When I published the SEO glossary I made it creative commons licensed. I wanted to do that with all the blog posts on SEO Book too, but just got around to doing so. If you like any of the blog posts here feel free to do what you like with them.
The following types of websites are likely to merit low landing page quality scores and may be difficult to advertise affordably. In addition, it's important for advertisers of these types of websites to adhere to our landing page quality guidelines regarding unique content.
eBook sites that show frequent ads
'Get rich quick' sites
Comparison shopping sites
Affiliates that don't comply with our affiliate guidelines
It does not help any of the shopping aggregators that there are about a dozen competitors (BizRate, Shopping.com, Shopzilla, MSN Shopping, NextTag, Epinions, DealTime, Pricegrabber, Pricerunner, Yahoo! Shopping, etc.). From a marketing standpoint almost all of them offer near identical user experience, so few of them are remarkable or linkworthy. The whole field (including Yahoo!) compete based on renting large swaths of links.
Everyone MUST Rent Links to Compete
Given Google's recent war cries against buying and selling links, and that there are so many shopping comparison sites, it is easy for Google to whack a few of them with it going unnoticed by anyone outside the companies. But if you are in the comparison shopping field and do not rent links, how can you compete with Yahoo! when they do? You can't.
The Fall of BizRate.com
I am uncertain if the drop in Google was algorithmic or editorial, but BizRate's Alexa ranking is off sharply over the past couple weeks, and if you look at top keywords they ranked for on Google (via Compete.com, SEO Digger, or SpyFu), their site is no longer ranking for many of them. In fact, I didn't even see the US site ranking for "biz rate". For that term bizrate.co.uk ranks #1. When I visit the UK site from a Google search result for "biz rate" the site asks if I want to view the US site or the UK site.
Here is a snapshot of the plunged BizRate traffic
And here is a running historical graph:
Google's Algorithmic Whitelists Are Not Carved in Stone
Via TC, I discovered IBM released a report on how the they think the $550 billion global ad market might change in the coming years. The predictions look bleak for most ad agencies and traditional media gatekeepers, but good for niche publishers who have a solid stream of attention:
The "voice" delivering a message, along with its perceived authenticity, will become as powerful perhaps as the message or offer.
As media gets more saturated, we get better at filtering out garbage. Jakob Nielson's article about writing articles instead of blog posts does a great job of explaining why writing fewer and more in depth articles is effective for gaining and keeping attention in a competitive marketplace.
Some of the posts I write about the macroeconomic trends of online publishing and the search economy take 5 hours to write, get few or no comments, get few or no citations, and probably scare off potential customers. Those posts do not cater to people looking to buy SEO information. The short SEO videos I recently made are easier to create and easy to consume. Daily sales are near my all time high.
Once you have a trusted brand you can create low value white label brands that are given a free pass by search engine editors based on the trust of your core brand. These can feed back profits to your main site in many ways, including allowing you to:
filter link juice to your mother brand site, which is especially useful for temporal news or in categories where link building is tough
Thom Yorke told TIME, "I like the people at our record company, but the time is at hand when you have to ask why anyone needs one. And, yes, it probably would give us some perverse pleasure to say 'F___ you' to this decaying business model."
And the record executives realize what is going on
"This feels like yet another death knell," emailed an A&R executive at a major European label. "If the best band in the world doesn't want a part of us, I'm not sure what's left for this business."
Any time a big media company writes about publishing ethics, just remember how much fraud is baked into their business models. Comcast was fined by the FCC for displaying fake news about a sleeping pills. Direct to consumer drug marketing wrapped as fake news. Can a company get any sleezier?
In a recent post I stated that one of the biggest flaws from a conversion perspective with this site was that the homepage was a blog. I just made a new homepage that features more of the site's content. I think it is a bit text heavy still, but I wanted to get your feedback on what you think of the new homepage.
Google and Amazon are both pushing to sell ebooks directly aggressively. An article in the NYT mentions a new device Amazon will offer for reading ebooks, but I don't think the problem with books and ebooks is that they need a better reader.
The big problem is that the web is quickly becoming more interactive and diverse and useful, making books irrelevant for all but true enthusiasts, desperate people seeking a manifesto for life change, or those who read as an escape.
The larger a book becomes, the less likely it is to be relevant to any individual, and the less value each word has. People who may disagree with some concepts in your book may agree with pieces that they would be willing to cite if they could only find it. But they will never cite your information unless they can find it.
