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The types of link buys that Google has a distaste for are the links that are exchanged directly for cash. Modify your way of thinking just a little and there are a wide array of easy to buy high value links awaiting your purchase. The key to having a low risk profile is to make the link appear indirect.

Most links occur because of a value exchange of some sort. People link because

• they find a resource to be valuable
• they get paid directly for linking
• they get paid indirectly for linking

Here are 16 indirect ways to buy links without looking like you are on a link buying binge.

Testimonials: Best thing ever. Buy now!

Testimonials help increase sales because they are a sign of social trust. Many content management systems, web designers, programmers, and web hosts offer links to featured clients. Some keep full directories of sites using their services, while other sites, such as Pligg, also allow people using their software to buy an ad on the official software site.

Conferences: By paying to attend a conference and being social there some people may reference you on their blogs. Some conferences also list speakers, post an official list of attendees, and highlight sponsors with direct links. Giving away t shirts or coming up with viral games (such as drinkbait) will get you links.

Association Memberships: Trade organizations tend to have significant global authority and topical authority. In order to push the agenda of the organization many of these list members to show proof of social value. These links are often priced far below their value, and contributing directly to associations is a way to also get significant exposure in front of the type of people who are likely to buy from you and/or link at your site.

Contests: People are competitive animals. Contests like the Mahalo Follow refer a friend program also move the spamming activity away from the source and onto other people, thus allowing the central sites to profit from spamming without being called spammers.

Awards: Even if winning an award has absolutely no value people still like recognition. Winners like to talk about what they have won. In some cases you can even give award winners your product to get them to talk about it.

Donations: Support causes you believe in. Money is the fuel upon which charities can fund themselves and spread their messages. It is hard to call you a spammer for donating money to a good cause. If you get a bit of link equity out of it as a bonus why not enjoy the benefits of good karma? Better yet, you might be able to donate software or services to charities at little to no expense to you. How much is an SEO services by link on a PR8 charity site worth in branding and distribution?

Free Samples: This acts similar to donations, except it is easier to spread to a wider audience without appearing spammy, and if people like what you offer they may review it on their sites.

Widgets: Many embeddable tools (like analytics products, what is my PageRank tools, etc) provide static links back to the original source site. Some companies also provide emblems that their site is hosted on a green host or that they support some other cause.

Sponsorships: Many email newsletters are archived online. If you target a compelling offer to the right audience this may lead to additional links. Services like ReviewMe also allow you to put targeted offers in front of audiences who may help spread the word.

Web Directory Submission: An oldie, but an easy one to do. Here is a list of some of the better ones. The editorial guidelines are not as stringent as we are led to believe, and here are tips for getting the most out of your Yahoo! Directory submission. If you like video content here is a video about submitting your sites to directories.

Affiliate Programs: Even if affiliate links do not provide direct link juice, good affiliates still send a relevant stream of traffic to your site. Some affiliate programs also 301 redirect the affiliate links to the end merchant site. Affiliate programs allow clean companies to profit from the dirty parts of the web (think AdSense or Mahalo Follow).

Social Media: Partner with someone who enjoys writing junk for sites like Digg. If you are too lazy for that, StumbleUpon ads allow you to target ads to specific groups on StumbleUpon, and there are a number of Digg spamming services on the market. Here are some tips for link baiting.

Google AdWords or Other Ad Buys: You can buy ads and send targeted traffic streams to your linkworthy content. You can do it one keyword at a time, or target ads to specific websites. In some cases businesses get organic links just because people are talking about how often they see their ads, plus top of mind awareness leads to more usage and more links.

Link Out to Egomaniac Bloggers: This is a way of buying links by paying with your attention and distribution. People like getting mentioned, and are more likely to link to people who agree with them. Seth Godin linked to my blog again a few weeks ago and when I saw he mentioned my site (even if only in passing) for some reason that made me happy. Insightful blog comments are also likely to make a blogger want to talk about you.

Blog Carnivals: Blog carnivals are where a group of bloggers all talk about a topic and mention everyone else in the ring. These amount to a big circlejerk. If your site is legit and a market leader there is no need for this sort of stuff, but if your site is new in a saturated field doing this might be helpful. Plus others in the blog carnival may end up adding your site to their blogroll or talking about you again on their blog.

Press Releases: Do it too often and it looks cheesy, but some mainstream media outlets like CNN syndicate press releases, while others may chose to interview you based on your press release.

Hire Them / Buy Their Brand & Site: If someone already has a large following but is not monetizing it to the full potential consider hiring them and letting them help you build a more profitable business. You can also look for under-performing sites to buy. If someone is outside of your financial reach you may still be able to leverage their brand by interviewing them.

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Before I get around to addressing the question, I must admit that I knew this was coming some time ago. Consequently I was able to line up a few experiments on two sites from my own stable in an effort to gauge any real-term ranking impact once Google started to implement its changes.

What did I personally find?

Despite the fact that both websites are rich in graphics and content, both have not been updated regularly since late last year, and neither is what you might call a fast loader, I found absolutely no detrimental ranking effects for either site during the past couple of months. In fact, the slower of the two websites (average load-time 5.3 secs) actually experienced noticeable SERP improvements in the past week or so, which makes me wonder if there's not more to all this than simple load-speeds. That, however, is another story.

