Link Building – Defining Importance and Evaluating Strategies for 2015

Link building helps to relate search strings to web pages and is an effective strategy for the popularity of a website. Links provide direction to search engine to help users search the content they are looking for on web. Search engines constantly redefine the algorithms and use link data to perform site assessment with respect to a search query.

Although links form a part of the entire gamut of SEO related activity, experts attribute links as an important determinant of search engine’s algorithm to relate to links. Links provide a foundation for search engines to evaluate the popularity of pages. Links provide the benchmarks for assessment of websites based on trustworthiness, spammy nature and ranking (depending on authority). As provided by Hiltop Algorithm, links act on an authority model to refer the most expert pages related to a given subject. (1)

Process Management

Link building should follow the best practices as per Google guidelines and needs to be done the correct way to harness maximum benefit for SEO. Creative strategies need to be developed in a manner that the target audience is compelled to get engaged with the website link. The process should be systematic, scientific and creative.

Link building strategy involves understanding the client website thoroughly. It involves understanding specific elements; its unique selling point, industry vertical, market presence, inherent value, area of operation, nature of target audience and various products/service segments. All of these can be treated as linkable assets.

By comparing and contrasting various elements a strategy can be devised which relates the target audience to these elements through links as a medium, assessed the effectiveness of the strategy and make modifications depending on results.(2)

Link building – Marketer’s View

Link building is getting the grasp of the website and target audience from a marketing perspective. It involves understanding why the website should be valued by the target audience, why any user would want to visit it, and why it is worth linking to. An applicable marketing strategy here is compelling in nature and has a credible and influential outreach. The exercise aims to obtain the contact between the client’s website and the target audience by specifying the importance and value of the client’s website for them and what unique benefit might the users obtain by visiting the particular website. If implemented correctly link building can act as immensely helpful marketing strategy for creating brand awareness, brand promotion, lead generation and lead conversion.(3)

Links serve as a marketer’s tool to indicate the relevancy and authority to Google and to the website’s unique audience group. It aims to foster trust between linked websites and enable Google to detect tactics which provide manipulative search results and extremely poor user experience. (4)

Link Building Strategies for 2015

With increased usage of internet as a medium to look out for information, products and services, link building would continue to remain popular with marketers aiming who use it as an opportunity to create brand awareness.

Search: Online presence for business is needed to command authority, visibility and reach. Websites are the digital information brochure of the company that advertises what the business stands for. Websites can be more valuable than a brick and mortar store. Search acts as the most principal channel online for various marketing initiatives such as lead generation and conversion, image management, revenues, search visibility needs to be part of the strategy. This is validated from the fact that search accounts for major traffic source for a website. The focus in 2015 should be to enhance the search presence, improve authority and visibility of websites. This happens by acknowledging and defining link opportunity for conducting link building exercise.(5)

Relationship building with authors: Effectiveness of link building strategy depends on defining the quality criteria of websites which link back to the company’s site. It is all the more important to develop relationship with websites which link back to the company site. Google not only cares about the content, but also the websites and authors which are providing the links.

The concept of ‘authorship tag’ aims to reflect the authority of authors and sites which are related to the content providing the links. An author rank – which marks the reputation of authors to determine content quality – is an important element of search results. Thus, 2015 will involve developing strong ties with opinion influencers and developing long term relationship with authors.(6)

Rich Content: Marketers should focus on developing high quality content having links to their website as poor content is rejected by Google. Quality is generally be defined by the unique proposition of the business and target audience. The content should have demonstrated good linkage in the area in which the website wants to rank well as it points to what has worked well. With the introduction of content based algorithm Humminbird of Google, the content should possess narrow and focused keywords related to the company’s niche area.(7)

The established importance of link building for gaining visibility, authority, promotion and lead conversion calls for embracing best practices for link building strategy. This involves understanding the importance of search, developing relationship with influencers, developing good quality and acceptable content in a targeted niche segment for effective search marketing strategies. Creating fantastic content is of no use unless the links lead to the first page of Google in ranking.

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Website External Links and Framing Legal Guide!

If you operate a website, are you aware of the ways in which website operators can become liable for use of external links? Traditionally, website operators have not been held liable for merely placing an external text link on their website. But, doing more than simply placing a text link on your site and your website content may in many instances result in liability. The following legal guide will introduce you to basic liability resulting from misuse of external links and for framing.

