I have been interviewed and/or profiled and/or done some guest columns around the web that I have not yet mentioned here. Here is a short list of some such media worth checking out...

Guest Columns

Some recent columns I wrote for Search Engine Land: 5 Ways To Rise Above The Noise and Are You Sitting On A Good Idea? and Recovering from the Blue Screen of Death as an SEO.

Interviews

Here is a video interview by Dr. Ralph Wilson about some ways you can make money off of looking through your website analytics data

Here are text interviews from SEO Boy & Wildfire Marketing Group.

Other Additional Mentions & Contributions

My buddy Matt Siltala asked me a few questions for 8 Gurus that "get" Twitter Answer Questions.

ProspectMX featured a quote from me in their universal search guide.

Google's Eric Schmidt identifies one of Google's core problems:

...you've got somebody who really is very trustworthy, but they're not as well-known and they compete against people who are better known, and they don't "in their view" get high enough ranking. We have not come up with a way to algorithmically handle that in a coherent way

The Google algorithm is essentially a popularity contest.

Google doesn't know what information is worthwhile and what isn't. It looks at the signals provided by others as to decide what is and isn't worthwhile. What people deem noteworthy may not be worthwhile, right or truthful, to you, of course.

We see this same problem in SEO punditry.

There is a wealth of SEO information published each and every day. How does anyone know if this information is right or wrong?

Typically, if someone who is well known to the SEO tribe writes an article, and the article sounds authoritative, it will be deemed by the SEO tribe to be "quality". If you're unknown, and write the exact same article, it is likely to get buried. SEO punditry has largely become a cult of personality.

Recently, news outlets have been arguing that because they are established news outlets, they provide "quality". This self-serving circular argument appears to be what Google also believes, because it favors established media in the form of Google News.

But just look at the atrocious journalistic standards that some established news outlets provide:

For April Fool’s Day we posted a video of a fake mission where it appeared that we had lost our judgment and crashed a funeral. We fooled thousands of angry YouTube users into thinking it was real. The biggest fools of all were the CW 11 news team who reported on the funeral as if it actually happened. They didn’t do one bit of research or fact checking, they simply broadcast a YouTube video and reported it as fact

Right now, it's not about quality. It's about entrenched power structures and popularity.

On SEOBook.com, we've been writing a lot about the intersection between SEO with related fields such as marketing, PR, advertising and business strategy.

This is the way SEO is going. SEO is being integrated into other forms of promotion. Without undertaking such promotion, ranking will be that much harder, especially in crowded niches.

Ranking signals have traditionally been about links, however code tweaking and link begging is fast becoming a marginal activity. Ranking signals in the future will be about attention.

Those who command the most attention, win.

So let tie the concepts we've been discussing together into a strategy.

1. Be Popular, Or Appear To Be Popular

• Get in front of an established audience. Offer to write for someone who has authority already, and get a link from that site. Or offer to interview them. Speak at conferences. Post detailed, informative posts to forums. Post detailed, informative posts to other people's blogs. Find out where your audience hangs out, and get in front of them any way you can. The aim is to generate awareness.
• Once you have signs of credibility and activity make them obvious. Encourage comments and actively respond to them. Have a lot of subscribers? Put a Feedburner widget with subscriber count in your sidebar. Get mentioned in the media? Add a "as seen in" section.
• Build a personal network. Figure out what you can do for people, and give forward. In future, it will be easier to get your stuff noticed if you can call in favors from friends.
• Establish a cult of personality. Have an opinion, and beat it to death. No one likes wishy-washy. Objective doesn't sell. Subjective views, stated boldy - sell. Make your name synonymous with your brand. It is very difficult to counter a brand build on personality. Ask Incisive Media if Danny Sullivan can ever be replaced.

2. Create A Viral Message So People Spread The Word For You

• Have you given people something to talk about? Give people a message they feel compelled to repeat. If that doesn't happen, the message is wrong. Rework it until you find an angle worth repeating.
• What incentive do people have to repeat your message? Does it make them look smart? Does it earn them money? Does it increase their status? Does it enable them to help a friend? Does it enrich them?
• How should they talk about you? Should they link to you? Should they write about you? Should they tweet you? Have you made it obvious to people what you want them to do? (By the way, if this post has proved in any way valuable to you, we would be eternally grateful to you for a link. Or a mention. Or a comment ;)

3. Carve Out Your Niche, Focus On Quality And Building Critical Mass

It might not seem like it now, but providing quality information amidst the noise is the holy grail Google, and others, are working towards.

Ultimately, Google, or any knowledge management tool, must return sufficiently high quality information in order to survive as the aggregator of choice. "Sufficient" means "better than the other guy". Google also piles on the value by giving away quality mail tools, stats tools, and more. In a competitive niche, popularity won't be enough to sustain position. The popular aggegator that provides the most quality, and the most value, wins.

Quality will be the next layer of differentiation.

