Posts Tagged ‘online marketing’

More Link Spam Examples in Google

February 16th, 2011 by Ray "Catfish" Comstock

The New York Times published an article near and dear to my heart over the weekend about JCPenny manipulating Google results as a result of paid links. Apparently it’s news to many people that this kind of activity is taking place. But to those of us who optimize Web sites using “white hat” tactics it is certainly no surprise as we investigate why our competitors out rank us. I thought I would share some of the other common techniques that cheating sites are effectively using to game the system. Hopefully this article will help Google and Bing develop better algorithmic solutions to these problems and hopefully it will educate consumers about what types of activities their SEO firms should avoid.

For today’s example, I will be looking at the Hot Tub industry where one of my clients has a significant interest and ranks well for many of the most sought after terms including “hot tub”, “hot tubs”, “spa” and “spas” as well as many other related permutations. And while my client enjoys significant rankings across these terms, based on their link equity, it is dishearting to have to explain to them why a site like http://www.choosehottubsdirect.com is competing with them for listings given their back link profile. Unlike JC Penny, ChooseHotTubsDirect is using a number of other link spam tactics to artificially inflate their Google rankings. Let’s take a look at some of the methods they’re using including blog comment spam, blog spam (splogs), and forum spam. They may also be doing paid links but I won’t be focusing on those in this article.

*Note that some of these links may have a nofollow tag on them and therefore do not count for SEO purposes. However, the amount of link spam pointing to this site shows a clear and consistent intent to manipulate search results.

Blog Comment Spam:

This was supposed to die with the advent of the nofollow tag, but obviously it isn’t instituted on all blog platforms. Here is an example of some of the URLs where you can find links purposely created to establish keyword focused links back to ChooseHotTubsDirect even though most of these sites are completely unrelated.

  • http://www.startupnorth.ca/2010/09/30/xx-tech-founders/
  • http://www.mathewingram.com/work/2008/09/05/jim-clark-in-a-hot-tub-in-italy-somewhere/
  • http://community.adn.com/alaska/node/114236
  • http://www.adamia.com/about/world-of-adamia/the-city-in-the-sky
  • http://www.rvbuyersguide.com/Articles/post/Tips-for-towing-an-RV-safely.aspx
  • http://www.chinaexpat.com/2009/03/05/dont-get-married-in-hui-an.html/
  • http://magblog.audubon.org/node/339
  • http://www.slashfilm.com/chevy-chase-joins-hot-tub-time-machine-considering-fletch-rebootsequel/

I have no problem with getting links by adding value to a conversation happening on a blog. But when the comment exists solely for the purpose of SEO, its spam.

Blog Spam (splog):

These are blogs designed only to create links for the purposes of SEO. There is no value to the end user and most of the time the content is garbage:

  • http://homengardengoods.com/hottubs-spa-hot-tub.html (borderline content at best)
  • http://www.british-columbia-listings.com/
  • http://www.alouc.com/2010/08/
  • http://iniciativaacceso.org/
  • http://www.miramesanorth.com/
  • http://www.j-leaguefans.com/experience-the-best-of-hot-tub.html
  • http://www.condecon.net/daily-routine/
  • http://eviant.co.cc/2010/03/a-guide-to-buying-hot-tubs
  • http://kklocaladmin.org/2010/07
  • http://netflixkddworkshop2008.info/2010/07
  • http://www.groupe-loft.com/very-good-way/
  • http://www.triton-shop.com/2010/04/17/buy-spa-hot-tubs-on-internet/
  • http://www.e-redes.org/?p=78
  • http://www.ptvr.net/2010/07/
  • http://kiksmedia.com/hot-tubs/
  • http://www.ytbconsultants.com/like-hot-water-bathing-in-hot-water-baths.html
  • http://www.kukonlomamokit.net/
  • http://www.directtohomeappliances.com/
  • http://hmgf-ugm.org/?paged=2
  • http://www.ezprotocols.com/massage/

There are plenty more of these in their backlink profile but after 20 I figured I had made my point. The majority of their backlinks seem to be of this type.

