The document provides a strategy for creating numerous Web 2.0 properties to link to brand and high volume pages from a company website. It recommends only creating accounts when there is content available to post; using a different email for each; staggering account creation; varying the types of Web 2.0 sites and anchor texts used; updating content every 3 weeks; tracking properties in a spreadsheet; bookmarking pages to improve indexing; customizing designs; and avoiding deletion by administrators by maintaining useful content.

1. Web2.0 Strategy
Create Web 2.0 properties and update the content periodically. Choose from this list.
- WordPress
- Blogger
- Tumblr
- Bloglines.com
- Foursquare.com
- Livejournal.com
- Plurk.com
- Scribd.com
- Netvibes.com
- Typepad.com
- Weebly.com
- Tripod.com
- Technorati.com
- Multiply.com
- Posterous.com
- Rediff.com
- Squidoo.com
- Webnode.com
- Wikdot.com
- Wikispaces.com
- Xanga.com
- Yelp.com
- Salon.com
- Storify.com
- Xanga.com
- Webs.com
- Wikispaces.com
- Bigadda.com
- Buzzle.com
- Edublogs.com
- Gather.com
- Opendiary.com
- Wetpaint.com
- Zimbio.com
- Spurl.net
- Bizsugar.com
- Blogdrive.com
- Blog.ca

2. We can create numerous Web 2.0 properties and link them primarily to our “/brand” pages or to
higher volume item pages.
We do incur an expense related to them, particularly updating them with new content.
I. Do not create Web 2.0 accounts untilthere is content available to post on them. They
will end up being deleted by the Web 2.0 administrator, since they have no useful
content on them.
Only create an account if there is content available to post on it.
II. Use a different email id for each account created.
We need to do this, because we don’t want it to appear as if a particular web 2.0
property is “controlled” by Famous. This will make the links of less value.
In addition, link out to other high authority sites from the web 2.0 property. Don’t link
solely to our site.
III. Do not create all of the accounts all at one time. Stagger the time creation.
IV. Vary the type of Web 2.0 sites that are used for different pages on our site.
V. Anchor texts must vary depending upon the keyword we are attempting to rank for.
Use ‘exact match’ anchor text only 20% of the time. This will have to be coordinated
with the SEO manager. Semantically related anchor texts, and branded terms should
be used.
VI. Update the Web 2.0 properties with additional content at least every 3 weeks. Link to
inner pages on our site with additional content that is added.
VII. Keep in mind. A single web 2.0 property may be used to link to more than one page on
our site.

3. VIII. Use original content on each web 2.0 property
Tracking these properties should look something like this:
Client: Famous-Smoke.com
Web 2.0: WordPress url page 1 link with anchor text page 1
url page 2 link with anchor text page 2
……………… ……………..
Web 2.0: Weebly url page 1 link with anchor text page 1
url page 2 link with anchor text page 2
…………………………. ………………………… ……………………………………………..
Therefore, we should maintain a spreadsheet with all of our web 2.0 properties, urls
and links in it.
Over time, if we maintain these properties and periodically add new content to them,
their authority will grow.
IX. To further improve the link juice associated with these web properties and to improve
indexing, we should bookmark these pages as well.
We can check to see which pages are indexed and work on getting them indexed.
Linklicious will help with this.

4. X. Customization of these properties with appropriate designs should be encouraged, it
makes them appear more like a ‘real’ user is maintaining them rather than an SEO
firm.
XI. Web 2.0 properties tend to get deleted by administrators if they perceive the site to
have little useful content or that it is simply being used as a “link farm”.