• Do the same thing as Google. How can you add value? What can you do that other guy is not doing? What can you give away that the other guy is selling? How can you be better that other guy? Figure out what your audience wants - ask them directly, if need be - and give it to them.
• Pick your niche and own it. Niche too competitive or too broad? Keep slicing it finer (go niche within a niche - e.g. rather than take on travel, become the biggest authority on Fiji) until you find space in which you can compete. If your aim is to make money, be careful to pick a niche that is worth slicing. How do you know if a niche is worth slicing? Look at the value of AdWords bids in that niche and the volume of searches. The Search-based keyword tool is your friend.
• Make sure anyone searching that niche knows your name. Advertise on other sites in that niche. Appear on other sites in that niche. Figure out a way to lock people into what you're doing. It might be as simple as encouraging them comment on your blog. The aim is to get them to remember you, to interact with you, to internalize your message, then to pass it on.

4. Build Brand

Brand will be so important. What is yours?

If someone mentions your niche, do they mention your site or your name? You must be synonymous with your niche, so that if Google doesn't rank you number one, people would think Google was deficient for omitting you. This is how BMW can break Google's rules and get a free pass. To not find BMW would make Google look bad. To not find cool-bmw-owners-discussion-forum.com is of no concern. Can you imagine searching for the term "seo book" and not seeing this site top ten? You'd think Google was deficient.

That's where your brand needs to be.

Hope we've been giving you some food for thought :)

Some sites like MySpace have begun policing ads:

The main reason that they killed the dating ads was that people were using copyright images as well as girls under 18 to advertise for CPA sites. It got to a point where the ad approval team couldn’t police them anymore. The dieting ads were killed cause the FTC is just starting to crack down on the fake blogs that promote the diet offers.

But the efforts might be too little too late, and the Federal Trade Commission (FTC) is planning to regulate online social marketing. Yes, that includes blogs, Facebook, Twitter, and other forms of social networking.

In December 2008, the FTC proposed rule changes relating to endorsements, where bloggers and other site owners may be help liable for claims made about a product or service.

For example, companies giving trial products to bloggers might constitute an endorsement. So flippant comments about the product or service in a social media context may come under the same scrutiny as print advertising. So, best be careful blogging or Twittering about the efficacy of that affiliate weight loss program ;)

Is Regulation a Bad Thing?

In this interview with Shoemoney, Seth Godin explained why he thought this regulation was good, noting that

• there will always be someone operating sleazier than you are
• the sleazy operators steal from everyone on the network, and increase the trust barrier that legitimate businesses must overcome

If the internet was not anonymous then you wouldn't have Google AdWords ad reps stealing your keywords from your AdWords account and bidding on your trademark. Much of the advertising & affiliate driven fraud would quickly disappear.

If these measures are approved, what will this mean for social media marketers?

1. Go Easy On The Snake Oil

If a claim is outrageous, best be careful about repeating it. Check that any claim has studies to back it up.

2. Typical Results

Not only do results have to be shown to be achievable, they must be typical. The FTC will likely investigate claims if the average consumer is likely to be mislead about results that can be achieved.

This can be tricky, as most testimonials in the internet marketing space are essentially nepotistic or bought (particularly for "all-in-on" Earth shattering courses costing $1,997). Perry Marshall highlighted how hard it is to find out the "average" when your customers have little incentive to tell you something is working (and if they actually put in any effort when it is not).

3. Affiliates Beware Of Being Thrown Under A Bus

The FTC are likely to focus on endorsements by third parties.

Often, parent companies may be unwilling to make certain claims, but are more than happy for their affiliates to do so. This, of course, transfers risk to the affiliate.

Make sure both your stories are in sync.

4. Disclose

If you're being compensated for something, whether by money or materials, it's best to say so.

Meanwhile, the FDA is also tightening regulation, and this will have an impact on search advertising:

Last week the U.S. Food and Drug Administration wagged its finger at more than a dozen pharmaceutical companies over their use of paid search advertising.In one day, the agency sent an unheard-of 14 warning letters to pharmaceutical companies regarding their use of search ads on behalf of more than 40 drugs. The list of brands mentioned included such top sellers as Lexapro (an antidepressant) and Plavix (a blood thinner). GlaxoSmithKline, Sanofi-Aventis, Merck, and Eli Lilly were among those to receive letters.

Industry observer Mark Senak said it looked like the FDA was trying to clean up pharmaceutical search engine marketing by playing "whack the mole" rather than issuing some regulatory guidance. But an FDA spokesperson said the agency found "a plethora of violations across all classes of drugs," and noted the FDA's policy is to enforce the same standards in all media.

The common thread is that enforcement bodies are looking to apply the same standards found in print to online media.

How cool is this? Back in 1989 I started collecting sports cards and Tony Mandarich was the #2 draft pick in the NFL. He has since built an SEO company, and was recently interviewed by Patrick Gavin:

So my wife and I started from scratch, learning the web design and SEO business. That was five years ago. I had an above-average understanding of how the Internet worked, for someone who wasn’t doing it full time. Once I committed to learning it and applying it to our own business of photography and videography, within 6 months we were ranked on the first page of Google for the key phrases we were going after. The one crucial piece of literature that helped me immensely in SEO was Aaron Wall’s “SEO Book”. I applied his principles and – Voila – it worked!