Types of Links & Framing

Before I discuss external links and framing liability, you should understand the basic types of website links if you don’t already. There are two basic types of external links. Text links (embedded links in text) are called hypertext reference (“HyperREFerence”) links. These links can lead to a different point on the same page, or to a different page in the same site. Of course, hypertext links can link to third party webpages also. A graphic may serve as a hypertext link, but usually these links commonly appear as underlined, capitalized or otherwise prominent text.

The second type of link is an Image (“IMaGe”) link. An IMG link directs the web browser to retrieve an image from a separate image file. This type of link can reference a file from within a website, or from a third party web site. For example, using an IMG link, a web page could direct the visiting browser to retrieve a protected image, video or other content contained on another website and show it on the original website. This presents a seamless integration of web content even though they are not from different websites.

This process, linking and incorporating the content (text, video, audio file, etc.) of another website is also known as “in-line liking.” For instance, a video link embedded on your website is simply an in-line link. An in-line link displays, or “frames” the third party file on the original web page. When the user visits the original page, the HTML code on the original page direct the user’s browser to the file located on the third party webpage.

“Framing” is a practice where one website uses frames to incorporate the content of another websites into a browser window along with the content from the original website. The website doing the framing may post navigation tools, text, trademarks and/or advertising along with the framed webpages. The more the framed website is integrated into the original website users may become confused over affiliation, endorsement or sponsorship. Unauthorized framing has been challenged under a variety of legal theories, including copyright and trademark infringement, unfair or deceptive trade practices, passing off, false light and false advertising among others.

Meta tags and keywords are considered “de facto” links as well. (Use of meta tags and keywords can lead to claims of trademark infringement).

Possible Liability For Using External Links

A. Copyright Infringement

Most external links are lawful. Generally, permission is not needed for a regular hypertext link to the home page of another website. There is substantial case authority that provides that traditional hyperlinking is not direct copyright infringement because there is no copying or display involved.

For example, in a key decision that has helped shape the law, the court in Ticketmaster Corp. v., Inc. (2003) stated:

“… hyperlinking does not itself involve a violation of the Copyright Act (whatever it may do for other claims) since no copyright is involved. The customer is automatically transferred to the particular, genuine Web page of the original author. There is no deception in what is happening. This is analogous to using a library’s card index to get reference to particular items, albeit faster and more efficiently.”

However, using external links on your website may create legal liability in some cases. External links can be unlawful when they i) cause consumer confusion; ii) encourage or facilitate illegal copyright infringement by others; or iii) violate other laws. In particular, copyright infringement (direct, contributory and vicarious infringement), trademark infringement and dilution, passing off and misappropriation are the main areas of liability. Defamation may also come into play.

1. Contributory Copyright Infringement

Contributory copyright infringement can occur by providing links to websites that display infringing material and actively encourage or facilitate the use of those links in various ways.

Instructions on following links and encouraging visitors to use them or including software that facilitates downloading infringing copies of content (such as peer-to-peer software) or including software that assists the downloading of material from remote sources, are all considered material contribution to copyright infringement.

In the cases that have decided this issue, the common elements have been that a middle party makes available a list of links to third parties who willingly make copyrighted works available for viewing or downloading. Websites don’t directly host or re-transmit the protected content, but they do provide links to materials made available by others.

Contributory infringement occurs when an individual or business knowingly induces, causes, or materially contributes to the infringing conduct of others. The essential elements of this claim are knowledge of and participation in the infringement. In establishing a claim of contributory infringement, a copyright owner must establish the website had requisite knowledge and participation. The knowledge aspect can be established if the website has been put on notice, such as by receiving a cease and desist letter from the copyright holder, or even by allegations made in a pending lawsuit against the website. The participation aspect can be established by placing a link which facilitates the user going to another website containing the infringing items.

-EXAMPLE: Intellectual Reserve, Inc. v. Utah Lighthouse Ministry, Inc. (1999): A website (Intellectual Reserve) posted copies of a church’s copyrighted handbook and provided links to other sites that contained infringing copies of the handbook. In this example, the defendant knew and encouraged the use of the links to obtain the unauthorized copies. This was held by the court to constitute contributory copyright infringement. The court issued a preliminary injunction directing the defendants to remove statements identifying the domain names of websites containing the handbook. This was held by the court to constitute contributory copyright infringement. The court reached this result despite the fact that the defendants’ website did not contain any direct links to the infringing websites.

