Google Search Censorship for Fun and Profit

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.

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.

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...

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 personal 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."

{This | The Indicated} {Just | True} {In | Newfangled}

A couple years ago we published an article named Branding & the Cycle, which highlighted how brands would realign with the algorithmic boost they gained from Panda & leverage their increased level of trust to increase their profit margins by leveraging algorithmic journalism.

Narrative Science has been a big player in the algorithmic journalism game for years. But they are not the only player in the market. Recently the Associated Press (AP) announced they will use algorithms to write articles based on quarterly earnings reports, working with a company named Automated Insights:

We discovered that automation technology, from a company called Automated Insights, paired with data from Zacks Investment Research, would allow us to automate short stories – 150 to 300 words — about the earnings of companies in roughly the same time that it took our reporters.

And instead of providing 300 stories manually, we can provide up to 4,400 automatically for companies throughout the United States each quarter.
...
Zacks maintains the data when the earnings reports are issued. Automated Insights has algorithms that ping that data and then in seconds output a story.

In the past Matt Cutts has mentioned how thin rewrites are doorway page spam:

you can also have more subtle doorway pages. so we ran into a directv installer in denver, for example. and that installer would say I install for every city in Colorado. so I am going to make a page for every single city in Colorado. and Boulder or Aspen or whatever I do directv install in all of those. if you were just to land on that page it might look relatively reasonable. but if you were to look at 4 or 5 of those you would quickly see that the only difference between them is the city, and that is something that we would consider a doorway.

One suspects these views do not apply to large politically connected media bodies like the AP, which are important enough to have a direct long-term deal with Google.

In the above announcement the AP announced they include automated NFL player rankings. One interesting thing to note about the AP is they have syndication deals with 1,400 daily newspapers nationwide, as well as thousands of TV and radio stations..

A single automated AP article might appear on thousands of websites. When thousands of articles are automated, that means millions of copies. When millions of articles are automated, that means billions of copies. When billions ... you get the idea.

To date Automated Insights has raised a total of $10.8 million. With that limited funding they are growing quickly. Last year their Wordsmith software produced 300 million stories & this year it will likely exceed a billion articles:

"We are the largest producer of content in the world. That's more than all media companies combined," [Automated Insights CEO Robbie Allen] said in a phone interview with USA TODAY.

The Automated Insights homepage lists both Yahoo! & Microsoft as clients.

The above might sound a bit dystopian (for those with careers in journalism and/or lacking equity in Automated Insights and/or publishers who must compete against algorithmically generated content), but the story also comes with a side of irony.

Last year Google dictated press releases shall use nofollow links. All the major press release sites quickly fell in line & adopted nofollow, thinking they would remain in Google's good graces. Unfortunately for those sites, they were crushed by Panda. PR Newswire's solution their penalty was greater emphasis on manual editorial review:

Under the new copy quality guidelines, PR Newswire editorial staff will review press releases for a number of message elements, including:

  • Inclusion of insightful analysis and original content (e.g. research, reporting or other interesting and useful information);
  • Use of varied release formats, guarding against repeated use of templated copy (except boilerplate);
  • Assessing release length, guarding against issue of very short, unsubstantial messages that are mere vehicles for links;
  • Overuse of keywords and/or links within the message.

So now we are in a situation where press release sites require manual human editorial oversight to try to get out of being penalized, and the news companies (which currently enjoy algorithmic ranking boosts) are leveraging those same "spammy" press releases using software to auto-generate articles based on them.

That makes sense & sounds totally reasonable, so long as you don't actually think about it (or work at Google)...

Pandas, Penguins, and Popsicles

May 31st
posted in

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.  

Eric Schmidt Drawing.

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.

Please Remove My Link. Or Else.

May 23rd
posted in

Getting links removed is a tedious business.

It’s just as tedious for the site owner who must remove the links. Google’s annoying practice of "suggesting" webmasters jump through hoops in order to physically remove links that the webmaster suspects are bad, rather than Google simply ignoring the links that they’ve internally flagged, is causing frustration.

Is it a punitive punishment? If so, it’s doing nothing to endear Google to webmasters. Is it a smokescreen? i.e. they don't know which links are bad, but by having webmasters declare them, this helps Google build up a more comprehensive database? Bit of both? It might also be adding costs to SEO in order to put SEO out of reach of small companies. Perhaps it’s a red herring to make people think links are more important than they actually are.

Hard to be sure.

Collateral Damage

SEOs are accustomed to search engines being coy, punitive and oblique. SEOs accept it as part of the game. However, it becomes rather interesting when webmasters who are not connected to SEO get caught up in the collateral damage:

I received an interesting email the other day from a company we linked to from one of our websites. In short, the email was a request to remove links from our site to their site. We linked to this company on our own accord, with no prior solicitation, because we felt it would be useful to our site visitors, which is generally why people link to things on the Internet.

And check out the subsequent discussion on Hacker News. Matt Cutts first post is somewhat disingenuous:

Situation #1 is by far the most common. If a site gets dinged for linkspam and works to clean up their links, a lot of them send out a bunch of link removal requests on their own prerogative

Webmasters who receive the notification are encouraged by Google to clean up their backlinks, because if they don’t, then their rankings suffer.

But, essentially from our point of view when it comes to unnatural links to your website we want to see that you’ve taken significant steps to actually remove it from the web but if there are some links that you can’t remove yourself or there are some that require payment to be removed then having those in the disavow file is fine as well.

(Emphasis mine)

So, of course webmasters who have received a notification from Google are going to contact websites to get links removed. Google have stated they want to see that the webmaster has gone to considerable effort to remove them, rather than simply use the disavow tool.

The inevitable result is that a webmaster who links to anyone who has received a bad links notification may receive the latest form of email spam known as the “please remove my link” email. For some webmasters, this email has become more common that the “someone has left you millions in a Nigerian bank account” gambit, and is just as persistent and annoying.

From The Webmasters Perspective

Webmasters could justifiably add the phrase “please remove my link” and the word "disavow" to their spam filters.

Let’s assume this webmaster isn’t a bad neighbourhood and is simply caught in the cross-fire. The SEO assumes, perhaps incorrectly, the link is bad and requests a take-down. From the webmasters perspective, they incur a time cost dealing with the link removal requests. A lone request might take a few minutes to physically remove - but hang on a minute - how does the webmaster know this request is coming from the site owner and not from some dishonest competitor? Ownership takes time to verify. And why would the webmaster want to take down this link, anyway? Presumably, they put it up because they deemed it useful to their audience. Or, perhaps some bot put the link there - perhaps as a forum or blog comment link - against the webmasters wishes - and now, to add insult to injury, the SEO wants the webmaster to spend his time taking it down!

Even so, this might be okay if it’s only one link. It doesn't take long to remove. But, for webmasters who own large sites, it quickly becomes a chore. For large sites with thousands of outbound links built up over years, removal requests can pile up. That’s when the spam filter kicks in.

Then come the veiled threats. “Thanks for linking to us. This is no reflection on you, but if you don’t remove my link I’ll be forced to disavow you and your site will look bad in Google. I don’t want to do this, but I may have to.”

What a guy.

How does the webmaster know the SEO won’t do that anyway? Isn’t that exactly what some SEO conference speakers have been telling other SEOs to do regardless of whether the webmaster takes the link down or not?

So, for a webmaster caught in the cross-fire, there’s not much incentive to remove links, especially if s/he's read Matt's suggestion:

higherpurpose, nowhere in the original article did it say that Google said the link was bad. This was a request from a random site (we don't know which one, since the post dropped that detail), and the op can certainly ignore the link removal request.

In some cases Google does specify links:

We’ve reviewed the links to your site and we still believe that some of them are outside our quality guidelines.

Sample URLs:
ask.metafilter.com/194610/get-me-and-my-stuff-from-point-a-to-point-b-possibly-via-point-c

Please correct or remove all inorganic links, not limited to the samples provided above. This may involve contacting webmasters of the sites with the inorganic links on them.

