Cory Doctorow spoke at Google a few months ago. His speech covers IP protection, copyright law, DRM, and international trade laws. It is well worth a listen for any web entrepreneur, especially those considering getting published.

Someone recently left a comment on my blog promoting a new keyword research tool that is registered via proxy. The competitive analysis keyword research tool has been marketed heavily via comment spam, and currently shows itself as bidding on 0 keywords, per its own competitive measures. The site gives no data about who owns it. Could it appear any less legitimate? How do marketers create market research tools espousing the value of something they are not doing themselves, then market it via blog comment spam? It isn't hard to send an email or buy a review. If their service is worth $90 a month (their current price) their marketing budget should include some money for paid search and public relations. They could at least have a blog comparing seasonal data and data from different companies the way Hitwise does.

The easiest way to show the value of your offering is to eat your own dog food. That is why ReviewMe bought a bunch of its own ads to help the site go viral at launch. There are so many ways to market ad networks or competitive research tools that there is no point creating one if the marketing strategy starts with the likes of blog comment spam and/or cold calling.

SEO Question: I am considering moving my site to another domain name. Do I have anything to fear in moving it? What is the proper way to move a website to a new URL?

Answer: The best way to permanently move a site is to 301 redirect it. If you have a small site you will likely see few small changes with your rankings. The bigger your site is the longer it takes to move and the more drastically the shakeup will be.

301 Redirecting a Small Site Versus a Large Site

When I redirected my article about Search Engine History the pickup was almost immediate because it was only moving one page to another one page site. My friend Daniel recently 301 redirected the old scholarship site to College Scholarships.org. It was a good test to see how the various search engines would react to moving a 1,000+ page website. The site move started on May 30th. By June 3rd Google indexed 385 pages, and on June 6th Google indexed 509 pages. The old URLs ranked until the associated new ones took their place in the index.

When moving a large site make sure to use a find and replace feature to change internal links to point at the new site location. You can do so inside of HTML editing software like Dreamweaver or using freeware like ReplaceEm. Rebranding a site is also a good time to fix broken links. You can find broken links using Xenu.

Why Our Search Traffic is Still Down

Traffic volumes are still noticeably down from their all time highs, but that is largely a function of 4 factors

• The site had not been actively marketed for month and we were busy creating other sites so we didn't add much content to the site for months. We were busy building out other high growth potential properties.

• Right around when we moved the site I believe the traffic volume for that keyword universe dropped (people out of school are not looking for scholarships or grants as much, and people use the Internet less in early summer).
• Before the site moved we had ads on the blog portion of the site. We removed those ads because we want our blog to be a more organic part of the web than it would otherwise be if it were cluttered with ads. Our page-view traffic stats below are for pages that had ads on them. The blog currently represents a small minority of our traffic, but we hope to change that ASAP.
• MSN search sucks at 301 redirects!!!!!

Traffic Trends

The site was moved on the 29th of May, and you can see how the traffic was at its all time high in May (the red is the old site and the blue is the new site). In addition to a nice third party trend graph, here are some traffic numbers by date

How Google Reacted to the Redirects

Google picked up on the 301 redirects for the core pages almost immediately. For core terms, that were heavily emphasized on-site and off-site, the rankings dropped slightly then rose back to their typical positions within about a month. Some of them dropped for as little as a week, while others stayed at #1, but for athletic scholarships the rankings are still a bit lower than they were before, with 4 sites still outranking the site, but then again I doubt we should have beat the NCAA for that term. ;)

At the low point, search traffic was about 50% of its high point, and now it is back up to about 70%.

For some portions of the site, Google took quite a while to pick up the 301 redirect. The sections of the site about state scholarship and grants programs, state student loans, and study abroad scholarship programs were slow to move because they each contained many pages, and were numerous few links from the homepage, requiring a bot to go from the homepage, to a category page, to the subcategory page, to each of the 50 or so pages in each of those sections. To help speed along that movement links to some of the deeper sections were added to the homepage.