Intent and context matter.

Case law has shown that defendants have been found liable because they did more than just post links. The intentional encouragement of copying or downloading of protected materials is a liability trigger. Context can make it clear that a link is posted merely for its informational (indexing, referencing) content. Without active encouragement of use of illegal content, then “aggravating” factors are missing and courts have not imposed liability. In cases involving informational (“pure speech”) links, the elements of material furtherance of infringement (contributory infringement) and financial gain from infringement (vicarious liability) likely don’t exist.

But, contributory infringement is subject to reasonable limits.

-EXAMPLE: Bernstein v. J.C. Penney, Inc.: A photographer sued the retailer J. C. Penny for a link on its site to a movie database. This link in turn linked to a site in Sweden that allegedly infringed the photographer’s copyright in a couple of photographs.The court denied the plaintiff’s motion for a preliminary injunction, and the plaintiff dismissed his case. Although a final resolution was not reached, this case suggests that claims of contributory infringement cannot be remote. There must be some reasonable limits in terms of third party linking to infringing materials.

2. Deep Links

Deep links direct the user to an image or webpage other than the homepage of a third party website. Many websites post introductory materials including third-party paid banner advertisements and special promotions or teasers relating to their own site on the home page. Businesses expect that most website visitors will find those advertisements before going further into the website’s other pages. Deep linking and bypassing the home page of some other website has caused lost revenues. Of course, this has led to lawsuits. But, deep linking to interior pages of a website by itself is not copyright infringement when the copyrighted materials are not shown or displayed on the original website.

Deep linking by itself without confusion of source is not unfair competition. (Ticketmaster Corp. v., Inc.). If deep linking is somehow done in a way that would confuse viewers as to affiliation, sponsorship or endorsement by the other website (i.e. trademark infringement), this could trigger a claim. For example, a deep link that says “Click Here For More Information,” which then leads viewers to a page on a competitor’s website containing information about a similar product.

3. In-line Links & Framing

Can I embed links to videos and use “In-line” Image links?

Case law has held that In-line linking and framing by itself is not direct copyright infringement. The content is not a display or distribution in violation of copyright law.

In-line linking and framing may cause some users to believe they are viewing a single webpage (seamless content). But, the Copyright laws do not protect a copyright holder against acts that cause consumer confusion. Without causing consumer confusion, in-line linking and framing is within the law (although it’s considered bad web etiquette).

In order to prove direct copyright infringement, a plaintiff must first prove that the defendant copied the protected work. A plaintiff must first establish: (1) ownership of the allegedly infringed material and (2) violation by the alleged infringer of at least one of the exclusive rights granted to copyright holders. Many of the claims for direct copyright infringement for “unauthorized” use of in-line linking and framing have gone nowhere. This is because there was no actual copying and display of the infringing content.

-EXAMPLE: Perfect 10, Inc. v., Inc., et al.(2007): In what was the first court to provide an actual decision regarding the use of framing, the Ninth Circuit Appellate Court held that framing infringing images found on third party websites via in-line linking is not direct copyright infringement. Google presents a framed page in its search results where the bottom half comes directly from the third party web site where the image is actually found. The court used the “server” test and decided that a website that “frames” content by providing an in-line link to the copyright holder’s site is not a public display or public distribution. The framed content is not being stored on the framer’s server. The court also found that Google did not commit direct copyright infringement by providing “in-line links” to third party websites that contained infringing images. The Court stated that providing a link to a third party website that displays infringing images, by itself, does not make the original website liable for copyright infringement.

The Court also laid out a new test for secondary liability on the Internet. A computer system operator must have “actual knowledge that specific infringing material is available using its system” and “continue to provide access to infringing works.” This is true despite the fact the provider could take simple measures to prevent further damage to the copyright holder. The court struck down the vicarious liability infringement claim due to Google’s use of in-line links because Google had no ability to control the third party websites or compel them to remove infringing images found on those sites.

