Why Is Mobile So Important?

If you look just at your revenue numbers as a publisher, it is easy to believe mobile is of limited importance. In our last post I mentioned an AdAge article highlighting how the New York Times was generating over half their traffic from mobile with it accounting for about 10% of their online ad revenues.

Large ad networks (Google, Bing, Facebook, Twitter, Yahoo!, etc.) can monetize mobile *much* better than other publishers can because they aggressively blend the ads right into the social stream or search results, causing them to have a much higher CTR than ads on the desktop. Bing recently confirmed the same trend RKG has highlighted about Google's mobile ad clicks:

While mobile continues to be an area of rapid and steady growth, we are pleased to report that the Yahoo Bing Network’s search and click volumes from smart phone users have more than doubled year-over-year. Click volumes have generally outpaced growth in search volume

Those ad networks want other publishers to make their sites mobile friendly for a couple reasons...

• If the downstream sites are mobile friendly, then users are more likely to go back to the central ad / search / social networks more often & be more willing to click out on the ads from them.
• If mobile is emphasized in importance, then those who are critical of the value of the channel may eat some of the blame for relative poor performance, particularly if they haven't spent resources optimizing user experience on the channel.

Further Elevating the Importance of Mobile

Modern Love, by Banksy. @SachinKalbag pic.twitter.com/Xzcxnkmmnx— Anand Ranganathan (@ARangarajan1972) November 29, 2014

Google has hinted at the importance of having a mobile friendly design, labeling friendly sites, testing labeling slow sites & offering tools to test how mobile friendly a site design is.

Today Google put out an APB warning they are going to increase the importance of mobile friendly website design:

Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.

In the past Google would hint that they were working to clean up link spam or content farms or website hacking and so on. In some cases announcing such efforts was done to try to discourage investment in the associated strategies, but it is quite rare that Google pre-announces an algorithmic shift which they state will be significant & they put an exact date on it.

I wouldn't recommend waiting until the last day to implement the design changes, as it will take Google time to re-crawl your site & recognize if the design is mobile friendly.

Those who ignore the warning might be in for significant pain.

Some sites which were hit by Panda saw a devastating 50% to 70% decline in search traffic, but given how small mobile phone screen sizes are, even ranking just a couple spots lower could cause an 80% or 90% decline in mobile search traffic.

Another related issue referenced in the above post was tying in-app content to mobile search personalization:

Starting today, we will begin to use information from indexed apps as a factor in ranking for signed-in users who have the app installed. As a result, we may now surface content from indexed apps more prominently in search. To find out how to implement App Indexing, which allows us to surface this information in search results, have a look at our step-by-step guide on the developer site.

Google also announced today they are extending AdWords-styled ads to their Google Play search results, so they now have a direct economic incentive to allow app activity to bleed into their organic ranking factors.

m. Versus Responsive Design

Some sites have a separate m. version for mobile visitors, while other sites keep consistent URLs & employ responsive design. How the m. version works is on the regular version of their site (say like www.seobook.com) a webmaster could add an alternative reference to the mobile version in the head section of the document

<link rel="alternate" media="only screen and (max-width: 640px)" href="http://m.seobook.com/" >

...and then on the mobile version, they would rel=canonical it back to the desktop version, likeso...

<link rel="canonical" href="http://www.seobook.com/" >

With the above sort of code in place, Google would rank the full version of the site on desktop searches & the m. version in mobile search results.

3 or 4 years ago it was a toss up as to which of these 2 options would win, but over time it appears the responsive design option is more likely to win out.

2017 Update: Google confirmed in June of 2017 they prefer responsive designs, as in 2018 they intend to move to a mobile-first index of the web. In the past the m. version was simply a relational pointer, but when the mobile version of a page becomes the default version of a page, then if it lacks content that was on the desktop version of the page that missing content will not be in the search index on mobile or desktop.

Here are a couple reasons responsive is likely to win out as a better solution:

• If people share a mobile-friendly URL on Twitter, Facebook or other social networks & the URL changes, then when someone on a desktop computer clicks on the shared m. version of the page with fewer ad units & less content on the page, then the publisher is providing a worse user experience & is losing out on incremental monetization they would have achieved with the additional ad units.
• While some search engines and social networks might be good at consolidating the performance of the same piece of content across multiple URL versions, some of them will periodically mess it up. That in turn will lead in some cases to lower rankings in search results or lower virality of content on social networks.
• Over time there is an increasing blur between phones and tablets with phablets. Some high pixel density screens on cross over devices may appear large in terms of pixel count, but still not have particularly large screens, making it easy for users to misclick on the interface.
• When Bing gave their best practices for mobile, they stated: "Ideally, there shouldn’t be a difference between the “mobile-friendly” URL and the “desktop” URL: the site would automatically adjust to the device — content, layout, and all." In that post Bing shows some examples of m. versions of sites ranking in their mobile search results, however for smaller & lesser known sites they may not rank the m. version the way they do for Yelp or Wikipedia, which means that even if you optimize the m. version of the site to a great degree, that isn't the version all mobile searchers will see. Back in 2012 Bing also stated their preference for a single version of a URL, in part based on lowering crawl traffic & consolidation of ranking signals.

In addition to responsive web design & separate mobile friendly URLs, a third configuration option is dynamic serving, which uses the Vary HTTP header to detect the user-agent & use that to drive the layout. For large, complex & high-traffic sites (and sites with numerous staff programmers & designers) dynamic serving is perhaps the best optimization solution because you can optimize the images and code to lower bandwidth costs and response times. Most smaller sites will likely rely on responsive design rather than dynamic serving, in large part because it is quicker & cheaper to implement, and most are not running sites large enough to where the incremental bandwidth provides a significant incremental expense to their business.

Solutions for Quickly Implementing Responsive Design

New Theme / Design

If your site hasn't been updated in years you might be suprised at what you find available on sites like ThemeForest for quite reasonable prices. Many of the options are responsive out of the gate & look good with a day or two of customization. Theme subscription services like WooThemes and Elegant Themes also have responsive options.

Child Themes

Some of the default Wordpress themes are responsive. Creating a child theme is quite easy. The popular Thesis and Studiopress frameworks also offer responsive skins.

PSD to HTML HTML to Responsive HTML

Eeek! ... 11% Of Americans Think #HTML Is A Sexually Transmitted Disease http://t.co/np0irmI1DW via @broderick— L2Code HTML (@L2CodeHTML) January 10, 2015

Some of the PSD to HTML conversion services like PSD 2 HTML, HTML Slicemate & XHTML Chop offer responsive design conversion of existing HTML sites in as little as a day or two, though you will likely need to do at least a few minor changes when you put the designs live to compensate for issues like third party ad units and other minor issues.