No matter what people believe, in almost every case someone has already shared the same belief. Format it in small sharable chunks with good findability and people will cite it.
People may want to consume relevant bits. Cognitive dissidents. Summaries that let us dive deeper if we want to. Little chunks of information that change how we perceive the world around us.
Rarely is something that is fully polished, comprehensive, and dated what we need. More likely it is easier to learn by stepping into a process and learning one piece at a time, starting with your interests, then expanding as we run into additional problems. Even with blog posts, people justifiably complain about my writing blog posts in spurts, and using links that are not descriptive enough to merit a click-through.
Leveraging the Web
Hyperlinks subvert hierarchy. Writers should use the web for what it is worth. Break books into pieces, read and write daily, cite sources, go back and polish the best pieces and package them, but try to keep each idea as sharp as possible.
Knowing how to create a useful information product is not enough to maximize profits. A big flaw with my ebook is that it has soooo much information in it, but it is hard to show the value of it because it is a single item. You can't tell how much stuff was waded through to write it, that it is mentally and emotionally draining to revise, and it doesn't help that most Internet marketing ebooks are lead generation devices or affiliate marketing tools. Someone could sell much less and look like they were selling more, just by using better packaging.
[TV] was a wonderful system. For you [TV Networks] anyway. Except that it had one huge flaw. Which is that for you guys, the middlemen, to get rich, you needed to fuck over the people at both ends of the value chain -- the consumers who had no choice in what they watched and spent years being fed mountains of dog shit, and the producers of content who were at your mercy and had to negotiate with this tiny number of networks who operated, let's be honest here, as a kind of cartel.
Artists Become Publishers
If I target an idea to a market and people tell me it is garbage then so much for that idea. If early feedback looks promising then it is time to dig deeper, do more research, read more, and write more. Invest where your interests align with the interest of others.
You “artists” out there generating content will have to learn to publish if you want to participate in the Internet economy. Maybe that’s why Google spends so much trying to help the Internet advance… because it helps Google disintermediate the middlemen. When will Google bring us fast quantities of ISP-free, wireless bandwidth?
One day there will be no more middlemen. And then, Google will squeeze you for more profits. After all, growth needs to come from somewhere, right? When all the middlemen are gone, what’s left? You are. For every producer there are hundreds of consumers hungry for more. Will Google offer rewards for you to procreate? Of course it will. It has to. It’s Google’s destiny to manage the creative class.
Contrary to popular belief, selling is not about tricking people into buying what they don't want. Yes, there are liars and thieves but that is not selling. That is lying and stealing.
Selling is about getting people to trust you enough to tell you their needs or desires and you satisfying those needs or desires. It is not always easy but it’s certainly not complicated.
The Key is to Not Look Like You are Selling
If markets keep getting more competitive and artists become publishers then I think publishers need to start becoming artists. Almost anything you want to consume has free samples available online. Some are copyright violations, others are free marketing, and some are both.
Here is Dane Cook on why it is so hard to win an argument against a woman:
the trust and goodwill you built up through sharing information, personal interaction, and the above points
Even when we are not buying we are still paying with attention. Familiarity and attention are early steps in sales. The WSJ wrote about how Disney kept a low-fi feel to Marié Digby's YouTube videos. She mixes in a few of her own original songs with old classics that have been viewed MILLIONS of times prior to dropping her first album. It is much easier to launch if you start off with a large fanbase.
Why it Helps to View Marketing as an Art
People are lazy and selfish. Especially anonymous people. If you try to replicate the links of an older competitor using the same techniques, many of the webmasters who linked at them will ignore you, even if your content is better than the stuff they are already linking at.
In all honesty, profit margins come more from perception than reality. If you are going to stay profitable you have to see the wave coming in and stay out in front of it, especially because as marketing techniques get abused they stop working. I am doing things today that I know I would not be profitable in a few years if I didn't go out of my way to lay the foundation to make them look and feel exceptionally legitimate today. The only differences between legitimacy and illegitimacy are trust, familiarity, and perception.
The Short Side of Web Publishing
This post is not to suggest that the web is a utopia that is better than all other sources of information, but more that it is cheaper, faster, easier, and provides something that is good enough to satisfy most demands for free.
The web has downsides to it, like promoting hyped up information pollution as a form of marketing. But the reality of it is that everyone is short on time. And few deeply understand the publishing dynamics of search, so when people get screwed by finding bad information on the web or make bad decisions because of ideas they discovered over the web they will likely blame themselves for it.