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Amplify Interactive’s notes from SMX Advanced Seattle 2008

First day of SMX Advanced, my focus today is on the SEM Organic Track
Moderator: Stephan Spencer, Netconcepts
Q&A Moderator: Eric Enge, Stone Temple

Two of the panelists spoke about how they value sites when considering buying them. That is interesting enough, but that is not really what I was looking for as an SEO. It was more a business valuation and negotiation class. Then, there was this problem from the actual SEOs:

I had a different understanding of what this would be when I read about it. Mainly, Amplify Interactive is not in the affiliate business. We are not in the Adsense business. We try to drive quality, targeted traffic to user-friendly websites. Our business is not to drive large amounts of untargeted traffic to our clients so that they will click ads, etc. Yet, this seemed to be the point of this session.

Here is what I expected: I do think there are many cases when buying a website for SEO purposes is a great idea. For instance, if you are a major beer site and buy a well-read blog about beer or a brewers forum. Then you sponsor the site and make links back to quality content at your company site. This can be tricky, because you don’t want to turn a formerly good site into corporate shilling and create the opposite effect.

There are many Social Media Marketing cases of companies upsetting potential companies by doing such things. I think many of the same best practices of say, creating a facebook profile for a company apply to buying sites for SEO. But, which sites are best to buy and what is the best integration model(s)? Sadly, this was not covered..

First, any session where “consulting a lawyer” is mentioned more than once is a red flag for what I am interested in. We all understand the place of lawyers, but I don’t feel that good SEO practices (our company) dictate a business where I am attached to them on a frequent basis. What was covered is “advanced” ways of getting domains that have a good amount of links or quality links to them and then directing this “link juice” to your site by…well, mainly tricking the search engines. Again, this might be good for someone who wants to sell online gaming advertising (as was talked about) or other advertising and don’t care if Google or other search engines shut down their site when found out. But, that is not our model. That hurts our model of creating strong, reputable online brands.

Jeremy Schoemaker, Shoemoney Media Group:

Not in attendance but sent a video.

Found many websites with good links and history but had expired. He bought them and moved his stuff on them. Doesn’t work well now since Google nailed his last project, a Joe Lieberman site.

He calls this the age of links, b/c of the way Google appreciates links over domains now.It is great to get a keyword serious domain though if it is possible, such as fighters.com

Jeremy Wright, b5media

Jeremy is not an SEO, he represents a “media company”. He describes how b5media’s metrics to find how much a site is worth.

He uses Compete, PageRank, and some internal tools.

Always verify traffic.
Watch out for inflated traffic numbers (buying traffic).

Gabriel Goldenberg, SEO ROI:

Content is undervalued on the internet. Writers charge much more for print journalism than web, which is around $35 for 500 words.

Todd Malicoat, Stuntdubl:

Again, this was about how to get old sites and buy/value them, then figure out a way to trick Google into thinking it is still the old site and keeping that “link juice”. Tips (Tricks): Keep the same host, whois information, and look at the archive of the site and recreate it so that it appears to be the same. Then, over time, put in some links to your company.

Is is copyright infringement to revive content that wasn’t yours? Well, maybe give the person the money for it…OR…you know, contact a lawyer.

Ben Lloyd

About Ben Lloyd

Ben Lloyd serves as Principal at Add3 and manages the agency’s Portland office.  Ben got his start in SEM way back in 1999 – when there was like, 15 search engines and Google was barely a thing. Prior to Add3, Ben had founded Amplify Interactive in 2003 (which was acquired by Add3 in 2013), and hasn’t looked back since. Ben likes lots of stuff like golf, pinball, food(ie), booze/beer/wine – in that order, etc. Mostly – he likes doing that stuff with his friends. Ben is also co-founder of SEMpdx. Connect with Ben on LinkedIn

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