The Open Directory Project (ODP), also known as Dmoz (taken from its original domain name: directory.mozilla.org), is a multilingual open content directory of Internet website links. The directory is arranged hierarchically by subject, ranging from general to specific. The

Open Directory Project is owned by Netscape, and maintained by community editors who evaluate websites; for inclusion in the directory. Some of the DMOZ editorial team focuses on the addition of new submissions, while others focus on maintaining the integrity of existing listings.

The Open Directory Project data powers the core directory services for many of the Internet’s most influential search engines and portals, including Netscape Search, AOL Search, Google and Alexa. In 2004, Overture announced a search service for third parties combining Yahoo! Directory search results with ODP titles, descriptions and category meta-data; and a year later Gigablast introduced its search-able copy of the Open Directory Project. The introduction of this innovative technology, permitted the search of websites listed in specific categories; “in effect, instantly creating over 500,000 vertical search engines.”

Due to the popularity of the Open Directory, and its resulting impact on PageRank and search engine marketing efforts, domains with lapsed registration that have been listed in the Open Directory Project; have attracted domain hijackers. Dmoz has addressed this issue, by delegating members of the editorial staff; to regularly remove expired domains from the directory. Utilizing Robozilla, a Web crawler developed to check the status of all websites listed in ODP, editors will investigate websites flagged as moved or disappeared; and take appropriate action. Shortly after each crawl, websites marked with errors are automatically moved to the un-reviewed queue, where editors may investigate them; when time permits. This ongoing process is vital to achieving the Open Directory Project’s goal, of reducing link rot in web directories.

A consequence of the Open Directory Project’s free submission policy, is that there are an enormous number of submissions; constantly awaiting review. Regrettably, many of the submissions received by the Open Directory Project consist of spam, and incorrectly submitted websites. As such, the average processing time for a website submission has grown longer; with each year that passes. Furthermore, the time taken for processing cannot be predicted, since the variation is so great. A submission might be processed within hours or it could take several years. Matt Cutts once said, “if you’re frustrated, you can always try a different category that you also think is relevant. You can always go to editors up the chain. But in general, if you can’t get into Dmoz, I wouldn’t necessarily worry about it. There are a lot of other great places to get links across the web.”

Connect with Kristoffer Howes, for more Internet marketing and brand building tips, strategies and advice.

Nofollow is a hyperlink inclusion that directs search engines, not to extend any credibility or influence to a specific hyperlink. Not to be confused with a nofollow used within a robots meta tag, a rel=”nofollow” actually tells the search engine “do not score this link”; as opposed to “do not follow this link.” This aggressive approach was originally developed, to assist the blogging community in reducing the number of inserted links; into a “comment” area of a blog page. As such, nofollow was/is intended to reduce the effectiveness of certain types of search engine spam, thereby improving the over-all quality; of search results.

Resulting from the swift implementation of nofollow, link building efforts have had to be re-evaluated; to accommodate the wide-scale change. Many credible websites, including Wikis, social bookmarking websites and blogs, have implemented the nofollow rule; making effective link building difficult for inexperienced webmasters and questionable SEO and Marketing firms.

It is important to be aware, that each major search engine interprets the nofollow attribute; a little differently. Here is a short list of the most influential search engines, and their individual recourse; when a nofollow link is encountered:

• Google follows nofollow links, but does not pass on credit to an outbound link; that is tagged with the attribute. This means that Google does not transfer PageRank, or anchor text across these links. Essentially, using nofollow encourages Google to discount the target links from their overall “graph of the Web.” It is important to note however, that target webpages may still appear in the Google index, if other websites are linked to them without using nofollow; or if the URLs have been submitted to Google utilizing a sitemap.
• Yahoo follows nofollow links, but excludes the link from all ranking calculations.
• Bing (MSN) may, or may not, follow a nofollow link. It does however, exclude nofollow links from it’s ranking calculations.
• Ask.com does not adhere to nofollow.

Not to be quickly discounted, every carefully planned search engine marketing and link building campaign should have a fair representation; of nofollow links. Although they do not pass on any link power, website credibility or result influence, they do work tirelessly to associate your website; with carefully selected anchor text or keyword phrase (Hint: your brand). This approach is incredibly important, and should be strongly considered, when introducing brand building strategies; to a new or existing optimization (SEO) campaign. Remember, the nofollow attribute applies to search engines; not motivated consumers.

Connect with Kristoffer Howes, for more Internet marketing and brand building tips, strategies and advice.

To avoid uncertainty and confusion, let me begin by saying that social media and social networking; are not the same thing. Social media refers to the tools, that are commonly used in ongoing social networking efforts. On the other hand, social networking refers to your ability to group individuals or organizations together, in an amicable environment; that focuses on common interests or goals. The two cannot be applied exclusively, they are intended to work together; in partnership.

With popularity of social media steadily on the rise, corporations, businesses and organizations are actively participating in social networking; and reporting mixed results. This can (in part) be attributed to misconceptions of the derived benefits; of social networking/media participation. Quite simply, not using a tool for its intended purpose, is highly unlikely to elicit the desired result; and thus cause some discouragement. Social media, and in turn social networking, is not intended for selling products or services. The only commodity that is sold successfully, on Facebook or Twitter; is you or your company’s brand.