Again, guest writing blog articles that provide useful information to users is a good way to get links. Writing garbage and posting it on sites filled with garbage is not.

Forum Spam:

Similar to blog commenting spam but takes place in a forum:

  • http://www.aeva.asn.au/forums/forum_posts.asp?TID=892&PID=26104
  • http://www.hostingsindia.com/topic153.html
  • http://forums.sinsofasolarempire.com/376275
  • http://www.discussionsworld.com/forum_posts.asp?TID=23144
  • http://www.webmasterforumsonline.com/forum_posts.asp?TID=16223
  • http://forums.adobe.com/thread/594208
  • http://intgovforum.org/cms/discussionspace?func=view&catid=5&id=30
  • http://forums.zoho.com/topic/issue-with-zoho-mobile-on-nokia-e71
  • http://forums.registeredrep.com/forums/clients/google-boys
  • http://www.bigfishtackle.com/cgi-bin/gforum/gforum.cgi?post=564641
  • http://forum.bodybuildingpro.com/member.php?u=10761
  • http://www.honeymoonforums.com/showthread.php?t=6255
  • http://www.mytractorforum.com/showthread.php?t=113473
  • http://www.theopia.com/viewtopic.php?f=9&t=2295&start=0
  • http://www.webdesignchat.org/link-exchange/928-good-i-heard.html
  • http://www.swordfishingcentral.com/forum/showthread.php?t=13828
  • http://www.becomehealthynow.com/vblite/showthread.php?p=5252
  • http://www.mma-fighter.com/forum/viewtopic.php?t=28969
  • http://forums.joeuser.com/376275

Again, there is way more of this stuff in their profile but after 20 instances I think the point has been made.

Another interesting “black hat” tactic that I found is the use of clone sites which are essentially duplicate sites with different skins:

  • http://chooseportablespas.com/
  • http://chooseportablehottubs.com/

The funniest part about this whole thing is that one of the links that ChooseHotTubsDirect.com does have that is legitimate is their press release about the secret to their success. Apparently, it’s all thanks to their in-house, world class SEO Team:

  • http://www.prweb.com/releases/choose-direct/seo/prweb3199884.htm

Hopefully as search technology advances these techniques will become less effective. It’s really frustrating to explain to clients why their competitors are ranking well in the engines using cheap and underhanded link spam techniques. Especially when you are recommending much more costly link development campaigns that center on providing useful content to users and then marketing that content through relevant channels. I don’t envy Matt Cutts and his team at Google as they have an extraordinarily difficult job to do in hunting all of this stuff down. Hopefully this will help.

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6 Techniques for Optimizing Your Local Search Business Profile

November 18th, 2010 by Gary Huhn

Claiming and validating local listings on Google, Bing and Yahoo! can drive high-quality, targeted traffic and help your site rank higher within in local search results. It’s possible that unclaimed local listings can sometimes outrank claimed listings, however it is vital to claim your business profiles considering it gives you complete control of what is displayed to users and prevents someone else form claiming your profile and reputation.

Here are 6 ranking factors to consider when creating your local search business profiles:

1. Street Address: A business’s street address is one of the most important parameters for appearing in local search results and enabling consumers to locate their stores, but many businesses seem to be careless in correcting or adjusting them to function well online. There’s lots of variation that can happen in how addresses are written, and the top online mapping systems may not universally recognize the variations and pinpoint them identically.

In particular, streets which have both a North and South or East and West version are typically incorrectly interpreted by search engines and mapping systems, resulting in bad maps/directions. For instance, “2020 East Main Street may not be interpreted the same as “2020 Main Street East.

While a human user might see and interpret your address correctly, you should check to see if major online mapping systems like Mapquest, Google Maps, Yahoo Maps, and Bing Maps can pinpoint correctly as well. Mild correction or adjustment to how you write your address in each directory may ensure that maps and driving directions work.

Make sure to include as much accurate information as possible, including longitudinal and latitudinal data.