Helping Deeper Content Get Re-indexed Quickly

We got about a half dozen average quality links after the site moved and changed the URLs in a few of our directory listings like Business.com to help show the transition of the site. The exact match domain name helped improve rankings for the core matching term, and changing the site architecture to place more emphasis on the deeper pages not only got them crawled again quickly, but also helped those pages rank better as well.

In addition to placing more emphasis on lower nodes in the site structure we also blocked some of the duplicate blog content in the robots.txt file and lowered the number of site-wide outbound links from about a half dozen to a couple. These helped focus more of the PageRank on lower pages to get them indexed quicker.

How Did the Engines Do?

Yahoo! Search

1 month later Yahoo traffic is about the same as what it was before the site moved, which likely represents a slight increase in traffic, given the seasonal trend.

Google

Google traffic is down slightly, but I think that is partly due to seasonality factors, as the site ranks where it used to for most of its competitive search terms.

Microsoft's Live Search

The big shocker is that MSN is so bad at following 301 redirects that they now send the site 0 traffic. The old site is listed URL only, while the new site is not listed.

MSN's failure to follow redirects can also be appreciated by seeing how they indexed 10,000 more pages on the SEO Book site than Yahoo! or Google do. Most of those additional pages are affiliate redirects. As of writing this, MSN also failed to index SearchEngineHistory.com.

I filed a re-inclusion request with MSN about a week and a half ago, but have got no reply so far. If it is still hosed near the end of this month I will ping a few people I know who work there.

What Should I Do Before & While Moving My Site?

• If you have a seasonal site you can mitigate risk by moving your site early in the off season.

• Buy ads for any brand related queries or other keywords that you feel your site must rank for.
• Look for low information pages, and eliminate their ability to waste PageRank by blocking them from being indexed.
• Take inventory of your most profitable sections of your site (from a search standpoint) and ensure your current internal link structure places emphasis on them. If you have a large site and some of your most profitable sections of your site are many clicks from your homepage consider raising their prominence in the site's navigational scheme to help them get re-indexed quickly. Heavily cross link toward the valuable sections whenever and wherever it makes sense.
• If you are afraid of risking your rankings, you can try 301 redirecting one piece of your site to see how well the engines receive that, then push the rest of your site a month later if the results are good.
• If your new site launch is a big deal ensure you submit a press release, and come up with a few good marketing / promotional ideas you can do when you launch your new site to help you build link authority and make the transition as smooth as possible. Also changing some of your better directory listings, your internal links, and any other links under your direct control to point at the new location is ideal.
• I like to buy a bit of StumbleUpon traffic and ads on topical traffic source sites when the site moves.

Question: We have a multi-week turnaround on our content which makes it hard for us to write about fresh news. Is there an easy way to get past compliance, legal, and information only formatting requirements?

Answer: This is in no way legal advice, but here are a few ideas that might work...

If you have this limitation so do most of your competitors, so in that regard it probably does not hurt you much when competing with other large players. If your business model is solid you should still have a similar or higher visitor value. Where it might hurt is competing with smaller players, but since they are smaller they are typically easier to influence.

You can still attract the traffic streams of the smaller players by using affiliate programs, hiring them as consultants, buying ads on their site, sponsoring special reports they create, creating things they would want to talk about (free tools, widgets, etc.).

I am not sure of the legalities of it, but you may also want to turn some of your star content producers into people you are buying ads off of, or spin the content portion of your business off into its own business then work to cross promote, or publish a few independent blogs with legal disclaimers. Look to see what competitors are doing, and if it is legal try to do it better than they do.

Create and sponsor an independent non-profit organization that speaks for your industry. At least one of the non-profit organizations in the search marketing space is a complete joke, but it still helps its leaders gain brand recognition because they are affiliated with it. I bet more than one car donation charity was created by an auction house.

Value Blogging is In

Brian Clark recently highlighted that while valuable blogs continue to gain traction, the bloggers who were only popular because they were early are seeing diminished traffic and are fading in relevancy.
It makes sense that many of the original bloggers would fade because blogging about oneself is narcissistic and highly irrelevant to most readers, while blogging about technology and the web is quite easy, and there are thousands of people doing it.

