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The debate rages on over reciprocal links, as it has for years. Many SEOs say that they're worthless; that at best, Google ignores them, and at worst, treats them as indicators for spammy websites. Guess what? It isn't that simple.

Let's start by considering why reciprocal links got a bad reputation. Way back before Google's algorithm became so sophisticated, it only considered a site's incoming links from other sites in rating quality and relevance. A link to another site was a “vote” for that site. When SEOs and site owners realized that they could simply “trade” votes with reciprocal links and improve each other's standing in the SERPs, reciprocal links became very common.

Not long after that, such links began to be abused. Link farms started cropping up. Some black hat SEOs even built three-way link schemes to hide the quantity of reciprocal links they used to game the system. It didn't take too long for Google to get wise, of course, and now reciprocal links as a rule don't count much, if at all, in the way of raising your site's ranking.

Given this background, you probably should not use reciprocal links just for raising your Google rank. It's a waste of time. Some SEOs even seem to think that Google's algorithms include some kind of percentage trigger that warns them a site is spammy if its link profile includes a lot of reciprocal links (more on that in a moment). This doesn't mean that such links are useless, however.

Yeah, I know; I thought there was no point to reciprocal links myself, and that they could even be dangerous, until I read Eric Ward's article on the subject. Granted, it's a two-year-old piece, but I believe he makes valid points that hold up well even today. At the root of his argument is the implication that there are reasons other than sheer ranking to use reciprocal links – and that Google understands this.

Ward's example will drive you batty – literally. He holds up a website that ranks quite high in its niche, the Southeastern Bat Diversity Network. Their goal is to “conserve bats and their habitats in southeastern North America through collaborative research, education, and management.” With what I've read about white-nose syndrome, this seems especially urgent, and not just because Halloween is right around the corner. It's not the bats he wants you to look at, however (even though they're kind of cute); it's the site's link profile.

“If you take a look at other top sites within this subject area,” Ward explains, “you start to notice...[they] have a tendency to link back and forth to all the other sites devoted to bats...The reciprocal linking percentage across the top five sites is over 80%, and for the top three, it's 100%.” This must sound like an incredible contradiction to those SEOs who think reciprocal linking is either worthless or actually harmful to your search engine ranking! What is going on here?

Bats, it turns out, are a niche subject. Just ask any vampire. Seriously, though, because of the nature of the topic, any visitor to a website about bats is likely to be interested in any other website about bats. Bat lovers aren't looking to buy bats; they want information. As Ward notes, “this reciprocity percentage is perfectly natural, believable, and in no way an attempt to fool any algorithm or improve rank. These sites link to each other because they share the same passion for a very specific topic and want to make sure those people visiting and reading their content find other sites about the same topic.”

That last point bears repeating. These sites are not using reciprocal links to fool the algorithm and attempt to gain a higher ranking in Google. They're linking to each other because they know their visitors would benefit from seeing other sites that cover the same topic! And Google seems to understand this, since the SBDN and other sites Ward named don't seem to be getting penalized for their reciprocal links.

So where did the idea that Google might be using reciprocal links as an indicator for spammy websites come from? Well, what is normal behavior for a niche-focused, content-based website isn't exactly normal for a more broadly focused e-commerce website. Ward uses websites that sell NFL jerseys for his example in this case. In that category, literally hundreds of sites fight for the top spots, and the same reciprocal link profile that looks normal for the bat sites looks extremely spammy for the NFL jersey sites. In fact, he'd consider 80% reciprocal links among several website with this focus to strongly indicate that they were all owned by the same person.

Please note that the key difference between the bat sites and the NFL jersey sites in the examples are their subject matter. That's what makes one link profile normal and natural and the other suspicious. You just wouldn't expect a set of websites devoted to selling NFL jerseys to reciprocally link to each other to that degree UNLESS they were all owned by the same person.

A reader of Ward's article weighed in with a comment wondering whether Googlebot can “consistently and accurately tell the difference between...a 'perfectly normal' high reciprocity ratio site” and one where a high percentage of reciprocal links indicates something more suspicious. I imagine Google handles this the way they handle most things: with special algorithms backed up by human eyes in certain cases. To oversimplify, I'd think simply counting the number of sites or hits that are relevant for “bats” (the animal) as opposed to “NFL jerseys” might give them a clue. Believe it or not, despite “bats” being one word and “NFL jerseys” being two words, Google delivers nearly twice as many hits for the latter as for the former. If someone who put relatively little thought into how to tell the difference between a niche topic and one with broader appeal could figure that much out, imagine how sophisticated Google's approach to this must be by now.   

