site in it’s index yet.

Yes, these positions are already generating traffic. Infact the traffic logs show referrals for the following terms…

  • worm farming
  • commercial worm farming
  • commercialworm farming
  • worm casting farming
  • is worm farming profitable

…in addition, I’m already receiving daily leads from people subscribing to the newsletter I have placed on the domain.

Things look good at this point.

So the next thing we will look at are the onsite search engine optimization techniques I’ve used on the current one page website on the domain. Because it is only combined with the link building that we are already producing such excellent results.


Duncan Carver