If you have an existing Wordpress theme, you might want to see if you can zip it up and send it to them, or else they may make your new theme as a child theme of 2015 or such. If you are struggling to get them to convert your Wordpress theme over (like they are first converting it to a child theme of 2015 or such) then another option would be to have them do a static HTML file conversion (instead of a Wordpress conversion) and then feed that through a theme creation tool like Themespress.

For simple hand rolled designs there are a variety of grid generator tools, which can make it reasonably easy to replace some old school table-based designs with divs. Many of the themes for sale in marketplaces like Theme Forest also use a multi-column div grid based system.

Other Things to Look Out For

Third Party Plug-ins & Ad Code Gotchas

Google allows webmasters to alter the ad calls on their mobile responsive AdSense ad units to show different sized ad units to different screen sizes & skip showing some ad units on smaller screens. An AdSense code example is included in an expandable section at the bottom of this page.

<style type="text/css">
.adslot_1 { display:inline-block; width: 320px; height: 50px; }
@media (max-width: 400px) { .adslot_1 { display: none; } }
@media (min-width:500px) { .adslot_1 { width: 468px; height: 60px; } }
@media (min-width:800px) { .adslot_1 { width: 728px; height: 90px; } }
</style>
<ins class="adsbygoogle adslot_1"
data-ad-client="ca-pub-1234"
data-ad-slot="5678"></ins>
<script async src="//pagead2.googlesyndication.com/pagead/js/adsbygoogle.js"></script>
<script>(adsbygoogle = window.adsbygoogle || []).push({});</script>

For other ads which perhaps don't have a "mobile friendly" option you could use CSS to either set the ad unit to display none or to set the ad unit to overflow using code like either of the following

hide it:

@media only screen and (max-width: ___px) {
     .bannerad {
          display: none;
     }
}

overflow it:

@media only screen and (max-width: ___px) {
     .ad-unit {
          max-width: ___px;
          overflow: scroll;
     }
}

Images are another tricky point.

img {
height:auto;
max-width:100%;
}

Here are a few other general responsive CSS tricks.

Before Putting Your New Responsive Site Live...

Back up your old site before putting the new site live.

For static HTML sites or sites with PHP or SHTML includes & such...

• Download a copy of your existing site to local.
• Rename that folder to something like sitename.com-OLDVERSION
• Upload the sitename.com-OLDVERSION folder to your server. If anything goes drastically wrong during your conversion process you can rename the new site design to something like sitename.com-HOSED then set the sitename.com-OLDVERSION folder to sitename.com to quickly restore the site.
• Download your site to local again.
• Ensure your new site design is using a different CSS folder or CSS filename such that they old and new versions of the design can be live at the same time while you are editing the site.
• Create a test file with the responsive design on your site & test that page until things work well enough.
• Once that page works well enough, test changing your homepage over to the new design & then save and upload it to verify it works properly. In addition to using your cell phone you could see how it looks on a variety of devices via the mobile browser testing emulation tool in Chrome, or a wide array of third party tools like: MobileTest.me, MobileMoxy Device Emulator, iPadPeek, Mobile Phone Emulator, Browshot, Matt Kersley's responsive web design testing tool, BrowserStack, Cross Browser Testing, & the W3C mobileOK Checker. Paid services like Keynote offer manual testing rather than emulation on a wide variety of devices. There is also paid downloadable desktop emulation software like Multi-browser view.
• Once you have the general "what needs changed in each file" down, then use find & replace to bulk edit the remaining files to make the changes to make them responsive.
• Use a tool like FileZilla to quickly bulk upload the files.
• Look through key pages and if there are only a few minor errors then fix them and re-upload them. If things are majorly screwed up then revert to the old design being live and schedule a do over on the upgrade.
• If you have a decently high traffic site, it might make sense to schedule the above process for late Friday night or an off hour on the weekend, such that if anything goes astray you have fewer people seeing the errors while you frantically rush to fix them. :)
• If you want to view your top pages you could export that data from your web analytics to verify all those pages look good. If you wanted to view every page of your site 1 at a time after the change, you could use a tool like Xenu Link Sleuth or Screaming Frog SEO Spider to crawl your site & export a list of URLs into a spreadsheet. Then you could take the URLs from that spreadsheet and put them a chunk at a time into a tool like URL Opener.

If you have little faith in the above test-it-live "methodology" & would prefer a slower & lower stress approach, you could create a test site on another domain name for testing purposes. Just be sure to include a noindex directive in the robots.txt file or password protect access to the site while testing. When you get things worked out on it, make sure your internal links are referencing the correct domain name, and that you have removed any block via robots.txt or password protection.

For a site with a CMS the above process is basically the same, except for how you might need to create a different backup. If you are uploading a Wordpress or Drupal theme, then change the name at least slightly so you can keep the old and new designs live at the same time so you can quickly switch back to the old design if you need to.

If you have a mixed site with Wordpress & static files or such then it might make sense to test changing the static files first, get those to work well & then create a Wordpress theme after that.

Update: at a conference a Googler named Zineb Ait Bahajji recently stated they expect this update to impact more sites than Panda and Penguin have. And Google recently started sending out mobile usability warning messages in bulk:

Google systems have tested 2,790 pages from your site and found that 100% of them have critical mobile usability errors. The errors on these 2,790 pages severely affect how mobile users are able to experience your website. These pages will not be seen as mobile-friendly by Google Search, and will therefore be displayed and ranked appropriately for smartphone users.

Search vs Native Ads

Google owns search, but are they a one trick pony?

A couple weeks ago Ben Thompson published an interesting article suggesting Google may follow IBM and Microsoft in peaking, perhaps with native ads becoming more dominant than online search ads.

According to Forrester, in a couple years digital ad spend will overtake TV ad spend. In spite of the rise of sponsored content, native isn't even broken out as a category.

Part of the issue with native advertising is it can be blurry to break out some of it. Some of it is obvious, but falls into multiple categories, like video ads on YouTube. Some of it is obvious, but relatively new & thus lacking in scale. Amazon is extending their payment services & Prime shipping deals to third party sites of brands like AllSaints & listing inventory from those sites on Amazon.com, selling them traffic on a CPC basis. Does that count as native advertising? What about a ticket broker or hotel booking site syndicating their inventory to a meta search site?

And while native is not broken out, Google already offers native ad management features in DoubleClick and has partnered with some of the more well known players like BuzzFeed.

The Penny Gap's Impact on Search

Time intends to test paywalls on all of its major titles next year & they are working with third parties to integrate affiliate ads on sites like People.com.