And they make errors when they specify those links. They've flagged DMOZ & other similar links: "Every time I investigate these “unnatural link” claims, I find a comment by a longtime member of MetaFilter in good standing trying to help someone out, usually trying to identify something on Ask MetaFilter."

Changing Behaviour

Then the webmaster starts thinking.

"Hmmm...maybe linking out will hurt me! Google might penalize me or, even worse, I’ll get flooded with more and more “please remove my link” spam in future."

So what happens?

The webmaster becomes very wary about linking out. David Naylor mentioned an increasing number of sites adopting a "no linking" policy. Perhaps the webmaster no-follows everything as a precaution. Far from being the life-giving veins of the web, links are seen as potentially malignant. If all outbound links are made no-follow, perhaps the chance of being banned and flooded with “please remove my link”spam is reduced. Then again, even nofollowed links are getting removal requests.

As more webmasters start to see links as problematic, fewer legitimate sites receive links. Meanwhile, the blackhat, who sees their sites occasionally getting burned as a cost of doing business, will likely see their site rise as they’ll be the sites getting all the links, served up from their curated link networks.

A commenter notes:

The Google webspam team seems to prefer psychology over technology to solve the problem, especially recently. Nearly everything that's come out of Matt Cutt's mouth in the last 18 months or so has been a scare tactic.
IMO all this does is further encourage the development of "churn and burn" websites from blackhats who have being penalized in their business plan. So why should I risk all the time and effort it takes to generate quality web content when it could all come crashing down because an imperfect and overzealous algorithm thinks it's spam? Or worse, some intern or non-google employee doing a manual review wrongly decides the site violates webmaster guidelines?

And what’s the point of providing great content when some competitor can just take you out with a dedicated negative SEO campaign, or if Google hits you with a false positive? If most of your traffic comes from Google, then the risk of the web publishing model increases.

Like MetaFilter:

Is Google broken? Or is your site broken? That’s the question any webmaster asks when she sees her Google click-throughs drop dramatically. It’s a question that Matt Haughey, founder of legendary Internet forum MetaFilter, has been asking himself for the last year and a half, as declining ad revenues have forced the long-running site to lay off several of its staff.

Then again, Google may just not want what MetaFilter has to offer anymore.

(In)Unintended Consequences

Could this be uncompetitive practice from Google? Are the sites getting hit with penalties predominantly commercial sites? It would be interesting to see how many of them are non-commercial. If so, is it a way to encourage commercial sites to use Adwords as it becomes harder and harder to get a link by organic means? If all it did was raise the cost of doing SEO, it would still be doing its job.

I have no idea, but you could see why people might ask that question.

Let’s say it’s benevolent and Google is simply working towards better results. The unintended consequence is that webmasters will think twice about linking out. And if that happens, then their linking behaviour will start to become more exclusive. When links become harder to get and become more problematic, then PPC and social-media is going to look that much more attractive.

Google Helpouts Twitter Spam (Beta)

May 16th

Google is desperate to promote Helpouts. I first realized this when I saw the following spam message in my email inbox.

Shortly after a friend sent me a screenshot of a onebox promoting Helpouts in the SERPs.

That's Google monopoly and those are Google's services. It is not like they are:

  • being anti-competitive
  • paying others to spam other websites

Let's slow down though. Maybe I am getting ahead of myself:

Google has its own remote technology support service similar to Mr. Gupta's called Google Helpouts. Mr. Gupta's complaint alleges Google may have been blocking his advertisements so Google Helpouts could get more customers.

Oh, and that first message looked like it could have been an affiliate link. Was it?

Hmm

Let me see

What do we have here?

Google Helpouts connects you to a variety of experts--from doctors, parenting experts, tutors, personal trainers, and more--over live video call. The Google Helpouts Ambassador Program is a unique opportunity to spread the word about Helpouts, earn money, and influence a new Google product--all on your own schedule.

As an Ambassador, you will:

  • Earn extra income–receive $25 for each friend you refer who takes their first paid Helpout, up to $1,000 per month for the first 4 months.
  • Give direct feedback and help shape a new Google product
  • Join a community of innovative Ambassadors around the country
  • Receive a Helpouts gift and the chance to win prizes

We all know HELPFUL hotel affiliate websites are spam, but maybe Google HELPouts affiliate marketing isn't spam.

After all, Google did promise to teach people how to do their affiliate marketing professionally: "We will provide you with an Ambassador Toolkit with tips and suggestions on creative ways you can spread the word. You are encouraged to get creative, be innovative, and utilize different networks (i.e. social media, word of mouth, groups & associations, blogs, etc.) to help you."

Of course the best way to lead is by example.

And lead they do.

They are highly inclusive in their approach.

Check out this awesome Twitter usage

They've more Tweets in the last few months than I've made in 7 years. There are 1,440 minutes in a day, so it is quite an achievement to make over 800 Tweets in a day.

You and many many many many thousands of others, Emma.

Some minutes they are making 2 or 3 Tweets.

And with that sort of engagement & the Google brand name, surely they have built a strong following.

Uh, nope.

They are following over 500 people and have about 4,000 followers. And the 4,000 number is generous, as some of them are people who sell on that platform or are affiliates pushing it.

Let's take a look at the zero moment of truth:

Thanks for your unsolicited commercial message, but I am not interested.

You're confusing me. Some context would help.

No email support, but support "sessions"? What is this?

Oh, I get it now. Is this a spam bot promoting phone sex?

Ah, so it isn't phone sex, but you can help with iPhones. Um, did we forget that whole Steve Jobs thermonuclear war bit? And why is Google offering support for Apple products when Larry Page stated the whole idea of customer support was ridiculous?

OK, so maybe this is more of the same.

Cynical, aren't we?

And cheap?

Really cheap. :(

And angry?

And testy?

And rude?

And curt?

Didn't you already say that???

Didn't you already say that???

It seems we are having issues communicating here.

I'm not sure it is fair to call it spying a half day late.

Better late than never.

Even if automated.

Good catch Megar, as Google has a creepy patent on automating social spam.

Who are your real Google+ friends? Have they all got the bends? Is Google really sinking this low?

Every journey of a thousand miles begins with a single step.

Humorous or sad...depending on your view.

There's no wrong way to eat a Reese's.

Google has THOUSANDS of opportunities available for you to learn how to spam Twitter.

As @Helpouts repeatedly Tweets: "Use the code IFOUNDHELP for $20 off" :D

++++++++

All the above Tweets were from the last few days.

The same sort of anti-social agro spamming campaign has been going on far longer.

When Twitter users said "no thank you"...

...Google quickly responded like a Marmaris rug salesman

Google has a magic chemistry for being able to...

...help with slow computers.

We need to fight spam messages (with MOAR spam messages).

In a recent Youtube video Matt Cutts said: "We got less spam and so it looks like people don't like the new algorithms as much." Based on that, perhaps we can presume Helpouts is engaging in a guerrilla marketing campaign to improve user satisfaction with the algorithms.

Or maybe Google is spamming Twitter so they can justify banning Twitter.

Or maybe this is Google's example of how we should market websites which don't have the luxury of hard-coding at the top of the search results.

Or maybe Google wasn't responsible for any of this & once again it was "a contractor."

Google's Effective 'White Hat' Marketing Case Study

Apr 15th

There's the safe way & the high risk approach. The shortcut takers & those who win through hard work & superior offering.

One is white hat and the other is black hat.

With the increasing search ecosystem instability over the past couple years, some see these labels constantly sliding, sometimes on an ex-post-facto basis, turning thousands of white hats into black hats arbitrarily overnight.

Are you a white hat SEO? or a black hat SEO?

Do you even know?

Before you answer, please have a quick read of this Washington Post article highlighting how Google manipulated & undermined the US political system.

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Seriously, go read it now.

It's fantastic journalism & an important read for anyone who considers themselves an SEO.

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Take the offline analog to Google's search "quality" guidelines & in spirit Google repeatedly violated every single one of them.