Framing and Inline linking of third-party content into another web page can potentially raise the following issues: trademark infringement, passing off, defamation and possibly copyright infringement for creating a derivative work.

Framing and in-line links pose the same trademark and derivative work concerns. Framing might be viewed as more problematic when it comes to trademark infringement. A viewer could easily conclude that all the material on the framing website belongs to that site. But, you cannot in-line link or frame third party web-content and always escape liability. Even though you are not directly copying the content, your framed page along with the content from an external framed page could be viewed as an unauthorized modification of the content. In terms of potentially creating a derivative work, this really is a grey area and depends on the context and nature of the framing. So far, the issue hasn’t been directly decided, but many intellectual property attorneys feel this practice could result in a derivative work.

-EXAMPLE: In Futuredontics Inc. v. Applied Anagramic Inc. (1997): Applied Anagramic (Defendant) operated a web site and divided its pages into frames. Defendant’s website contained an unauthorized link to the Futuredontics website that caused copyrighted materials on plaintiff’s site to appear within one of the frames of Defendant’s website. The problem was that the rest of the page was filled with content supplied by Defendant, including its logo and information about its business operations. The court found that Futuredontics had failed to show that it was or would be injured by defendant’s conduct. Absent the requisite showing of injury, plaintiff was not entitled to injunctive relief. However, the court left the door open for the creation of a derivative work. The district court would not dismiss the claim holding that the defendants conduct may create an unauthorized derivative work.

B. Trademark Infringement & Dilution

Any link (in-lining or framing) that falsely leads the viewer to conclude that the web page (owner) is affiliated, endorsed or sponsored by the trademark owner could lead to a claim of trademark infringement.

Trademark infringement basically occurs when someone uses a mark of another in such a way that creates a likelihood of confusion. Using an image link or framing that places another party’s trademark or logo on your web page may cause confusion.For example, the use of a company logo to link to the company’s website could be trademark infringement. If the consumer is likely to believe that the third party business or website is associated with your website, it is infringement. As a general rule, a link that simply uses a text reference rather than a logo or trademark does not make any implication about affiliation.

The use of logos and trademarks as direct links presents an obvious problem. Using a trademark or logo can expose you to liability if a court finds that the reasonable consumer would likely be confused, given the facts. In addition, The Federal Trademark Dilution Revision Act (FTDRA) of 2006 provides owners of famous marks with protection against dilution by blurring and dilution due to tarnishment. Under the revised FTDA, the plaintiff only needs to show the defendant’s mark is likely to cause dilution. Improperly framing content of another website may result in consumer confusion (direct infringement) and/or claims of dilution.

-EXAMPLE: Washington Post Co. et al vs. Total News, Inc. (1997): The website Total News was sued by the Washington Post and CNN. The plaintiffs claimed trademark dilution for the framing of the news pages of plaintiffs’ sites in a frameset that contained TotalNews advertising. Plaintiffs believed viewers of Total News would be confused since the viewer would see the plaintiff’s news pages within a Total News frame, but without plaintiff’s banner advertisements. This case was settled without a decision, but Total News agreed to stop framing and to use text-only links.

-EXAMPLE: Hard Rock Cafe, Int’l, Inc. v. Morton (1999): Defendant installed a link on their website which contained the words “record store.” Clicking on this link took the user to the “Tunes” web page which appeared in frames on the defendant’s website. Frames appeared above and to the left of the webpage content containing the Hard Rock Hotel logo. The court found that a likelihood of confusion arose from framing the website because the distinction between the two sources of material appearing on the screen was not clear. “Through framing, the Hard Rock Hotel Mark and the [infringing site] were combined together into a single visual presentation.” However, the court did state that framing is a flexible device that in some instances might provide a clear distinction between different sources of the content.

A direct link contained on an offensive or disparaging website (i.e. a pornographic site) could potentially trigger a claim for trademark tarnishment?

Rule: If no “reasonably prudent Internet user” would associate a trademark with the linked site, then this claim would likely fail.

-EXAMPLE: Ford Motor Company v. 2600 Enterprises (2001): Defendant’s website contained a text link to Ford’s homepage from the website Ford sued for trademark dilution, trademark infringement, and unfair competition. The district court stated that linking by using a trademarked domain name in a programming code is not a violation of the Ford trademark nor is it dilution of the mark.

