We see people all the time using tricky ways to show above legitimate websites in the search results. Google’s spam specialist, Matt Cutts, educates us on the tricks these spammers are using and how to protect ourselves against them.

Web spammers are generally trying to generate profit from free links or trying to force some sort of propaganda onto the viewer. They use tricks like filling a page with common misspellings of search terms or repetitive keywords in white text that cannot be seen without highlighting the entire page. These tricks make the spam pages seem relevant to the search term and can position them above more relevant, legitimate sites.

Google uses a technique called PageRank to prevent against this type of spam. Rather than simply viewing the content on a page and ranking based on that content, Google looks at the back links to a site and decides the importance and relevancy of the people that link to that page. This allows them to determine the individual value of the page and whether or not the site is spam.

Matt Cutts tells us one procedure to prevent against spam attacks is to incorporate information in the email forms that proves the person filling out the form is a human being. Things like asking a simple math question or requiring a valid email address. Anything that a robot cannot fill in with fake information will help you to differentiate a legitimate customer from a spammer.

Another significant idea to note is that there are illegitimate companies in existence today that claim to sell Search Engine Optimization (SEO) services when they are simply selling spam. It is important to look into the company you are using and discover in detail the strategies utilized to improve your natural rankings. Use common sense, if they doing something that seems sneaking or too good to be true, it probably is. Nobody is going to get you to number one with a click of a button. Anyone claiming to have ‘the secret’ to the search engine algorithm is likely a fake. There are in fact capable SEO firms out there and it takes months to get the results you are looking for. Google even provides a service that allows you to register your site to be reviewed and they will alert you if your website has been hacked or if there are any other problems.

To have your website reviewed visit google.com/webmasters. Please feel free to watch Matt Cutts’ presentation in its entirety as well.

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photo credit: Andrew Baron

Chrysler recently rolled out their new car buying incentive Let’s Refuel America. The idea behind the plan is to guarantee a $2.99 price per gallon to all those who buy their vehicles. There are a few conditions that apply (such as car model, type of fuel, and annual fuel limits), but overall it seems like a plan that would turn some heads, especially in a time where the cost of oil continually hits new highs (the price is at $124 a barrel as of 5/08/08).

The Let’s Refuel America campaign is not only covered by traditional media outlets, but also generating a lot of buzz around the blogosphere and online in general.

A Google search for “lets refuel America” yields over 744,000 results and Chrysler even has a PPC campaign setup targeting specific key words.

1 Step Further With Placement Targetting

Where their PPC campaign can potentially capitalize even more is through utilizing Google’s Placement Targeting (formerly known as Site Targeting). Placement Targeting is where advertisers can select web sites on the Google Content Network where they would like to advertise on, such as GasBuddy.com and LosAngelesGasPrices.com.

With proper keyword research, placement targeting and compelling ad text, Chrysler can drive even more gas saving fanatics to their web site. While Google’s Placement Targetting is not always perfect, it’s potential should not be overlooked, especially with larger budget campaigns.

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First, I would like to state for the record that I am in love with just about anything and everything that Google does. Having said that, I do have a bone to pick with them concerning their content network.

What exactly is the content network? Google’s content network is comprised of hundreds of thousands of sites that allow Google to show targeted AdWords ads on them. This is called “AdSense” from the website publisher’s perspective. Google’s system “contextually” targets these ads by scanning each web page displaying AdSense and then displaying ads relevant to the content present on the page. So, a web page dedicated to golf might show ads relating to golf clubs, balls or vacations.

This allows advertisers to reach potential customers by advertising on websites that they visit on a regular basis, rather than simply advertising in the search results of Google.

Google’s content network is great, and can be a valuable component of a search engine marketing campaign. The problem I have is twofold:

1. The value of clicks from the content network is less than from the search network; a user on a golfing website who clicks your ad for golf clubs is less likely to purchase than a user on Google who searches for “buy golf clubs”
2. Google automatically opts advertisers into the completely “optional” content network, without any explanation of what it is, or a disclaimer about the variance in value per click.

Google’s AdWords support site states that “New keyword-targeted campaigns are automatically opted in to distribution on the Google Network, so if you want your ads to appear on search and content sites and products, then you don’t need to do a thing.”

Herein lies the problem; it is not doing me a favor to opt me automatically into the content network. In fact, there is no way to opt out of the content network while creating the campaign; even if the seemingly “optional” CPC content bid field is left blank, I am still opted in to the content network.