Advertorials

creating links that weren’t editorially placed or vouched for by the site’s owner on a page, otherwise known as unnatural links can be considered a violation of our guidelines. Advertorials or native advertising where payment is received for articles that include links that pass PageRank

Advertorials are spam, except when they are not: "the staff and professors at GMU’s law center were in regular contact with Google executives, who supplied them with the company’s arguments against antitrust action and helped them get favorable op-ed pieces published"

Deception

Don't deceive your users.

Ads should be clearly labeled, except when they are not: "GMU officials later told Dellarocas they were planning to have him participate from the audience," which is just like an infomercial that must be labeled as an advertisement!

Preventing Money from Manipulating Editorial

Make reasonable efforts to ensure that advertisements do not affect search engine rankings. For example, Google's AdSense ads and DoubleClick links are blocked from being crawled by a robots.txt file.

Money influencing outcomes is wrong, except when it's not: "Google’s lobbying corps — now numbering more than 100 — is split equally, like its campaign donations, among Democrats and Republicans. ... Google became the second-largest corporate spender on lobbying in the United States in 2012."

Content Quality

The best way to get other sites to create high-quality, relevant links to yours is to create unique, relevant content that can naturally gain popularity in the Internet community. Creating good content pays off: Links are usually editorial votes given by choice, and the more useful content you have, the greater the chances someone else will find that content valuable to their readers and link to it.

Payment should be disclosed, except when it shouldn't: "The school and Google staffers worked to organize a second academic conference focused on search. This time, however, Google’s involvement was not publicly disclosed."

Cloaking

Cloaking refers to the practice of presenting different content or URLs to human users and search engines. Cloaking is considered a violation of Google’s Webmaster Guidelines because it provides our users with different results than they expected.

cloaking is evil, except when it's not: Even as Google executives peppered the GMU staff with suggestions of speakers and guests to invite to the event, the company asked the school not to broadcast its involvement. “We will certainly limit who we announce publicly from Google”

...and on and on and on...

It's not safe to assume that just because a specific deceptive technique isn't included on this page, Google approves of it.

And while they may not approve of something, that doesn't mean they avoid the strategy when mapping out their own approach.

There's a lesson & it isn't a particularly subtle one.

Free markets aren't free. Who could have known?

Flip Guest Blogging on its Head, With Steroids

Mar 19th

Guest blogging was once considered a widely recommended white hat technique.

Today our monopoly-led marketplace arbitrarily decided this is no longer so.

Stick a fork in it. Torch it. Etc.

Now that rules have changed ex post facto, we can expect to deal with a near endless stream of "unnatural" link penalties for doing what was seen at the time as being:

  • natural
  • widespread
  • common
  • low risk
  • best practice

Google turns your past client investments into new cost centers & penalties. This ought to be a great thing for the SEO industry. Or maybe not.

As Google scares & expunges smaller players from participating in the SEO market, larger companies keep chugging along.

Today a friend received the following unsolicited email:

Curious about their background, he looked up their past coverage: "Written then offers a number of different content licenses that help the advertiser reach this audience, either by re-branding the existing page, moving the content to the advertiser’s website and re-directing traffic there, or just re-publishing the post on the brand’s blog."

So that's basically guest blogging at scale.

And it's not only guest blogging at scale, but it is guest blogging at scale based on keyword performance:

"You give us your gold keywords. Written finds high-performing, gold content with a built-in, engaged audience. Our various license options can bring the audience to you or your brand to the audience through great content."

What's worse is how they pitch this to the people they license content from:

I'm sorry, but taking your most valuable content & turning it into duplicate content by syndicating it onto a fortune 500 website will not increase your traffic. The fortune 500 site will outrank you (especially if visitors/links are 301 redirected to their site!). And when visitors are not redirected, they will still typically outrank you due to their huge domain authority (and the cross-domain rel=canonical tag), leading your content on your site to get filtered out of the search results as duplicate content & your link equity to pass on to the branded advertiser.

And if Google were to come down on anyone in the above sort of situation it would likely be the smaller independent bloggers who get hit.

This is how SEO works.

Smaller independent players innovate & prove the model.

Google punishes them for being innovative.

As they are punished, a vanilla corporate tweak of the same model rolls out and is white hat.

In SEO it's not what you do that matters - it's who your client is.

If you're not working for a big brand, you're doing it wrong.

Four legs good, two legs better.

Disavow & Link Removal: Understanding Google

Jan 26th

Fear Sells

Few SEOs took notice when Matt Cutts mentioned on TWIG that "breaking their spirits" was essential to stopping spammers. But that single piece of information add layers of insights around things like:

  • duplicity on user privacy on organic versus AdWords
  • benefit of the doubt for big brands versus absolute apathy toward smaller entities
  • the importance of identity versus total wipeouts of those who are clipped
  • mixed messaging on how to use disavow & the general fear around links

From Growth to No Growth

Some people internalize failure when growth slows or stops. One can't raise venture capital and keep selling the dream of the growth story unless the blame is internalized. If one understands that another dominant entity (monopoly) is intentionally subverting the market then a feel good belief in the story of unlimited growth flames out.

Most of the growth in the search channel is being absorbed by Google. In RKG's Q4 report they mentioned that mobile ad clicks were up over 100% for the year & mobile organic clicks were only up 28%.

Investing in Fear

There's a saying in investing that "genius is declining interest rates" but when the rates reverse the cost of that additional leverage surfaces. Risks from years ago that didn't really matter suddenly do.

The same is true with SEO. A buddy of mine mentioned getting a bad link example from Google where the link was in place longer than Google has been in existence. Risk can arbitrarily be added after the fact to any SEO activity. Over time Google can keep shifting the norms of what is acceptable. So long as they are fighting off Wordpress hackers and other major issues they are kept busy, but when they catch up on that stuff they can then focus on efforts to shift white to gray and gray to black - forcing people to abandon techniques which offered a predictable positive ROI.

Defunding SEO is an essential & virtuous goal.

Hiding data (and then giving crumbs of it back to profile webmasters) is one way of doing it, but adding layers of risk is another. What panda did to content was add a latent risk to content where the cost of that risk in many cases vastly exceeded the cost of the content itself. What penguin did to links was the same thing: make the latent risk much larger than the upfront cost.

As Google dials up their weighting on domain authority many smaller sites which competed on legacy relevancy metrics like anchor text slide down the result set. When they fall down the result set, many of those site owners think they were penalized (even if their slide was primarily driven by a reweighting of factors rather than an actual penalty). Since there is such rampant fearmongering on links, they start there. Nearly every widely used form of link building has been promoted by Google engineers as being spam.

  • Paid links? Spam.
  • Reciprocal links? Spam.
  • Blog comments? Spam.
  • Forum profile links? Spam.
  • Integrated newspaper ads? Spam.
  • Article databases? Spam.
  • Designed by credit links? Spam.
  • Press releases? Spam.
  • Web 2.0 profile & social links? Spam.
  • Web directories? Spam.
  • Widgets? Spam.
  • Infographics? Spam.
  • Guest posts? Spam.

It doesn't make things any easier when Google sends out examples of spam links which are sites the webmaster has already disavowed or sites which Google explicitly recommended in their webmaster guidelines, like DMOZ.

It is quite the contradiction where Google suggests we should be aggressive marketers everywhere EXCEPT for SEO & basically any form of link building is far too risky.

It’s a strange world where when it comes to social media, Google is all promote promote promote. Or even in paid search, buy ads, buy ads, buy ads. But when it comes to organic listings, it’s just sit back and hope it works, and really don’t actively go out and build links, even those are so important. - Danny Sullivan

Google is in no way a passive observer of the web. Rather they actively seek to distribute fear and propaganda in order to take advantage of the experiment effect.

They can find and discredit the obvious, but most on their “spam list” done “well” are ones they can’t detect. So, it’s easier to have webmasters provide you a list (disavows), scare the ones that aren’t crap sites providing the links into submission and damn those building the links as “examples” – dragging them into town square for a public hanging to serve as a warning to anyone who dare disobey the dictatorship. - Sugarrae

This propaganda is so effective that email spammers promoting "SEO solutions" are now shifting their pitches from grow your business with SEO to recover your lost traffic

Where Do Profits Come From?

