How I Learned to Start Loving Social Media's Darkside

I'm baaaaaaack.

Organic Listings

What a fun past couple years it has been in the digital marketing landscape; we've seen hummingbirds, ads displacing organic listings, phantoms, ads displacing organic listings, rank brain, and of course ads displacing organic listings. It has been such a long time since my last post that back when I was last writing for SEObook we were still believing in the timelines provided by Google employees on when Penguin was going to run next. Remember that? Oh, the memories.

Idiot Proof SEO Concepts You Better Not Screw Up For Me

The reason I'm back is to share a tip. Normally I don't share SEO tips because by sharing information on a tactic, I end up burning the tactic and killing whatever potential usable market value remained on its shelf life. Why share then? Because this isn't something you can kill; it involves people. And killing people is bad. To explain how it works though, I need to explain the two concepts I'm smashing together like chocolate and peanut butter.

Keepin' it REAL.

Chocolate

The chocolate, aka Influencer Marketing – my definition of influencer marketing is having someone tell your story for you. Some people view influencer marketing as paying someone like Kim Kardashian $50,000 to post a picture of herself on Instagram holding a sample of your new line of kosher pickles. While that does fit under my definition as well, I consider that aspirational influencer marketing since her audience is primarily comprised of being aspiring to be Kim. Also equally valid is having Sally your foodie neighbor posting that picture in exchange for getting a free jar of those delicious pickles; in this particular case though the influence would be considered peer level influence since Sally's audience is going to be comprised largely of people that view Sally as their equal, and possibly recognize that Sally as a foodie knows her food. Personally, I am biased, but I prefer lots of peer influence campaigns than a single big budget aspirational influence campaign, but I digress. If you want to learn a lot more about differences in the campaign types, I spoke with Bronco on the ins and outs of influence.

Peanut Butter

The peanut butter, aka Online Reputation Management, aka ORM – while I would hope reputation management doesn't need to be specifically defined, I'll define it anyhow as changing the online landscape for the benefit of a client's (or your own) reputation. Peanut butter is a really good analogy for ORM because a lot of work gets spread around in a lot of directions, from creating hundreds of thousands of properties designed to flood the SERPs and social channels as a tail that wags the dog, to straight up negative SEO. Yeah, I said it. If negative SEO wasn't made so much more available due to Panda, Penguin, and the philosophical neative a priori shift, in ORM would not be the industry that it is today.

So what's the tip? You can combine these two concepts for your clients, and you can do it in a variety of different ways. Let's walk through a few…

POSITIVE/BENIGN Focus

  1. Use aspirational influence to find a blogger/writer to talk about your client or product.
  2. Use peer influence indirectly to let a more difficult to approach blogger/writer “discover” your client and write about him or her.
  3. Use aspirational influence as a means to gain links to some properties. Seriously, this works really well. Some audiences will write a series of articles on whatever certain individuals writes about.
  4. Use peer influence to change tone/meaning of a negative article to something more benign.
  5. Use peer influence to find bloggers/writers to discuss concepts that can only be disucssed by referencing you or your client.

NEGATIVE Focus

  1. Use peer pressure influence to get material removed.
  2. Use aspirational influence to change the mind of blogger/writer (think politics – this works).
  3. Use peer influence to change links from one target to another in source material (this occurs quite a bit on Wikipedia too).
  4. THE TRUMP® CARD©: Use aspirational influence and peer influence in combination, which I call compulsion marketing, to inspire frightening movements and witchunts (coordinated DOS attacks, protests, crap link blasts, et al).

My business partner at my influencer marketing network Intellifluence, Terry Godier, and I also refer to some of the above topics under the umbrella of dark influence. I'm sure this list isn't even close to exhaustive, mainly because I don't want to go too deep on how scary one can get. If you need to address such things, I still take on select ORM clients at Digital Heretix and can help you out or refer you to a quality professional that will. Combining concepts and tactics is often a lot more fun than trying to approach a tactic singularly; when possible, work in multiple dimensions.

Think of a way that I missed or some cool concepts that could be paired to be more powerful? Let me know on Twitter.

Cheers,
Joe Sinkwitz

Pandas, Penguins, and Popsicles

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.

Stop Questioning Negative SEO -- It Exists and It May Kill Your Niche

Cygnus Drawing.

The best part about a growing and very quickly changing industry is the diversity of viewpoints; the worst part is the exact same thing because sometimes 1 always equals 1 and doesn't need bullshit in lieu of evidence. I try my best to stay out of the limelight and just focus on making things happen. However, occasionally a topic will bother me so much that I have to chime in. The last time was over 5 years ago so I figure I'm due to speak up again. Today's topic? Negative SEO. My issue with the topic? Deniers.

There've been several posts on how negative SEO doesn't exist (those are the worst) or that maybe it exists but only weak sites can get hit (in other words, people with opinions that didn't do any testing). I'd like to put those topics to rest as best as a guy that keeps to himself can. I really should be able to do this in one sentence, but in the event what I write as the second half of this sentence doesn't do it for you, I have a couple stories; if crappy SEO of over-optimized anchors and junky links are to blame for ranking drops, how can it be said one cannot do this to someone else, and even if you were to deny this, then why the sudden rush to denounce certain links? On to some anecdotes!

While leading a training session overseas I mentioned a site I watched get hit by some negative SEO activities. I know that it was negative SEO and not a slip up on the SEOs' part by virtue of knowing the history/team behind the site and watching it as part of my normal data routine; the site was managed by the kind of guys that get asked to speak at SEOktoberfest...the kind of people I'd go work for if my bag of tricks ever ran out. Ok, so you're asking how I know it was negative SEO. The easiest explanation is that I watched the site spike heavily with on-theme anchors from junk sites over a one week period and was filtered shortly thereafter. It stayed filtered for just under few months, but 2 days after discussing the site and explaining how I knew the site was hit it magically reappeared (yes, there were googlers in the audience).

If you are skeptical then your first response better be that I'm only loosely describing one example so let me say that in the same industry where I've shared my knowledge of the subject on some more sophisticated methods (first released in the SEObook community), I feel almost like an information arms dealer since even the larger brands have themselves or through affiliated relationships been clubbing each other over the head. You read that right; I explained how I thought negative SEO could be employed and then watched a bunch of people actually do it, repeatedly. Unfortunately, I was hit too, but that's a different issue. In this particular industry, the only people left standing now are some poorly matched local results with fake reviews, a bunch of hacked domains, and the flotsam of macroparasites that gained popularity post Penguin. The only one that came back? The one I publically shared at a conference, explaining exactly how they were a victim based on the link patterns that didn't fit with the site's history over a several year period.

I'll wrap this up with a bit of humor. As a joke a friend of mine asked me to negative SEO him for his name. Let's say his name is John Doe and his domain is johndoe.com. The negative effect was temporary, but I was able to get him filtered for a little while on his name for maybe 120 seconds of my time and less than $50. The site did come back after a few days, but our mutual feeling on the matter is that for an extra $50 double-dose I could probably get the site filtered again. Neither of us wants negative SEO to get any more prevalent than it already is, so I'll skip the details on exactly how it was performed. There are multiple forms of negative SEO significantly scarier than someone with a copy of xrumer and in some cases there is very little you can do to prevent it; if a jerk wants to take you down, it can happen. If your niches begin to look like the wasteland I described above where I shared my thoughts a little too freely, then heaven help you because it doesn't look like Google is going to.


Cygnus has been involved in search since 1997 and loves tackling new and interesting (and of course lucrative) projects. Follow @Cygnus on Twitter for his rants.

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