I can see this being a source of confusion for many AdWords users, as leaving an optional field blank typically means you are choosing not to opt in, but that is not how it is interpreted here. In order to turn off the content network, you have to go back into the campaign settings after the campaign is activated and turn it off from there.

I don’t know about you, but I think this is extremely deceptive, especially for a company whose mantra is “do no evil”. I create campaigns like it’s my job (it is!) and even I occasionally forget to go into the campaign settings immediately after to turn it off.

I cannot fathom the amount of inadvertent money spent (much of it wasted) by advertisers who have no idea that their money is being spread across the content network. If I am a new advertiser signing up to “advertise on Google”, it is a fair assumption that on Google is where my ads will appear.

Apparently, I am not alone; a few weeks ago Kabateck Brown Kellner, LLP, filed a lawsuit against Google for this very gripe. The suit was filed on behalf of David Almeida and claims that Google is deceiving AdWords users into spending money on advertising they did not explicitly request; automatically being opted in to the content network when the CPC content bid field is left blank is the basis for the suit. The lawsuit states that, “By redefining the universally understood meaning of an input form left blank, and then intentionally concealing this redefinition, Google has fraudulently taken millions of dollars from Plaintiff and the members of the class.” Kabateck has previously taken part in multi-million dollar click fraud settlements against both Google and Yahoo; maybe this is just who we need to put a stop to these deceptive tactics. In the meantime, keep an eye on those content settings!

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[Ed. note: This article originally set to post on 4/28]

Google and Yahoo sitting in a tree K-I-S-S-I-N-G…well, that possibility could be a reality in the near future. Let it be known that Yahoo is currently seeking a business partnership with Google.

As of April 28, 2008, Google and Yahoo are in the middle of a two-week alpha test. This test is primarily composed of both Search Engines combining and “testing” specific search functionalities to improve Yahoo’s Online search and advertising platform. Simply put, Yahoo Is using Google’s search query and selected algorithmic components to generate and display ads to Yahoo users based upon their searches.

For those that are not familiar with Search Engine market share break down; Google controls roughly 60% of the U.S. Web search market and Yahoo owns roughly 20%. The remaining percentages are comprised of lonely MSN with about 10% market share and the remaining numbers being divided amongst smaller search engines such as Ask.com and aol.com.

The coalition of these two search engines, Google and Yahoo, could dramatically change the world of online search and advertising. In theory, this merger could eliminate all competition within this industry. Why would any business or online surfer want to use a different channel? Google and Yahoo already utilize the most advanced algorithms within the industry and retain the highest levels of user loyalty.

Due to this potential merger, the “Google/Yahoo” test is under investigation by the U.S. Justice Department and other competition regulators for possibly violating antitrust implications. Nothing of note or credible importance has yet to be quoted or released pertaining to this investigation.

I believe Yahoo is taking the right approach to test Google’s applications, strategies and brand name to improve upon their current search operations. Also, this is a slap in the face to MSN as Yahoo recently rejected their (MSN) $44 billion buy out offer. By rejecting MSN and now “working” with Google, I feel that Yahoo is moving in the right direction to improve their search functionality. If this merger happens, I believe this will be a win-win for the Google and Yahoo, but a major lose for all competing search engines.

One step at a time though, lets see what type of reports and feedback are released once the test is complete and their data is viewable. I am very interested to see what their “test” findings show and what the next steps are, if any.

Addendum:

Generally, my addenda are long and make several sub points on what I write about. However this addendum is quite the opposite. I wanted to point out that I am biased towards Google. My tone in writing this blog may not show it, but I respect Google too much and want them to succeeded and fully control this market. Google is simply a great brand with a great product, which I want to see get better. By Google helping/working with Yahoo I only see future benefits and improvement in this youthful world of Search Engine Marketing. In my eyes, I see Google as the older brother, helping his younger sibling, Yahoo.

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Yesterday Google announced the public launch of Google TV Ads, which is now available to all US-Based advertisers.

Google TV Ads works for both advertisers with existing commercials and ones without. For those without ads Google has setup an Ad Creation Marketplace (ACM) where advertisers can send in project bids to industry professionals to take care of the entire Ad creation process. To sweeten this deal, for a limited time Google is offering to cover up to $2,000 of the ad creation cost made through their ACM.

