The other day a person contacted me about wanting to help me with ad retargeting on one of my sites, but in order to do so they would have had to have tracked my site. That would have given them tons of great information about how they could retarget all my site's visitors around the web. And they wanted me to give that up for free in an offer which was made to sound compelling, but lacked substance. And so they never got a response. :D

It is the same reason I don't use services like AddToAny on our websites.

Given that we live in "the information age" it is surprising how little people value data & how little they expect you to value it. But there are still a lot of naive folks online! Google has a patent for finding under-served markets. And they own the leading search engine + the leading online ad network.

At any point in time they can change who they are voting for, and why they are voting that way.

They acquired YouTube and then universal search was all the rage.

Yes they have been pretty good at taking the longterm view, but that is *exactly* why so many businesses are afraid of them. Google throws off so much cash and collects so much data that they can go into just about any information market and practice price dumping to kill external innovation & lock up the market.

Once they own the market they have the data. From there a near infinite number of business models & opportunities appear.

Google recently became the #1 shopping search engine. How did they respond? More promotion of their shopping search feature.

All those star ratings near the ads go to a thin affiliate / Google value add shopping search engine experience. Featured placement for those who are willing to share more data in exchange for promotion, and then over time Google will start collecting data directly and drive the (non-Google) duplication out of the marketplace.

You can tell where Google aims to position Google in the long run by what they consider to be spam. Early remote quality rater guidelines have highlighted how spammy the travel vertical is with hotel sites. Since then Google has added hotel prices to their search results, added hotels to some of their maps, and they just acquired ITA software - the company which powers many airline search sites.

Amongst this sort of backdrop there was an article in the NYT about small book shops partnering up with Google. The title of the article reads like it is straight out of a press release: Small Stores See Google as Ally in E-Book Market. And it includes the following quote

Mr. Sennett acknowledged that Google would also be a competitor, since it would also sell books from its Web site. But he seemed to believe that Google would favor its smaller partners.

“I don’t see Google directly working to undermine or outsell their retail partners,” he said. “I doubt they are going to be editorially recommending books and making choices about what people should read, which is what bookstores do.”

He added, “I wonder how naïve that is at this point. We’ll have to see.”

If they have all the sales data they don't need to make recommendations. They let you and your customers do that. All they have to do to provide a better service than you can is aggregate the data.

The long view is this: if Google can cheaply duplicate your efforts you are unneeded duplication in the marketplace.

Look at the list of business models Google publicly stated they were leery on:

• ebook sites
• get rich quick
• comparison shopping sites
• travel aggregators

3 out of 4 ain't bad. But even on the one they missed, they still have an AdSense category for it. :D

There are so many blogs on search marketing.

Then there are so many forums.

And Tweets.

So much SEO noise, and so little time.

So how does anyone make sense of it? The deluge can be overwhelming for the experienced SEO, let alone the poor beginner. If you are just starting SEO, here are the ten areas you should spend most of your time on when you're starting up.

1. Stop reading Blogs/Forums/Tweets/Facebook. Too much noise, takin' all your time :)

"SPAM = Site's Positioned Above Mine" - Greg Boser

2. Before you do any SEO, define your niche. What service does your website provide? Who are your readers/customers? What can you provide that your competitors don't? How are you going to deliver your services and make a profit? There's no point ranking well for a business that doesn't work at a fundamental level.

"Search is a "reverse broadcast system." In a broadcast system, advertisers spend lots of money to reach a mass audience, hoping to build desire for a product or service. But most of the audience is not interested in their pitches. Search is the reverse. Each search is an expressed desire, something that someone at a particular time actually wants. Advertisers can tune in to the "desire-cast" that’s going on." - Danny Sullivan

3. Set business-specific goals and include a time frame. "I want to make x in 12 months". "I want 20,000 RSS subscribers in 6 months". It's important to be specific. It's difficult to measure goals that aren't specific i.e. "be popular".

Never let your ads write checks that your website can’t cash. - Avinash Kaushik

4. Create interesting content. If you know your audience, you already know what content they will find interesting. If you don't, revisit #2.

I’m not even sure myself - Matt Cutts

5. Links. You need links Not just the Google-juice, PR-passing kind. Links are the arteries of the web, Traffic travels across links, so all links, crawlable or not, no-followed or otherwise, are valuable. Asking for links from people you don't know is pretty much a waste of time. It's a better idea to create fantastic content, then link out to the popular people who can spread the word. They'll follow their inbound links back to you. Make sure that what they find is remarkable.

