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If you live outside the United States and were unscathed by the Panda Update, a world of hurt may await soon. Or you may be in for a pleasant surprise. It is hard to say where the chips may lay for you without looking.

Some people just had their businesses destroyed, whereas the Online Publisher Association sees a $1 billion windfall to the winning publishers.

Due to Google having multiple algorithms running right now, you can get a peak at the types of sites that were hit, and if your site is in English you can see if it would have got hit by comparing your Google.com rankings in the United States versus in foreign markets by using the Google AdWords ad preview tool.

In most foreign markets Google is not likely to be as aggressive with this type of algorithm as they are in the United States (because foreign ad markets are less liquid and there is less of a critical mass of content in some foreign markets), but I would be willing to bet that Google will be pretty aggressive with it in the UK when it rolls out.

The keywords where you will see the most significant ranking changes will be those where there is a lot of competition, as keywords with less competition generally do not have as many sites to replace them when they are whacked (since there were less people competing for the keyword). Another way to get a glimpse of the aggregate data is to look at your Google Analytics search traffic from the US and see how it has changed relative to seasonal norms. Here is a look out below example, highlighting how Google traffic dropped. ' class='wp-smiley' />

What is worse, is that on most sites impacted revenue declined faster than traffic because search traffic monetizes so well the US ad market is so much deeper than most foreign markets. Thus a site that had 50% profit margins might have just went to break even or losing money after this update. ' class='wp-smiley' />

When Google updates the US content farmer algorithm again (likely soon, since it has already been over a month since the update happened) it will likely roll out around other large global markets, because Google does not like running (and maintaining) 2 sets of ranking algorithms for an extended period of time, as it is more cost intensive and it helps people reverse engineer the algorithm.

Some sites that get hit may be able to quickly bounce back *if* they own a well-read tech blog and have an appropriate in with Google engineers, however most will not unless they drastically change their strategy. Almost nobody has recovered and it has been over a month since the algorithm went live. So your best bet is to plan ahead. When the tide goes out you don’t want to be swimming naked. ' class='wp-smiley' />

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Article source: http://www.seobook.com/google-panda-coming-market-near-you

Humility

When I graduated high school one of my teachers gave me a card stating how they appreciated my humility. My mom read that and was proud, and I felt a bit embarrassed because I didn’t know what the word meant and had to ask. It turns out it is easy to confuse ignorance for humility! ' class='wp-smiley' />

Marketing is chuck full of humbling teachable moments. One of the most important concepts is the importance of humility. When Lady Gaga spoke at Google she came off as being totally humble. I don’t care for her music, but have a lot more respect for that sort of marketing than the “rapper who has more money than Bernake” sort of approach.

Exploiter Dirtbags

A lot of well known online marketers are the exact opposite of Lady Gaga’s approach: anything to be heard and I am the best, etc. Some people are into that approach, while others find it distasteful. Of course in any market there will be competition with winners and losers as SEO is a zero sum game. But some folks work to build value monetize, while others aim to exploit scam.

Because there are eploiter dirtbags working the market, you have to pay attention to what the market is saying about your stuff in real time. Even if you pour 20 hours into creating something that is useful, relevant, engaging, interesting, etc. some people will think it is spam just because it uses a format that spammers have exploited. Notice how in spite of our collateral damage piece being fairly well received across the web some spots that referenced it immediately raised the “spam” concern simply because it is an infographic!

Every Profitable Company is in the Gray Area

Part of the reason you need to track viral stuff in real-time is because people are tuned to think that anything in online marketing that is successful has some layer of deception to it.

In spite of how many marketers love to wear the white hat label, the truth is that almost anyone who is profitable operates somewhere in the gray area. Google has something like $40 billion in the bank, and yet they still have an AdSense category for “get rich quick.” They proudly claim how they took down the get rich quick scammers that were trading on the Google brand, but they still have an AdSense category for “get rich quick.”

White Hat? Probably a Liar

The problem I have with those who love the white hat label is that many people who claim to adhere to algorithmic best practices are often willing to crap on real people to get ahead. Jason Calacanis claimed to be white hat precisely because he was aware of how dirty and exploitative his Mahalo junk was. You can’t really get away with flagrant spamming if you call it what it actually is, so you have to preach righteous virtues while ding it.

That “scammer exploiting a loophole” approach can work for your thin affiliate site that isn’t tied to your name brand, but if you are using that sort of stuff on your client projects or on your own main brand site you build contempt in the marketplace. Which is precisely why so many SEOs were happy to see Mahalo get torched in the content farm update.

The recent “advanced” link building conference brought about 2 teachable moments on that front.

How to Breed Hate Animosity in Your Marketplace!