I saw Rand tweet this out a few days ago...

... and thought "wow, that couldn't possibly be any less correct."

When ecosystems are stable you can create processes which are profitable & pay for themselves over the longer term.

I very frequently get the question: 'what’s going to change in the next 10 years?' And that is a very interesting question; it’s a very common one. I almost never get the question: 'what’s not going to change in the next 10 years?' And I submit to you that that second question is actually the more important of the two – because you can build a business strategy around the things that are stable in time….in our retail business, we know that customers want low prices and I know that’s going to be true 10 years from now. They want fast delivery, they want vast selection. It’s impossible to imagine a future 10 years from now where a customer comes up and says, 'Jeff I love Amazon, I just wish the prices were a little higher [or] I love Amazon, I just wish you’d deliver a little more slowly.' Impossible. And so the effort we put into those things, spinning those things up, we know the energy we put into it today will still be paying off dividends for our customers 10 years from now. When you have something that you know is true, even over the long-term, you can afford to put a lot of energy into it. - Jeff Bezos at re: Invent, November, 2012

When ecosystems are unstable, anything approaching boilerplate has an outsized risk added by the dominant market participant. The quicker your strategy can be done at scale or in the third world, the quicker Google shifts it from a positive to a negative ranking signal. It becomes much harder to train entry level employees on the basics when some of the starter work they did in years past now causes penalties. It becomes much harder to manage client relationships when their traffic spikes up and down, especially if Google sends out rounds of warnings they later semi-retract.

What's more, anything that is vastly beyond boilerplate tends to require a deeper integration and a higher level of investment - making it take longer to pay back. But the budgets for such engagement dry up when the ecosystem itself is less stable. Imagine the sales pitch, "I realize we are off 35% this year, but if we increase the budget 500% we should be in a good spot a half-decade from now."

All great consultants aim to do more than the bare minimum in order to give their clients a sustainable competitive advantage, but by removing things which are scalable and low risk Google basically prices out the bottom 90% to 95% of the market. Small businesses which hire an SEO are almost guaranteed to get screwed because Google has made delivering said services unprofitable, particularly on a risk-adjusted basis.

Being an entrepreneur is hard. Today Google & Amazon are giants, but it wasn't always that way. Add enough risk and those streams of investment in innovation disappear. Tomorrow's Amazon or Google of other markets may die a premature death. You can't see what isn't there until you look back from the future - just like the answering machine AT&T held back from public view for decades.

Meanwhile, the Google Venture backed companies keep on keeping on - they are protected.

When ad agencies complain about the talent gap, what they are really complaining about is paying people what they are worth. But as the barrier to entry in search increases, independent players die, leaving more SEOs to chase fewer corporate jobs at lower wages. Even companies servicing fortune 500s are struggling.

On an individual basis, creating value and being fairly compensated for the value you create are not the same thing. Look no further than companies like Google & Apple which engage in flagrantly illegal anti-employee cartel agreements. These companies "partnered" with their direct competitors to screw their own employees. Even if you are on a winning team it does not mean that you will be a winner after you back out higher living costs and such illegal employer agreements.

This is called now the winner-take-all society. In other words the rewards go overwhelmingly to just the thinnest crust of folks. The winner-take-all society creates incredibly perverse incentives to become a cheater-take-all society. Cause my chances of winning an honest competition are very poor. Why would I be the one guy or gal who would be the absolute best in the world? Why not cheat instead?" - William K Black

Meanwhile, complaints about the above sorts of inequality or other forms of asset stripping are pitched as being aligned with Nazi Germany's treatment of Jews. Obviously we need more H-1B visas to further drive down wages even as graduates are underemployed with a mountain of debt.

A Disavow For Any (& Every) Problem

Removing links is perhaps the single biggest growth area in SEO.

Just this week I got an unsolicited email from an SEO listing directory

We feel you may qualify for a Top position among our soon to be launched Link Cleaning Services Category and we would like to learn more about Search Marketing Info. Due to the demand for link cleaning services we're poised to launch the link cleaning category. I took a few minutes to review your profile and felt you may qualify. Do you have time to talk this Monday or Tuesday?

Most of the people I interact with tend to skew toward the more experienced end of the market. Some of the folks who join our site do so after their traffic falls off. In some cases the issues look intimately tied to Panda & the sites with hundreds of thousands of pages maybe only have a couple dozen inbound links. In spite of having few inbound links & us telling people the problem looks to be clearly aligned with Panda, some people presume that the issue is links & they still need to do a disavow file.

Why do they make that presumption? It's the fear message Google has been selling nonstop for years.

Punishing people is much different, and dramatic, from not rewarding. And it feeds into the increasing fear that people might get punished for anything. - Danny Sullivan

What happens when Google hands out free all-you-can-eat gummy bear laxatives to children at the public swimming pool? A tragedy of the commons.

Rather than questioning or countering the fear stuff, the role of the SEO industry has largely been to act as lap dogs, syndicating & amplifying the fear.

  • link tool vendors want to sell proprietary clean up data
  • SEO consultants want to tell you that they are the best and if you work with someone else there is a high risk hidden in the low price
  • marketers who crap on SEO to promote other relabeled terms want to sell you on the new term and paint the picture that SEO is a self-limiting label & a backward looking view of marketing
  • paid search consultants want to enhance the perception that SEO is unreliable and not worthy of your attention or investment

Even entities with a 9 figure valuation (and thus plenty of resources to invest in a competent consultant) may be incorrectly attributing SEO performance problems to links.

A friend recently sent me a link removal request from Buy Domains referring to a post which linked to them.

On the face of this, it's pretty absurd, no? A company which does nothing but trade in names themselves asks that their name reference be removed from a fairly credible webpage recommending them.

The big problem for Buy Domains is not backlinks. They may have had an issue with some of the backlinks from PPC park pages in the past, but now those run through a redirect and are nofollowed.

Their big issue is that they have less than great engagement metrics (as do most marketplace sites other than eBay & Amazon which are not tied to physical stores). That typically won't work if the entity has limited brand awareness coupled with having nearly 5 million pages in Google's index.

They not only have pages for each individual domain name, but they link to their internal search results from their blog posts & those search pages are indexed. Here's part of a recent blog post

And here are examples of the thin listing sorts of pages which Panda was designed in part to whack. These pages were among the millions indexed in Google.

A marketplace with millions of pages that doesn't have broad consumer awareness is likely to get nailed by Panda. And the websites linking to it are likely to end up in disavow files, not because they did anything wrong but because Google is excellent at nurturing fear.

What a Manual Penalty Looks Like

Expedia saw a 25% decline in search visibility due to an unnatural links penalty , causing their stock to fall 6.4%. Both Google & Expedia declined to comment. It appears that the eventual Expedia undoing stemmed from Hacker News feedback & coverage about an outing story on an SEO blog that certainly sounded like it stemmed from an extortion attempt. USA Today asked if the Expedia campaign was a negative SEO attack.

While Expedia's stock drop was anything but trivial, they will likely recover within a week to a month.

Smaller players can wait and wait and wait and wait ... and wait.

Manual penalties are no joke, especially if you are a small entity with no political influence. The impact of them can be absolutely devastating. Such penalties are widespread too.

In Google's busting bad advertising practices post they highlighted having zero tolerance, banning more than 270,000 advertisers, removing more than 250,000 publishers accounts, and disapproving more than 3,000,000 applications to join their ad network. All that was in 2013 & Susan Wojcicki mentioned Google having 2,000,000 sites in their display ad network. That would mean that something like 12% of their business partners were churned last year alone.

If Google's churn is that aggressive on their own partners (where Google has an economic incentive for the relationship) imagine how much broader the churn is among the broader web. In this video Matt Cutts mentioned that Google takes over 400,000 manual actions each month & they get about 5,000 reconsideration request messages each week, so over 95% of the sites which receive notification never reply. Many of those who do reply are wasting their time.

