Google's Big Brand Shakedown

http://www.seobook.com/big-brand-shakedown

A few weeks ago Google introduced literally organic-free search results on cellular devices in the travel perpendicular. Google is currently deepening that organic-free offering, announcing their newest cellphone travel guides would start in 201 cities.

Should your home is outside of the United States it can be hard to appreciate some of Google’s search results are very in ad categories.

Lots of Room at Hotel California

When Google rolled from the 4 AdWords advertisements over the organic results design they said it would mostly look on research terms like New York Hotels. Hotels are among the most profitable themes, because:

  • The hunts tend to be fairly overdue funnel
  • the transactions are for countless dollars
  • OTAs and other intermediaries often get someplace between 10 percent to 30 percent of their trade

Google search results for resorts not only contain 4 AdWords ads, but in addition they have cost ads on the”organic” local listings. That gives Google another bite at the apple on monetizing the consumer.

Click on some of these prices and you get sent to a lovely (ly ugly) ad heavy click circus page like the following.

Since Google has displaced those kinds of markets, portals like Yahoo! have announced the shutdown of a few of their vertical offerings:

Now we’ll begin phasing out the subsequent Digital Magazines: Yahoo Autos, Yahoo Health, Yahoo Parenting, Yahoo Makers, Yahoo Travel, Yahoo Food and Yahoo Real Estate.

Google recently had a different search app which paralleled. It enabled users to compare items like home loans, home loans, credit cards, automobile insurance policies, and other financial offers. They gained BeatThatQuote, tough coded placements near the surface of the search outcome to themselves, increased the size of these custom ad components – killed them off.

Why would Google invest hundreds of millions of Dollars in search only to kill those offering?

It ends up so it didn’t drive yield that is enough for Google, the offering was overly efficient in the advertiser perspective.

When it is a merchandise the ad rates are set by logical lead worth. There’s not any brand manager insisting on paying $120 a click because”people HAVE TO be #1 in Google for car insurance policy .”

If Google does lead generation and sells off the lead only they get paid exactly once for your consumer. Sometime when aggregators are scrubbed by Google in the marketplace & allows searchers that they get to market the consumer many times over and take advantage of any bidders at the ecosystem.

So long as Google is monetizing new advertising budgets they could add several layers of fat into the advertising stack.

(Really broad broad match, improved campaigns, fat-thumb mobile clicks, cellular app clicks, re-targeted advertisements for products which were already bought , unlimited auto-play YouTube video flows with ads from them, etc..)

The vertical advertisement offerings of google will come and go, the biases behind the relevancy algorithms can change, along with the ecosystem has some number false positives. As search engines test out features & shift their editorial policies some companies get disrupted and are made to modify their business models, while companies get disrupted and disappear.

Google’s go into automobile insurance might have been a part of the reason Bankrate chose to exit the business. But Google exiting the Google Compare business and adding a 4th text AdWords advertising slot over the search results a couple of days earlier Bankrate reported outcomes caused BankRate’s inventory to slide as much as 47%.

Brand Building to Lower Risk

Part of constructing a brand is the potency of the new awareness of the SEO value helps you rank better across whatever section of the research ecosystem Google has not eaten, while decreasing your chance of becoming a statistic that is false. Branded-related searches should (in theory) also provide a baseline level of demand which insulates against standing shifts on additional keyword phrases. And having a new name as opposed to a business name enables you to go from 1 market to the next.

Just be Apple…

Computers.com will not magically descend to MP3player.com then CellPhone.com then Tablet.com afterward Watch.com, but Apple was able to go from 1 market to the next with ease because of customer familiarity and loyalty toward their brand.

Purchasing building brand awareness is often quite expensive requires many years of reductions to see favorable returns. Trends come and go, and together so do related brands.

Heavily put money into die & the trend.

Wait too long to put money into die & a significant trend.

Organizations can be successful in field after field after field.