2. Business Name: While this element may seem straightforward, it’s possible for you to adjust your company name or name usage convention in such a way as to derive more natural referral traffic online. When you have keywords in your business name it will help improve ranking, but it is not necessary, or advised, to saturate listings with keywords.

For example, if you own a hamburger restaurant named Hodad’s and your local listing displays only “Hodad’s,” consider altering the listing to “Hodad’s Hamburger Restaurant.” Many people will use the keywords “hamburger restaurant” to search for this type of business.

3. Business Category: Make sure your business is categorized correctly. In many directories, millions of businesses have been automatically assigned to a category. Businesses should check to be sure they’re in the correct categories for their industry, and add multiple categories which are appropriate.

This ensures that the listing will come up for business type searches as much as possible. Select a few categories over time to see which ones positively influence your position and traffic.

4. Local Phone Number: The phone number is often the gateway between a consumer and your business, so naturally these must be correct. Local phone numbers build trust – both from customers, and from search engines. Often, businesses such as plumbers only have one service location but multiple local phone numbers to gain trust from small town customers, which they then forward to a singular call centre. ALWAYS use a local phone number as the main contact number in the format (123) 345-6789.

5. Citations: A citation is a reference to your local business. This reference includes your business name, address, phone number, and other relevant information to your business. Often times, citations will also include links back to your website, thus fueling your link building efforts and higher rankings in the SERPs.

The beautiful thing about citations is the fact that even if it doesn’t have a link back to your website, just the mention of your business, including exact matching data (address and phone number) will help you improve your local search marketing results. Citations build trust with the search engines and give your business a boost when it comes to ranking.

Citations can be references from big local directories all the way down to smaller more niche directories. Review your competitors and make an attempt to obtain citations from the same or related sources.

6. Reviews and Ratings: Reviews are more for human readers then they are for search engine metrics, but good reviews and ratings will have a positive effect on your local listing, and will encourage the click-through rate of your listing. Encourage clientele to submit reviews and reward them when they do.

Take time to fill out your local business profiles completely. Add business hours, payment options and craft a well-written description of your business. Add pictures, videos and list awards and achievements. Also, be sure the information on your local profiles is consistent across all directories to build trust with the search engines.

Following these tips, you should update and expand the data in your business profiles in all the major yellow pages, directories, and local search engines in order to maximize your online presence. Take advantage of the free advertising through all the business profile directories out there and you’ll start pulling your business ahead of the pack.

While often tedious to complete and validate, these efforts will more than pay for themselves in the form of quality local traffic.

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Developing a Successful Content Strategy

November 8th, 2010 by Stacy Page

Developing a winning content strategy is one of the most important aspects of online marketing. It allows organizations to build a level of trust among their consumers, making it easier for them to complete the purchasing process.

If done correctly and effectively, content can draw visitors to your site and keep them coming back for more. It can build your brand, win loyalty, improve retention, and close the sale. If done poorly, content can cause you to lose your audience’s respect, attention and trust.

The following article presents some simple guidelines and tactics for creating valuable, engaging and successful web content:

  • Define the problem
  • Propose a solution
  • Drive users to action


1. Define the Problem (Expose Need)

The key to producing great web content is to approach the task from your audience’s point of view. Before jumping right into the solutions you’re offering, you must first establish a connection with the audience. Show readers you understand the issues they’re facing. Make it about them and try to reach them on a personal level. You need to convey a sense of empathy for their problem:

  • What problems/issues are users trying to solve?
  • What tasks or information is important to our consumers?
  • What does the buyer really need to know?
  • Do we understand what motivates our customers?
  • How do they view our products and services?

Once you’ve shown the audience you understand their problem(s), you’re ready to introduce your products/services as the definitive solution.


2. Propose a Solution

Instead of over-emphasizing the product’s features, you need to affect readers emotionally by playing up the benefits of your solution. Think of the benefits as a description of your product that triggers people’s incentives to satisfy their own needs. Focusing on what the customer wants is always more important than what you have to sell.