Of course mine is only a limited sample, and a far from conclusive one. It is, however, one of many indicators one can find if one looks around. And with that in mind, let's return to the question at hand. Are webmasters' fears justified or ill-founded?

As usual, and as I've touched on already, each and every time Google does something new, it invariably precipitates a spate of trepidation and panic among the world's webmaster and SEO crowds. Perfect cases in point include the implementation of the 'Nofollow' attribute, and the announcement that buying and selling links for PR was no longer ok, both of which together sparked major outcries throughout the online communities. And from what I've seen, the initial knee-jerk reaction that the Site-Speed announcement will certainly spell the end of the Internet as we know it is no different.

But seriously, although load-speeds are now a ranking factor, at least for English-language searches on Google.com, let's not forget that it's still just a single one of over two-hundred signals Google uses to assess a site's rankings. And let's also remember that Google is first and foremost about delivering relevant results, just as it always has been.

After all, what use is serving results from the fastest sites on the web, if those sites don't actually contain the information the user is looking for?

In an interview less than two weeks ago, Matt Cutts himself said: "People shouldn't stress out too much about Site-Speed, and the reason is that we're always going to care first and foremost about quality. How good is a page for users?" Addressing Site-Speed's function in assessing SERPs, he also said: "Don't think it's going to be the largest of the two-hundred factors."

These statements are more indicators...

As part of my daily involvement in Google's Webmaster Help Forum, I've had an opportuníty to keep track of developments during the past five months or so since the Site-Speed topic was first raised. There, a number of highly enlightening discussions with the forum's other Top Contributors and Google staff, along with the general speculations of a great many visitors, have provided quite a clear picture of Site-Speed's role in the overall scheme of things. It is a role which, as is usually the case, focuses on a better user experience.

Let's face it, it's no great secret that the average visitor's attention span is five seconds or less, and that long loading times do tend to make users hit the back button. And that's exactly where Site-Speed comes in. It wasn't ever designed to be the ultimate Google ranking factor; it merely provides a little extra fine-tuning by casting the deciding vote in cases where information of identical or similar quality is available on multiple websites and needs to be ranked with a better user experience in mind.

As a last word about load-times I would have to say that there are a large number of reasons to make sure your web pages load in a sensible amount of time. These should, however, be focused on your visitors, not orbiting around your Google-noia.

About The Author
Sasch Mayer has been a writer and web promotion consultant for well over a decade. In 2008 he was nominated as a Top Contributor at Google's own Webmaster Central forum, where he still assists webmasters world-wide address a multitude of technical and promotional issues. Professionally, he provides a wide range of services, including professional keyword research, and help with W3C Compliance problems.

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Traffic tip #19

Publish a lively, useful newsletter.

Let's say you have 3,000 people a week - or month - visiting your site. Most

of them are going to look at one or two pages and then disappear, perhaps

never to be seen again.

You need a way to persuade them to return.

Writing your own newsletter is an excellent way of boosting repeat traffic. A

newsletter reminds readers that your site exists.

To encourage repeat visitors, you can tell your readers about new articles

you've added to your site. You can also remind them of articles they may

have missed. You can tell them about a survey you're running on your site,

a special report, or interesting new posts on your forum.

While you're writing your newsletter, keep asking yourself, "Is this item

useful? How can I make it MORE useful?"

If you're not keen on writing, you can outsource the writing or simply publish

brief notes which let your readers know that your site has been updated. My

newsletters tend to be long, but yours doesn't have to be.

Newsletters enhance your reputation, add to your credibility and - best of all

- give you repeat opportunities to make a sale.

Another advantage of publishing a newsletter is that when you want to

launch a second or third website, you can give it a flying start simply by

mentioning it in your newsletter.

If you haven't published a newsletter, you'll find that the technical side of it

is much easier than you imagined.

A good, reliable way to publish a newsletter is to use Aweber to distribute it.

Aweber takes the hassle out of newsletter publishing.

Using a professional service like Aweber and a double opt-in sign-up

process gives you protection against spam complaints. Aweber has been

around for years, has an excellent reputation and one of the highest - if not

THE highest - successful delivery rates online.

It automatically handles subscribes and unsubscribes.

It gives you a form you simply paste into your website to start collecting

email addresses, and it even provides newsletter templates. It's a wonderful

service. I use it for two of my newsletters and highly recommend it. It's

much better than a more expensive distribution service I also use.

It's tricky switching one from service to another. Because of inertia, you're

likely to lose a large percentage of your readers if you have to switch to a

new service. So make sure you start with a well established, reliable

company that's here for the long haul.

Traffic tip #20

Submit your newsletter to newsletter directories.

Search in Google for...

ezine directories

ezine directory

newsletter directory

newsletter directories

...and submit your newsletter to newsletter directories.

It's time-consuming and you probably won't get a lot of traffic from this

technique. If you have more money than time, outsource this task. You

could hire a student to do it.