For each example that is Apple-like, there are dozens of losers. Look at how many computer companies changed to a focus on greater margin laptops, then marketed off their notebook divisions for almost nothing and chased cell phones for growth. Even though they declared everything and relied on a faux open source software supplier they guaranteed their own death. Look at how a few of the cellular companies are valued at nearly nothing, or the ones that were purchased & Immunology such as Motorola or even Nokia. There are only 3 powerful manufacturers:

  • Apple – the source of the original iPhone which Google worked so hard to copy
  • Samsung – that the firm That Has remained profitable enough Google publishes opposition research against them in spite of being a Google spouse
  • Xiaomi – a priced-to-perfection startup in the Chinese marketplace where Google has been prohibited from competing in

Adding Apple direction to some other company doesn’t guarantee success.

The Financial Crisis & Brand

Google saw both their earnings growth rate along with their stock price crash, After the crisis happened about 8 years back. Marketers receded using the consumer, but a lot of pre-approved brand advertising campaigns continued to run. Google’s preferred custom shifted away from direct marketers toward big global brands.

When the economy started to recover, Google was quick to prohibit 30,000 franchisees from your AdWords market .

When Trends Eliminate

Opponents chase them, as trends become obvious & companies succeed tremendously.

The tricky part is lasting achievement & that the perception of success.

Recall when Demand Media was allegedly profitable as hell? This was sales material for its IPO and their stock has adjusted about 99% since that time.

Since ditching that rewarding as hell company on the public they’ve just had to spend in eliminating roughly 2.4 million posts from eHow.

The site is torched from the Panda algorithm.

And they are still losing money. 😉

Firms like Mahalo that chased eHow also washed up on the stones. They have since pivoted into YouTube, to cellular apps, to email & maybe if re-brand to Pivot, Inc..

Groupon was just another surefire fashion. They’re off roughly 84% from their peak & many the Groupon clones have travelled beneath, although Groupon has divested of the majority of the acquisition-driven global growth . Numerous other flash or coupon sites that haven’t yet moved under laid off many individuals and are off appreciably from their peaks or were marketed to get that a tune .

Trends come and go. Baseball cards are mostly a thing of the past. Are Pet Rocks, Cabbage Patch Kids, and Beanie Babies.

Soon SEO-driven publishing company models and independent single author sites will likely be added to the listing. 😉

Copycats & Trademark Infringement

Some manufacturers possess a strong staying power. But even if those brands have been exceptionally appreciated , they still face competition from knock offs.

Should you shop at big box stores in the United States you might have no comprehension of the merchandise that is next.

Look a little closer at that picture & you will see it wasn’t LEGO, but instead LEBQ.

Sales for Le Bao Quan are not sales for the heart LEGO new, the customer becomes acclimated into a remarkably low price point, and envision what sort of a traumatic impact it could have for a child if their first LEGO-like toy looks like a pig brand new from the butcher’s store.

The essential difference between that type of stuff and gray areas monetized by the large online platforms is that you may have to go to third world to detect the sketchy bodily goods in the real world; whereas the big online platforms have some number of sketchy worldwide available offers at any point in time. Here are Only a few examples:

Monetizing Brand (Retailer)

In the core, all these platform plays are areas both brands equipping themselves.

The start up costs to get leverage to utilize brands in a formal venture can be important. Just consider how much Jet.com has increased and just how much hustle they’ve used to acquire from the game, in spite of their enormous burn .

Section of why Apple has such powerful margins is their brand is so powerful they dominate the supply chain and could dictate terms. Others will willingly give them with the vast majority of the gains because carrying the catalogue is completed by them and helps additional products are sold by the retailers in which the merchants have greater profit margins.

And even then, when you buy out their core goods, you can find listings for fake OEM Apple things all over the internet .

If they can be of poor quality luckily when spammy names are used by products the reviewers can highlight. But if they seem authentic & operate, it can be trying for the brands unless they proactively track everything, to understand. And as that demand gets stuffed, if a negative experience is it may lead to customer complaints about the brand, whereas if there are no complaints and also the product works it leaves extra money.

