Apparently, my site is about O’Brien water sports; so says Google, with Adsense promoting everything from Wakeboards to gloves in ads on my site.
I suppose though, now it is.
Category Archives: Google
Behold! The Rise of AdPlanner
Available only in closed beta, Google AdPlanner promises to help you identify websites your customers are likely to visit helping define media plans and ad placement. A blend of market analytics and Google’s endeavors as an all encompassing ad platform, AdPlanner may be some icing on the cake.
I’m left to wonder though, how many new marketers (that is, search or internet marketers) really leverage this kind of insight? Do you buy media as is done in the traditional space, trying to buy placement where your audience supposedly spends their time, or do you buy what works with no regard for the site on which said ads run? Does placement of an ad on a page not have a greater impact on its performance than the audience? Is performance of an ad not ultimately more important than where it runs?
Improving Search through Google’s Distributed File System
For those of you interested my post last month about how search engines really work, Doug Judd has written a slightly technical brief about the Google File System and specifically, how it can be improved. Doug is leading an open-source project which builds on top of distributed file systems like GFS, HDFS, and Kosmos, bringing Google level processing and computing to other businesses.
Google’s Website Quality Guidelines
At the inaugural SMX Advanced conference in Seattle last week, Matt Cutts discussed Google’s webmaster guidelines but failed to address heavily sought detail on site quality considerations and violations that can result in your being punished by Google (whether your intentions are honorable or otherwise). He did though commit to deliver more insight and Google added content yesterday to accomplish just that.
The guidelines haven’t changed but are still worth your review as they serve as an excellent SEO guide. Added are details for each guideline:
- Avoid hidden text or hidden links.
- Don’t use cloaking or sneaky redirects.
- Don’t send automated queries to Google.
- Don’t load pages with irrelevant keywords.
- Don’t create multiple pages, subdomains, or domains with substantially duplicate content. – commentary as I’ve been dealing with duplicate content lately: replicating, syndicating, and repurposing content is usually ok. Google is smart enough to figure out what you’ve done and typically discounts the value of content not in its original source. Make sure the page is unique and this shouldn’t be a problem.
- Don’t create pages that install viruses, trojans, or other badware.
- Avoid “doorway” pages created just for search engines, or other “cookie cutter” approaches such as affiliate programs with little or no original content.
- If your site participates in an affiliate program, make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first. – Also known as Paid Search Arbitrage
If your site fails to meet these guidelines, it may be blocked and removed from Google. If that happens, modify your site to adhere and resubmit for inclusion.
The Implications of Universal Search
I’m not going to spend much time on the news as any search marketer worth their salt should already be aware of Google’s Universal Search initiative. The goal, of course, is to aggregate results to one SERP presenting web results, videos, news, images, and other content in the same experience.
Yesterday, Google took a step towards accomplishing that goal with the release of new SERP architecture that merges images, maps, books, video, and news.
This should, on the whole, be good as most searches overlook vertical engines that provide a much better, more relevant experience for their respective themes. That said, I’m concerned about the potential with this change to exacerbate a change similar to the oft discussed trend between social classes in the United States: The increasing divide between the upper and lower class. With additional content on the first page of search results, what happens to those without the popularity, rank, or history to reach prominence?
A SERP which previously displayed 15 different results might now show 5 results for the same topic from different verticals causing sites to fall behind. My search for “The Alamo” might now result in a local travel guide, regional weather, books about The Alamo, recent news, pictures, a map of the area, and heck, possibly car rental information when what I want are websites about the venerable San Antonio fort.
What strikes me as positive for search marketers is that the vertical engines just took a leap in importance as those Universal results are powered by verticals. Due to the concerns I’ve just expressed, websites can no longer depend on traditional, general SEO and need to ingratiate themselves with their respective search vertical to ensure they are prominent within that experience.
The Industry’s Nerve Center
Though Peppered with rumor and negative PR, Google’s acquisition of DoubleClick remains, as far as I’m concerned, one of the most important, recent developments in online marketing. Stuart Frankel, President of Performics, responded quickly to speculation of a Performics dissolution with concise reassurance of their alignment with DoubleClick and Google and position as a leading search and affiliate vendor.
99%
Through Google, questions have been raised about the conflict of interest between DART Search and AdWords and though, as of yet, unsubstantiated, DoubleClick has responded. What made me sit up and take notice was a new policy ensuring commitment to their support of Yahoo!, MSN, and Ask by way of accuracy within 99% in regard to search impressions, clicks, and charges.
If only we could get such a commitment from the engines on click fraud.
Google Radio Expands with Clear Channel
Google’s ad network continues to expand through a just announced a deal with Clear Channel to distribute audio ads from their radio advertising network.
Clear Channel will continue to support existing advertisers while Google introduces new content, likely from smaller advertisers already pleased with and accustomed to advertising through AdWords. The deal is a significant one for the industry, moving forward Google’s radio ad business which has struggled without much distribution since 2006. Clear Channel’s 675 stations give us much needed access to the world’s most popular stations.