The second link in the above sentence goes to an article which is behind a paywall. On Twitter I often link to WSJ articles which are behind a paywall. Any important information behind a paywall may quickly spread beyond it, but typically a competing free site which (re)reports on whatever is behind the paywall is shared more, spreads further on social, generates more additional coverage on forums and discussion sites like Hacker News, gets highlighted on aggregators like TechMeme, gets more links, ranks higher, and becomes the default/canonical source of the story.

Part of the rub of the penny gap is the cost of the friction vastly exceeds the financial cost. Those who can flow attention around the payment can typically make more by tracking and monetizing user behavior than they could by charging users incrementally a cent here and a nickel there.

Well known franchises are forced to offer a free version or they eventually cede their market position.

There are sites which do roll up subscriptions to a variety of sites at once, but some of them which had stub articles requiring payment to access like Highbeam Research got torched by Panda. If the barrier to entry to get to the content is too high the engagement metrics are likely to be terrible & a penalty ensues. Even a general registration wall is too high of a barrier to entry for some sites. Google demands whatever content is shown to them be visible to end users & if there is a miss match that is considered cloaking - unless the miss match is due to monetizing by using Google's content locking consumer surveys.

Who gets to the scale needed to have enough consumer demand to be able to charge an ongoing subscription for access to a variety of third party content? There are a handful of players in music (Apple, Spotify, Pandora, etc) & a handful of players in video (Netflix, Hulu, Amazon Prime), but outside of those most paid subscription sites are about finance or niche topics with small scale. And whatever goes behind the paywalls gets seen by almost nobody when compared against to the broader public market at the free pricepoint.

Even if you are in a broad niche industry where a subscription-based model works, it still may be brutally tough to compete against Google. Google's chief business officer joined the board of Spotify, which means Spotify should be safe from Google risk, except...

• In spite of billions of dollars of aggregate royalty payouts by Spotify, Taylor Swift pulled her catalog from Spotify
• shortly after Taylor Swift pulled her catalog from Spotify, YouTube announced their subscription service, which will include Taylor Swift's catalog & will offer a free 6-month trial
• One doesn't need to be a genius to connect the dots.

Google's Impact on Premium Content

I've long argued Google has leveraged piracy to secure favorable media deals (see the second bullet point at the bottom of this infographic). Some might have perceived my take as being cynical, but when Google mentioned their "continued progress on fighting piracy" the first thing they mentioned was more ad units.

There are free options, paid options & the blurry lines in between which Google & YouTube ride while they experiment with business models and monetize the flow of traffic to the paid options.

"Tech companies don’t believe in the unique value of premium content over the long term." - Jessica Lessin

There is a massive misalignment of values which causes many players to have to refine their strategy over and over again. The gray area is never static.

Many businesses only have a 10% or 15% profit margin. An online publishing company which sees 20% of its traffic disappear might thus go from sustainable to bleeding cash overnight. A company which can arbitrarily shift / redirect a large amount of traffic online might describe itself as a "kingmaker."

In Germany some publishers wanted to be paid to be in the Google index. As a result Google stopped showing snippets near their listings. Google also refined their news search integration into the regular search results to include a broader selection of sources including social sites like Reddit. As a result Axel Springer quickly found itself begging for things to go back to the way they were before as their Google search traffic declined 40% and their Google News traffic declined 80%. Axel Springer got their descriptions back, but the "in the news" change remains.

Google's Impact on Weaker Players

If Google could have that dramatic of an impact on Axel Springer, imagine what sort of influence they have on millions of other smaller and weaker online businesses.

One of the craziest examples is Demand Media.

Demand Media's market cap peaked above $1.9 billion. They spun out the domain name portion of the business into a company named Rightside Group, but the content portion of the business is valued at essentially nothing. They have about $40 million in cash & equivalents. Earlier this year they acquired Saatchi Art for $17 million & last year they acquired ecommerce marketplace Society6 for $94 million. After their last quarterly result their stock closed down 16.83% & Thursday they were down another 6.32%, given them a market capitalization of $102 million.

On their most recent conference call, here are some of the things Demand Media executives stated:

• By the end of 2014, we anticipate more than 50.000 articles will be substantially improved by rewrites made rich with great visuals.
• We are well underway with this push for quality and will remove $1.8 million underperforming articles in Q4
• as we strive to create the best experience we can we have removed two ad units with the third unit to be removed completely by January 1st
• (on the above 2 changes) These changes are expected to have a negative impact on revenues and adjusted EBITDA of approximately $15 million on an annualized basis.
• Through Q3 we have invested $1.1 million in content renovation costs and expect approximately another $1 million in Q4 and $2 million to $4 million in the first half of next year.
• if you look at visits or you know the mobile mix is growing which has lower CPM associated with it and then also on desktop we're seeing compression on the pricing line as well.
• we know that sites that have ad density that's too high, not only are they offending audiences in near term, you are penalized with respect to where you show up in search indexes as well.

Google torched eHow in April of 2011. In spite of over 3 years of pain, Demand Media is still letting Google drive their strategy, in some cases spending millions of dollars to undo past investments.

Yet when you look at Google's search results page, they are doing the opposite of the above strategy: more scraping of third party content coupled with more & larger ad units.

“@CyrusShepard: Google's got you covered: pic.twitter.com/ZU2AOl5EGn” Google copies entire web page?— john andrews (@searchsleuth999) October 30, 2014

Originally the source links in the scrape-n-displace program were light gray. They only turned blue after a journalist started working on a story about 10 blue links.

The Blend

The search results can be designed to have some aspects blend in while others stand out. Colors can change periodically to alter response rates in desirable ways.

The banner ad got a bad rap as publishers have fought declining CPMs by adding more advertisements to their pages. When it works, Google's infrastructure still delivers (and tracks) billions of daily banner ads.

Search ads have never had the performance decline banner ads have.

The closest thing Google ever faced on that front was when AdBlock Plus became popular. Since it was blocking search ads, Google banned them & then restored them as they eventually negotiated a deal to pay them to display ads on Google while they continued to block ads on other third party sites.

Search itself *is* the ultimate native advertising platform.

Google is doing away with the local carousel in favor of a 3 pack local listing in categories like hotels. Once a person clicks on one of the hotel listings, Google then inserts an inline knowledge graph listing for that hotel with booking affiliate links inline in the search results, displacing the organic result set below the fold.

Notice in the above graphic how the "website" link uses generic text, is aligned toward the right, and is right next to an image so that it looks like an ad. It is engineered to feel like an ad and be ignored. The actual ads are left aligned and look like regular text links. They have an ad label, but that label is a couple lines up from them & there are multiple horizontal lines between the label and the actual ad units.