“The Internet doesn’t change everything. It does not change supply and demand” – Andy Grove

Other players using weaker brands and a roster change on who wants that can easily find themselves in a pickle.

Monetizing Brand (Financeer)

More than a few companies die as accountants push they & approach outsource their main points of distinction and become unremarkable. When Yahoo! turned their verticals into thin”me too” outsourced plays they made it easy for Google to offer something of a similar grade, which in turn abandoned the Yahoo! vertical possessions without a lot of distribution.

As Yahoo! struggles, a few investors wish to get the core Yahoo! business therefore Yahoo! can exit the web business while being a holding company for Alibaba and Yahoo! Japan inventory.

In an age of declining interest rates, zero interest levels (as well as negative rate) policies some investors seem to purchase brands, streamline operations (mass firings & outsourcing), lever up them on debt then sell them back off. Some companies prefer Burger King have cycled via public and private possession multiple occasions .

Brands could be purchased like links. It’s a cost and a worth which shifts with the industry .

Good to good to proceed .

Monetizing Brand (Affiliate)

Though other platforms may compete aggressively with people whose products they sell, some retailers possess symbiotic connections with brands that they sell. The same is true with affiliates. Affiliates can actually add value and induce new supply for brands, or they can participate in reduced value arbitrage, where they push the manufacturer to pay for what was already owned by it through unethical techniques such as cookie cutter .

Among the biased and most one-sided hate-filled viewpoints I have ever seen concerning affiliates is the guest columns in Search Engine Land of Lori Weiman.

The same, some retailers treat affiliates honestly and fairly, though other retailers have a pattern of scamming their partners adjusting earnings share without telling that the affiliates, and a host of other behaviors.

Search engines enable competitors or wholesalers to focus on branded keywords and phrases, which creates an auction bidding environment for terms that are branded. Typically Google delivers the site brand clicks in a significant reduction for these terms so as to motivate them to compete at to help shift some of the click mixture over to paid clicks and also the ad marketplace.

A number of other initiatives has tried to boost their monetization of search phrases. A list of such efforts includes:

Complex vs Unsophisticated SEM

Many poorly handled AdWords accounts managed by large ad agency finally wind up much more harmful to manufacturers compared to efforts from”dishonest” affiliates. The set up (which is far more common than most would care to think ) revolves round the ad agency arbitraging the customer’s present brand, falsely asserting the revenue generated by that spend to be completely incremental & then receive a percentage of spend management commission on that spend. Are further employed to bidding irrationally high on stipulations, to once more pick up percentage of management fees.

Savvy search marketers separate the value of traffic out of branded and unbranded terms to take a more accurate perspective of the interaction involving investments in paid search and organic search.

Both eBay and Google have completed studies.

Search Google for eBay plus they won’t operate AdWords advertising. EBay participates in product list ads / shopping search for other goods they carry.

Google (naturally ) found more incrementality with paid search ads. While they ran their internal study and indicated it could be too hard or costly for most advertisers to conduct such a study, they also failed to mention the reason it would be costly for an advertiser to do such an evaluation is because Google blatantly & specifically decided against offering those features inside the AdWords platform. It is exactly precisely the identical reason Google Advisor / / Google Compare shuts down – that it does not provide a optimistic yield when compared against not supplying it to Google.

One thing Google did note about seeing greater rates of incremental clicks in their analysis was if there was increased space between the listings there tended to be a greater speed of incremental advertising clicks. This is part of why we view AdWords ads with much extensions & there has been numerous, becoming bigger features in cellular which push on the results.

The exact same Lori Weiman who despises affiliates is currently running (literally) that an 8-part series on why you need to bid on your brand keywords.

If anybody aside from a search engine monetizes new that may be bad, but when the search engines do it subsequently moving along with the game is the perfect call.

Owning the Supply Chain

“The real success (the true’negation of the negation’) occurs when the enemy speaks your language” – Slavoj Zizek

The opposite is true. The brand shifts in an asset to a liability if you are a new who is being dictionary attacked by an advertisement network.