-EXAMPLE: Voice-Tel Enters., Inc. v. Joba Inc. (2003): A claim for tarnishment cannot arise from the use of a trade mark on a website containing a link to a potentially offensive site.

C. Passing Off

Using external links improperly may be “passing off” if a website uses links to suggest that its products are those of a more highly regarded competitor.

There are additional common law claims under state unfair competition laws, namely passing off, contributory passing off, reverse passing off, and misappropriation. Passing off occurs when someone or some business tries to pass off its product or services as a third party product or services (or as having some association or connection with a third party when this is untrue). So, for example, framing webpages of a competitor’s website in a way that suggests your products are affiliated or made by the competitor.

1. Contributory passing off occurs when the defendant assists or induces another (typically a retailer) to pass of its product as the plaintiff’s product.

2. Reverse passing off occurs when someone tries to pass off someone else’s product as their own. If you pass off images or logos via in-line links or by framing within your website in a way that suggests affiliation, this could amount to reverse passing-off. This is basically where the work of someone else is passed off as your own. For instance, you could tell your viewers to “click here” to see some product examples of what you sell, but which are taken from a competitor’s webpage, and then claim they are your products. This type of reverse passing off by using a link to pass-off another’s work violates state unfair competition and/or unfair business practices laws.

D. Misappropriation

is unauthorized use of another party’s property of funds for personal gain. This is yet another potential concern if your using an external link(s) in a manner that allows you to gain something of value.

E. Negligence

Linking to a source which turns out to contain misleading or which contains harmful information may cause liability for negligence. Even simple informational links posted with no particular commercial purpose could create risks under the theory of “negligent publication.” Carefully drafted disclaimers in an External Links Policy, as discussed below, can help advise your website viewers that you are not responsible for third party website content.

F. Defamation

A link to another’s webpage or image could be defamatory. For example, “This mortgage broker ripped me off and lied to me.” The statement itself does not identify the party. The link (assuming it actually linked to someone’s website or webpage) provides the context that turns the statement into defamation, however.

TIP #1: Use External Links Policy/Disclaimers!

Using a properly drafter External Links Policy, which is really just a set of disclaimers, can serve as a defense to liability for external links. The disclaimers can help protect your business against a claim that could be made by any users of your site. Posting disclaimers is not an absolute shield from liability. But, it does put users on notice that the business does not control or have any affiliation with the content of third party websites. It can also set forth a policy for placing links on your website. Properly drafted external links disclaimers can prevent claims by your website users.

Some websites post no specific disclaimers, but instead display a notice stating something like “by clicking on this link, you will be leaving this web site and will be directed to a third party site, which we have no control over the content.” This operates as a disclaimer. You could also choose to use a link prominently located on your website leading to a separate page with the policy. Using a link labeled “External Links Policy” is customarily how this should be handled. But, any link should be prominently located on your website and not hidden.

The best practice is to stick any external links disclaimers on a separate disclaimers page and in the website terms of use. You can then make your website visitors register and click to agree to the website terms before accessing any meaningful portion of your website.

TIP #2: Post a Hyperlink Policy On Your Site!

Your website should contain internal policies concerning who may link to your website and the manner in which it must be done (i.e. a “Hyperlink Policy”). You should also use a link exchange or hyperlink agreement whenever another website wants to do a link exchange with your site. This type of agreement should be used regardless of whether your business is being compensated for placing the link. The most important item to address in such an agreement is indemnification. I talk more about Indemnification later, but it basically is a way to get compensated by the owner of another website for liability your business incurs.

If there is infringing material on the site, the linked-owner is required to indemnify (reimburse all financial damages and costs incurred due to the link on your site) and defend your business against any claims. Indemnification should cover any claims of libel, violation of right of privacy, plagiarism, copyright or trademark infringement and any other claims or suits based on the content contained on the third party website.

Any website requesting a link should also provide a warranty and representation that the website operator(s) has the right to display all materials contained on the website. None of the content on the third party site should infringe on the rights of others including but not limited to rights in trademarks, copyrights, and patents. Further, the operators should warrant and represent that the third party website does not contain any obscene, vulgar, defamatory or any other illegal material.

