Page Rank & link Building Post Panda

These two charts take a moment to understand. They are really cool in displaying concepts that few understand. I borrowed these from Ryan Diess’ Digital Marketing Membership which is great resource for marketers.

what makes page rank

The first chart tells us what goes into making page rank and what each component is worth. rust and authority of the site is the key. Nest is link popularity, then anchor text followed by on page SEO and keyword analysis. After that hosting, traffic and social indexing follow. Now G is always tweaking these and the Penguin update shifted anchor text a good bit. Lately the bounce rate of the site and how long people stay on it is given more relative importance and we expect this to continue to be a defining feature of ranking a site.

link building tactics post panda

link building tactics - effectiveness post panda

In the second graph the pre-panda and post-panda effectiveness are evaluated. Here we clearly see that authority is a top priority and that has not changed with the updates. Content sharing and guest blogging have increased in effectiveness after the update.  Social bookmarking remains the same and article distribution took a dive. Press release distribution too has been less effective in terms search ranking. Link farms and directory listing are basically ineffective for  search ranking.




We know that directory links are still valid for page rank, so long as they are quality links with natural anchor text. Original Press release do drive traffic but use a authority site like PRWEB and don’t re-distribute the same PR on multiple platforms. If you are going to outsource any of this be sure that the contractor knows what they are doing. Contrived links, wheel and such will hurt you. Build out your foundation with good original content that is natural.

also see

Update on Tutorials: Penguin

We have  a number of queries on how Search Engine Optimization (SEO) has changed with Penguin and Panda.

Panda was about content. It looked for the quality of content and especially penalized sites with duplicate content (SEE more in our Blog on Panda). Panda hurt site like hubpages that ended up having their content duplicated across the internet and often had duplicate content HubPages itself- see Panda.

 See latest test on penguin 4 (2.0) for SEO in tourism >>>



In 2012 the big update was Penguin, which is about links and relevancy. Below is a summary of what this means to SEO on-page optimization. When looking at our tutorial on keywords and on page SEO, keep this in mind.

Anchor Text

With Penguin, Google took a hard look at links and found that spammers tended to over-optimize links; their activity was seen as unnatural. It was particularly the tendency of SEO experts to never use natural links (naked links like and instead make the anchor text (what you call the link – what users see) something to do with the keywords you are trying to rank for. (like the “best family holidays in Timbuktu”)

Sites that used keywords as anchor text suddenly found their ranking drop. Now you need to have as many “Click Here” and “” as anchor text. The recommendation is to keep keyword anchors  like  “keyword-anchor text” to under 40% of the links.

Keywords Stuffing

Keywords must never be more that 2% density.  Make sure you don’t have too many keywords in anchor text, headers etc, that don’t seem natural and are aimed at search engines rather than readers.

Sites and pages can be hurt by being too focused on a particular keyword or phrase. Pages that are too focused can rank lower than pages that are focused on a wider net of related keywords. They tend to have more stable rankings for the core keyword and rank for a wider net of keywords.

When building your content, use latent Semantic and Semantic words to cover the subject. When writing about your hotel or tourism offer, intersperse related words like:  travel, holidays, trips, tourism, vacations, tours, travel agents, hotels, tourism activities, festivals, events, sightseeing, adventure, romance, getaways, hideaways, escape, families, local guides, lifestyles, fun, safari, restaurants,entertainment, nightlife, clubs, where they can add to the relevance of your content.

Links from Similar Niche Sites

Penguin also hit sites with few incoming links from websites in the same niche. Link quality and relevance are key indicators, and not being able to get quality links from authoritative domains in your niche can be a  sign that your page is not relevant.

Google is looking for other factors that can’t be as easily manipulated as anchor text. Getting a link from an authoritative or relevant site in the same niche is much harder to manipulate and therefore it has a lot of merit to search ranking.

Link Pruning

If you find that some of your inbound links are spammy, contact the site owners and ask to have them removed. It’s not easy, so in the meantime work on getting more natural links so that the unnatural balance will decrease.

Some Things got Better

The latest Penguin Update actually revives some links  including; links from directories, press releases networks, social networks, web 2.0 sites, images, profiles, comments and others, that were not effective for some time. This counters some of the previous site that were depreciated by Panda   see Our Panda page.



Unnatural links. Make sure you have links from related websites, not link farms, and not using viral linking techniques.

Internal links. Links to your own pages should be randomly assigned to “naked links”, “click here links” and “keyword links”.

External links.
Link to relevant pages like Wiki pages. This  can help make the site more relevant and helpful to users. This will gain credit from search engine ranking.

Keywords Stuffing.
Keywords must never be more that 2% density.  Make sure you don’t have too many keywords in anchor text, headers etc, that don’t seem natural and are aimed at search engines rather than readers.


Backlinks | Build Natural Links

Open Site Explorer and ahrefs are a couple of tools you can use to get a view of your link profile and anchor text diversity.

see Panda

Update  on Penguin 4 (2.0) for Tourism on-page SEO >>>

BonusTutorials Now Available To All

Hello Everyone, I am delighted to let you know that the Bonus for buying the book are now open to everyone who visits this website. All you need to do register by filling in the form on the left. Enter your name and your primary email address and you will immediately receive several emails giving you the links to the free video tutorials.