– Scott McNealy

Google owns English and Spanish and German and also…

Is your control over the supply chain powerful enough that you could afford to be below the fold to your brand?

Other portions of the supply chain are merging to combat the strength of search ad networks As you think about that.

How much are you prepared to pay Google for every click to get a brand you currently have ?

When does this prevent being worth it?

Throughout the next recession advertisers will find out.

Added: Within days of writing the aforementioned post Google was again discovered running ads promoting mailing campaigns, though the advertisements arbitrage Google’s branded keyword terms.

Apparently this problem is not something new.

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Google & Facebook Squeezing Out Partners

http://www.seobook.com/securing-fear-and-mobile-monetization

Sections

Just Make Good Content…

Bear in mind the entire shtick about great high-quality articles being made without difficulty for search engines for subscribers – much though search engines don’t exist?

What happened to that?

We quickly changed from the aforementioned”ideology” to this:

The red triangle/exclamation point icon was arrived at after the Chrome team commissioned study across the globe to work out which symbols alerted users that the many .

Lookup Engine Engineering Stress

Google is specifically spreading the message they are doing testing about the best way to create maximum fear to try to manipulate & coerce the ecosystem to match their needs and desires.

At the identical time, the Google AMP project is being used as the base of effective phishing campaigns.

Scare users from using HTTP host phishing attempts AND websites.

Killer occupation Google.

Someone deserves some stock options & a raise. Unfortunately that individual is in the PR team, not the product team.

Ignore The Eye Chocolate, It Is Poisoned

I’d love to inform you I had been planning the launch of https://amp.secured.mobile.seobook.com but awareness of previous ecosystem shifts makes me unwilling to make that movement.

I view it as arbitrary hoop skipping not worth the pain.

If you are with no in the manner of original idea leaping through the hoops, an undifferentiated publisher make sense. But in case you care for a topic and place a lot of work into knowing it well, there is no reason to perform the hoop jumping.

Remember how mobilegeddon went to be the biggest thing? Well I never updated our site design here & we outrank a business which increased & spent 10s of millions of dollars for center industry terms such as [seo tools].

While it is also worth noting that after factoring in high advertisement load with small screen sizes and also the scrape graph featured answer things, a #1 ranking no longer gets it done, as we’re well beneath the fold onto cellular.

   

Under the Fold = Out of Mind

In the above example I am not complaining about ranking #5 and wishing I ranked #2, but rather stating that standing #1 has little to no true value when it’s a few screens down the page.

Google suggested that their penalty might use to pop ups that show up on scroll, nevertheless Google welcomes itself into installing a toxic enhanced variant of the Diggbar at the very top of AMP webpages, which persistently eats 15% of this screen & can’t be dismissed. An effort to discount the pub leads the individual back to Google to click another listing other than your website.

I was being a little too kind as poor as I could have made search results look sooner. Google does not have mass adoption of AMP yet & they have 4 AdWords ads in their cellular search results AND if you scroll down the page they are testing an ugly”back to top” button which outright blocks a user’s perspective of their organic search results.

What happens when Google suggests what people should read as an overlay on your own articles & sells which as an advertisement unit where if you are lucky you get a tiny taste of their revenues?

Is it worth doing anything which makes your desktop website worse in an endeavor?

Given the small screen size of the advertising load that is heavy & mobiles, the solution is no.

I realize that optimizing a website design for mobile or desktop is not mutually exclusive. However, it is a problem we will revisit later on within this particular article.

Of us new to SEO don’t remember the significance of utilizing Google Checkout integration to AdWords advertising pricing.

You supported Google Checkout & earned a 10% CTR lift (& hence 10% reduction in click cost) or you failed to embrace it and got priced out of the market on the perimeter difference.

And should you chose to adopt it, then the terrible news was you were subsequently spending again to reverse it if the ceremony was no more worth working for Google.

How about if Google first started hyping HTTPS & publishers with AdSense saw their advertisement revenue crash since the advertisements were no longer anywhere near as relevant.

Oops.