Ad Pricing

Ad pricing is based on the maximum cost-per-thousand impressions users are willing to pay to have their ads run and advertisers only pay when the ad airs.

Ad Targetting

Google is letting users target ads to run on specific TV programs, but also has advanced features to hone in on program descriptions, cast, genre, titles, and more.

The Small Business Gap

While it’s unlikely that large companies like Nike or McDonalds will ever set foot into Google’s ACM, ACM provides a great starting point for small and local businesses looking to advertise on TV. By offering traditional mediums of advertising together with online advertising, Google has closed the loop and essentially created a one-stop for business advertising needs.

Google Now Offers:

• Text Ads
• Image Ads
• Local Business Ads
• Mobile Ads
• Radio/Audio Ads
• Newspaper/Print Ads
• TV Ads

Will their next step be into magazines, podcasting or billboards? Or are park benches and bus stops more likely?

Only time will tell, and we can only hope ads that come out of the ACM will be as funny as this one.

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We have all done it. Searched the pages of Google Images to find that perfect picture for… your blog. Well it seems like it may get even easier to find that instant gratification… for your blog. Google has done it again. They have come up with a new way to give you the results you want called VisualRank. The scientists over at Google have designed an algorithm that combines image-recognition software with classic Google ranking.

Image search results are currently determined through basic image tagging. This definitely hinders the results as it relies on webmaster’s content and alt-image tags, and we all know people aren’t perfect. So when you search one thing, you may end up with something completely different, especially when you turn filtering off. But you already knew that didn’t you?

As it stands now Google uses employees to rank the images that they store. There is a team of 150 employees who are using the most popular searches to find images and rank them accordingly. The Google staff estimates that 83% of the results are less relevant images.

With the release of this technology, Image search may become as highly prized as the organic results. So not only will Google require better content for higher ranking websites, but better image relevance and quality too. Better upgrade that 2 megapixel cam to a 12 Mp SLR!

A Google Prototype for a Precision Image Search

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Google was just named the world’s top global brand for the second year in a row, topping such recognizable companies such as GE, Coca Cola, McDonald’s and Microsoft.

Google’s success goes without saying, however, when placed alongside such other giants as these, it is all the more impressive that Google has done so well in such a short amount of time.  The other companies on the list, especially those not related to technology, are more than mere household names; they are institutions.  To think that Google was founded less than ten years ago and has risen to such great heights already is astounding.  Just about everyone posited that Google could be “the next Microsoft,” but with it’s brand worth an estimated $16 billion more than Microsoft, it’s a wonder that we aren’t on the lookout for “the next Google” at this point.

As far as I’m concerned, Google’s success is due in large part to its overwhelming investment in its own human capital.  With more employed Ph.D.’s than any other corporation, Google is one of, if not the smartest company in the world.  Although it is a bit cliché to say that a company is only as good as its employees, in Google’s case, it couldn’t be more true.

So, congratulations to Google for their success and for this most recent acknowledgment thereof.  I’m sure we’ll see Wpromote climbing in the ranks soon enough, but give us a break… Google is three years older than we are!

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If you’ve messed around with creating a web page, odds are you’ve used tables. Tables are a great way for someone who is new to web design to start laying out their HTML. I know that’s where I started. While they can get the job done, tables were not designed to be the backbone of web page layout. The table element is meant to be used for displaying tabular data (hence the name). Time to learn some CSS!

What is CSS?

CSS stands for “cascading style sheet.” Think of it like this . . . there are two main properties to your web page. On one hand you have the HTML. Your HTML is responsible for the content of your website and has NOTHING to do with the visual representation. On the other hand you have your CSS file which tells your web browser how to display the content. Check out csszengarden for an excellent visual representation of this idea. Here you can see the work of advanced web designers applying unique CSS files to one common HTML document. Notice how each example contains the exact same content, but is displayed in a vastly different manner through the use of CSS.

Separating content and design is extremely important. One of the most frustrating things on the web is waiting for a web site to load. If I’m browsing the web and find myself stuck loading a page, chances are I close the window and find someplace else to go. So if you want to drive traffic to your site, you want to make it load as quickly as possible. This is where using CSS really shines! Browsers are much quicker at applying CSS properties to an HTML document then reading through HUGE table layouts. CSS files are also cached (stored) on the user’s computer which means it only has to be downloaded once. So if your web site has more than one page that references the same CSS file, load time is almost instantaneous.

