Wal Mart Facts, Brand & Link Building

Wal Mart has no brand strategy. Instead of coming up with one they do small random acts of good and then spend 10 times as much to market how wonderful they are.

They then further their lack of brand by creating http://www.walmartfacts.com/ as a site people can visit to learn the truth about Wal Mart. The problems with that are:

  1. it does not give Wal Mart any legitimate brand strategy

  2. Wal Mart is still hated by many people
  3. the web is a bad place to try to spread pro mega corp propaganda, as...
  4. Wal-Mart-Facts.com is still avialable if anyone wants to register it. Surely it could be a fun project that would garner a number of links. You probably could even make a one page list of anti Wal Mart sites, contact them, and ask them to link to you and quickly outrank the official site.

Hate can be a cheap source of link popularity. Market leaders make the rules, but there is no reason to follow them.

Pfizer is another company which has been doing the right thing :(

2005 SEO Conferences, Gatherings, & Bar Meetings

ThreadWatch in 6 weeks, weekend of the 28th May, in Stansted. Right before SES London.

DG's First Annual Backyard Bash is August 20-21st, in Prospect, Tennessee

WMW World of Search is June 21-24, in New Orleans

SEO Roadshow is Saturday 10th of September, in Edinburgh

Apparently SES is going to be held nearly everywhere.

We are tentatively planning a French edition of SES for Paris this fall. We already run SES in Sweden (October), England (June) and Germany (April). Plans are also afoot to run a one-day mini-SES in Milan in the fall.

We had tentatively announced a Beijing, China show in June, but we could not line up all the pieces to run the event this year. However, we have a plan for a new effort for May 2006.

I just returned from 9 days in Europe and leave on Monday for Tokyo, Japan and Sydney, Australia. I will be working on JupiterImage projects in both countries, but will take in the SES Japan show on April 20th.

For the true tech geek you may also want to look at the Document Space Workshop At Ucla's Ipam being held next January

Click Fraud Click Fraud Click Fraud

Clickity click click click...

In the past few days there have been a great number of articles, posts, and threads about click fraud. Today I woke up with an inbox that had a few emails about click fraud.

[update: Fantomaster found a blog about ClickFraud]

eMarketer says Click Fraud Is Starting to Scare Marketers

Advertisers should be able to opt in or out of advertising on specific sites.

Joe Holcomb, SVP at BlowSearch, recently wrote these articles:

Scott Blum, of Buy.com also has some type of click fraud patent.

News Losing Ad Revenue:
Despite the claims of PPC fraud Wall Street Journal was hit by lower ad spend, and yet financial ads account for 20% of online ads.

[update 2: Gary Stein found this 15 minute real audio file about the death of mass media advertising.]

This Wall Street Journal article (sub req) talks about Yahoo's small and nimble new search service which is outpacing most of the giants. Even Rupert Murdock knows he is behind the curve.

Other PPC News:
Yahoo! Buys Brazilian PPC Search Network

Google is testing placing a third ad in the premium position. BAD CALL. Andrew Goodman also feels their bid optimizer is a bad call.

ThreadWatch finds sites about cheap clicks and expensive clicks.

The Dow Jones Industrial average is down 4% in the last 3 days. Yahoo! will be announcing quarterly results Tuesday & Google will be announcing their Q1 2005 results Thursday.

WidgetBaiting Free Automated Content Generation Software

If you are worried about people giving you "crap" for your recent posts, you might want to "stiffen" your back a bit and write what EVER you feel is RIGHT.

Else, you're just a non-payed Google employee.

That is part of a recent email feedback I got from a person after I told them I was going to lay low on mentioning aggressive SEO software for a bit.

Mentioning that blogspam script a while ago got me a few hate comments, but I knew that was expected (although I think some of the haters may have been a bit hypocritical, but that is for another day).

It seems as though the script is no longer offered for sale. Most likely some bloggers saw it and complained to 2Checkout or his host. I can't fault them and I was fairly certain that would be an eventaul side effect of me mentioning it. But he probably sold a few more when I did mention it.

I have not much used any software that:

  • blog spams -or-

  • creates automated content -or-
  • cloaks

I don't necissarily think that one needs to use many automated tools to do well. I do well enough with this site without using any of those tools, but it does not mean someone is a bad person if they use a tool which may not comply with the search engine's TOS. Search engines do not always comply with publisher's TOS, either.

With all that being said, I do realize that if search engines no longer appreciated my site, if they chose to remove it from their index, that could likely eventually have a long lasting effect on my livelihood, or at least until I created other revenue streams.

There are large groups of people who move from business to business and person to person claiming how unethical they are and how right they are when a site eventually get penalized by Google. Now sometimes these people are right, and other times they rely on Google to tell them what is good and bad, right and wrong.