Before the conference Will (from Distilled) asked me if I would be ok with him writing a post here. We have tried to be fairly neutral in the marketplace (reviewing tons of competing sites and products and whatnot), so I said sure. He handed me something that I found to be pretty offensive. To which, when he asked for a follow up, I replied:

Generally I felt that suggesting that post was sorta a smack in the face. It was like an ad inside an ad inside an ad. Ad for seminar + ad for your seo services + laundry list of links to client sites.

That you would suggest that made me feel like you think I am stupid or that you were trying to disrespect me. I didn’t reply right away because I was a bit angry at the time didn’t want to respond that way. And then all that tech crap happened. Anyhow I think you are savvy and are a great SEO, but a post like that (ad in ad in ad) is better fit for say like John Chow’s blog than ours ' class='wp-smiley' />

He responded with how much of a fan he was of mine that if he knew of anything cool on the news front down the road he would try to help us break it such.

At the conference he highlighted his “appear authentic, but be driven by a script” type of approach.

Advanced!

But what he *failed* to disclose (until his brother disclosed it during the conference as part of the conference) was…

• that they had been hired by a competing SEO site to try to outrank us for SEO tools
• that they suggested the site they were working on to use 301 redirects to game Google
• that the site they were working for outed our site for using 301 redirects got it toasted in Google

In other words, where a person who is truly ahead of the market, and does something to create a competitive advantage it must be black hat spam and you should complained to Google to get it torched. Then years later when the people who claimed the technique was spam do the same damn thing it suddenly becomes clean and innovative (cutting edge advanced stuff even).

Then they want the person who was ahead of the curve to be a free conduit for spreading this trash! It is so bad that you couldn’t even make this stuff up.

Consider the brand damage they did to themselves the bad karma they earned in the marketplace with the above stupidity. If they are willing to do that sort of stuff to their own brand, would you want them working on your brand? I wouldn’t.

Those who claim to be algorithmically white hat, but are fine with lying, being deceptive, failing to disclose conflicts, etc. are saying that they put the algorithm ahead of how they treat real human beings in their marketplace. It is fine to be exploitative if that is your approach, but be honest about it … because it is dumb to do it in a way that causes damage to your brand.

Spam vs Junk Trash Garbage That People Hate

Some people also complain about domain names (a clear signal of relevancy) shouldn’t count, and yet some of the same folks create software to automate spamming up public communities. Any competitive disadvantage they have is spam, any competitive advantage they have is not spam. ' class='wp-smiley' />

Enter Russ Jones!

On the Virante about page it highlights that “Russ has assisted in the creation of new search marketing technologies. This includes the venerable LinkSleeve Spam Link Verification system, which currently blocks thousands of links spam messages across the web.” Yet at the “advanced” link building conference he gave away software to help people spam the crap out of Reddit.

Once the people on Reddit highlighted it he was quick to backpedal, stating: “I don’t openly promote spamming. If you think creating highly viral content and submitting it to a social network to let them decide if it is good is spamming, then you have been seriously misled.”

Here is the deal though, if the goal of that sofware was to do ANYTHING other than spamming, then it would be promoted to the core audience (so it could reach more people) rather than hunting out old subreddits spamming them up with links.

There are a bunch of exploitative douchebags that paint themselves as white hats while destroying the ecosystems we all must work in by undermining basic human decency principals trust in the marketplace. I don’t care if someone wants to be a spammer, but to do so and claim that you are white hat and ethical (and thus that others are somehow inferior) is garbage.

Even Ghetto Rappers Stand for Something

The most important lesson in marketing is consistency. Make promises that you can consistently deliver on.

Rappers are successful. So are folks like Thom Yorke. But they pick their markets their approach and stick to it. Bouncing back and forth just makes a person look like a dishonest douchebag who stands for nothing.

It’s not standing for much, but least the rappers have their drugs, booze and hoes.

What do these internet marketers stand for?

It seems the folks teaching “advanced” internet marketing still need a bit of work on “basic” social interactions common sense. But I guess those are harder to sell. ' class='wp-smiley' />

Article source: http://www.seobook.com/reddit-distilled-virante

SEO.com caught up with Sen. Orrin Hatch, R-Utah, backstage before he was scheduled to meet with Facebook founder Mark Zuckerberg Friday morning.

The senator offered some insight into the social-networking mogul’s psyche.

“He’s very shy,� Hatch said. “But when he starts talking about the Internet and social networking he comes alive.�

The stage was set for an intimate conversation between Zuckerberg and Hatch as crowds trickled into the Marriott Center at Brigham Young University.

Hatch said he befriended Zuckerberg in his role as a member of the Senatorial High Tech Task Force.

“He’s probably the No. 1 attraction in the whole high tech world,� Hatch said.

Zuckerberg’s speech in Utah is a rare public appearance for the Internet entrepreneur.

“He’s never done it before,� Hatch told SEO.com. “I think he’s been in some big meetings, but he has never done anything like this.�

Hatch will soon face a tough re-election fight. The conservative said he has not sought a political endorsement from Zuckerberg.