The Disavow Threat

Originally when disavow was launched it was pitched as something to be used with extreme caution:

This is an advanced feature and should only be used with caution. If used incorrectly, this feature can potentially harm your site’s performance in Google’s search results. We recommend that you disavow backlinks only if you believe you have a considerable number of spammy, artificial, or low-quality links pointing to your site, and if you are confident that the links are causing issues for you. In most cases, Google can assess which links to trust without additional guidance, so most normal or typical sites will not need to use this tool.

Recently Matt Cutts has encouraged broader usage. He has one video which discusses proatively disavowing bad links as they come in & another where he mentioned how a large company disavowed 100% of their backlinks that came in for a year.

The idea of proactively monitoring your backlink profile is quickly becoming mainstream - yet another recurring fixed cost center in SEO with no upside to the client (unless you can convince the client SEO is unstable and they should be afraid - which would ultimately retard their longterm investment in SEO).

Given the harshness of manual actions & algorithms like Penguin, they drive companies to desperation, acting irrationally based on fear.

People are investing to undo past investments. It's sort of like riding a stock down 60%, locking in the losses by selling it, and then using the remaining 40% of the money to buy put options or short sell the very same stock. :D

Some companies are so desperate to get links removed that they "subscribe" sites that linked to them organically with spam email messages asking the links be removed.

Some go so far that they not only email you on and on, but they created dedicated pages on their site claiming that the email was real.

What's so risky about the above is that many webmasters will remove links sight unseen, even from an anonymous Gmail account. Mix in the above sort of "this message is real" stuff and how easy would it be for a competitor to target all your quality backlinks with a "please remove my links" message? Further, how easy would it be for a competitor aware of such a campaign to drop a few hundred Dollars on Fiverr or Xrummer or other similar link sources, building up your spam links while removing your quality links?

A lot of the "remove my link" messages are based around lying to the people who are linking & telling them that the outbound link is harming them as well: "As these links are harmful to both yours and our business after penguin2.0 update, we would greatly appreciate it if you would delete these backlinks from your website."

Here's the problem though. Even if you spend your resources and remove the links, people will still likely add your site to their disavow file. I saw a YouTube video recording of an SEO conference where 4 well known SEO consultants mentioned that even if they remove the links "go ahead and disavow anyhow," so there is absolutely no upside for publishers in removing links.

How Aggregate Disavow Data Could Be Used

Recovery is by no means guaranteed. In fact of the people who go to the trouble to remove many links & create a disavow file, only 15% of people claim to have seen any benefit.

The other 85% who weren't sure of any benefit may not have only wasted their time, but they may have moved some of their other projects closer toward being penalized.

Let's look at the process:

  • For the disavow to work you also have to have some links removed.
    • Some of the links that are removed may not have been the ones that hurt you in Google, thus removing them could further lower your rank.
    • Some of the links you have removed may be the ones that hurt you in Google, while also being ones that helped you in Bing.
    • The Bing & Yahoo! Search traffic hit comes immediately, whereas the Google recovery only comes later (if at all).
  • Many forms of profits (from client services or running a network of sites) come systematization. If you view everything that is systematized or scalable as spam, then you are not only disavowing to try to recover your penalized site, but you are send co-citation disavow data to Google which could have them torch other sites connected to those same sources.
    • If you run a network of sites & use the same sources across your network and/or cross link around your network, you may be torching your own network.
    • If you primarily do client services & disavow the same links you previously built for past clients, what happens to the reputation of your firm when dozens or hundreds of past clients get penalized? What happens if a discussion forum thread on Google Groups or elsewhere starts up where your company gets named & then a tsunami of pile on stuff fills out in the thread? Might that be brand destroying?

The disavow and review process is not about recovery, but is about collecting data and distributing pain in a game of one-way transparency. Matt has warned that people shouldn't lie to Google...

...however Google routinely offers useless non-information in their responses.

Some Google webmaster messages leave a bit to be desired.

Recovery is uncommon. Your first response from Google might take a month or more. If you work for a week or two on clean up and then the response takes a month, the penalty has already lasted at least 6 weeks. And that first response might be something like this

Reconsideration request for site.com: Site violates Google's quality guidelines

We received a reconsideration request from a site owner for site.com/.

We've reviewed your site and we believe that site.com/ still violates our quality guidelines. In order to preserve the quality of our search engine, pages from site.com/ may not appear or may not rank as highly in Google's search results, or may otherwise be considered to be less trustworthy than sites which follow the quality guidelines.

For more specific information about the status of your site, visit the Manual Actions page in Webmaster Tools. From there, you may request reconsideration of your site again when you believe your site no longer violates the quality guidelines.
If you have additional questions about how to resolve this issue, please see our Webmaster Help Forum.

Absolutely useless.

Zero useful information whatsoever.

As people are unsuccessful in the recovery process they cut deeper and deeper. Some people have removed over 90% of their profile without recovering & been nearly a half-year into the (12-step) "recovery" process before even getting a single example of a bad link from Google. In some cases these bad links Google identified were links were obviously created by third party scraper sites & were not in Google's original sample of links to look at (so even if you looked at every single link they showed you & cleaned up 100% of issues you would still be screwed.)

Another issue with aggregate disavow data is there is a lot of ignorance in the SEO industry in general, and people who try to do things cheap (essentially free) at scale have an outsized footprint in the aggregate data. For instance, our site's profile links are nofollowed & our profiles are not indexed by Google. In spite of this, examples like the one below are associated with not 1 but 3 separate profiles for a single site.

Our site only has about 20,000 to 25,000 unique linking domains. However over the years we have had well over a million registered user profiles. If only 2% of the registered user profiles were ignorant spammers who spammed our profile pages and then later added our site to a disavow file, we would have more people voting *against* our site than we have voting for it. And that wouldn't be because we did anything wrong, but rather because Google is fostering an environment of mixed messaging, fear & widespread ignorance.

And if we are ever penalized, the hundreds of scraper sites built off scraping our RSS feed would make the recovery process absolutely brutal.

Another factor with Google saying "you haven't cut out enough bone marrow yet" along with suggesting that virtually any/every type of link is spam is that there is going to be a lot of other forms of false positives in the aggregate data.

I know some companies specializing in link recovery which in part base some aspects of their disavows on the site's ranking footprint. Well if you get a manual penalty, a Panda penalty, or your site gets hacked, then those sorts of sites which you are linking to may re-confirm that your site deserves to be penalized (on a nearly automated basis with little to no thought) based on the fact that it is already penalized. Good luck on recovering from that as Google folds in aggregate disavow data to justify further penalties.

Responsibility

All large ecosystems are gamed. We see it with app ratings & reviews, stealth video marketing, advertising, malware installs, and of course paid links.

Historically in search there has been the view that you are responsible for what you have done, but not the actions of others. The alternate roadmap would lead to this sort of insanity:

Our system has noticed that in the last week you received 240 spam emails. In result, your email account was temporarily suspended. Please contact the spammers and once you have a proof they unsuscribed you from their spam databases, we will reconsider reopening your email account.

As Google has closed down their own ecosystem, they allow their own $0 editorial to rank front & center even if it is pure spam, but third parties are now held to a higher standard - you could be held liable for the actions of others.

At the extreme, one of Google's self-promotional automated email spam messages sent a guy to jail. In spite of such issues, Google remains unfazed, adding a setting which allows anyone on Google+ to email other members.

Ask Google if they should be held liable for the actions of third parties and they will tell you to go to hell. Their approach to copyright remains fuzzy, they keep hosting more third party content on their own sites, and even when that content has been deemed illegal they scream that it undermines their first amendment rights if they are made to proactively filter:

Finally, they claimed they were defending free speech. But it's the courts which said the pictures were illegal and should not be shown, so the issue is the rule of law, not freedom of speech.
...
the non-technical management, particularly in the legal department, seems to be irrational to the point of becoming adolescent. It's almost as if they refuse to do something entirely sensible, and which would save them and others time and trouble, for no better reason than that someone asked them to.

Monopolies with nearly unlimited resources shall be held liable for nothing.