A couple of our members recently reviewed our site. From SEO Rabbit:

SeoBook is not a fancy 8 hour long SEM workshop for which you have to pay several grand, only to leave with more questions then you originally had, or to very quickly figure out that the only fancy thing about persons conducting the workshop is their ability to market themselves. SEOBook community is a workshop that constantly asks questions and does its best to answer them, more often then not it does. Being a member for few months made me realize that members don’t hold back when it comes to sharing experiences, giving advices, and answering questions.

I recommend SEOBook for anyone who is serious about Internet marketing. The only way I can see that SeoBook membership is not worth it, is if you don’t use it or don’t participate.

Tom Demers from Wordstream:

Even if you are a very sophisticated marketer and/or have spent a lot of time with the training modules, the SEO Book forums are excellent. They’re populated with:

• Aaron Himself – He responds to seemingly every post (he has over 11k posts on the board). I have asked three or four questions and started a handful of threads, and he’s answered/participated in every one. The answers are outstanding. If you think of this type of access in terms of what it would cost outside of this offer (to have a top SEO on retainer) a price point of 100 dollars a month is a pretty staggering value.
• The Moderators – I don’t know what kind of arrangement is set up with the moderators but they are all experienced Web marketers and are extremely active and helpful answering questions, as well. This makes the 100 feel like it’s going towards a team of consultants (or “coaches”).
• The “Customers” – The really fascinating thing here is that the people who are “members” are often affiliates and/or marketers themselves; the people asking very basic questions are hungry to learn (they actually paid to get in!) and then seem to come up the curb quickly to start contributing some great stuff. Affiliate marketers investing this kind of time to discuss and learn tactics are often the people doing the testing, and generally have bleeding edge insight into the way the Web works.

Since I signed up I’ve probably found three or four really great link sources that I wouldn’t have otherwise known about, and that would be worthless if they were published on a free blog. I’ve also had multiple questions given a lot of attention and lengthy responses.

Speaking at a conference for newspapers Eric Schmidt said:

"We've been careful not to bias it using our own judgment of trust because we're never sure if we get it right. So we use complicated ranking signals, as they're called, to determine rank and relevance. And we change them periodically, which drives everybody crazy, as or algorithms get better. ... The usual problem is you've got somebody who really is very trustworthy, but they're not as well-known and they compete against people who are better known, and they don't 'in their view' get high enough ranking. We have not come up with a way to algorithmically handle that in a coherent way."

So the big flaw in the algorithm there is "to be well known." SEOs have exploited that since Google first got on the web - buying, trading, borrowing, and stealing links as needed. Arianna Huffington claims that to succeed today you need to work in the links based economy

But what won't work -- what can't work -- is to act like the last 15 years never happened, that we are still operating in the old content economy as opposed to the new link economy, and that the survival of the industry will be found by "protecting" content behind walled gardens.

But the problem with that line of thinking is that the link based economy is quietly disappearing. Links are not flowing as well as they once would have. Take for example, this post - it covers a currently hot topic, is 8 pages long, contains multiple custom images, is easy to consume, and is published on a blog with over 30,000 RSS subscribers. The reward for such work? Less than 30 links so far, and maybe a total of 5 links if you back out the temporal social media links. (And some of those 5 links are on sites that routinely link back and forth).

Would you be willing to write for 4 or 5 hours to only get 5 links to a fairly non-commercial page of a site that already has over 1 million inbound links? No way...totally not worth the effort if we were operating in a "links-based economy."

A couple days ago I talked with a friend who works for some news companies, and they wanted to use rel=nofollow on their editorial selected links because they were afraid of leaking PageRank. To say that we are entering a links based economy is to ignore the corruption of nofollow and how "social" media is pulling editorial links away from those who earned it. But the web changes, and so must we, lest we become the mainstream media writing our own obituary each dawn.

We have moved past the links-based economy into a passion based economy.

In Someone Can Charge for News Content, but Who? John Andrews reminds us of today's most popular news programs:

Today Bill O’Reilly reports the news, and Jon Stewart reports the news. Very popular news shows, right? Think about it.

If the links are not counting in the algorithms then you need to get paid another way to make creating in depth high value content worthwhile. To do that, you need to publish content that is aligned with a particular passion, niche, and/or bias.

Call it tribe based or fan driven marketing. Your customers must play a critical role in your marketing for you to succeed.

Trying to maintain a false appearance of objectivity (as the media does) simply can't compete with deep rooted biases founded in passion, experience, and expertise. I would rather trust a known bias than fake objective with hidden agendas I later need to figure out.

• The mainstream media sites can profitably build businesses if they focus on high value niches and create stand alone brands for each that are worth charging for access to.
• The mainstream media sites can profitably arbitrage Google's organic search results by filling their sites up with eHow-like junk content that costs less than $5 per page to produce.
• But doing what they doing, half-assed generic publishing while slowly trimming costs off huge inefficient organizations guarantees bankruptcies & consolidation. Their current strategy gives them neither passion driven content nor cost efficiency...they are wounded animals mindlessly roaming awaiting their death - the one topic they cover with passion.

Ironically, some of the best content online comes in the form of walled garden paid membership websites. But, it turns out, we don't need the media to figure out who shares our passions.