Using CSS also addresses the issue of getting listed in search engines. The cleaner and more organized your web page is, the easier it is for search-engines to read and rank your site. If you have completely identical sites, in terms of content, where one is designed using a bulky table-based layout and the other using CSS, search-engines can make a more educated guess as to what the CSS based web page is about, and thus will receive a higher ranking and more search traffic.

Switching over to CSS layouts is a very important step in website optimization. While it can be pretty intimidating at first, it is a giant leap in the right direction. I highly recommend checking out the web tutorials found at Lynda.com to get started. If you’re more advanced with CSS, alistapart.com is a great site to learn more about professional techniques and web standards.

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The ongoing performance of a campaign is often determined in the long run by the landing page quality.

Google has three main factors in determining an advertiser’s positioning within their algorithm: bid, historical click through rate and quality score. From an account manager’s perspective, there are various factors on our end that contribute to the success of a campaign, however, most reside in the landing page quality. The most common issue we run into is inadequate websites as far as relevant content, navigable links and load time to name a few. Google created these guidelines to make the user experience as amiable as possible. Therefore, the most important ways to improve your landing page quality and in turn, decrease your minimum bids, increase your positioning and quality score, is to take the following into consideration on your website:

1. Relevant and Original Content
2. Transparency
3. Navigability

As a search engine user, I am often deterred when I enter a website and one or more of these factors are not in place. This is directly related to the bounce rate seen across most websites, which could be drastically reduced with simple yet effective changes.

An example that we have recently experienced involving landing page quality was with affiliate websites on Google. Google is now cracking down on all affiliate sites due to their poor landing page quality and undifferentiated traits on their sites. Consequently, these sites are being given a low quality score which is the direct cause of poor performance and high minimum bids. To alleviate this issue, advertisers can create a unique website with unique content or turn completely to Yahoo and MSN to meet their advertising needs.

Clearly, the integrity of the user experience is what is at stake in this ever-changing form of advertising, and having reputable advertisers only creates a sound experience overall. Landing page quality is a win-win for all parties involved, and can only enhance campaign performance making a solid long-term investment. Advertisers who wish to succeed in paid search should make sure to pay as much attention to the destination of the paid search traffic as to the placement and quality of the ads sending it.

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I’ve been asked this question by several friends and colleagues as well as by several clients who own numerous domains and don’t understand what is the smartest way to utilize them.

First off, it is generally best to take the oldest domain you can find (based on its ‘creation date’ in WHOIS or from the Wayback.org results) that FITS with your site’s keyword targeting.

For example, if you have a great old domain, say runningshoes.com that was registered in 1994 and you also have woodenbarrels.com that was registered in 2005 it really depends on WHAT you are selling.

The goal is to rank high for things that your target consumer is already typing into Google now.

So if you are selling ‘Wooden Barrels’, then the choice domain to build around has got to be woodenbarrels.com.

Okay, so with that said, if you still own the runningshoes.com site and can’t do anything with it, simply 301 the site to woodenbarrels.com and forget about it until Nike offers you thousands to buy it.

Onto your barrels now - here is the question: Should I buy woodenbarrels.net, woodenbarrels.org, barrelswooden.com, thewoodenbarrel.com, woodenbarrel.com, woodenbarrel.net, woodenbarrel.org?

Are you ready for the real answer here?

Here is the catch:

If you really want to rank first for “wooden barrels” and drive traffic to www.woodenbarrels.com, it isn’t buying the domains and forwarding them that is the key here. The real key is your competitors and preventing them from owning domains with the keywords you want to rank for.

So, go ahead and buy any domains that a competitor could potentially purchase and compete against you with, especially if your main keyword phrase is in it.

Initially you may think, “I don’t have to worry, I have woodenbarrels.com”. Then when you see Pay-Per-Click ads for ‘woodenbarrel.com’ coming up for searches on “Wooden Barrels” you’ll kick yourself for saving the $9.99 in the decision not to buy the domain when it was available.

Another alternative(which you should be doing anyways):

Build a really really great site, with awesome content, updated daily with meaningful information related to your topic and become the authority on Wooden Barrels. In conjunction with SERIOUS link-building, that’s the secret to ranking.

Your friendly neighborhood Rockstar SEO

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