Not only does Google have the ability to shift the layout in such a drastic format, but then with whatever remains they also get to determine who they act against & who they don't. While the SEO industry debates the "ethics" of various marketing techniques Google has their eye on the prize & is displacing the entire ecosystem wholesale.

Users were generally unable to distinguish between ads and organic listings *before* Google started mixing the two in their knowledge graph. That is a big part of the reason search ads have never seen the engagement declines banner ads have seen.

Mobile has been redesigned with the same thinking in mind. Google action items (which can eventually be monetized) up top & everything else pushed down the page.

The blurring of "knowledge" and ads allows Google to test entering category after category (like doctor calls from the search results) & forcing advertisers to pay for the various tests while Google collects data.

And as Google is scraping information from third party sites, they can choose to show less information on their own site if doing so creates additional monetization opportunities. As far back as 2009 Google stripped phone numbers off of non-sponsored map listings. And what happened with the recent 3 pack? While 100% of the above the fold results are monetized, ...

"Go back to an original search that turns up the 3 PAC. Its completely devoid of logical information that a searcher would want:

• No phone number
• No address
• No map
• NO LINK to the restaurant website.

Anything that most users would want is deliberately hidden and/or requires more clicks." - Dave Oremland

Google justifies their scrape-n-displace programs by claiming they are put users first. Then they hide some of the information to drive incremental monetization opportunities. Google may eventually re-add some of those basic features which are now hidden, but as part of sponsored local listings.

After all - ads are the solution to everything.

Do branded banner ads in the search results have a low response rate? Or are advertisers unwilling to pay a significant sum for them? If so, Google can end the test and instead shift to include a product carousel in the search results, driving traffic to Google Shopping.

"I see this as yet another money grab by Google. Our clients typically pay 400-500% more for PLA clicks than for clicks on their PPC Brand ads. We will implement exact match brand negatives in Shopping campaigns." - Barb Young

That money grab stuff has virtually no limit.

The Click Casino

Off the start keywords defaulted to broad match. Then campaigns went "enhanced" so advertisers were forced to eat lower quality clicks on mobile devices.

Then there was the blurring exact match targeting into something else, forcing advertisers to buy lower quality variations of searches & making them add tons of negative keywords (and keep eating new garbage re-interpretations of words) in order to run a fine tuned campaign specifically targeted against a term.

In the past some PPC folks cheered obfuscation of organic search, thinking "this will never happen to me."

Oops.

And of course Google not only wants to be the ad auction, but they want to be your SEM platform managing your spend & they are suggesting you can leverage the "power" of automated auction time biding.

Advertisers RAVE about the success of Google's automatic bidding features: "It received one click. That click cost $362.63."

The only thing better than that is banner ads in free mobile tap games targeted at children.

Adding Friction

Above I mentioned how Google arbitrarily banned the AdBlock Plus extension from the Play store. They also repeatedly banned Disconnect Mobile. If you depend on mobile phones for distribution it is hard to get around Google. What's more they also collect performance data, internally launch competing apps, and invest in third party apps. And they control the prices various apps pay for advertising across their broad network.

So maybe you say "ok, I'll skip search & mobile, I'll try to leverage email" but this gets back to the same issue again. In Gmail social or promotional emails get quarantined into a ghetto where they are rarely seen:

"online stores, if they get big enough, can act as chokepoints. And so can Google. ... Google unilaterally misfiled my daily blog into the promotions folder they created, and I have no recourse and no way (other than this post) to explain the error to them" - Seth Godin

Those friction adders have real world consequences. A year ago Groupon blamed Gmail's tabs for causing them to have poor quarterly results. The filtering impact on a start up can be even more extreme. A small shift in exposure can lower the K factor to something below 1 & require the startups to buy exposure rather than generating it virally.

In addition to those other tabs, there are a host of other risks like being labeled as spam or having a security warning. Few sites are as widely read inside the Googleplex as Search Engine Land, yet at one point even their newsletter was showing a warning in Gmail.

Google can also add friction to

• websites using search rankings, vertical search result displacement, hiding local business information (as referenced above), search query suggestions, and/or leveraging their web browser to redirect consumer intent
• video on YouTube by counting ad views as organic views, changing the relevancy metrics, and investing in competing channels & giving them preferential exposure as part of the deal. YouTube gets over half their views on mobile devices with small screens, so any shift on Google's rank preference is going to have a major shift in click distributions.
• mobile apps using default bundling agreements which require manufactures to set Google's apps as defaults
• other business models by banning bundling-based business models too similar to their own (bundling is wrong UNLESS it is Google doing it)
• etc.

The launch of Keyword (not provided) which hid organic search keyword data was friction for the sake of it in organic search. When Google announced HTTPS as a ranking signal, Netmeg wrote: "It's about ad targeting, and who gets to profile you, and who doesn't. Mark my words."

Facebook announced their relaunch of Atlas and Google immediately started cracking down on data access:

In the conversations this week, with companies like Krux, BlueKai and Lotame, Google told data management platform players that they could not use pixels in certain ads. The pixels—embedded within digital ads—help marketers target and understand how many times a given user has seen their messages online.

"Google is only allowing data management platforms to fire pixels on creative assets that they're serving, on impressions they bought, through the Google Display Network," said Mike Moreau, chief solutions officer at Krux. "So they're starting with a very narrow scope."

Around the same time Google was cracking down on data sharing, they began offering features targeting consumers across devices & announced custom affinity audiences which allow advertisers to target audiences who visit any particular website.

Google's special role is not only as an organizer (and obfuscator) of information, but then they get to be the source measuromg how well marketing works via their analytics, which can regularly launch new reports which may causually over-represent their own contribution while under-representing some other channels, profiting from activity bias. The industry default of last click attribution driving search ad spending is one of the key issues which has driven down display ad values over the years.

Investing in Competition

Google not only ranks the ecosystem, but they actively invest in it.

Google tried to buy Yelp. When Facebook took off Google invested in Zynga to get access to data, in spite of a sketchy background. When Google's $6 billion offer for Groupon didn't close the deal, Google quickly partnered with over a dozen Groupon competitors & created new offer ad units in the search results.

Inside of the YouTube ecosystem Google also holds equity stakes in leading publishers like Machinima and Vevo.

There have been a few examples of investments getting special treatment, getting benefit of the doubt, or access to non-public information.

The scary scenario for publishers might sound something like this: "in Baidu Maps you can find a hotel, check room availability, and make a booking, all inside the app." There's no need to leave the search engine.