What does all this mean for you? If you're trying to use reciprocal links in any kind of unnatural way to raise your rankings, you should stop. Don't even consider it; Google will probably catch you. But if reciprocal links happen to make sense in your case – if your niche is such that your visitors will truly benefit from  knowing about the other websites with which you're exchanging links – you don't need to fear that Google will smear your site with the spam brush. Good luck!

You know that if you want to get to the top of Google for competitive keywords, you'll need to do a lot of work. Is there some way to find less competitive keywords that still attract a lot of traffic and conversions?

Welcome to the surprising world of keyword forensics. You (probably) won't find anyone with a fetish for sunglasses or dramatic one-line acting. What you will find is a way to research keywords that many other methods miss. This could let you get the jump on your rivals.

Jonathan Allen discussed a workshop on keyword forensics given by John Alexander at SES Toronto. Alexander is the director of training for Search Engine Workshops and the Director of Search Engine Academy. According to him, the point of keyword research should be understanding, not so much the key phrases used by searchers, but the searchers' behavior.

From Allen's description, it sounds very much like the point is to understand what a searcher is trying to accomplish. What are they trying to do online? What exactly is their intention? “Keyword forensics is about thinking beyond search rankings and, instead, positioning yourself to serve specific needs of your users,” Allen explains.

Google has been trying to figure this out for a long time; they've been getting better at it over the years. So one obvious advantage of thinking along these lines is that you put your thought processes more in line with Google's – which will hopefully mean you show up better in the search engine, and attract more traffic. Keep in mind, though, that this isn't an approach designed to help you do better with keywords for which lots of competition exists. Rather, once you understand user behavior and intention, “SEOs can then optimize their sites to serve consumer needs in fields that are related, but much less competitive than most keywords that first come to mind for a given industry,” Allen explained.

If you've been doing SEO for a while, you'll recognize this as another way to take advantage of the long tail. Rather than optimizing for long and specific phrases, however, users of keyword forensics start by analyzing specific kinds of words in WordTracker – words that indicate action from the user. Paraphrasing Alexander, Allen notes that those new to keyword forensics should “start with words like comparison, review, learn, study, statistics, rare, find, discount, wholesale, pattern, maps, supply, supplies, old, new, pricing, recipes – all words that imply a user’s action, but in an unspecified way.”

Why those words in particular? They indicate an intent to buy some kind of product or service. At this point, SEOs should use WordTracker to get a nice big list of related search phrases, their volumes, their Keyword Effectiveness Indexes, and their IAAT (the sites with that keyword In Anchor And Title).

Once you've collected that information, you know what people who are trying to buy or accomplish something on the Internet are actually searching for. You know their behavior and intentions. “Sort the list by descending KEI and they'll have a list of non-competitive or minimally competitive search phrases,” Allen notes.

The behavior or intention won't necessarily be obvious. Don't expect it to leap out at you from the screen; be prepared to do a little thinking. For example, Allen noted that there were a lot of searches connected to the word “expensive” on the specific key phrase “how expensive a house can I afford.” That's actually one of the easier ones. Home seekers want to know what kind of residence they can buy, given their salary.

If you're a real estate agent and you want to take advantage of this particular keyword forensics discovery, you can write up an article on the subject with some rules of thumb. You can even do a whole series that explains the kinds of things banks and mortgage brokers look at when deciding whether to approve a loan. Or if you know someone with programming skills, you can collaborate on an online calculator that answers that question after the user clicks on a few drop-downs (for salary, debt, and whatever else might be relevant).

Keyword forensics can offer a website a surprising boost in traffic. I was particularly impressed by the story of a car insurance site, a client of Alexander's whose average traffic went from 4,000 to 40,000 visitors per month. Using keyword forensics, Alexander discovered that many searchers were using the phrase “Where do I find the VIN number on my car?” So he developed and optimized 18 pages that answered that question for various makes of cars, and included an ad for his client prominently on each page.

The resulting growth in traffic, in my opinion, proves that people remember you positively when you help them solve a problem. It helps to remember, in fact, that behind every search is someone trying to solve a problem. Keyword forensics recognizes that searchers are trying to take some kind of action; when you as an SEO figure out what that action is, you can help them get what they need, to your mutual benefit. As Allen explained, “By analyzing search phrases, SEOs identify a narrative about potential customers and are able to position themselves as authorities on the web within the narratives of their customers...supplying content that answers questions and satisfies the needs of a large and relevant audience has huge potential from an SEO standpoint.” Best of all, by taking this approach to keyword research, you'll be looking in fruitful areas your rivals haven't even considered yet. Good luck!