The urgent can drown out the important. - Marissa Meyer

6. Do SEO. All that stuff you're no longer reading in #1? It all boils down to this: put keywords in your title tag, write on-topic content, make sure your site is crawlable, get links to that content, get people to talk about you. Repeat.

We're trying hard to find user needs that aren't being met at all- Larry Page

7. After a month, look at your keyword referral logs. Take those terms and plug 'em into keyword research tools. Create a list of 30 keyword terms that your audience would find interesting. Those are your article headings. Write 30 articles. Repeat.

8. Look at your competitors. Your competitors are ranking well for a reason. They're being mentioned elsewhere for a reason. What are they doing that you're not? Reverse engineer their sites i.e. who links to them, find out what articles they publish and find out who is talking about them, and why. Emulate them, then go one better. Either that, or stop competing with them directly i.e. define a slightly different niche.

We are currently not planning on conquering the world - Sergey Brin

9. Get social. Social media is often over-hyped, but the principles, and numbers behind it, are sound. Getting mentioned is the new link building. It's about building connections between people. Google has a problem. Using links as a measure of relevant content doesn't work as well as it used to, so you can be sure Google will be using an ever-more complex set of signals. These signals will involve the connections people make with your site. That's really what Google wants to know - who is most relevant. Consider the many different ways people can connect with you, and enable those connections.

10. Start reading the blogs/forums/twitter. The irony, of course, is that I've linked to some truly great resources and thinkers :)

If you've followed the ten steps above, you're 80% of the way there. The final 20% will take a while longer, and that's where the minutae comes in.

Keep in mind that some of the most lucrative SEO information isn't likely to be published in the public domain. Cultivate personal networks to get this information. This is true of any business endeavor.

Network :)

Internet success stories rarely get any sexier than the story of Johns Wu. 

In 2006, while still an undergraduate research student in neuroscience, Johns started a Wordpress blog he named Bankaholic.com. A one-man-show, Johns used an SEO/SEM-focused approach to build traffic and revenue. Just over 3 years later, he sold Bankaholic to BankRate for a reported $14.9 Million.

He was 22 years old.

Recently, we caught-up with Johns. This proved to be a bit of a challenge, as he is currently enjoying the ability to travel all over the world. He graciously stopped just long enough to answer some questions about his success and what it takes to create a multi-million dollar website these days.

So what leads a guy like you from studying neuroscience into SEO?

My original inspiration was the story of Anand Lal Shimpi and Anandtech.com. When I was in middle school, I saw a news report about how he became a media-tycoon when he was only in high school. Since then, I have always been fascinated by online media. In college, I was originally on track go to medical school, but the deeper I got into science, the more I realized that I hated it! I explored some computer and business classes on the side, and in 2005, I started a stock blog called thebulltrader.com. I had a good time blogging and running the site, and a year later, in 2006, I started Bankaholic. After getting my first AdSense check of $50+, I became interested in getting more traffic, and the rest is history! ;)

Online affiliates tend to do really well in areas that are either directly or closely tied to finance. Do you evaluate the proximity to finance when considering an area or niche where you'd like to build?

Not at all. The Internet is huge and there are tons great niches out there.

Is topical expertise required to compete in a valuable market?

It definitely helps, but it isn't 100% required.

What are specific things you feel might substitute for topical expertise?

Being Internet savvy definitely helps. More specifically, understanding how SEO and SEM works will grow your business and give you a shot even if competitors have more topical expertise.

Do you like to operate in markets where there is passionate competition, or markets where people tend to approach it with less passion?

I always steer clear of competitive niches. Always. There is so much money out there that you shouldn't be wasting your time chasing over-saturated/impossible niches like ringtones and online poker.

Let's talk a bit about how you grew Bankaholic. What was your original vision for the site?

In 2006, it was the peak of the financial bubble. Banks were very aggressive with marketing so they were paying easy sign-up bonuses to new customers. Any average Joe with a social security number could make a couple hundred bucks a month by taking advantage of these deals.

My goal was to aggregate the best deals and create a SlickDeals/Fatwallet kind of site that was exclusively about banking. My vision was to create an online cult of "bankaholics" that would come to my site every day for the latest deals.

Great domain name, BTW. What led you to create a uniquely brand-focused name opposed to using a direct-match or keyword-rich domain within the finance sector?

