Reciprocal link sharing does not work
That might sound a bit dramatic but no, it does not. I’ve been doing some research (during the early hours of the morning) and I’m amazed at the number of websites out there adopting the most insane techniques in order to climb SERPs.
I must admit, I was intrigued by the methods at first. I mean, who wouldn’t like to get a week’s work done in a few minutes? 🙂 But you know what they say, “if it sounds too good to be true, it probably is”.
The biggest monster of all is the promise of instantaneous link share with thousands of quality websites. This basically involves joining a poorly code shabby directory which is copied many times over thousands of different domains. There’s several things wrong with that:
1. These pages offer no quality content what-so-ever, so they’ll never be highly regarded by SEs.
2. The number of outgoing links on each page means your site will get a minuscule tiny small fraction of absolute nothing – it really isn’t much…
3. The same pages are duplicated over and over again around the web and are promptly ignored and penalized by SEs.
Now, if you’re a SEO expert you will know that apart from being a gross waste of time, it’s extremely unlikely that any of the above will harm your site’s reputation. A webmaster has no control over external links to his website(s), and for that reason his website(s) will not be penalized by the SEs, contrary to popular belief. In fact, these techniques may well fool small search engines* and quickly push a website up the ladder on SERPs.
Having said that, here’s the big whopper….
4. The most common requirement for these link-share wonders is that, of course, you place yet another copy of the directory and its thousands of badly coded content-less pages under your website.
This is a huge problem and is where many people go wrong. And here’s why:
* Adding thousands of pages to your website overnight will dramatically affect your content’s keyword density. SEs like Google don’t only examine an individual page, they also analyse the website as a whole in order to determine its ‘theme’.
* Whereas incoming links cannot harm your websites(s) reputation, outgoing links can destroy it – very quickly. A link to a page is seen seen as a ‘vote of confidence’ to that page and its content from the website linking into it. Linking into bad neighbourhoods and low quality websites will damage your reputation – (ie.: SERPs rankings).
This all sounds very depressing… so what can you do?
The most effect form of link sharing is and will always be one-way incoming links. And the best way to get that is by having quality content. And the best quality content should be found on your website.
Although traditional methods can be time consuming, you simply cannot go wrong. One week of quality content publishing is worth a million times more than every automatic FFA link directory that has ever existed ever.
* Small search engines – Anything other than Google, Yahoo, MSN and the likes…
Implementing Threats, Risk and Security Audits
People used to close business deals with a handshake.
They looked one another in the eye. Today, more and more transactions are electronic, anonymous and, in too many cases, fraudulent. Any organization that stores or moves important information on an electronic network is putting its information at risk. A criminal on the other side of the world or an apparently loyal employee may have the ability to wreak havoc, by stealing, deleting or exposing confidential information.
The Computer Crime and Security Survey, conducted by the Computer Security Institute and the Federal Bureau of Investigation, indicates almost two-thirds of the large corporations and government agencies it surveyed lost money when their computer security broke down.
The survey noted that 9 out of 10 respondents had computer security breaches during the previous 12 months. Proprietary information worth $170.8 million was stolen from 41 respondents. Fraud cost 40 respondents $115.8 million.
When only 45 per cent of executives in North America said they conduct security audits on their e-commerce systems, (around the world, fewer than 35 per cent had conducted security audits) it becomes obvious that organizations must improve their defenses quickly.
The first step in protecting information assets is a Threat and Risk Assessment (TRA). Without the information it provides, organizations are in danger of fixing only what is broken and ignoring potential hazards. While the specifics of a TRA will be unique at each organization, a common methodology provides a starting point.
The first step is risk assessment, to identify the most important assets and information: threats and vulnerabilities are identified; solutions are proposed and refined; corporate policies are tightened up; roles and responsibilities are assigned; standards and training are developed.
The next step is the creation of a security plan, with its own procedures, budget and implementation timetable. Once those steps are complete, any new architecture can be rolled out and new procedures put in place. At this point, the new system should be tested from the outside for any remaining weak points.
Finally, to maintain system security, security should be audited on a regular basis to keep pace with both internal changes and evolving external threats. The TRA provides the map, but organizations must make the journey. Consulting companies have identified factors that contribute to the success or failure of an IT security project. Senior managers have to support the project and demonstrate their involvement. Otherwise, their staffs will place a higher priority on other activities.
Business and technical experts should both be involved because solutions that overburden the enterprise are not acceptable. Individual business units should be responsible for their own TRA to prevent foot-dragging during implementation and finger-pointing later. Interestingly, one consultant recommended conducting assessments on a department-by-department basis, rather than all at once. The reasoning is that valuable resources can be narrowly focused, and lessons learned can be carried over to subsequent assessments.
The Threat and Risk Assessment is an important tool. Recent reports show not enough organizations are using it.