Take a closer look & that scary version might already be here. Google's same day delivery boss moved to Uber and Google added Uber pickups and price estimates to their mobile Maps app.

Google, of course, also invested in Uber. It would be hard to argue that Uber is anything but successful. Though it is also worth mentioning winning at any cost often creates losses elsewhere:

• their insurance situation sounds fuzzy
• the founder doesn't sound like a nice guy
• they've repeatedly engaged in shady endeavors like flooding a competing network with bogus requests & trying to screw with a competitor's ability to raise funds
• as subprime auto loans have become widespread, Uber has pushed an extreme version of them onto their drivers while cutting their rates - an echo of the utopia of years gone by.

Google invests in disruption as though disruption is its own virtue & they leverage their internal data to drive the investments:

“If you can’t measure and quantify it, how can you hope to start working on a solution?” said Bill Maris, managing partner of Google Ventures. “We have access to the world’s largest data sets you can imagine, our cloud computer infrastructure is the biggest ever. It would be foolish to just go out and make gut investments.”

Combining usage data from their search engine, web browser, app store & mobile OS gives them unparalleled insights into almost any business.

Google is one of the few companies which can make multi-billion dollar investments in low margin areas, just for the data:

Google executives are prodding their engineers to make its public cloud as fast and powerful as the data centers that run its own apps. That push, along with other sales and technology initiatives, aren’t just about grabbing a share of growing cloud revenue. Executives increasingly believe such services could give Google insights about what to build next, what companies to buy and other consumer preferences

Google committed to spending as much as a half billion dollars promoting their shopping express delivery service.

Google's fiber push now includes offering business internet services. Elon Musk is looking into offering satellite internet services - with an ex-Googler.

The End Game

Google now spends more than any other company on federal lobbying in the US. A steady stream of Google executives have filled US government rolls like deputy chief technology officer, chief technology officer, and head of the patent and trademark office. A Google software engineer went so far as suggesting President Obama

• Retire all government employees with full pensions.
• Transfer administrative authority to the tech industry.
• Appoint Eric Schmidt CEO of America.

That Googler may be crazy or a troll, but even if we don't get their nightmare scenario, if the regulators come from a particular company, that company is unlikely to end up hurt by regulations.

President Obama has stated the importance of an open internet: “We cannot allow Internet service providers to restrict the best access or to pick winners and losers in the online marketplace for services and ideas.”

If there are relevant complaints about Google, who will hear them when Googlers head key government roles?

Larry Page was recently labeled businessperson of the year by Fortune:

It’s a powerful example of how Page pushes the world around him into his vision of the future. “The breadth of things that he is taking on is staggering,” says Ben Horowitz, of Andreessen Horowitz. “We have not seen that kind of business leader since Thomas Edison at GE or David Packard at HP.”

A recent interview of Larry Page in the Financial Times echos the theme of limitless ambition:

• "the world’s most powerful internet company is ready to trade the cash from its search engine monopoly for a slice of the next century’s technological bonanza." ... "As Page sees it, it all comes down to ambition – a commodity of which the world simply doesn’t have a large enough supply."
• “I think people see the disruption but they don’t really see the positive,” says Page. “They don’t see it as a life-changing kind of thing . . . I think the problem has been people don’t feel they are participating in it.”
• “Even if there’s going to be a disruption on people’s jobs, in the short term that’s likely to be made up by the decreasing cost of things we need, which I think is really important and not being talked about.”
• "in a capitalist system, he suggests, the elimination of inefficiency through technology has to be pursued to its logical conclusion."

There are some dark layers which are apparently "incidental side effects" of the techno-utopian desires.

Mental flaws could be reinforced & monetized by hooking people on prescription pharmaceuticals:

It takes very little imagination to foresee how the kitchen mood wall could lead to advertisements for antidepressants that follow you around the Web, or trigger an alert to your employer, or show up on your Facebook page because, according to Robert Scoble and Shel Israel in Age of Context: Mobile, Sensors, Data and the Future of Privacy, Facebook “wants to build a system that anticipates your needs.”

Or perhaps...

Those business savings are crucial to Rifkin’s vision of the Third Industrial Revolution, not simply because they have the potential to bring down the price of consumer goods, but because, for the first time, a central tenet of capitalism—that increased productivity requires increased human labor—will no longer hold. And once productivity is unmoored from labor, he argues, capitalism will not be able to support itself, either ideologically or practically.

That is not to say "all will fail" due to technology. Some will succeed wildly.

Michelle Phan has been able to leverage her popularity on YouTube to launch a makeup subscription service which is at an $84 million per year revenue run rate.

Those at the top of the hierarchy will get an additional boost. Such edge case success stories will be marketed offline to pull more people onto the platform.

Google is promoting Japanese Youtube creators' personal brands in heavy TV, online, and print ads. Trying to recruit more maybe?— Patrick McKenzie (@patio11) November 1, 2014

While a "star based" compensation system makes a few people well off, most people publishing on those platforms won't see any financial benefit from their efforts. Worse yet, a lot of the "viral" success stories are driven by a large ad budget.

Even Google has done research on income inequality in attention economies - and that was before they dialed up their brand bias stuff.

Category after category gets commoditized, platform after platform gets funded by Google, and ultimately employees working on them will long for the days where their wages were held down by illegal collusion rather than the crowdsourcing fate they face:

Workers, in turn, have more mobility and a semblance of greater control over their working lives. But is any of it worth it when we can’t afford health insurance or don’t know how much the next gig might pay, or when it might come? When an app’s terms of service agreement is the closest thing we have to an employment contract? When work orders come through a smartphone and we know that if we don’t respond immediately, we might not get such an opportunity again? When we can’t even talk to another human being about the task at hand and we must work nonstop just to make minimum wage?

Just as people get commoditized, so do other layers of value:

• those who failed to see the value of & invest in domain names cheered as names lost value
• Google philosophically does not believe in customer service, but they feel they should grade others on their customer service and remove businesses which don't respond well to culturally unaware outsourced third world labor.
• Google gets people to upload pirate content to YouTube & then uses the existence of the piracy to sell ads. They can also use YouTube to report on the quality of various ISPs, while also blocking competing search engines and apps from being able to access YouTube.
• PageRank extracts the value of editorial votes, allowing Google to leverage the work of editors to refine their search rankings without requiring people to visit the sites. Mix in the couple years Google spent fearmongering about links and it is not surprising to see the Yahoo Directory shut down.
• Remember the time a Google "contractor" did a manual scrape of Mocality in Kenya, then called up the businesses and lied to them to try to get them onto Google? I'd link to the original Mocality blog post, but Mocality Kenya has shut down.
• Google also scraped reviews (sometimes without attribution) & only failed at it when players large enough to be heard by Government regulators complained. This is why government scrutiny of Google is so important. It is one of the few things they actually respond to.
• The smart home will turn household appliances into lead generation devices.