“He’s a friend,� Hatch said. “That’s good enough for me.�

When asked if Zuckerberg is a Republican: “Probably not,� Hatch replied.

According to the senator, Zuckerberg traveled to Utah with a staff of roughly 10 people, three of which are BYU graduates.

“He’s very well aware of where to get top-notch people,� Hatch said.

When asked if Facebook may open an office in Utah, Hatch said “I haven’t hit on that real hard yet.�

Hundreds of questions were submitted to Zuckerberg via Facebook.

“We asked the kids to send in questions,� Hatch said.

Tags: facebook, Social Media, utah, zuckerberg

Article source: http://www.seo.com/blog/zuckerberg-no-1-attraction-tech-world/

What is Search Direct?

Yahoo! announced search direct, a new beta product launched in the United States which is similar to Google Instant, but extends a bit further.

It works by extending the search interface to include a layer before the results come up. The layer typically includes a left column of related keywords a right box that can be anything from:

• 3 top websites for that query
• a weather forecast
• stock information
• the profile of a celebrity
• other unique data sets

Here is an example of how the search box flies out

Here is an overview video from Yahoo!

Arbitrage or Helpful?

It is easy to laugh at Ask.com when thinking about the spammy end of the “answers engines” (or even Yahoo! Answers for that matter), but this search direct could range from highly useful to pretty weak depending on what Yahoo! decides to do with it. It’s impact on various markets can range from trivial to significant.

What Powers Search Direct?

The ranking algorithm for Yahoo! Search Direct is different than their core results, being powered off a smaller index with its own algorithm, with a rapid refresh rate. Greg Sterling asked Yahoo!’s Shashi Seth about what drove the algorithm:

Seth told me that right now the links and content being shown in the right part of the box are the URLs that are the “most clicked” throughout the Yahoo network. He also implied that it might get more nuanced over time. And he added that rankings can change moment to moment because it’s dynamic.

That click bias has a natural preference toward promoting Yahoo! properties (since Yahoo! users like Yahoo! stuff) and promoting those who are featured on the Yahoo! network through editorial partnerships.

Greater Integration of Self Promotion

One of the benefits of Yahoo! outsourcing search is that they can now claim that they are not a search engine, which gets them around a ton of conflict issues, and allows them to aggressively self-promote without the type of scrutiny Google has come under for hard-coding their search results. Currently Yahoo! Search Direct is not yet running ads, but it is full of self-promotion. It is not a great sign for the longevity of Yahoo! Search that when you start typing almost every letter of the alphabet leads to a downstream Yahoo! product. In the past, search engines which have over-monetized have seen marketshare erode to Google. Hopefully this stuff pushes people to Bing though!

In key verticals where Yahoo! is well established the entire preview box is consumed by content from their vertical databases. See, for example, a search for LeBron James

If you are ESPN it becomes much harder to get traffic from Yahoo! Search directly given that sort of layout. If the model proves profitable enough Yahoo! can close off a lot of verticals. The key for web publishers is that Yahoo! has traditionally been horrible at integration, so the odds of them doing this in a way that monetizes more aggressively without harming Yahoo!’s search marketshare are pretty low. Having wrote that, last year Yahoo! bought Associated Content and has been pushing hard at growing their news, sports finance verticals. If they are able to instantly tap a large share of the search market can throw up a featured promotion for some of their key content then that will lead to lots of usage data (Microsoft has already mentioned using clickstream data to create a search signal) social signals (like Facebook likes) that can bleed into improving the ranking of Yahoo! content in other search engines.

Custom Ad Units

The showing of a mini-search box not only gives them the potential for further self-promotion, but it also allows them to run more custom ad units that are in full focus of the end user. When you display a full search result you are offering a list of options, but premium placement ads in the preview box can allow for tighter integration of video, audio, or other custom ad units within search.

Yahoo! has already put sponsored mortgage rates table in their search results. Now if they want to do something like that they can have it own the whole of the interface, sorta like Google has done with their local results. It will also allow Yahoo! to test video results in the search results, something Google is getting into as well.

Yahoo! has also taken branded search ads one step further, with a wrap around on certain keyword queries, like eBay.

Shortcomings

Where Yahoo! Search Direct falls short, especially when compared against Google Instant is it’s force of pushing a single vertical for keywords that can have many meanings. Take, for example, a search on cars. If you don’t want the DVD, you are still forced to view information about the cartoon movie because a Yahoo! vertical has a match.

Another thing Yahoo! seems to be doing is force feeding a local option as the last suggested keyword, even where it is totally irrelevant. In the long run I think this would harm Yahoo! local as a true destination, but it can drive short term volume. Of course this only just launched, so it will likely become more relevant as they track how users interact with it. Currently someone is likely registering a Yahoo! local profile with Viagra in it somewhere. ' class='wp-smiley' />

Article source: http://www.seobook.com/yahoo-search-assist