There is a ton of fraud on the web. It is a rather tiring experience trying to create a helful business model that is both honest and profitable while not spreading yourself too thin. I probably could have took on a half dozen clients today, but that would have made little sense. And my blog software was down a large part of the day :(

I think the web as a whole would do far better if on average we each looked for ways to do better ourselves than to point at the flaws with others. It is human nature to say that others are cheating if they are doing better than you or I. Controvercy also builds linkage data and attention, which is a must for blogs.

Now granted the fact that I have this blog makes me a bit of a pundit of sorts, but the point of this post is that generally the biggest gains are in improving our own sites, offerings, and marketing methods rather than wasting efforts on thinking about how unfair or unethical some idea may be.

When you were doing exceptionally bad and go to doing rather well in a short period of time it is easy to take it for granted. I do realize that some people expect certain things from me and from time to time my ideas or links or words will disappoint a few people.

My buddy Jason Duke recently created Widget Baiting, which is a free tool that can be used to mix content.

The tool can generate near matches of a seed article, allowing you to:

  • set article length

  • recreate at random or using Markov chains
  • set the change percentage
  • quickly change various words
  • quickly regenerate up to 100 mutations of any article
  • regenerate future generations from those articles

Two things that would really improve this tool would be to let people change conceptual word groups and to allow people to move the location of a word or wordset within a sentence.

This tool is most likely used for spamming purposes and could probably do well when combined with things like Yahoo!'s autolinker, but is not something I would recommend using on sites that you had long term goals with.

Having said that, this tool can also be used by professional SEOs to create similar mutations of pages to understand how conceptually related pages can be before they are hit by duplicate content filters and how some various search technologies may work.

Movable Type & The Magical Hidden .htaccess File

For some reason one of my hosts hides .htaccess files from FTP view. So when you go to add an .htaccess file you overwrite the hidden .htaccess file, and all is not well with MovableType. :(

MovableType tells you that you need to contact your host, since .htaccess is a host issue. Your host tells you that you should see the backup .htaccess file in your domain. Which is not true since they hide the .blah files.

Today has been lost in translation. But I do now know that

Options +ExecCGI
AddHandler cgi-script .cgi .pl

is an important piece of Movable Type .htaccess code. So should customer support at Movable Type? And DreamHost should really tell you that the .blah files are hidden! Surprised I did not notice that until now.

SEO Audio

Jim Boykin busts on the audioblog scene with the exclusive WeBuildPages theme song. hehehe

If he posts often I am sure he will end up having one of the best SEO blogs.

Bonus audio: I chatted with John Jantsch (long download time!!!) for about an hour a week or two ago. I usually get bored listening to anything that is over 3 minutes long, though I did find it interesting to hear how my voice changes over time (I have never done much public speaking and I think there were over 100 people listening - eek).

When I was 16 I remember someone told me I had a great radio voice, though listening now I am not hearing it. John however does, and was a great host. Thank for having me on John.

Also John is going to interview Andrew Goodman on Wednesday for some PPC chat at 1PM Eastern.

Become.com Official Launch

Become.com launches their shopping search engine. They claim to be spam proof, though many are wondering if in doing that they became user proof.

Many of the top ranking sites are not what people would expect to find. For example a search for Viagra only brings up the en Espanol version of the official site at #8.

Random authority sites that just mention stuff tend to rank without regard to page or site theme.

.JOBS & .TRAVEL Domain Names, Spam Research Papers

.JOBS and .TRAVEL:
to come late 2005

Cheap Promotional Technique:
throw some political ad on Google. after you get a ton of press coverage say it was an accident.

Direct Answers:
Google adds direct answers to SERPs.

Keyword Research:
Statistically Improbible Phrases (found by Ploppy)

Words which rarely occur in a search index likely are more likely to be more descriminant than common words and thus likely have greater term weight.

Search Research & Spam Papers for AIRweb:
Intallment #1
Gary Price also stated that A Taxonomy of Web Spam (PDF) was recently updated, and they covered that in the forums here. Here is a list of some of the newer Stanford research papers.

Tailoring Technology:
Jeff Weiner, VP of Yahoo! Search, chats about search and customizing software.

Webmaster Radio:
Audio archives now online. thanks to StuntDubl

Good Forum Thread:
about Google's new patent.

Encarta:
accepts user feedback and editing, although I can't imagine it is as appealing to add content next to their ads.

Oil & You:
The Long Emergency

Cool:
Stor Troopers are back :)

BadRank & the Ugly Side of SEO

I think having regular channels for communication and building brand are important, but providing honest scalable SEO services is not an easy task.

