Do ethics matter?
Introduction.Ethics? One person's definition of ethics is often different from another person's. In fact, it is often so different, using the term is virtually meaningless. While many agree "lying" is unethical, unless someone is doing that to surfers or search engines, there is no ethical problem with cross-linking.Cross-linking in Action.Consider the following example of cross-linking. We had a corporate site which provided news and articles. As the folders became too large, the site was "upgraded" to use new domains. Over the years, these domains became independent of the original corporate site. They became authoritative in their own right.Eventually, these sites began to accept advertising from other websites. These other websites were in the same niche, but not competitors. In addition, the site used content from many who wanted to get their ideas and articles and name known. The original corporate website is advertised on these stand-alone sites. The corporate site is entirely devoted to selling and describing our services. Our best referrals, now, come from the new stand-alone sites. We work to get the stand-alone sites to the top of the SERPS, not the original corporate selling/coporate site. It has taken a long time, and a lot of money, but is a long-term strategy. Why would anyone consider this unethical? Strategy.Produce domains with good original content, related to your business. These domains are stand-alone. Link them to the original website (carefully - along with other external links to other information sites in the area). It gives visitors confidence you know what you are saying. It provides good free information for people, and everyone is happy.The competitors who do not adopt this strategy eventually lose ground to you. However, this is only one strategy. Others include PPC, or SEO for the selling site, affiliates or whatever. All have advantages and disadvantages. Conclusion.Basically, others are putting their money into a different promotion method. When using cross-linking, they avoid PPC, or paying for referrals. In most cases, the ROE (Return on Effort) may well be poor, unless the other sites stand on their own (become portals or news sites, getting other advertising, increasing their value for selling later).This is one way of getting recognition for your core business. Ethics only becomes an issue when there is some kind of deception involved. Xanga Myspace LiveJournal | free pics images | free My space Backrounds |