Create a possible scenario that connects with readers on an emotional level. You must paint a picture for them of what it would be like to experience your products or services. This is where your unique value proposition comes in—something that sets you apart from the competition and differentiates you from others:

  • What does the product actually do?
  • What specific problem does it solve?
  • How do these products/services differ from other company’s products?
  • What will customers gain from using this product?


3. Drive them to Action

Getting users to take action doesn’t have to involve closing a deal or making a sale. The call-to-action can be as simple as signing up for a monthly newsletter or registering for a free webinar. Make it easy for customers to take the next step. Clearly state whatever it is you want them to do. You’ve brought them this far—don’t drop the ball and leave them hanging with a dead end.

  • What action do we want our customers to take?
  • What should they do next?
  • How will we put them on the path to purchase?
  • What effect must we achieve with them?
  • What information or resources do they need to complete the purchasing process?

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5 Reasons Why Your Brand Needs Customer Testimonial Videos

October 28th, 2010 by Thomas Beatty

Here are the 5 reasons why your brand needs customer testimonial videos …

1.) Increase brand awareness

2.) User generated and peer reviewed content is trusted and influences purchasing intent

3.) Calls to action inspire and motivate consumers to interact with your brand

4.) Reinforces brand loyalty and helps inspire brand advocates

5.) Increases site traffic

These days more and more companies use video to gain traction online and garner attention from their constituent…the consumer. After watching a webinar outlining the latest trends in use of online videos, I started thinking about applying this concept to my clients. The webinar focused on the impact of customer testimonials and identified the impact such videos have, particularly when the video covers the consumer’s purchasing process and experience with the product or service. Each of these videos was short, concise and informative. They were a minute and thirty seconds long in length and gave a strong call to action within the first fifteen to twenty seconds of the video.Brand Awareness

Recent research has shown that 60% of users only watch the first 30 seconds of a video. By placing a non-invasive call to action in the beginning of the video, it ensures that the user will at least get to see the call to action even if they bounce relatively quickly. The call to action should be appealing and illicit a positive response from the viewer. Think of these short videos as small appetizers and not large meals. We all know how much we like grabbing appetizers as little snacks. This will not only create buzz around your company’s brand, but it will also create fresh content related to your product. Subsequently, this content also has a positive impact on search and is social media friendly; so the inherent viral nature is built into the content and media form.

Another reason that customer testimonials work so well is because the trust factor among potential consumers is higher due to the peer review and endorsement. Positive endorsements from peers are easily relatable and highlight how a product solved a problem or enhanced someone’s life. As a viewer we watch these videos and say, “…that’s me. That’s exactly what I need.”

Videos also have the capacity to go viral because of the media form. Videos that are emotive, informative and of value can create buzz about your brand that can spread like wild fire. Distributing these videos to social networks such as YouTube and Facebook as well as having them live on your site can increase brand awareness.

According to Forrester Research, videos are 50 times more likely than text pages to appear on the first page of search results in Google (http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html). The more places users can find your video, the more chances it will show up on the first page of Google, so posting them on social media channels will also help you rank in the search engines. With that said, videos provide users with an easily locatable and consumable media form that can be shared and engaged. So if your company is serious about converting prospects into customers, then you should definitely add customer testimonials to your marketing mix.

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Upcoming Webinar: International SEO – How to Establish a Global Web Presence with a Localized Feel

October 6th, 2010 by David Lewallen

On October 20th I will be hosting a complimentary webinar titled, “International SEO: How to Establish a Global Web Presence with a Localized Feel.” During this webinar I will go over best practices for developing an effective global web strategy, and provide key takeaways that will help increase the effectiveness of your overall online marketing strategy for international SEO.

Key Points of Interest:

  • Identify the Importance of Localization vs. Globalization
  • Learn How to Develop a Solid International Domain Structure
  • Understand the Nuances of Translation and Localization
  • Discover Strategies for Creating a Powerful Link Structure
  • Optimize Your Global Gateway for Improved User Experience and Findability
  • Learn How to Utilize Google Webmaster Tools to Enhance Your International Presence

Check out the video teaser below and be sure to register today because space is limited and spots are filling up quickly. Hope to see you there!

Register Today!

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