Social media is ideal for product/service promotions, give-aways and brand-related announcements. Remember, that you are participating in a social interaction. The intention of the information that you post, is meant to provoke thought, inspire conversation and generate leads. Listen to what followers and friends are saying, and build relationships with them, based on the principles they share with your brand.

The businesses and organizations that enjoy the most success with social media, utilize this innovative approach to monitor, promote and protect their brand building efforts; in the marketplace. They offer dependable advice when asked for, and consistently provide meaningful and relevant information about their brand/Industry; to followers and friends. This sort of friendly and non-intrusive interaction, supports a positive relationship with customers; and promotes consumer loyalty.

If you are wondering what your company can expect from social media, here is an interesting thought: “Facebook is like a Starbucks. A lot of people hang-out there, but hardly anyone buys anything.” If you create a (social media) environment, where friends and followers are comfortable sharing thoughts with you, they will be more receptive to the valuable information; you intend to provide. Remember, it is about socializing, not selling.

For a moment, consider the alternative:

Imagine…you are attending a dinner party, full of close friends and acquaintances. As you sit and socialize before dinner, you enjoy conversation with people who have a genuine interest; in sharing remarkable information and experiences. Then, along comes a friend-of-a-friend; with flyers, cards and a single-minded conversation. So much for dinner. (#blocked)

Connect with Kristoffer Howes, for more Internet marketing and brand building tips, strategies and advice.

Starting a company blog is a great way to create valuable in-bound links to your webpages, and promote consumer awareness about your company, products and website. However, participants should be cautioned that this approach; will nearly double their online workload. Blogs that are not properly maintained, and do not provide current, meaningful and/or relevant content; have little or no value. And as such, many of the steps you followed when constructing your company’s website, will have to be mirrored when developing your blog.

To avoid any further delays in your search engine marketing campaign (like building a blogging website), you should consider beginning your blogging endeavor with Blogger. Then, based on the popularity of your upcoming posts and entries, you might consider building a personalized blogging website; in the future. In the meantime, Blogger is available in your Google account, and provides an excellent platform for novice and expert bloggers; alike. For added convenience, authors can select themes, add links and personalize other related content; before engaging their audience. It is suggested that you utilize this opportunity to introduce your company brand and post content that clearly represents your over-all marketing strategy.

Effective blogging will provide your business with a platform, in which to share ideas and Industry advice; with like-minded businesses and consumers. By offering a plethora of rich and meaningful information to your audience, you will provide dependable solutions to others, and soon establish yourself as an expert; within your community of followers and peers. This approach promotes brand building, encourages consumer awareness, and inspires customer loyalty.

Active participation in your blog, will encourage you to remain active and highly knowledgeable in a specific topic or general field; related to your business. By maintaining an image as the “go-to” source, friends and followers will visit more frequently; and engage the conversation routinely. This provides you and your business, with an excellent opportunity to gently promote your products/services; and motivate consumers to visit your website. The standard rules of etiquette still apply. It is about socializing, not selling.

Connect with Kristoffer Howes, for more Internet marketing and brand building tips, strategies and advice.

Social bookmarking encourages Internet users to share, organize, search, and manage a collection; of noteworthy web resources. It also represents a great opportunity for website owners and webmasters, to improve consumer awareness, promote their brand and generate additional website traffic. It has been widely suggested that, the more often a webpage is submitted and tagged, the better chance it has of returning favorably; in search results.

Back in 2003, Delicious (then called del.icio.us) pioneered a system of user generated tags, and was highly successful in coining the term “social bookmarking.” In 2004, as Delicious began to gain popularity, Stumbleupon released a related system of recommendation. Today, there are a number of other credible social bookmarking websites on the Internet (including Digg and Reddit); who offer a similar system for organizing news and events.

To create a personalized collection of social bookmarks, users must register with a social bookmarking website. Once registered and verified, participants can store bookmarks, add tags and designate individual bookmarks; as either public or private. Because social bookmarking is widely available, many of the entries are performed by Internet users; who are unfamiliar with the importance of properly tagged content. As such, with no monitoring of how resources are organized and categorized, the result is often the inconsistent or improper use of keywords; and as such, unreliable and fragmented resources.

Although it would appear that Google continues to place some emphasis on social bookmarking links, there are a number of differing opinions; as to their true value. Some individuals have discovered that utilizing social bookmarking as a complimentary search engine marketing tool, can improve the visibility of their website. As such, social bookmarking websites have become susceptible to corruption and collusion. Nefarious webmasters have embarked on campaigns, to bookmark the same webpage multiple times, and/or tag each page of their website; with the most popular keywords. This creates a monumental responsibility, for developers to update and adjust their security systems, to overcome the abuses of spammers; and maintain the integrity of their content.

Connect with Kristoffer Howes, for more Internet marketing and brand building tips, strategies and advice.