Everyone hopes the content they create for their social media campaigns will spread far and wide, but not everyone is successful. While any particular item may become popular or fail to spread for a variety of reasons, you can do a lot to help it succeed. Here are a few ways to give your social content an extra boost as you usher it into the world.

I got the idea for this piece from Todd Heim over at Search Engine Journal. As he notes, it goes without saying that you should focus on the quality of your content. If it isn't as good as you can possibly make it, then you need look no further for the reason it didn't spread. The problem is, while high quality is necessary for the spread of your content in social media, it isn't sufficient.

So why might high quality content fail to catch on? One reason might be the simple assumption that “if you build it, they will come.” It doesn't exactly work that way. “They” won't come if they don't know it's there. And guess who needs to tell “them” that your content is there? You do.

If you've already built up a strong base of users, you can use them to help get the word out about your new content. If you don't, you will need to put in the time building up your traffic. Even content with the greatest viral potential in the world needs a nudge to reach its audience. Fortunately, if you blog, there's a fair bit of cooperation built into the culture – so if you help someone spread their content (by writing about it in your blog or maybe letting them do a guest post), there's an excellent chance they'll be happy to return the favor. So the first thing you need to add to your viral content checklist is promoting your new content.

For the second reason your awesome content might fail to go viral, you need look no further than your title. If you can't write a good headline, you're not alone (as regular readers of my articles and headlines probably know by now!). These days, though, with so much competition for a reader's time, your headlines need to be not just good, but compelling.

If you can bear to be a little sensationalist in your headline, go for it. “One in 12 Children Suffer Life-Threatening Condition” is a bit more likely to make a reader click than “One in 12 Children Suffer From Food Allergies.” If you know anything about anaphylactic shock, you know it really IS a life-threatening condition...and your target audience will read your article all the way through.

If your headline is compelling enough, people will not only read it, they'll spread it to others who will read it, too. Heim notes another reason to make sure your title isn't boring: most of your readers won't read the whole thing. They'll form their opinion of the entire work – over which you've labored long and hard – from the headline alone. So, as Heim notes, “if you want your content to spread, even if it’s the most fantastic and interesting article ever written, you’re going to need a fantastic and interesting title.” Make sure that writing a winning headline is the second item on your viral content checklist.

A title tag, which is sometimes referred to as a title element, is an essential part of SEO. Of course, the overall content on your page will really help determine your ranking, but how carefully you create your title tag is not far behind in terms of importance. What exactly is a title tag? It is the text that describes or defines the title of your document. The title tag appears in three different places and is required for any document in the HTML or XHTML format.Before we get into how you should create your title tag and what it should contain, let's take a look at the breakdown of some title tag basics. The length of your title tag is limited by search engines to less than 70 characters. Its format is key, and there are two standard formats that you should try to follow for the best results. Here they are:
Format 1: Your Brand Name | Your Primary Keyword and Your Secondary Keyword 
Format 2: Your Primary Keyword - Your Secondary Keyword | Your Brand Name
As you can see, both formats are quite similar, so you should choose the one that suits you best.  Here is how the title tag appears in code:



I mentioned earlier that the title tag appears in three different places. Each of these places are key to SEO for different reasons. Here they are:

1. In the browser – You will find the title tag at the top of the browser window and as the label on the site's associated browser tab. Obviously, this placement of the title tag will help users with some quick reference as to what type of page they are on.
   
2. In the search results – Look in the search results, and you will see the title tag listed atop each result with the website's link. If a user does a search query for one of your title tag's keywords, the search engine will highlight those keywords in bold text. Highlighted keywords make your result more visible to users, which in turn makes the probability of them clicking your link much higher. For this reason, keyword usage in title tags is extremely important.
   
3. On other websites – If you are on a website like Facebook, you may see links to other sites. These links will usually use the title tag as their defining text.

Creating a solid title
While you want your title tag to be descriptive, you must keep in mind that it must also be concise. In other words, you will have to make your words count. Keep your title tag under 70 characters. Anything past that will be cut off by the search engine, so your full description will not be read by users. 
Using keywords in your title tag is considered by many in the SEO industry to be an essential step to achieving a high ranking. Place your keywords as close to the front of the title tag as possible. A user will be more likely to click on your link if they see their keyword near the front. 
As shown in the two title tag formats above, you can begin with your brand name or keywords. If you have a well-known brand name that you think will persuade users to click, place it at the beginning of the title tag, just as in Format 1.  If your brand name is relatively unknown, place it at the end of the title tag, as shown in Format 2.
Finally, when creating your title tag, think about a user's reaction to it. There are formulaic guidelines to follow, but you want to make sure your title tag makes a good first impression on a user. Since it is so visible in search results, you want your title tag to be as welcoming and attractive to users as possible.

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