Summary: External Links & Framing Guidelines

Avoid using links that suggest affiliation or sponsorship with some third party. Any link that falsely leads the viewer to conclude that the web page author is affiliated, approved, or sponsored by another website could lead to a claim of trademark infringement. This means avoid using links which are trademarks or logos. As a general rule, a text link that simply references a third party name (or product) rather than a logo does not suggest affiliation, endorsement or sponsorship;

Avoid using deep links that cause confusion as to source or affiliation with a third party website;

Avoid framing when doing so will cause consumer confusion. Including protected content or a third party trademark in the frame may cause confusion. If the frames are used to either make your website content look like it belongs to the linked site, or to make the linked site content look like it belongs to you, this could trigger a claim. You should clearly indicate third party ownership of any content you display from a framed third party website;

Framing content from other webpages in such a way that omits their banner advertisements and other ads;

Avoid using links (in-lining or framing) that pass off the goods or services of another company or website as your own;

Avoid using links that pass off your goods or services off as that of one of your competitor’s;

Avoid websites that are “linking” sites. These websites provide access or unauthorized links to other websites where pirated sporting and pay-per-view events are hosted, where movies (or trailers) can be downloaded, or that contain illegal content such as pornography;

Avoid Defamatory links (i.e. “This guy ripped me off” where the link leads to a website operated by or involving the person referred to as “guy”);

Check the websites your links lead to regularly. Website owners change and website content may change over time;

Use an External Links Policy on your website and use a Hyperlink Agreement for link requests;

Obtain Permission to link to another website.The simplest and most direct way to prevent claims for infringement is to obtain permission. Some websites solicit or encourage links, and even make symbols and other graphics available that you can download and use as the linking symbol. Some web sites perform some type of limited screening and approval process before granting permission. Otherwise, you can contact the website administrator directly via email and request linking to the website or a link exchange ideally.

This article was written by Philip A. Nicolosi, J.D. Mr. Nicolosi provides legal services through his law firm, Phil Nicolosi Law, P.C., focusing on startup and small business law, Internet & technology law and commercial transactions.

Mr. Nicolosi serves as a trusted advisor to numerous startups and small to medium sized businesses. This includes representation for a wide range of business law matters including business organization, corporate/LLC governance, regulatory law, contracts and transactions and most other matters outside of litigation. Mr. Nicolosi provides guidance with e-commerce, Internet marketing and technology-related legal matters. He also assists startup technology companies with seed financing, venture capital and exit transactions.

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3 Simple Ways to Convert More Sales, With the Help of a Celebrity

1) Drive more traffic to your website.

By adding a picture of yourself with a celebrity to your website, you will find search engines will see this as new content, just make sure to put a link in the photo, and remember to tag their name in the photo, meaning anyone searching for them is going to come up with your link to your website.

This will increase traffic to your website and result in more sales, as you will now be seen as a friend to the stars, and appear high in the search engines when your customer searches for information on the celebrity, thus gaining more authority and status.

2) Grab more attention for your promotions.

Don’t just use these images once and forget about them you can of course use them in your emails to customers or your printed newsletter, or any other promotions you are doing, people love to know what celebrities are up to and constantly trawl the web for more.

By using the photo on your sales letter you will find a lot more people calling you, after all if you opened a letter and saw your heartthrob looking at you, you are going to pay more attention, right.

Once your client sees you with the celebrity you automatically become more attractive to them they want to find out all about their favourite star and you can tell them.

If you have an office that customers visit don’t forget to frame the photo and put it on the wall, people will notice it and immediately start a conversation, and it will also raise your credibility in their eyes..

3) Immediately elevate your status.

By showing you are a friend to the stars more people will want to be around you, you will become more interesting to them they will start wanting to do business with you more, even inviting you out to lunch, think about it If you are searching for a new supplier, which ad would you respond to:

An ad with a picture of the supplier or even worse just what they sell or an advert with them with your favourite star no contest really.

3) Finding that Star

Remember to always carry your camera with you, or these days most smart phones have a camera app on them always be prepared you never know when you may bump into that star.

Check your local paper to find events in your area they may be attending if you would like a photo with a particular celeb then why not contact them on face book find out where they will be and travel to see them, at the end of the day the cost will be returned to you several times over in new business.

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