Not like Google cared , as it is their objective to shift as much of their advertising pay as they can onto Google.com & YouTube.

Google has become testing merchandise ads on YouTube.

It’s not an injury that Google capital a ad blocker which permits ads to stream through on Google.com while departing ads blocked across the remainder of the net.

Android Pay might be worth incorporating. But it also might go away.

It may be like Google’s authorship. Hugely important completely trivial.
Faces help people trust the material.
Then they’re distracting visual clutter that require expunged.
Then they once again re-appear but ONLY on the Google Home Service ad components.
They were again great for customers!!!

Neat how that works.

Embrace, Extend, Extinguish

Or it might be similar to Google Reader. Because it did not have a business model because of it being built explicitly to avoid competition, A service that defunded then & all competing products was shut down. With Google reader’s passing many blogs slipped to irrelevancy.

Their FeedBurner acquisition has been icing on the cake.

Techdirt is known for generally being pro-Google and they summed up FeedBurner nicely:

Ultimately Google is a dreadful business associate.

Plus they are an even worse one if there is no formal contract.

They tried their best to force broadband providers to be idiotic pipes. In precisely the same time they promoted regulation that can prevent broadband providers by tracking their particular users the manner that Google does, all of the while benefitting out Google’s privacy policy to allow personally identifiable internet tracking across their system . Once Google understood they would retain an indefinite tracking advantage over broadband suppliers they were complimentary to rescind their own (heavily promoted ) free grade of Google Fiber & they halted the Google Fiber build out.

When Google routinely acts so anti-competitive & abusive it is no surprise that some of the”standards” they propose go nowhere.

Until you adopt a spirit of ambivalence into the 18, It is possible to only get screwed.

Google is the type of”spouse” that conducts security opposition research on their major distribution associate , while conveniently ignoring nearly a billion OTHER Android telephones with present security problems that Google can not be bothered by patching.

Deliberately screwing direct company partners is much worse than programming calculations which belligerently punish some rival providers all the while ignoring the payday loan shop funded by Google leverages doorway pages.

“User” Friendly

BackChannel lately published a post foaming in the mouth boosting the excitement of Google’s AI:

This 2016-to-2017 Transition is going to move us from programs which are explicitly instructed to people that implicitly learn.” … the engineers might constitute a rule to try against–for example, that”usual” may indicate a location within a 10-minute drive that you seen three times in the past six months. “It almost doesn’t matter what it’s – simply make some guideline,” says Huffman. “The device learning begins after that.

The Section of the post I found was the next bit:

Google needed a source of phonemes it could begin doing things such as voice dictation. So it discontinued the [phone information] service.

Google starts”complimentary” services with an ulterior data rationale & then if it suits their requirements, they will shut off it and leave users in the cold.

What do you think happens to a AMP content they’re hosting, Since Google keeps advancing their AI? Just how much can they squeeze down on your payout percent on these pages? How long before the AI is used to watch / rewrite content? When Google offers voice answers pulled from your content however, sends you no visitor what advertisement revenue will you get?

The Numbers Can’t Work

A recent Wall Street Journal article highlighting the Speedy ad revenue growth at Google and Facebook also said the way the broader online marketing ecosystem was doing:

Facebook and Google collectively garnered 68 percent of spending on U.S. online advertising in the second quarter–accounting for all of the growth, Mr. Wieser stated. When excluding those two businesses, revenue generated by other players at the U.S. digital ad market shrank 5 percent

The problem is NOT that advertising has postponed, but instead from tasting some of the revenue growth that their spouses have choked off. Because mobile grows to a larger share of total advertising, this problem Is Only Going to get worse:

By 2018, nearly three-quarters of Google’s net ad revenues worldwide will come from online ad placements. – eMarketer

Media companies keep trusting greater sway over their small business & these platforms to these platforms maintain screwing those exact businesses .

You pay to acquire enjoys, but this is no more enough because edgerank declines. Thank you for adopting Instant Articles, but users would rather watch live movies & read articles in their buddies . You’re advised to pay to advertise into the next you built. The larger your audience, the longer you will bill! Oh, and also your immediate competitors can utilize people liking your company within an ad team that is targeting.

