The Axandra newsletter archive - 17 August 2004
Welcome to the latest issue of the Search Engine Facts newsletter.

This week, we're telling you the what kind of link exchange request people don't like.

In the news: Google trading could start tomorrow, Google might have to change the name for Gmail, a search engine start up gets US$3 million and more.

Table of contents:

We hope that you enjoy this newsletter and that it helps you to get more out of your web site. Please pass this newsletter on to your friends.

Best regards,
Andre Voget, Johannes Selbach, Axandra CEO

1. Facts of the week: Reasons to delete a link exchange request
Improving the link popularity of your web site helps you to get higher search engine rankings. (Not sure what "link popularity" is? Read our link popularity course.)

A good way to increase the link popularity of your web site is to contact other webmasters. Nowadays, webmasters get many link exchange email messages so it's more difficult to get noticed.

Do the following things to make sure that webmasters reply to your link exchange request:

1. Don't require too much action from the other webmaster.

    Some people write link exchange messages that read like this: "If you want to exchange links with us, click this, go here, and fill out this to make a request."

    Remember that you ask the other webmaster and not the other way around. Link to the other web site first and tell the other webmaster where he can find the link.

2. Don't teach the other webmaster about search engine optimization.

    Don't tell the other webmaster how great the effect of a link exchange will be for the search engine ranking of both web sites. The other webmaster probably knows this anyway. Some people don't like to be taught in an email message they didn't request.

3. Keep your email message short.

    Don't bore the other webmaster with long email messages. Come straight to the point, tell the other webmaster where he can find his link and where he can find easy to use copy/paste code for the link to your site.

4. Don't ask for a link if the other web site is totally unrelated to your site.

    Many webmasters don't like it when they receive a request from a totally unrelated web site. Most people will only link to another web site if the other web site has something to offer for their visitors. Only write to related web sites.

5. Link to the other web site first.

    Make sure that you link to the other web site before asking for a link back. Why should the other webmaster link to you if you haven't bothered to link to him first?

    Tell the other webmaster where he can find his link and make sure that the URL is correct.

7. Make sure that your web site has a professional design.

    It's very important that both your web site and your link pages have a professional design. Your company shouldn't look like a dubious shop. Professional site design is very important for the success of your linking campaign.

8. Be polite and humble

    Don't praise your own web site. It's enough to mention your web site URL and to explain what both your site and the link partner's web site have in common.

    Don't use superlatives or more than one exclamation mark in your email message. Do not use "sales talk" in your link exchange message, for example listing 5-10 benefits to the potential link partner.

9. Don't use free email addresses.

    Do not use a free email account, for example "[email protected]". It makes your link exchange mail seem like a spam mail.

In short, really do visit the potential link partner's web site and write a short and personal letter. You can find many more tips and tricks in the free "Increase your link popularity" eBook.

Further information about writing successful link exchange messages can be found here.

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2. Search engine news of the week

Google trading could start tomorrow

    "Google will close the auction after receiving approval and the final price could be set this evening, which means public trading could begin as early as tomorrow.

    Successful investors will be notified by email once the IPO has been given the go-ahead by regulators. The outcome of the unusual 'Dutch auction' will be closely watched."



Google stock offer awaits final approval

    "In a sign that Google Inc.'s initial public offering is imminent, the Internet search company has asked federal regulators to give final approval to the paperwork required for its stock sale. [...]

    Google disclosed that the SEC has opened an informal inquiry into its failure to properly register the shares issued to employees and contractors."



Gmail by any other name?

    "In another for the 'whoops' file, Google risks losing trademark rights to the name of its Web-based e-mail service, Gmail.

    The search giant is fourth in line to be considered for ownership of the trademark name, Gmail, according to filings with the U.S. Patent and Trademark Office. Because the office considers applications in the order they were filed, Google could be forced to change the name of its e-mail service in a worst-case scenario."



SquawkBack Poll: Sick of Google?

    CNBC (a web site owned by Microsoft) wants to know if you're still excited about the company and its pending initial public offering. As of today, 88% are not.



Search engine startup gets funds

    An Overland Park startup that is developing new technology to challenge search engine giants Google and Yahoo has lined up $3 million in financing from investors.

    Kozoru Inc. is working to develop new search engine technology that would allow Internet searchers to ask a question in plain language and get an answer rather than hundreds of Web sites in return.



Kanoodle adds paid listings to RSS

    "Kanoodle [...] struck a distribution deal with news aggregator Feedster to sprinkle paid listings in Feedster's feeds of search results. The deal expands the reach of Kanoodle's content listings program, called ContextTarget. Kanoodle also distributes its content listings to partners such as CBS MarketWatch and MSNBC.com."



More than 100 million satisfied customers

    "A US phone survey [...] shows that 84% of online Americans have used search engines - that translates into more than 107 million people. [...] Some 87% of search engine users say they find the information they want most of the time when they use search engines."



Search engine newslets

  • Take a look at Google's logo for the Olympic games.

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3. Articles of the week

Sensis cooks up an information storm

    "SENSIS has all the ingredients to be the most important player in Australia's information economy. Its challenge is to combine them into something that's irresistible. [...]

    The most obvious one is its Yellow Pages directory and sales force, providing it with the unique ability to connect with even the smallest businesses once a year to discuss products and services. [...]

    Sensis faces big challenges in its branding. There is little value in the Sensis name, and Sensis Search is a nonentity next to competitors such as Google, Yahoo and AltaVista."



It's not easy to tell a bid from a bet in Google's share auction

    "Trout, 54, the president of Guardian Care Surgical in Louisa, Kentucky, has never bought a stock in her life. [...]

    But Trout, who lives in rural Kentucky, has believed in the company's two founders, Sergey Brin and Larry Page, since March, when the two were featured on the television show 'CBS Sunday Morning'."



Why won't local search carry its weight?

    "If local search doesn't work that well, why's it getting so much attention from search engines? Because they know search advertising is starting to mature, and the huge growth we've seen for several years is starting to slow down."

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4. Recommended resources

"I wish I would have found IBP much sooner!"

    "I wish I would have found IBP much sooner and I truly don't see how any webmaster could go without it! Your newsletter is something to be proud of as well. I can honestly say it is the ONLY newsletter I'm anxious to receive and read!"
    Christine, cyberstyling.pavovision.com



Want to be mentioned in this newsletter?

    Just send us some words about your successes with IBP or ARELIS and you might get featured in this newsletter along with your web site address.



A reliable web host is important to your search engine rankings

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5. Previous articles

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