Right now we have 3 video for you.

1. Video on Keyword Strategies for Successful Search Ranking.
This is about 15 mins. where we review the Google tool and look at how best to use it. We consider strategies based on the three ways consumers search, we look at trends and consider competition and how to assess the value of the word.

2. Video re On Page SEO.
This is vital to and marketing strategy – We look at what you must do to optimize your website and how to evalue what you already have.

3. Video on Article Marketing.
A review of how video marketing is used in the travel industry. The concepts apply to all industries, and each industry will have its own authority sites that you will need to target in your own video marketing campaign.

“How to Build Your Business Online” is attracting attention from marketing professionals and entrepreneurs around the world. It was nominated for a small business book award in technology for its direct and simple talk on how to use the internet and the new online media to promote and manage your business. It breaks down complex concepts into manageable steps so that the average business owner can understand what it takes to succeed in developing effective keyword, search engine optimization (SEO) and search engine placement strategies.

Like the book, the tutorials offers practical tips that achieve immediate results in the same conversational tone with detailed video examples of what needs to be done. Real life situations are examined and worked through, revealing hidden gems and marketing secrets that create success.

With over 30 years experience in marketing and technology the insights contained in these videos will help you see and experience the keys to marketing in the new media. And with all media moving onto the Internet these techniques are all the more vital to your business.

We will be releasing more videos and webinars to supplement the information contained in the book and will soon launch a forum, in addition to our lively comments and dialogue.

Publishing a Book: Case “BuildYourBusinessOnlineBook”

If you are at all interested in publishing your own book, this will help you.  Its the 2nd part of the story of my book. The first installment is on TravelWatchNews Blog see

What it takes to publish a book in the age of participation

Big-name publishers will pay best-selling authors thousands of dollars in advance against royalties, but as an unknown author,  you have to fund your first publication yourself.

Publishing can cost over $3,500 with an editor to assist you. A Ghost writer may charge you $10,000 to do it all for you. If you have a great idea for a book, you may find a writer to co-author with you and share the cost of research and writing.

The cost to publish all depends on the publishing package you choose. Prices vary with distribution options and the help you need with design, formatting and editing. You can write in words and submit a manuscript that is un-formatted and unedited, and pay for the complete book publishing and ISBN registration service. Or you can do it all yourself for under $500.

For my First book,How to Build your Business Online, I was lucky to be part of a class where several others also wanted to publish a similar book on Marketing in their own industries. We were able to work with a team of Editors and Publishing services that took care of all on the ISBN registration and gave us all personal editing services and help in creating a successful first book launch;  all at a group rate.

With writing help and great editing, cover design, layout, proofing, and publishing the entire process was just over 2,500$. Editing alone is normally 25$ a page and that bill would have been $3600, had we not had the group-buy in place. To this one has to add cover design $300, Publishing etc $500 and Transcribing to Kindle $400. Add to that proof copies,  and a basic stock of 100 books for my own use printed and mailed, the total cost would have been well over $5000us.

Now you can do it all on your own. If you know how to format the book for print, (a bit tricky; as the pages on a press are set out in 10×16 sheets with for back-and-front printing. Just like you see when you open the book in the center. The left and right  side are printed together. You can send in a Adobe-PDF of the book and do your own editing to save several thousand dollars.

Today, digital books are outselling Paperback.  To many, the digital version is more convenient and more portable. It may also have to do with the cost of shipping. Shipping by FedEx to Barbados, can be twice the cost of a Paperback you buy on Amazon. So by all means, consider Kindle first. It’s also a lot easier to work with and you can have a very large distribution with Apple and others. Just be sure you don’t tie yourself into an exclusive contract with Kindle.  Here is a good resource on how to publish your book to Kindle:

In my book, I wanted to write more on media and the changes that are happening. I compromised leaving out traditional media which is becoming a part of the Internet. I omitted direct mail, which holds great possibilities for marketing Travel, especially with the advent of mobile which makes it all more interactive and immediate. But all that will be in my next book.

The next book I am working on right now will be about Travel. It will be a more advanced account of the technology and more philosophical. It will be called Media and Marketing for Travel: A look at the changing role of media and marketing in the age of participation. The challenge we now face is making all of that fun and easy to read.

I am also planning a third project which I am quite excited by. It is a book on the History of Travel. For this, I may team up with a mystery writer who loves the idea of exploring the origins of travel and adventure; way back to the Caribs, the Kalinago and the Amerindians who discovered and settled the Caribbean long before Columbus. Way back to the ancient civilizations that walked the Ice Bridge connecting Asia and America via Alaska and the Canadian North. Back to the Vikings and the Basque fishermen who talked of secret lands where the sea was so full of fish you could almost walk on it (the Grand Banks off Nova Scotia). From there, we move to the first explorers, the travelers, the travel writers and finally the tourists.

If you follow my blogs at all, you will know that ancient civilizations fascinate me. In marketing Dominica, I wrote several articles and stories which have subsequently become quite popular. One in particular,  about Carib Warner,  has over 1,400 subscribers.  See In Barbados I started a project  about ordinary people and their stories, their experiences, background and history – See sample at Barbados Two weeks to Judgement day

About the “How to build your business Online”  Book. Video on YouTube


More about publishing this book see TravelWatchNews Blog