Worse yet, Facebook & Google are even focusing on core Web infrastructure.

Any expectation of AMP turning the corner to the earnings front is a”no go”:

“we would like to drive the ecosystem forward, but obviously these things do not occur overnight,” Mr. Gingras stated. “The aim of AMP is to have it drive more revenue for publishers compared to non-AMP pages. We’re not there yet“.

Publishers who are most critical of AMP were reluctant to talk openly about their frustrationsto eliminate their AMP content. One executive stated he wouldn’t comment on the listing for fear that Google might”turn some knob that hurts the business.”

Look at that.

Leadership through dread once more.

They are consistent.

Each writer in the program will find a share of the overall pie, as publishers embrace AMP.

Look at Google’s quarterly results to their current partners. They maintain showing their ad clicks increasing while spouses socialize between -15% and +5percent quarter after quarter, year after year.

Previously quarter Google climbed their advertisement clicks 42% YoY by compelling a bunch of YouTube car play video advertisements, quicker search growth in third world economies using more affordable advertisement prices, forcing a whole lot of lower quality mobile search ad clicks (using 3 then 4 ads on mobile) & raising the percentage of ad clicks “own brand” phrases (whereas sending the FTC after anyone who agrees not to cross bid on competitor’s brands).

Cellular advertisements in turn & the lower quality video advertisements drove their average CPC down YoY on their websites.

The partner network is squeezed out with a YoY decline, on mobile, making it shocking to observe the partner CPC than Google that is heart.

What ends up happening is finally the media outlets get satisfactorily defunded to where they are sold for a song to a tech company or an executive in a tech firm. Alibaba purchasing SCMP is comparable to Jeff Bezos buying The Washington Post.

The Wall Street Journal lately laid off . The New York Times announced that they had been cutting back neighborhood ethnic & crime policy .

The system has failed, if information organizations of the caliber can not get the numbers to operate.

The Guardian is incinerating over 5 million pounds per month. ABC is staging fake crime scenes (that’s one way to acquire a private ).

The Tribune Company, through insolvency & possibly the majority of many plans to print thousands of AI assisted auto-play videos in their posts daily. That will ensure that their user experience on their own owned & operated sites is worse than just about anywhere else their content becomes dispersed, which in turn means they aren’t just competing against themselves but they’re creating their own site absolutely redundant & a chore to use.

The Denver Guardian (an utterly bogus paper conducting fearmongering false stories) goes viral is only icing on this cake.

Facebook users desire to connect with people and things that support their pre-existing remarks, whether they are accurate. … Giving people what they need to view will always draw more attention than creating them work for it, in rather the identical way that making news up is much more expensive and more profitable than ever reporting the reality. – Ben Thompson

These tech companies are actually reshaping society and are sucking the life from the market , destroying adjoining markets & bulldozing regulatory worries, while offloading costs onto everybody else around them.

The majority of the American dream is really a purple problem, obscured by lenses that are solely blue or solely red. Its cultural and economic origins are indicative, a combination of private business, government, community and individual failings. But the deepest root is our radically siphoned awareness of”we.” … Until we treat the millions of children across America as our own kids, we will cover a significant economic price, and talk of the American dream will seem cynical historical fiction.

And the alternative to murdering the middle class, is to kill the course:

An FTC report recommended suing Google to their anti-competitive clinics , however, no suit was brought. The US Copyright Office Register was relieved of her job after she went against Google’s views on set top boxes. Years ago many folks saw where that was led :

“This really is a major affront to copyright,” stated songwriter and music writer Dean Kay. “Google appears to be getting over the planet politics and -… Their key position would be to let themselves use copyright material without any remuneration. If the Copyright Office mind is still towing the Google line, creators are going to get hurt”

Singer Don Henley stated Pallante’s ouster was”an great blow” to artists. “She was a winner of copyright and stood up to the creative community, that is among the things that got her fired,” he said. … [Pallante’s replacement] Hayden”includes a very long history of becoming an activist librarian who is anti-copyright along with also a librarian who worked at places funded by Google.”