Individuals with limited resources shall be liable for the behavior of third parties.

Google Duplicity (beta).

Torching a Competitor

As people have become more acclimated toward link penalties, a variety of tools have been created to help make sorting through the bad ones easier.

"There have been a few tools coming out on the market since the first Penguin - but I have to say that LinkRisk wins right now for me on ease of use and intuitive accuracy. They can cut the time it takes to analyse and root out your bad links from days to minutes..." - Dixon Jones

But as there have been more tools created for sorting out bad links & more tools created to automate sending link emails, two things have happened

  • Google is demanding more links be removed to allow for recovery
  • people are becoming less responsive to link removal requests as they get bombarded with them
    • Some of these tools keep bombarding people over and over again weekly until the link is removed or the emails go to the spam bin
    • to many people the link removal emails are the new link request emails ;)
    • one highly trusted publisher who participates in our forums stated they filtered the word "disavow" to automatically go to their trash bin
    • on WebmasterWorld a member decided it was easier to delete their site than deal with the deluge of link removal spam emails

The problem with Google rewarding negative signals is there are false positives and it is far cheaper to kill a business than it is to build one. The technically savvy teenager who created the original version of the software used in the Target PoS attack sold the code for only $2,000.

There have been some idiotic articles like this one on The Awl suggesting that comment spamming is now dead as spammers run for the hills, but that couldn't be further from the truth. Some (not particularly popular) blogs are getting hundreds to thousands of spam comments daily & Wordpress can have trouble even backing up the database (unless the comment spam is regularly deleted) as the database can quickly get a million records.

The spam continues but the targets change. A lot of these comments are now pointed at YouTube videos rather than ordinary websites.

As Google keeps leaning into negative signals, one can expect a greater share of spam links to be created for negative SEO purposes.

Maybe this maternity jeans comment spam is tied to the site owner, but if they didn't do it, how do they prove it?

Once again, I'll reiterate Bill Black

This is called now the winner-take-all society. In other words the rewards go overwhelmingly to just the thinnest crust of folks. The winner-take-all society creates incredibly perverse incentives to become a cheater-take-all society. Cause my chances of winning an honest competition are very poor. Why would I be the one guy or gal who would be the absolute best in the world? Why not cheat instead?" - William K Black

The cost of "an academic test" can be as low as $5. You know you might be in trouble when you see fiverr.com/conversations/theirusername in your referrers:

Our site was hit with negative SEO. We have manually collected about 24,000 bad links for our disavow file (so far). It probably cost the perp $5 on Fiverr to point these links at our site. Do you want to know how bad that sucks? I'll tell you. A LOT!! Google should be sued enmass by web masters for wasting our time with this "bad link" nonsense. For a company with so many Ph.D's on staff, I can't believe how utterly stupid they are

Or, worse yet, you might see SAPE in your referrers

And if the attempt to get you torched fails, they can try & try again. The cost of failure is essentially zero. They can keep pouring on the fuel until the fire erupts.

Even Matt Cutts complains about website hacking, but that doesn't mean you are free of risk if someone else links to your site from hacked blogs. I've been forwarded unnatural link messages from Google which came about after person's site was added in on a SAPE hack by a third party in an attempt to conceal who the beneficial target was. When in doubt, Google may choose to blame all parties in a scorched Earth strategy.

If you get one of those manual penalties, you're screwed.

Even if you are not responsible for such links, and even if you respond on the same day, and even if Google believes you, you are still likely penalized AT LEAST for a month. Most likely Google will presume you are a liar and you have at least a second month in the penalty box. To recover you might have to waste days (weeks?) of your life & remove some of your organic links to show that you have went through sufficient pain to appease the abusive market monopoly.

As bad as the above is, it is just the tip of the iceberg.

  • People can redirect torched websites.
  • People can link to you from spam link networks which rotate links across sites, so you can't possibly remove or even disavow all the link sources.
  • People can order you a subscription of those rotating spam links from hacked sites, where new spam links appear daily. Google mentioned discovering 9,500 malicious sites daily & surely the number has only increased from there.
  • People can tie any/all of the above with cloaking links or rel=canonical messages to GoogleBot & then potentially chain that through further redirects cloaked to GoogleBot.
  • And on and on ... the possibilities are endless.

Extortion

Another thing this link removal fiasco subsidizes is various layers of extortion.

Not only are there the harassing emails threatening to add sites to disavow lists if they don't remove the links, but some companies quickly escalate things from there. I've seen hosting abuse, lawyer threat letters, and one friend was actually sued in court (and the people who sued him actually had the link placed!)

Google created a URL removal tool which allows webmasters to remove pages from third party websites. How long until that is coupled with DDoS attacks? Once effective with removing one page, a competitor might decide to remove another.

Another approach to get links removed is to offer payment. But payment itself might encourage the creation of further spammy links as link networks look to replace their old cashflow with new sources.

The recent Expedia fiasco started as an extortion attempt: "If I wanted him to not publish it, he would "sell the post to the highest bidder."

Another nasty issue here is articles like this one on Link Research Tools, where they not only highlight client lists of particular firms, but then state which URLs have not yet been penalized followed by "most likely not yet visible." So long as that sort of "publishing" is acceptable in the SEO industry, you can bet that some people will hire the SEOs nearly guaranteeing a penalty to work on their competitor's sites, while having an employee write a "case study" for Link Research Tools. Is this the sort of bullshit we really want to promote?

Some folks are now engaging in overt extortion:

I had a client phone me today and say he had a call from a guy with an Indian accent who told him that he will destroy his website rankings if he doesn't pay him £10 per month to NOT do this.

Branding / Rebranding / Starting Over

Sites that are overly literal in branding likely have no chance at redemption. That triple hyphenated domain name in a market that is seen as spammy has zero chance of recovery.

Even being a generic unbranded site in a YMYL category can make you be seen as spam. The remote rater documents stated that the following site was spam...

... even though the spammiest thing on it was the stuff advertised in the AdSense ads:

For many (most?) people who receive a manual link penalty or are hit by Penguin it is going to be cheaper to start over than to clean up.

At the very minimum it can make sense to lay groundwork for a new project immediately just in case the old site can't recover or takes nearly a year to recover. However, even if you figure out the technical bits, as soon as you have any level of success (or as soon as you connect your projects together in any way) you once again become a target.

And you can't really invest in higher level branding functions unless you think the site is going to be around for many years to earn off the sunk cost.

Succeeding at SEO is not only about building rank while managing cashflow and staying unpenalized, but it is also about participating in markets where you are not marginalized due to Google inserting their own vertical search properties.

Even companies which are large and well funded may not succeed with a rebrand if Google comes after their vertical from the top down.

Hope & Despair

If you are a large partner affiliated with Google, hope is on your side & you can monetize the link graph: "By ensuring that our clients are pointing their links to maximize their revenue, we’re not only helping them earn more money, but we’re also stimulating the link economy."

You have every reason to be Excited, as old projects like Excite or Merchant Circle can be relaunched again and again.

Even smaller players with the right employer or investor connections are exempt from these arbitrary risks.

You can even be an SEO and start a vertical directory knowing you will do well if you can get that Google Ventures investment, even as other similar vertical directories were torched by Panda.

For most other players in that same ecosystem, the above tailwind is a headwind. Don't expect much 1 on 1 help in webmaster tools.

In this video Matt Cutts mentioned that Google takes over 400,000 manual actions each month & they get about 5,000 reconsideration request messages each week, so over 95% of the sites which receive notification never reply. Many of those who reply are wasting their time. How many confirmed Penguin 1.0 recoveries are you aware of?

Even if a recovery is deserved, it does not mean one will happen, as errors do happen. And on the off chance recovery happens, recovery does not mean a full restoration of rankings.

There are many things we can learn from Google's messages, but probably the most important is this:

It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it was the season of Darkness, it was the spring of hope, it was the winter of despair, we had everything before us, we had nothing before us, we were all going direct to heaven, we were all going direct the other way - in short, the period was so far like the present period, that some of its noisiest authorities insisted on its being received, for good or for evil, in the superlative degree of comparison only. - Charles Dickens, A Tale of Two Cities

SEO 2014

Jan 11th
posted in

We’re at the start of 2014.

