Web 2.0, If I Ain't Broke, You DO Need to Fix It!
By Tim Buchalka

If you use a web 2.0 strategy enough, eventually you will find something that works well. You've been taught that when something ain't broke, don't fix it, right? In other words, if it's working don't change it? Sorry to burst your bubble, but in web 2.0 promotion, that's COMPLETELY WRONG!

In fact, in web 2.0 promotion this is almost a guaranteed way to fail (eventually).

Here's why...

Anytime you set up a structure of websites in a particular way, with a particular linking structure, you leave a footprint. Meaning, there is a way for a person or a program to see what you have done and to look for similar patterns.

For example, let's say that your enormously successful web 2.0 strategy involved the following:

1. Using Squidoo as a money page (direct link to the product/item you are promoting).

2. Having three free WordPress.com blogs linking to that Squidoo site with different keywords you are promoting.

3. You add a Digg.com link to the Squidoo site, and use del.icio.us and searchles.com to bookmark each of the WordPress sites.

You have great success with this strategy and find your Squidoo site gets to page one and you start making money. So, you decide to do the exact same thing but for a different product/niche.

You find your results are not as good as they could be, and then you start losing rankings with your first site. Now, this is just an example, and I am not saying it will always happen, but why risk it when it would be simple to change something. Maybe you could use Hubpages as your money page, and one WordPress, one Tumblr and one clearblogs this time. Also, only bookmark a few of the linking websites, or maybe bookmark Hubpages only.

In other words mix it up, that way your footprints are not all over the internet. Sure they are there, but they are not repeated over and over again identically. This way it is much harder for a program (or your competition) to figure out what you have done. Keeping it random is a great strategy that works for web 2.0. I've done this consistently for the past 12 months with terrific results. I did have a bad experience when I was starting out, though (similar to the example shown above).

Eventually, being a geek, I figured if I could write a program to look for patterns how easy would it be for Google to do it with the ten billion PhD's they employ (or whatever the number is)! I realized it would be simple for them to do this. Don't forget Google owns the search engine data. It is very likely that can query the data in ways you and I can't to look for these types of patterns. Note that the randomness should not just extend to the sites you choose. You also want to use it in regards to anchor text (don't always use your exact keywords each time), titles and description on pages, and even who you link to.

Sometimes I link to a competitors page (a minimal risk one that maybe doesn't sell anything). to throw people/programs off the trail. Maybe I am a bit paranoid, but I can say it's worked well for me and it can for you as well.

Another thing you might do is use the domain name as the link, or "forget" to use the main keyword as a tag on a particular page. Having "perfect" links, titles, descriptions, tags, etc. is itself a footprint. "Normal" people (that's non Internet Marketers) would not be so perfect. Therefore if we are aiming to fly below the radar and to appear normal, we should not do it perfectly each time.

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