What Makes Content Valuable?

The difference between value and non-value content is how unique the content and thoughts are, and how actionable the content is. If everyone else reads the same channels you and I do then us posting about their information has little value. In an ironic twist, that is one likely reason this is a low value post.

The Importance of Formatting & Framing

Almost all content ideas are recycled. The key is to target your message to an audience and format your message in a way that gives you credit as being the thought leader who came up with it. Jakob Nielson continued his (well structured) rants against blogging with Write Articles, Not Blog Postings. He didn't have to call thin low value information blog posts, but he did to help target his message at bloggers and have them spread his message.

Information Pollution

From Jakob's article

Even if you're the world's top expert, your worst posting will be below average, which will negatively impact on your brand equity. If you do start a blog despite my advice, at least screen your postings: wait an hour or two, then reread your comments and avoid uploading any that are average or poor. (Even average content undermines your brand. Don't contribute to information pollution by posting material that isn't above the average of other people's writings.)

The best channels, the ones worth paying attention to, filter. They are valuable as much for what they DON'T publish as they are for what they do publish. If you have an ad supported business model then information pollution is an effective means to increase profit margins, but if you sell consulting and/or content a different approach is required:

Elite, expertise-driven sites are the exception to the rule. For these sites, you don't care about 90% of users, because they want a lower level of quality than you provide and they'll never pay for your services. People looking for the quick hit and free advice are not your customers. Let them eat cake; let them read Wikipedia.

The reason TropicalSEO is so good is that Andy only publishes every once in a while. If you publish everyday eventually you run out of stuff to say. Blogging is just like writing songs or books. Each writer only has so much in them before they have to take a break to gather their thoughts and find more material to write about.

Jakob also mentioned that by writing longer articles that you create content which is not only of greater value, but hard to duplicate. It is why my book is read more frequently than my best blog posts, and part of what makes writing 20 page articles fun and worthwhile .

Are New Bloggers Experts?

I think we are all experts at things we have experienced, but any field worth being in takes a while to become an expert. To become a publicly recognized expert you have to

• garner attention and keep it

• develop many social and business relationships
• build a personal brand
• have thick skin

The hard part about writing in depth stuff when you are new to a market is that if you are still learning there is little upside to trying to write beyond your knowledge level. When I did that people took time out of their day to email me reminding me of what a horrible human being I am. I still get some of that.

A better approach to getting traction for a new blog is to add an element of social interaction to it, leveraging the brand and reach of others. Awards, interviews, and contests work great. After you get a bit of attention make sure to follow that up with some higher value content to turn one time readers into subscribers. It is hard to imagine a blog market more saturated than SEO, and yet in 3 weeks Patrick Altoft built 10,000 links.

How to Lose Relevancy

One can talk about the current hot memes, like Squidoo spam is right now, but ultimately nobody cares to read 31,843 people blogging about Terry Semel stepping down. The only way to build a brand talking up memes is to be the person who started the meme, or have such influence that you can re-frame the meme and gain ownership of it.

Deleting Garbage

As content quality improves short me too posts end up costing more than what they are worth. I have known of people who deleted a year and a half of archives because it wasn't worth the link equity the content was wasting, when it could be spread across higher value content.

The threshold for usefulness will continue to increase as more content is available online in richer and more interactive formats.

When Garbage Content is an Effective Monetization Strategy

Internet marketing advice is rarely universally useful. Here are 3 cases where low value information pollution is an effective strategy:

• If you are in a market full of garbage it is not hard to beat it by being slightly different and then bolting a bit of linkbait onto it. In many consumer finance markets just rewriting the affiliate feed is all you need to start getting traction.

• If you have an older authoritative site and are not effectively monetizing it you can add a related offer sections.
• If you are a blog or a media website that regularly publishes news you can backdate commercially oriented posts or publish special advertisement sections without adding noise to your main channel (blog, newsletter, RSS feed, homepage, etc).