SEO is finished.

Well, what we had come to know as the practical execution of “whitehat SEO” is finished. Google has defined it out of existence. Research keyword. Write page targeting keyword. Place links with that keyword in the link. Google cares not for this approach.

SEO, as a concept, is now an integral part of digital marketing. To do SEO in 2014 - Google-compliant, whitehat SEO - digital marketers must seamlessly integrate search strategy into other aspects of digital marketing. It’s a more complicated business than traditional SEO, but offers a more varied and interesting challenge, too.

Here are a few things to think about for 2014.

1. Focus On Brand

Big brands not only get a free pass, they can get extra promotion. By being banned. Take a look at Rap Genius. Aggressive link-building strategy leads to de-indexing. A big mea culpa follows and what happens? Not only do they get reinstated, they’ve earned themselves a wave of legitimate links.

Now that’s genius.

Google would look deficient if they didn’t show that site as visitors would expect to find it - enough people know the brand. To not show a site that has brand awareness would make Google look bad.

Expedia's link profile was similarly outed for appearing to be at odds with Google's published standards. Could a no-name site pass a hand inspection if they use aggressive linking? Unlikely.

What this shows is that if you have a brand important enough so that Google would look deficient by excluding it, then you will have advantages that no-name sites don’t enjoy. You will more likely pass manual inspections, and you’re probably more likely to get penalties lifted.

What is a brand?

In terms of search, it’s a site that visitors can use a brand search to find. Just how much search volume you require is open to debate, but you don’t need to be a big brand like Apple, or Trip Advisor or Microsoft. Rap Genius aren't. Ask “would Google look deficient if this site didn’t show up” and you can usually tell that by looking for evidence of search volume on a sites name.

In advertising, brands have been used to secure a unique identity. That identity is associated with a product or service by the customer. Search used to be about matching a keyword term. But as keyword areas become saturated, and Google returns fewer purely keyword-focused pages anyway, developing a unique identity is a good way forward.

If you haven’t already, put some work into developing a cohesive, unique brand. If you have a brand, then think about generating more awareness. This may mean higher spends on brand-related advertising than you’ve allocated in previous years. The success metric is an increase in brand searches i.e. the name of the site.

2. Be Everywhere

The idea of a stand-alone site is becoming redundant. In 2014, you need to be everywhere your potential visitors reside. If your potential visitors are spending all day in Facebook, or YouTube, that’s where you need to be, too. It’s less about them coming to you, which is the traditional search metaphor, and a lot more about you going to them.

You draw visitors back to your site, of course, but look at every platform and other site as a potential extension of your own site. Pages or content you place on those platforms are yet another front door to your site, and can be found in Google searches. If you’re not where your potential visitors are, you can be sure your competitors will be, especially if they’re investing in social media strategies.

A reminder to see all channels as potential places to be found.

Mix in cross-channel marketing with remarketing and consumers get the perception that your brand is bigger. Google ran the following display ad before they broadly enabled retargeting ads. Retargeting only further increases that lift in brand searches.

3. Advertise Everywhere

Are you finding it difficult to get top ten in some areas? Consider advertising with AdWords and on the sites that already hold those positions. Do some brand advertising on them to raise awareness and generate some brand searches. An advert placed on a site that offers a complementary good or service might be cheaper than going to the expense and effort needed to rank. It might also help insulate you from Google’s whims.

The same goes for guest posts and content placement, although obviously you need to be a little careful as Google can take a dim view of it. The safest way is to make sure the content you place is unique, valuable and has utility in it’s own right. Ask yourself if the content would be equally at home on your own site if you were to host it for someone else. If so, it’s likely okay.

4. Valuable Content

Google does an okay job of identifying good content. It could do better. They’ve lost their way a bit in terms of encouraging production of good content. It’s getting harder and harder to make the numbers work in order to cover the production cost.

However, it remains Google’s mission to provide the user with answers the visitor deems relevant and useful. The utility of Google relies on it. Any strategy that is aligned with providing genuine visitor utility will align with Google’s long term goals.

Review your content creation strategies. Content that is of low utility is unlikely to prosper. While it’s still a good idea to use keyword research as a guide to content creation, it’s a better idea to focus on topic areas and creating engagement through high utility. What utility is the user expecting from your chosen topic area? If it’s rap lyrics for song X, then only the rap lyrics for song X will do. If it is plans for a garden, then only plans for a garden will do. See being “relevant” as “providing utility”, not keyword matching.

Go back to the basic principles of classifying the search term as either Navigational, Informational, or Transactional. If the keyword is one of those types, make sure the content offers the utility expected of that type. Be careful when dealing with informational queries that Google could use in it’s Knowledge Graph. If your pages deal with established facts that anyone else can state, then you have no differentiation, and that type of information is more likely to end up as part of Google’s Knowledge Graph. Instead, go deep on information queries. Expand the information. Associate it with other information. Incorporate opinion.

BTW, Bill has some interesting reading on the methods by which Google might be identifying different types of queries.

Methods, systems, and apparatus, including computer program products, for identifying navigational resources for queries. In an aspect, a candidate query in a query sequence is selected, and a revised query subsequent to the candidate query in the query sequence is selected. If a quality score for the revised query is greater than a quality score threshold and a navigation score for the revised query is greater than a navigation score threshold, then a navigational resource for the revised query is identified and associated with the candidate query. The association specifies the navigational resource as being relevant to the candidate query in a search operation.

5. Solve Real Problems

This is a follow-on from “ensuring you provide content with utility”. Go beyond keyword and topical relevance. Ask “what problem is the user is trying to solve”? Is it an entertainment problem? A “How To” problem? What would their ideal solution look like? What would a great solution look like?

There is no shortcut to determining what a user finds most useful. You must understand the user. This understanding can be gleaned from interviews, questionnaires, third party research, chat sessions, and monitoring discussion forums and social channels. Forget about the keyword for the time being. Get inside a visitors head. What is their problem? Write a page addressing that problem by providing a solution.

6. Maximise Engagement

Google are watching for the click-back to the SERP results, an action characteristic of a visitor who clicked through to a site and didn’t deem what they found to be relevant to the search query in terms of utility. Relevance in terms of subject match is now a given.

Big blocks of dense text, even if relevant, can be off-putting. Add images and videos to pages that have low engagement and see if this fixes the problem. Where appropriate, make sure the user takes an action of some kind. Encourage the user to click deeper into the site following an obvious, well placed link. Perhaps they watch a video. Answer a question. Click a button. Anything that isn’t an immediate click back.

If you’ve focused on utility, and genuinely solving a users problem, as opposed to just matching a keyword, then your engagement metrics should be better than the guy who is still just chasing keywords and only matching in terms of relevance to a keyword term.

7. Think Like A PPCer

Treat every click like you were paying for it directly. Once that visitor has arrived, what is the one thing you want them to do next? Is it obvious what they have to do next? Always think about how to engage that visitor once they land. Get them to take an action, where possible.

8.Think Like A Conversion Optimizer

Conversion optimization tries to reduce the bounce-rate by re-crafting the page to ensure it meets the users needs. They do this by split testing different designs, phrases, copy and other elements on the page.

It’s pretty difficult to test these things in SEO, but it’s good to keep this process in mind. What pages of your site are working well and which pages aren’t? Is it anything to do with different designs or element placement? What happens if you change things around? What do the three top ranking sites in your niche look like? If their link patterns are similar to yours, what is it about those sites that might lead to higher engagement and relevancy scores?

9. Rock Solid Strategic Marketing Advantage

SEO is really hard to do on generic me-too sites. It’s hard to get links. It’s hard to get anyone to talk about them. People don’t share them with their friends. These sites don’t generate brand searches. The SEO option for these sites is typically what Google would describe as blackhat, namely link buying.