Picking a domain name was incredibly frustrating because (as you can imagine) all the good names were taken. I remember the day I thought of the word "Bankaholic" very clearly. I was in the neuroscience lab waiting for one of my lab experiments to finish, so I went on the computer and used NameBoy.com to brainstorm some names. I saw the word "Bankaholic" and I thought hey, this sounds alright...so then I quickly registered it on GoDaddy.

Given the size of the sale {$14.9 Million}, it would seem you were quite ambitious and narrowly focused to build that much market leverage so quickly. Were you always focused on reaching that level of success?

Yes, after I graduated college, Bankaholic became my life. I knew that I was sitting on a goldmine and that it was my one shot in life to make it big, so I took it very seriously and spent every free moment obsessing over how to grow and improve my business.

Did you employ any offline strategies to help drive your success?

The only offline strategy I ever attempted was printing Bankaholic t-shirts and giving them out. Since the ROI was so dismal, I never did this again!!

Did you have any specific priorities that you feel contributed in a meaningful way to your success?

Measure and optimize. You can't optimize what you don't measure.

Are you still writing regularly on the site? (One of the current authors in particular seems to share your love affair with culinary treats).

LOL! I continued writing for a few months after the sale, but after the transition, Bankrate has totally taken over.

The social media scene was emerging as Bankaholic grew, but is a much stronger presence today. Has this changed the way you are approaching new ideas or projects?

I'll be honest. I HATE social media. I admit, it can be powerful, but it is so unpredictable and uncontrollable that it is more of an afterthought for my online strategy. I personally would much rather spend my time on SEO since it is predictable, measurable, and (most importantly) 100% profitable.

However, Twitter and Facebook are valuable tools because they allow you to reach a fresh demographic that hasn't yet descended into the 'conversion funnel'... So in that respect, yes it is important to have a level of fluency in SMM depending on your niche and business model.

If new to a niche with limited resources, how does someone tackle bigger, more challenging markets?

Experience is everything. Learn from your mistakes, and don't be afraid to fail your way to the top.

Do you feel a success story like yours is something that anyone can do, or what makes the difference?

Not just anyone can do it, but there are many who can. To be a successful affiliate marketer, you need to be a jack of all trades. You gotta be able juggle and excel at many disciplines: creativity, design, business, project management.

You can only pick one: which is the most valuable asset for a young webmaster starting a competitive website (with all things being magically equal):

• capital to invest,
• passion for the subject matter,
• expertise on the subject matter,
• SEO savvy,
• technical/graphic/content development skills

Definitely expertise. If you are a true authority in your niche and you create remarkable content, your website will naturally attract links, advertisers, and business development opportunities.

How has the money affected the way you're approaching new business interests?

I'm very active in domaining because it is a great place to put my money. I think premium domain names are great for my situation. Since I understand the Internet better than anything else, I know what valuations are attractive. Buying domains also leaves me the option to get into more web development in the future.

You've created an amazing "Rags to Riches" story with this entire effort. How does this affect the way you're viewing future challenges?

Unfortunately, I have a lot less motivation these days. I am a lot less 'hungry' for success but it's okay... eventually I will get back into my Internet marketing groove.

So what's next for Johns Wu?

These days, I've just been traveling and relaxing. Once I get the travel bug out of my system, there is no doubt that I will continue chugging away at domain acquisitions and development.

Thanks for taking a moment to talk, Johns - safe travels, and here's to your continued success!

Marty Lamers owns a Freelance SEO Copywriting company you can visit at Articulayers.Com. Since 2001, Articulayers has been fixing the world, one word at a time.

In 2008, Eric Schmidt let slip that Google would use brands as a signal to clean up the "internet cesspool.

SEOs ears twitched.

Quoted by CNET at the time:

Web crawlers aren't particularly good at making judgments about the truthiness of digital matter, and the wisdom of the crowd can't keep up with the river of data streaming online. Schmidt gave the magazine publishers hope for their future. Brands, he said, are the way to rise above the cesspool...

Schmidt was talking to magazine executives who were concerned about competition they faced from low-cost publishers, like you and me :)

Whilst we can't know exactly what aspects Google's algorithms will reward, it's not difficult to see brand factors becoming increasingly influential in search results, both directly and indirectly. Schmidt may be talking about a level of authority that the brand possesses, so is therefore trusted as an "editor", but there may be something else going on, too.