In SEO for a number of years many people have painted brand as the solution to everything. But consider the hotel search results which are 100% monetized above the fold - even if you have a brand, you still must pay to play. Or consider the Google Shopping ads which are now being tested on branded navigational searches.

Google even obtained a patent for targeting ads aimed at monetizing named entities.

You paid to build the brand. Then you pay Google again - "or else."

One could choose to opt out of Google ad products so as not to pay to arbitrage themselves, but Google is willing to harm their own relevancy to extract revenues.

A search in the UK for the trademark term [cheapflights] is converted into the generic search [cheap flights]. The official site is ranking #2 organically and is the 20th clickable link in the left rail of the search results.

As much as brand is an asset, it also becomes a liability if you have to pay again for every time someone looks for your brand.

Mobile apps may be a way around Google, but again it is worth noting Google owns the operating system and guarantees themselves default placement across a wide array of verticals through bundling contracts with manufacturers. Another thing worth considering with mobile is new notification features tied to the operating systems are unbundling apps & Google has apps like Google Now which tie into many verticals.

As SEOs for a long time we had value in promoting the adoption of Google's ecosystem. As Google attempts to capture more value than they create we may no longer gain by promoting the adoption of their ecosystem, but given their...

• cash hoard
• lobbyists
• ex-employees in key government rolls
• control over video, mobile, apps, maps, email, analytics (along with search)
• broad portfolio of investments

... it is hard to think they've come anywhere close to peaking.

Google recently announced they were doing away with exact match AdWords ad targeting this September. They will force all match types to have close variant keyword matching enabled. This means you get misspelled searches, plural versus singular overlap, and an undoing of your tight organization.

In some cases the user intent is different between singular and plural versions of a keyword. A singular version search might be looking to buy a single widget, whereas a plural search might be a user wanting to compare different options in the marketplace. In some cases people are looking for different product classes depending on word form:

For example, if you sell spectacles, the difference between users searching on ‘glass’ vs. ‘glasses’ might mean you are getting users seeing your ad interested in a building material, rather than an aid to reading.

Where segmenting improved the user experience, boosted conversion rates, made management easier, and improved margins - those benefits are now off the table.

CPC isn't the primary issue. Profit margins are what matter. Once you lose the ability to segment you lose the ability to manage your margins. And this auctioneer is known to bid in their own auctions, have random large price spikes, and not give refunds when they are wrong.

An offline analogy for this loss of segmentation ... you go to a gas station to get a bottle of water. After grabbing your water and handing the cashier a $20, they give you $3.27 back along with a six pack you didn't want and didn't ask for.

Why does a person misspell a keyword? Some common reasons include:

• they are new to the market & don't know it well
• they are distracted
• they are using a mobile device or something which makes it hard to input their search query (and those same input issues make it harder to perform other conversion-oriented actions)
• their primary language is a different language
• they are looking for something else

In any of those cases, the typical average value of the expressed intent is usually going to be less than a person who correctly spelled the keyword.

Even if spelling errors were intentional and cultural, the ability to segment that and cater the landing page to match disappears. Or if the spelling error was a cue to send people to an introductory page earlier in the conversion funnel, that option is no more.

In many accounts the loss of the granular control won't cause too big of a difference. But some advertiser accounts in competitive markets will become less profitable and more expensive to manage:

No one who's in the know has more than about 5-10 total keywords in any one adgroup because they're using broad match modified, which eliminated the need for "excessive keyword lists" a long time ago. Now you're going to have to spend your time creating excessive negative keyword lists with possibly millions upon millions of variations so you can still show up for exactly what you want and nothing else.

You might not know which end of the spectrum your account is on until disaster strikes:

I added negatives to my list for 3 months before finally giving up opting out of close variants. What they viewed as a close variant was not even in the ballpark of what I sell. There have been petitions before that have gotten Google to reverse bad decisions in the past. We need to make that happen again.

Brad Geddes has held many AdWords seminars for Google. What does he think of this news?

In this particular account, close variations have much lower conversion rates and much higher CPAs than their actual match type.
...
Variation match isn’t always bad, there are times it can be good to use variation match. However, there was choice.
...
Loss of control is never good. Mobile control was lost with Enhanced Campaigns, and now you’re losing control over your match types. This will further erode your ability to control costs and conversions within AdWords.

A monopoly restricting choice to enhance their own bottom line. It isn't the first time they've done that, and it won't be the last.

Have an enhanced weekend!

Growing Up vs Breaking Things

Facebook's early motto was "move fast and break things," but as they wanted to become more of a platform play they changed it to "move fast with stability." Anything which is central to the web needs significant stability, or it destroys many other businesses as a side effect of its instability.

As Google has become more dominant, they've moved in the opposite direction. Disruption is promoted as a virtue unto itself, so long as it doesn't adversely impact the home team's business model.

There are a couple different ways to view big search algorithm updates. Large, drastic updates implicitly state one of the following:

• we were REALLY wrong yesterday
• we are REALLY wrong today

Any change or disruption is easy to justify so long as you are not the one facing the consequences:

"Smart people have a problem, especially (although not only) when you put them in large groups. That problem is an ability to convincingly rationalize nearly anything." ... "Impostor Syndrome is that voice inside you saying that not everything is as it seems, and it could all be lost in a moment. The people with the problem are the people who can't hear that voice." - Googler Avery Pennarun

Monopoly Marketshare in a Flash

Make no mistake, large changes come with false positives and false negatives. If a monopoly keeps buying marketshare, then any mistakes they make have more extreme outcomes.

Here's the Flash update screen (which hits almost every web browser EXCEPT Google Chrome).

Notice the negative option installs for the Google Chrome web browser and the Google Toolbar in Internet Explorer.

Why doesn't that same process hit Chrome? They not only pay Adobe to use security updates to steal marketshare from other browsers, but they also pay Adobe to embed Flash inside Chrome, so Chrome users never go through the bundleware update process.

Anytime anyone using a browser other than Chrome has a Flash security update they need to opt out of the bundleware, or they end up installing Google Chrome as their default web browser, which is the primary reason Firefox marketshare is in decline.

Google engineers "research" new forms of Flash security issues to drive critical security updates.