Look for a marketing angle. Find a story to tell. Find something unique and remarkable about the offering. If a site doesn’t have a clearly-articulated point of differentiation, then the harder it is to get value from organic search if your aim is to do so whilst staying within the guidelines.

10. Links

There’s a reason Google hammers links. It’s because they work. Else, surely Google wouldn’t make a big deal about them.

Links count. It doesn’t matter if they are no-follow, scripted, within social networks, or wherever, they are still paths down which people travel. It comes back to a clear point of differentiation, genuine utility and a coherent brand. It’s a lot easier, and safer, to link build when you’ve got all the other bases covered first.

Did Matt Cutts Endorse Rap Genius Link Spam?

Jan 4th

On TWIG Matt Cutts spoke about the importance of defunding spammers & breaking their spirits.

If you want to stop spam, the most straight forward way to do it is to deny people money because they care about the money and that should be their end goal. But if you really want to stop spam, it is a little bit mean, but what you want to do, is break their spirits. You want to make them frustrated and angry. There are parts of Google's algorithms specifically designed to frustrate spammers and mystify them and make them frustrated. And some of the stuff we do gives people a hint their site is going to drop and then a week or two later their site actually does drop so they get a little bit more frustrated. And so hopefully, and we've seen this happen, people step away from the dark side and say "you know, that was so much pain and anguish and frustration, let's just stay on the high road from now on" some of the stuff I like best is when people say "you know this SEO stuff is too unpredictable, I'm just going to write some apps. I'm going to go off and do something productive for society." And that's great because all that energy is channeled at something good.

What was less covered was that in the same video Matt Cutts made it sound like anything beyond information architecture, duplicate content cleanup & clean URLs was quickly approaching scamming - especially anything to do with links. So over time more and more behaviors get reclassified as black hat spam as Google gains greater control over the ecosystem.

there's the kind of SEO that is better architecture, cleaner URLs, not duplicate content ... that's just like making sure your resume doesn't have any typos on it. that's just clever stuff. and then there's the type of SEO that is sort of cheating. trying to get a lot of bad backlinks or scamming, and that's more like lying on your resume. when you get caught sometime's there's repercussions. and it definitely helps to personalize because now anywhere you search for plumbers there's local results and they are not the same across the world. we've done a diligent job of trying to crack down on black hat spam. so we had an algorithm named Penguin that launched that kind of had a really big impact. we had a more recent launch just a few months ago. and if you go and patrole the black hat SEO forums where the guys talk about the techniques that work, now its more people trying to sell other people scams rather than just trading tips. a lot of the life has gone out of those forums. and even the smaller networks that they're trying to promote "oh buy my anglo rank or whatever" we're in the process of tackling a lot of those link networks as well. the good part is if you want to create a real site you don't have to worry as much about these bad guys jumping ahead of you. the playing ground is a lot more level now. panda was for low quality. penguin was for spam - actual cheating.

The Matt Cutts BDSM School of SEO

As part of the ongoing campaign to "break their spirits" we get increasing obfuscation, greater time delays between certain algorithmic updates, algorithmic features built explicitly with the goal of frustrating people, greater brand bias, and more outrageous selective enforcement of the guidelines.

Those who were hit by either Panda or Penguin in some cases took a year or more to recover. Far more common is no recovery — ever. How long do you invest in & how much do you invest in a dying project when the recovery timeline is unknown?

You Don't Get to Fascism Without 2-Tier Enforcement

While success in and of itself may make one a "spammer" to the biased eyes of a search engineer (especially if you are not VC funded nor part of a large corporation), many who are considered "spammers" self-regulate in a way that make them far more conservative than the alleged "clean" sites do.

Pretend you are Ask.com and watch yourself get slaughtered without warning.

Build a big brand & you will have advanced notification & free customer support inside the GooglePlex:

In my experience with large brand penalties, (ie, LARGE global brands) Google have reached out in advance of the ban every single time. - Martin Macdonald

Launching a Viral Linkspam Sitemap Campaign

When RapGenius was penalized, the reason they were penalized is they were broadly and openly and publicly soliciting to promote bloggers who would dump a list of keyword rich deeplinks into their blog posts. They were basically turning boatloads of blogs into mini-sitemaps for popular new music albums.

Remember reading dozens (hundreds?) of blog posts last year about how guest posts are spam & Google should kill them? Well these posts from RapGenius were like a guest post on steroids. The post "buyer" didn't have to pay a single cent for the content, didn't care at all about relevancy, AND a sitemap full of keyword rich deep linking spam was included in EACH AND EVERY post.

Most "spammers" would never attempt such a campaign because they would view it as being far too spammy. They would have a zero percent chance of recovery as Google effectively deletes their site from the web.

And while RG is quick to distance itself from scraper sites, for almost the entirety of their history virtually none of the lyrics posted on their site were even licensed.

In the past I've mentioned Google is known to time the news cycle. It comes without surprise that on a Saturday barely a week after being penalized Google restored RapGenius's rankings.

How to Gain Over 400% More Links, While Allegedly Losing

While the following graph may look scary in isolation, if you know the penalty is only a week or two then there's virtually no downside.

Since being penalized, RapGenius has gained links from over 1,000* domains

  • December 25th: 129
  • December 26th: 85
  • December 27th: 87
  • December 28th: 54
  • December 29th: 61
  • December 30th: 105
  • December 31st: 182
  • January 1st: 142
  • January 2nd: 112
  • January 3rd: 122

The above add up to 1,079 & RapGenius only has built a total of 11,930 unique linking domains in their lifetime. They grew about 10% in 10 days!

On every single day the number of new referring domains VASTLY exceeded the number of referring domains that disappeared. And many of these new referring domains are the mainstream media and tech press sites, which are both vastly over-represented in importance/authority on the link graph. They not only gained far more links than they lost, but they also gained far higher quality links that will be nearly impossible for their (less spammy) competitors to duplicate.

They not only got links, but the press coverage acted as a branded advertising campaign for RapGenius.

Here's some quotes from RapGenius on their quick recovery:

  • "we owe a big thanks to Google for being fair and transparent and allowing us back onto their results pages" <-- Not the least bit true. RapGenius was not treated fairly, but rather they were given a free ride compared to the death hundreds of thousands of small businesses have been been handed over the past couple years.
  • "On guest posts, we appended lists of song links (often tracklists of popular new albums) that were sometimes completely unrelated to the music that was the subject of the post." <-- and yet others are afraid of writing relevant on topic posts due to Google's ramped fearmongering campaigns
  • "we compiled a list of 100 “potentially problematic domains”" <-- so their initial list of domains to inspect was less than 10% the number of links they gained while being penalized
  • "Generally Google doesn’t hold you responsible for unnatural inbound links outside of your control" <-- another lie
  • "of the 286 potentially problematic URLs that we manually identified, 217 (more than 75 percent!) have already had all unnatural links purged." <-- even the "all in" removal of pages was less than 25% of the number of unique linking domains generated during the penalty period

And Google allowed the above bullshit during a period when they were sending out messages telling other people WHO DID THINGS FAR LESS EGREGIOUS that they are required to remove more links & Google won't even look at their review requests for at least a couple weeks - A TIME PERIOD GREATER THAN THE ENTIRE TIME RAPGENIUS WAS PENALIZED FOR.

In Conclusion...

If you tell people what works and why you are a spammer with no morals. But if you are VC funded, Matt Cutts has made it clear that you should spam the crap out of Google. Just make sure you hire a PR firm to trump up press coverage of the "unexpected" event & have a faux apology saved in advance. So long as you lie to others and spread Google's propaganda you are behaving in an ethical white hat manner.

Notes

* These stats are from Ahrefs. A few of these links may have been in place before the penality and only recently crawled. However it is also worth mentioning that all third party databases of links are limited in size & refresh rate by optimizing their capital spend, so there are likely hundreds more links which have not yet been crawled by Ahrefs. One should also note that the story is still ongoing and they keep generating more links every day. By the time the story is done spreading they are likely to see roughly a 30% growth in unique linking domains in about 6 weeks.

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