Below are some of the issues which have recently occured in the SEO field. I don't offer any solutions because I do not know that I know how to answer the problems. BadRank:
RustyBrick posts about BadRank, which is a concept discussed in some search spam fighting research papers.

Many of the papers discussed methods of automatically finding and then penalizing the 3rd generation spam technique. Some went as far as discussing "BadRank". Where they downgrade pages that are found within a linking network that fits the spam discussed above.

Most of the papers discuss a certain threshold (i.e. the page needs to be associated with X or more "bad" sites) to be downgraded and marked as a bad site.

Many, in the forums, feel that search engines would rarely penalize for being linked to by "bad" sites. But these papers clearly discuss how a page that is being linked to by "bad" sites but NOT linking back to any "bad" sites will be penalized.

Link Filtering:
If a site has too many similar links it can get filtered out of the search results. I have been told that some people have paid to point links at competitors sites and knocked their sites out of the search results.

$49 Fraud:
Since the business model and work is not visible until results are achieved many customers pay for crap services from hucksters hungry for a buck. At one point in time I bought bogus SEO services.

Now there are even SEO Verification websites that sell search engine submission services. WTF is that? I bet the verification logo also links back to their site. hehehe

Outdated Material:
Some search engines still rank SEO sites highly based on offering things like free search engine submission, which has no value in today's market. Forums, articles, blogs and just about any form of SEO information suffer from being outdated.

Redirects:
Google has long had a problem with 302 redirects where some webmasters can remove competing URLs from the Google search results.

Spam Email:
Recently someone was sending spam email link exchange messages trying to destroy the brand of a well known SEO company.

Blog Comment Spam:
People complain about others blog spamming active blogs for them.

Fake Forums:
A while ago many dubious SEO forums sprung up.

General Forum Faults:

  • Hate Threads: Really there are a ton of them out there. I think the most SEO hate threads usually revolve around the White Hat / Black Hat SEO theme. Those threads generally are a complete waste of time and hurt the industry as a whole. The only people who win are those who are branded as the white or black hat expert.

  • Some people knowingly put out false information.
  • Some people refuse to accept honest information.
  • Most threads only scratch the surface of what is going on. As one reads each thread they may think that each issue is more important than it actually is, and may miss the whole picture.
  • People are more inclined to participate in forums when they are new, and thus likely do not know much what they are talking about. This combined with noise and how quickly some information ages makes it hard to know which threads are worthwhile and which ones are not.

Many of us weblogs tend to share many of the same problems as the forums.

Client Forums:
I have seen multiple SEO firms place SEO forums on their sites. Some of these forums lack personality and have a sales pitch in nearly every post, and in doing that the forums may actually:

  • make customer service worse

  • make it easy for people to complain about your services
  • wear your resources thin
  • make it easy for your competitors to poach your clients

PPC Click Fraud:
Competitors clicking your ads to increase your cost.

I think something has to be done about this really, really quickly, because I think, potentially, it threatens our business model - Google Chief Financial Officer George Reyes

Impression Fraud:
People can run many searches to change your effective clickthrough rate, which could slow your ads and increase your ad management time.

Contextual Partner Fraud:
A friend of mine told me about a guy he knew who made $75,000 on click fraud but never cashed the check. As seen by the recent WordPress fiasco the AdSense QA program leaves something to be desired.

Google Stealing Large AdWords Clients:
As recently mentioned by Danny Sullivan.

Dumping Sites:
Not too long ago Google dumped over a million sites to stop a few search spammers. Later they accidentally dumped Australia too.

Low Entry Cost:
Both a blessing and a curse. It is a large part of the reason I was able to do well, but at the same time it is part of what makes it hard to charge your full market value for your services.

SEMPO:
An organization that was formed to represent SEOs never was interested in participating with the community or accepting any feedback it had to offer.

I am sure I missed a bunch of things too.

It seems to me there is lots of ugliness inside the SEO market. Lots of independant forces which aim to constrict / chew up the market. It makes sense that for the most part Google generally does not want to recognize SEOs. They are probably hoping that eventually we will just canibalize ourselves. So what is the solution?

WeBuildPages Search Combination Tool

WeBuildPages tool # 9,347. Actually thats not its real name, but Jim makes a lot of good tools and shares them.

His newest tool is a search combination tool. Essentially it allows you to get the search results for various keyword combination searches.

For example, I could look for:

  • seo, search engine optimization, etc.

  • directory, submit your site, etc.

and the output page will link me to Google, Yahoo!, and MSN search queries for all the variations.

This could be useful in looking for places to buy, rent, or trade links or maybe for even tracking search results and the like. I am sure there are lots of good uses for this tool. Each result is a clickable link to search results, which means the tool does not send automated queries at the search engines.

You also can save the source code of the output page and so you can work in chunks and its easy to remember which links you have already looked through.

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