Obviously, users love it:

Has anyone noticed that the latest Flash update automatically installs Google Toolbar and Google Chrome? What a horrible business decision Adobe. Force installing software like you are Napster. I would fire the product manager that made that decision. As a CTO I will be informing my IT staff to set Flash to ignore updates from this point forward. QA staff cannot have additional items installed that are not part of the base browser installation. Ridiculous that Adobe snuck this crap in. All I can hope now is to find something that challenges Photoshop so I can move my design team away from Adobe software as well. Smart move trying to make pennies off of your high dollar customers.

In Chrome Google is the default search engine. As it is in Firefox and Opera and Safari and Android and iOS's web search.

In other words, in most cases across most web interfaces you have to explicitly change the default to not get Google. And then even when you do that, you have to be vigilant in protecting against the various Google bundleware bolted onto core plugins for other web browsers, or else you still end up in an ecosystem owned, controlled & tracked by Google.

Those "default" settings are not primarily driven by user preferences, but by a flow of funds. A few hundred million dollars here, a billion there, and the market is sewn up.

Google's user tracking is so widespread & so sophisticated that their ad cookies were a primary tool for government surveillance efforts.

Locking Down The Ecosystem

And Chrome is easily the most locked down browser out there.

• Chromium is turning into abandonware, with Google stripping features to try to push people over to Chrome.
• Extensions must be installed from the official store. If those extensions deliver malware, no worries. But if those extensions are not aligned with Google's business model - they will be banned until a commercial relationship aligned with Google's business model is established. #censorship
• While Google relies on bundling their toolbar & browser in updates to Flash and other plugins, they require an opposite strategy for anyone distributing Chrome plugins. Chrome plugins "must have a single purpose that is narrow and easy-to-understand."
• If someone other than Google changes default search settings, it's time to reset hijacked settings.
• Chrome is so locked down that Yahoo! is canceling their search toolbar for Chrome to comply with recent Google Chrome policy updates, even as Google distributes toolbars in other browsers. #censorship

Whenever Google wants to promote something they have the ability to bundle it into their web browser, operating system & search results to try to force participation. In a fluid system with finite attention, over-promoting one thing means under-promoting or censoring other options. Google likes to have their cake & eat it too, but the numbers don't lie.

I am frustrated @JohnMu saying that it will not cost CTR. Either Google lied about the increase in CTR with photos, or they're lying now.— Rand Fishkin (@randfish) June 25, 2014

The Right to Be Forgotten

This brings us back to the current snafu with the "right to be forgotten" in Europe.

Google notified publishers like the BBC & The Guardian of their links being removed due to the EU "right to be forgotten" law. Their goal was to cause a public relations uproar over "censorship" which seems to have been a bit too transparent, causing them to reverse some of the removals after they got caught with their hand in the cookie jar.

The breadth of removals is an ongoing topic of coverage. But if you are Goldman Sachs instead of a government Google finds filtering information for you far more reasonable.

Some have looked at the EU policy and compared it to state-run censorship in China.

Google already hires over 10,000 remote quality raters to rate search results. How exactly is receiving 70,000 requests a monumental task? As their public relations propagandists paint this as an unbelievable burden, they are also highlighting how their own internal policies destroy smaller businesses: "If a multi-billion dollar corporation is struggling to cope with 70,000 censor requests, imagine how the small business owner feels when he/she has to disavow thousands or tens of thousands of links."

The World's Richest Librarian

Google aims to promote themselves as a digital librarian: "It’s a bit like saying the book can stay in the library, it just cannot be included in the library’s card catalogue."

That analogy is absurd on a number of levels. Which librarian...

• tracks people to target ads at them?
• blends ads into their recommendations so aggressively that most users are unable to distinguish the difference between ads and regular recommendations?
• republishes the works of others, offers ultimatums while taking third party content, and obscures or entirely strips the content source?
• invests in, funds & defunds entire lines of publishing?
• claims certain book publishers shall be banned from the library due to nothing other than their underlying business model?

Sorry About That Incidental Deletion From the Web...

David Drummond's breathtaking propaganda makes it sound like Google has virtually no history in censoring access to information:

In the past we’ve restricted the removals we make from search to a very short list. It includes information deemed illegal by a court, such as defamation, pirated content (once we’re notified by the rights holder), malware, personal information such as bank details, child sexual abuse imagery and other things prohibited by local law (like material that glorifies Nazism in Germany).

Yet Google sends out hundreds of thousands of warning messages in webmaster tools every single month.

Google is free to force whatever (often both arbitrary and life altering) changes they desire onto the search ecosystem. But the moment anyone else wants any level of discourse or debate into the process, they feign outrage over the impacts on the purity of their results.

Despite Google's great power they do make mistakes. And when they do, people lose their jobs.

Consider MetaFilter.

They were penalized November 17, 2012.

At a recent SMX conference Matt Cutts stated MetaFilter was a false positive.

People noticed the Google update when it happened. It is hard to miss an overnight 40% decline in your revenues. Yet when they asked about it, Google did not confirm its existence. That economic damage hit MetaFilter for nearly two years & they only got a potential reprieve from after they fired multiple employees and were able to generate publicity about what had happened.

As SugarRae mentioned, those false positives happen regularly, but most the people who are hit by them lack political and media influence, and are thus slaughtered with no chance of recovery.

MetaFilter is no different than tens of thousands of other good, worthy small businesses who are also laying off employees – some even closing their doors – as a result of Google’s Panda filter serving as judge, jury and executioner. They’ve been as blindly and unfairly cast away to an island and no one can hear their pleas for help.

The only difference between MetaFilter and tons of other small businesses on the web is that MetaFilter has friends in higher places.

If you read past the headlines & the token slaps of big brands, these false positive death sentences for small businesses are a daily occurrence.

And such stories are understated for fear of coverage creating a witch-hunt:

Conversations I’ve had with web publishers, none of whom would speak on the record for fear of retribution from Cutts’ webspam team, speak to a litany of frustration at a lack of transparency and potential bullying from Google. “The very fact I’m not able to be candid, that’s a testament to the grotesque power imbalance that’s developed,” the owner of one widely read, critically acclaimed popular website told me after their site ran afoul of Cutts’ last Panda update.

Not only does Google engage in anti-competitive censorship, but they also frequently publish misinformation. Here's a story from a week ago of a restaurant which went under after someone changed their Google listing store hours to be closed on busy days. That misinformation was embedded directly in the search results. That business is no more.

