Chauncey: Good morning and welcome back to the Being Found Show. We’re talking about getting backlinks for your website. The two methods that we’re going to discuss are kind of tricky and techie, so I’m going to go over them real quick here.

Buying Expired Websites For Their Backlinks

Chauncey: One is the merger technique. The merger technique is basically you find expired domains, and you suck up their backlinks. So let’s say I got, which I do have, but let’s say I have a bunch of backlinks going to, and you got, and my website goes down. I lose my domain name. All those backlinks are still going there, which is nothing now.

Jake: Yes

Chauncey: So, you buy my domain name, and you redirect all the pages from my domain name to your domain name. Now all those backlinks that were coming to my website are now being passed onto you, and this is something that people really do to the point where there are whole marketplaces where they’re tracking domain names, and the second they go down, “Let’s start over, let’s do our thing.” They have whole marketplaces that are tracking when domain names go down so that you can hop in and bid on them and buy real quick so that you can do this backlinking technique.

Jake: Sounds like this could be tricky business, and I’m thinking of bounce rates. If someone wants to read about Chauncey Haworth but his site went down. I bought his domain name. Now I’m sending everyone to Jake Hinton. Suddenly you’re showing up on a page you didn’t want, and so either they have to suddenly engage with something they weren’t expecting, or they bounce, and I lose credibility.

Chauncey: Right. So this is how people are looking at this. The backlinks that are coming through, do they outweigh the potential bounce rate? Also, they’re looking at it like, well, Jake knows Chauncey. So, if Jake were to put a page on his website about Chauncey and Jake and then route those to that page, people would still be getting relevant information.

So there are a couple of ways to deal with that. I think more often than not; they’re just thinking that the good outweighs the bad. They are shopping for relevant domains, so more often than not this is dealing with business or blogging, and let’s say I have a tile company, and I buy another tile company, and I redirect it to my site.

Jake: Yeah. So people are still getting the product or service they’re looking for.

Chauncey: Right exactly.

Jake: At least something very similar.

Chauncey: People just go there and maybe assume, “Oh, they changed their business name,” or something like that.

Jake: Yeah.

Getting Techie Here: The Gray Hat Method

Chauncey: The other one is gray hat. As a reminder, white hat, good guys; black hat, bad guys. I think we work that. As a person who likes to wear a lot of black, I like to feel that I could be the good guy, but whatever. Gray hat is somewhere in between.

Most of the time gray hat, what it really means, it sort of implies that you’re ethically ambiguous, but what it really means is we figure this is probably not going to be okay in the future, but there is no rule about it now, and that’s normally what gray hat techniques are. It’s not necessarily somebody being shady and finding a loophole. That would more black hat. It’s basically somebody saying, “Oh, well, this works, but in the future, it probably won’t.”

Jake: Yeah.

Chauncey: Yeah. The big one here is Web 2.0. What Web 2.0 was originally was all websites were static, HTML only, and then Web 2.0 came out, and now you got PHP and hidden databases, and you have dynamic websites. That’s Web 2.0.

Chauncey: Nowadays when they say Web 2.0, what they’re really talking about is networking sites, networking blog sites like or Blogger or Wix or all these online website things where you don’t necessarily have a domain. You have a subdomain, and you’re just building a website. And so people will build whole link networks out of these things, and it works.

Chauncey: It does work, but I think in the end … I think what’s gray hat about it is that people are just not putting quality into them. They’re basically just throwing them together with a backlink and moving on where if you built to yourself a quality there’s nothing wrong with that. Once again, any webpage that provides value to a user Google’s not going to scoff at.

Jake: Yeah. I actually, I encountered this. I think I mentioned to you. A few weeks back I was doing some mattress shopping. In that, I found, I don’t know, was like, and I mean, there must’ve been dozens of blogs. I say a dozen, maybe hundreds.

Chauncey: Oh yeah.

Jake: Each one, they’re ranking mattresses. They’re talking about sleep styles. They’ve got apparent doctors guest blogging, that sort of thing. I’m like, “Oh, this is great. This is a great website. It has things that are relevant to me,” and I noticed one brand particularly getting a lot more airtime than all the others.

Chauncey: Right.

Jake: I noticed that brand getting a lot more links than some of the others. The more I dig into it, the more it just became painfully obvious this website was actually owned by the mattress brand, a little gray hat situation.

Chauncey: Right as the network website.

Jake: Yep.

Chauncey: Yeah. When it’s not Web 2.0, when it’s not a network website, and you’re just using a domain name, this is called a PBN, a personal blog network. What people do is they create … Before it was called a link wheel, but a PBN is more advanced than that.

Chauncey: You have tier one is your money makers. That’s my site. So let’s say it was Cloud Potential., that’s tier one. Tier two is quality websites that either deal with my niche or my location that link back to my website. Tier three is lower quality websites that deal with either the niche or the location of tier two sites and only link to tier two and so on and so forth. So, basically you’re putting all of this juice, and it’s all going down to your one website, and that’s called a personal blog network, a PBN, and they get hit. But once again, if you built a massive PBN with quality websites, I don’t think Google would have a problem.

Jake: If the people are getting what they need, and they’re … Yeah, I think Google would love that.

Chauncey: I think Google is looking at this low-quality link wheel and basically saying, “This has no quality. This person is being shady,” but I mean if you build a bunch of great websites, Google’s going to say, “Sweet, that’s what we do.”

Back to “How to earn your backlinks” the Right Way

Chauncey: All right. We’re going to finish up this segment here, and finally, we’re just going to say, “earn your backlinks.” To earn means that you deserve backlinks. Have you ever taken a second to think about why your website even deserves a backlink? Why would anybody link to you? Remember, we’re talking about your website. We’re talking about your service. Do you provide great service, and are people going to talk about it?

I mean, people might talk about it on social media. I mean, if you’re providing great service to little old ladies, they don’t have websites … well, most of them. I don’t mean to come down on them. Some of them do. But my point is, why do you deserve backlinks? What is it about your website, your quality? So, to deserve backlinks, we got a little list. You have to become user-centric. You have to think about your user first. Your content must please the user … not sure I like that wording. It’s very kingly, “Your content pleases me.”

Jake: Nice.

Chauncey: Your content must stand out. Basically, you have some sort of quality that other content does not. You have to be consistent. That one hurts, especially … here we’re coming up on the end of the segment, but Cloud Potential, it’s like we order the content consistently, but it’s not always written and posted consistently.

Jake: Sure. Yeah.

Chauncey: You have to build relationships. If you’re going to be out there in the blogosphere, you got to be out there. You have to communicate. You need to build an email list. Email is not dead. Lots of people like it. We are called the Being Found Show. That means that you are available in the ways that people want to be available, and you need to promote your content. If you do those things … if you build it, they will come.

Jake: If you build it right.

Thank you for listening to this segment of the Being Found Show, to hear the full show listen here: Being Found Show Episode #64 or subscribe to our Podcast.