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Brand leadership through social media

Not so long ago, the relationship that brands had with their customers was a one-way street. The brand was the boss. They told their customers what to like and how to like it. The only say the customer had was the decision to buy. This is no longer the case. Customers are very publicly talking back and it is making the management teams of some brands very nervous. Web-based social networking platforms give customers power not seen before. Now one voice can be heard by thousands of people. Brands need to learn to deal with this evolution, so here is a primer.

First, some background on how the internet has altered consumer behaviour. The internet, and particularly the rise of social media, has allowed people with similar interests to connect. This becomes obvious when one trawls through Twitter, where the common social network model of simply connecting with people you know tends to give way to people connecting in groups according to interest. Indeed, people interested in any topic imaginable from all areas of the world are connecting. It's like subject-based forums on steroids. People are forming tribes.

Humans have always formed tribes. Religion, family, sports and fashion are all examples of tribal behaviour. The difference now is that any interest group can form a tribe almost instantly. Social media has allowed any fringe idea to become the basis of a tribe and a movement. People want desperately to be connected, but, even more importantly, they want to be led. We are in a time of massive change, which is driven by everybody's desire to do things in a new way and to be heard.

Barack Obama's recent landslide victory is a good example of this. He promised change, he communicated differently and led with integrity. He connected to his audience through social media. He started a movement, formed a tribe and then he and his followers charged to victory. What the world discovered is that you can now make an ad campaign as slick as you want, but if the product is poor then it simply doesn't matter.

So "advertising is dead" in the sense the old methods don't work the same way they used to. Obama's opponents didn't fully understand the impact that social networking has had on society. They continued to use the old and trusted methods of marketing. These transparent methods are diminishing in influence as social networking begins to infiltrate every media touch-point. In two recent articles I wrote for Anthill I talked about how this is already happening to television and how the newspaper industry needs to change to avoid becoming irrelevant.

Social media is much more than a passing phase. Human civilisation is built around social interaction. It's what the people want and this new media is only going to get bigger. It will eventually become part of everything. Individual social media companies might fade away (MySpace seems to be in that category) as better designed products come onto the market, but the world has spoken and it wants to be connected. Brands that don't adapt to this reality will be left behind. They will become the guy at the party that no one wants to sit next to because he just keeps talking about himself.

Tribal Behaviour

Blogs have become socially and commercially influential. From what started out as individuals chatting on about their lives, blogs have become business tools and revenue producing ventures. They influence groups, buying patterns and fashion. They are modern tribal leaders.

Not so long ago commentators speculated that blogging was simply a passing fad. What these commentators didn't realise was that it was yet to achieve maturation and once it had it would signal big trouble for the large media organisations. Now anyone with a camera or a desire to write is 'the press'. This pattern is being repeated for micro-blogging, a category in which Twitter is the current market leader. Some commentators question the relevance of utilising Twitter to listen to people "drone on about their lives". But Twitter, and other micro-blogs, are in the early stages of their development. They too will mature, most probably much quicker than the original blogs, and enable much bigger tribes to develop around even more specific subject matter.

The tribal leaders of these new social media can be reached and persuaded to support you, no matter what platform they decide to use. Unlike the old 'one way' approach however, they need to be interacted with on their own terms. Provided they have a group of true fans, they can influence hundreds of thousands of people - in a matter of hours. This is what gives them such power.

And this is what marketers in the current environment have to understand. The 'mass-market' model is on the decline. What is needed now is a pattern of marketing to the 'early adopters' - the ones at the front of the bell curve who have a true interest in what you have to provide - and form a base of evangelists that will market for you. You no longer have to aim to connect with everybody. This really leaves the field wide open for the smaller brands to break through - the ones willing to challenge.

The Age of the Challenger

In marketing speak, a 'challenger brand' is code for 'the small brand'. A challenger brand is one that is meant to be fast, flexible and innovative in its communications. But in my view the word 'challenger' should instead be short-hand for 'emerging leader'.

Emerging leaders challenge the status quo, they challenge themselves and they connect with others who have similar ideas - those people who need a leader to show what to do and inspire them. The market leader wants the status quo to remain just that. They want to speak and be heard in a mass market. No discussion thanks. The challenger realises that, in order to create a movement there needs to be systems in place for everybody in that tribe to be heard, and they commit to leading that tribe with everything they've got.

Traditional advertising is not about interaction with the individual. It is predominately a one-way conversation to a mass audience. But no one likes to be forced into making decisions. This is why the traditional advertising model is beginning to fail. It relies on mass media, and this media is itself being transformed by social networks.

What can Social Networking do for Your Brand?

All of this may sound a bit scary for brand managers. It's true that it does take time and effort to build a community. And to be truly effective, you have to obey some rules. Even so, it is not a hard thing to do. It takes far more time and resources to build that fan base with traditional advertising. Be honest, be helpful and contribute to the community and you'll get supporters fast.

Social networking is far more than having a Facebook profile. It is any platform that gives the end user an ability to contribute. Many companies have realised that developing an internal social media platform can aid in communication but have yet to work out how it can help shape their brand personality.