Then there are areas like locksmiths:

I am one of the few Real Locksmiths here in Denver and I have been struggling with this for years now. I only get one or two calls a day now thanks to spammers, and that's not calls I do, it's calls for prices. For instance I just got a call from a lady locked out of her apt. It is 1130 pm so I told her 75 dollars, Nope she said someone told her 35 dollars....a fake locksmith no doubt. She didn't understand that they meant 35 dollars to come out and look at it. These spammers charge hundreds to break your lock, they don't know how to pick a lock, then they charge you 10 times the price of some cheap lock from a hardware store. I'm so lost, I need help from google to remove those listings. Locksmithing is all I have ever done and now I'm failing at it.

There are entire sectors of the offline economy being reshaped by Google policies.

When those sectors get coverage, the blame always goes to the individual business owner who was (somehow?) personally responsible for Google's behaviors, or perhaps some coverage of the nefarious "spammers."

Never does anybody ask if it is reasonable for Google to place their own inaccurate $0 editorial front and center. To even bring up that issue makes one an anti-capitalist nut or someone who wishes to impede on free speech rights. This even after the process behind the sausage comes to light.

And while Google arbitrarily polices others, their leaked internal documents contain juicy quotes about their ad policies like:

• “We are the only player in our industry still accepting these ads”
• “We do not make these decisions based on revenue, but as background, [redacted].”
• "As with all of our policies, we do not verify what these sites actually do, only what they claim to do."
• "I understand that we should not let other companies, press, etc. influence our decision-making around policy"

Is This "Censorship" Problem New?

This problem of control to access of information is nothing new - it is only more extreme today. Read the (rarely read) preface to Animal Farm, or consider this:

John Milton in his fiery 1644 defense of free speech, Areopagitica, was writing not against the oppressive power of the state but of the printers guilds. Darnton said the same was true of John Locke's writings about free speech. Locke's boogeyman wasn't an oppressive government, but a monopolistic commercial distribution system that was unfriendly to ways of organizing information that didn't fit into its business model. Sound familiar?

When Google complains about censorship, they are not really complaining about what may be, but what already is. Their only problem is the idea that someone other than themselves should have any input in the process.

"Policy is largely set by economic elites and organized groups representing business interests with little concern for public attitudes or public safety, as long as the public remains passive and obedient." ― Noam Chomsky

Many people have come to the same conclusion

Turn on, tune in, drop out

"I think as technologists we should have some safe places where we can try out some new things and figure out what is the effect on society, what's the effect on people, without having to deploy kind of into the normal world. And people like those kind of things can go there and experience that and we don't have mechanisms for that." - Larry Page

I have no problem with an "opt-in" techno-utopia test in some remote corner of the world, but if that's the sort of operation he wants to run, it would be appreciated if he stopped bundling his software into billions of electronic devices & assumed everyone else is fine with "opting out."

Are you still working through your newsfeed of SEO material on the 101 ways to get out of panda 4.0 written by people that have never actually practiced SEO on their own sites? Aaron and I had concluded that what was rolling through was panda before it was announced that it was panda, but I'm not going to walk here on my treadmill and knock out yet another post on the things you should be doing if you were gut punched by that negative a priori algorithm (hat tip to Terry, another fine SEObook member, for pointing out to me those public discussions that showed the philosophical evolutionary shift towards the default assumption that sites likely deserve to be punished). I'd say 90% of those posts are thinly veiled sales pitches; I should know since I sell infographics to support my nachos habit. Speaking of infographics, there's already a great one that covers recovery strategies that still work right here.

Should I write about penguin? Analysis of that beast consumed the better part of 2 year years of my waking time. Nope. Again, I think it has already been adequately covered in a previous blog post. There's nothing particularly new to report there either since the next update may be completely different, might be just another refresh that doesn't take into account those slapped in the 1.0 incarnation of the update, or may actually be the penguin everyone hopes it is, taking into account the countless hours agencies have spent disavowing links and spamming me with fake legal threads should I not remove links they themselves placed. I wouldn't hold your breathe on that last one. Outside of crowdsourcing pain for future manual penalties, I don't expect much relief on that front.

Instead, I think I'm going to talk about popsicles. That seems like the kind of tripe that a SEO blog might discuss. I bet I can make it work though. I'm a fat dude in the Phoenix area and we already had our first 100F day, so I'm thinking of frozen treats. Strap in.

Search tactics and I'd even go so far as to say even certain strategies are like popsicles. When they are brand new they are cool and refreshing, but once exposed to the public heat they fade…fast. Really fast. Like a goop of sticky mess, which users of ALN and BMR can probably tell you.

Bear with me.

If you have a tactic that works, why would you expose it to the public? Nothing good can come of that. Sure, you have a tactic that works 100% but since I'm a loyal subscriber you're willing to share it with me for $297. Seems legit. I'm not saying all services/products pitched this way are inherently ‘bad', I'm just saying you aren't going to get a magic bullet, yet alone one hand-wrapped and delivered by filling out a single wufoo form…sans report.

Would you share with a really close friend? I suppose, but even still the popsicle isn't going to last as long since it is now being consumed at an accelerated rate. There's the thought of germs, contamination, and other nasty thoughts that'd prevent me from going down that route. Cue the “Two SEOs, one popsicle” reaction videos. No. There are two ways to make the best use out of that popsicle.

• Practionioner: eat it quietly, savor it, make it last.
• Strategist w/ resources: figure out the recipe and mass produce it as quickly as possible, knowing that after enough public heat is on, the popsicles will start melting before they can be eaten, and no one likely that weird, warm orange sticky stuff that tastes like a glucose intolerance test.

There's another caveat to the two above scenarios. Even if you're a strategist with deep resources, unless you're willing to test on your own sites, you're just effectively selling smoke on an unproven tactic.

So there you have it, tactics are like popsicles. Disappointed? Good. I've been doing SEO since 1997, so here's a secret: try to create engaging content, supported by authoritative off-page signals. There's an ebb and flow to this of course, but it can be translated across the full black/white spectrum. Markov content in a free wordpress theme can be engaging when it is cloaked with actionable imagery, with certain % of back-buttons disabled, or when you make the advertising more compelling than the content (just ask eHow). Similarly, well-researched interactive infographics can engage the user on the other side of the spectrum…just more expensive. Comment spam and parasitic hosting on “authority” sites can tap into those authority signals on dark side, as can a thorough native campaign across a bunch of relevant sites backed by a PR campaign, TV commercials, and radio spots for the light side. Budget and objectives are the only difference.

Go enjoy a popsicle everyone. Summer is here; I expect a lot more heat from Google, so you might need one.  

About the author: Joe Sinkwitz is the Chief Revenue Officer at CopyPress. He {Tweets / posts / comments / shares his thoughts} on navigating the evolving SEO landscape on Twitter here.