It might also be a question of clear subject/topic focus.

Establish A Brand

If your site has a very clear focus, in terms of brand identity, a number of search and social media benefits naturally follow. On-topic linking, context, and more. I'll discuss this shortly.

A brand is more than a name, graphic or logo. A brand is everything you do, from the way your position yourself in the market, to how you answer your emails. Brand is the total sum experience you offer. It's also a collection of keyword terms people naturally associate with you and your site.

Whilst it is expensive to create a national or international brand, you can create well-known brands in niches. Consider SEOBook, Webmasterworld.com and SEOMoz. Those brand identities are clear, and I'm sure that a number of unique qualities for each brand springs to mind when those names are mentioned.

Ways To Establish A Brand

Philip Kotler, Professor of International Marketing at the Kellogg School of Management, identified the steps to developing a brand. Amongst those steps were:

• Develop The Value Proposition
• Choose A Broad Positioning For The Product

This sounds like marketing guff, but what does it mean in practice?

The Value Proposition

No one can be good at everything - there isn't enough time and resources - so what is the one thing you are really good at? Is this a value people are willing to pay for?

Broad Positioning

Kotler identifies three alternatives:

• the product differentiator
• the low cost leader
• the nicher

Which one are you?

It's possible that a business can be all three, but such generalist businesses tend to be outgunned by businesses that are superior in one way. For example, Versace *could* do cheap items, but it would compromise their focus and confuse their brand identity, which equates to luxury.

Here's how to translate these brand ideas into an SEO advantage.

The value proposition is based on the demand you identity. For example, if a business owner found keyword demand for the phrase "SEO services in Los Angeles", then the value proposition is:

• A locally focused SEO service provider

The business owner would be suited to providing "SEO services in Los Angeles", presumably by virtue of their location, contacts, focus and experience.

The broad positioning would be "niche". A catchphrase/byline may emphasize regionality, locality and accessibility for clients located in Los Angeles. The terminology used in the copy should reflect this niche approach - again, use words and phrases associated with both the service and the locality. When people link to such a site, they would naturally use terms that reflect locaility, because it's an intrinsic part of the brand identity the owner has established. When people talk about this business on Twitter/Facebook etc, they will hopefully use the terms consistent with the brand identity. Whenever people talk about your site in a certain way, Google will surely follow.

All the ducks are lined up. Business focus, keyword text, link text and the frame of reference in which people can talk about the business. Simple, right? But how many sites lack this type of focus, and thus miss out on keyword associations?

Brand can also be about personality. Danny Sullivan may know a lot about general tech, but to most people, Danny is "the search guy". He gets keyword-rich links, without having to ask. Aaron is "the SEOBook guy". It's hard to not link to Aaron without using the term SEO. Whenever people talk about them, people will naturally use search terminology in the same breath - in their keyword copy, link text and so on, which all flows through into SEO advantages. This benefits flows from having a tight brand identity.

The alternative is to be all things to all people, and this doesn't work so well in 2010, either online or off. There's just too much noise.

Building a brand is about building a a clear and established identity, and in terms of SEO, it's about being associated with a specific list of keyword terms relating to that identity.

Could you sum up your brand identity as a list of keyword terms?

In the past when I claimed that the Google Maps insertion in organic search results wasn't more organic search but rather a Google promotion, I was met with skepticism by some, who argued that Google Maps was just another flavor of organic search and visitors would still be able to go to the end ranked website.

If you search for something on Google and click on one of the end URLs you can still visit them, but Google made one step in the opposite direction today. If you click on the map now the Google Maps section lists a bunch of places on the maps, rather than giving you the URLs. You then have to click onto one of the locations to see it on the map and open a pop up area which contains information including the URL. More clicks to do the same thing.

How long until Google replaces the URL listings in the search results with links to locations on the Google Maps or links to Google Places pages? It is the next obvious step in this transition.

Originally Google wanted to send you to the destination as quickly as possible, hoping that in doing so they would encourage you to come back again. This year Google's strategy has changed to one that wants you to stay for a while. There is no better example of that shift than Youtube Leanback:

Jamie Davidson, a YouTube product manager, says that the 15 minutes of daily viewing by a user typically involves six videos, with the conclusion of each presenting "a decision point, and every decision point is an opportunity to leave. We’re looking at how to push users into passive-consumption mode, a lean-back experience."