And in spite of the growing importance of technology media coverage of this industry is a trainwreck:

This is what it is like to become a technology reporter at 2016. Accessibility that is real is scant, although freebies are anywhere. Powerful companies like Facebook and Google are distributors of job, meaning newsrooms rely on tech giants to reach subscribers, a relationship that is awkward at best and disastrous at worst.

Being a conduit strains exclusives. Challenging the expansive story gets one blackballed.

Mobile Search Index

Google declared they are releasing a cellular first search indicator :

Although our search index will probably be a single indicator of websites and apps, our calculations will eventually mostly use the mobile version of a site’s content to rank webpages from this website , to comprehend organized data, and also to show snippets from those pages in our outcomes. Obviously, while our index is going to be constructed from mobile records, we’re likely to continue to build a wonderful search experience for most users, if they come from desktop or mobile devices.

There are a number of kinds of articles that do not work well on a 350 pixel wide screen, unless they use format to zoom. But using this format is regarded as not being friendly.

Imagine you’ve got an auto part database which lists alternative part numbers, cost, inventory status, nearest store with a part in stock, time to shipping, etc…. it’s exceptionally difficult to get that info to appear good on a mobile device. And great luck if you want to incorporate sorting features on a table.

The theory because users might find something which is only available on the desktop edition of a site, using the version of a page to rank results is flawed is a legitimate point. BUT, at exactly precisely the identical time, a writer might want to simplify hide information to enhance usability then allow data to become visible through user interactions & the mobile site. Not revealing desktop users those component databases would ultimately make search outcome worse for consumers. Along with a search engine since there’s a version, selecting to not index a site’s background edition is just as short term. Desktop users would have the ability to find & compare information.

Once more money drives search”relevancy” signals.

Since Google will make 3/4 of the ad revenues on cellular that must be the primary perspective of the web for everybody else & alternate versions of websites that are not mobile friendly ought to be disappeared from the search index whenever a crappier lite mobile-friendly version of the page is available.

Amazon converts on cellular in part because Amazon & already have an account registered with them is already trusted by people. The majority of other merchants will not be able to convert at anywhere near as well of a rate on cellular as they do on desktop, so if you have to pick between using a cellular friendly version that renders differentiated facets hidden or even a destkop friendly version that’s distinguished & finds a relationship with the consumer, the more profound & much more engaging desktop variant is the way to go.

The ad load on cellular search results further combine with the conversion rates on cellular that considerably more important.

Even TripAdvisor is currently fighting to monetize traffic that is cellular, monetizing it the speed they monetize tablet traffic & desktop. Google already owns all of the profits from this market.

Webmasters are going cellular friendly than going cellular friendly in a manner that compromises the capability of their website that is desktop.

I am not the only one suggesting an design that conveys to a desktop website. Take Nielsen Norman Group’s shoot :

So they function well on small displays but suboptimally on screens From the world of layout, we’ve seen a trend towards simplifying sites and information density.

Publishers are becoming squeezed to subsidize the net ad networks. But the storyline is that as cross-device monitoring improves some of those advantages will eventually spill back out into the partner community.

I am skeptical of this theory.

Facebook makes 84 percent of the advertising revenue from cellular devices where they have user information that is good.

They are paying to bring new kinds of content on their stage, but they’re only now beginning to get around to test pricing their Audience Network traffic centered on quality.

Priorities are based on company goals and objectives.

The two Google & Facebook paid fines & faced public backlash for the way they track users. Those monitoring programs were considered high priority.

When these ad networks are strong & growing rapidly they may be able to take a stand, but if growth slows down the stock prices crumble, info security becomes less important during downsizing when morale is crushed & talent flees. Further, making alternative revenue flows becomes crucial”to conserve the business” even though it means promoting consumer information to harmful dictators.

The other risk of tracking is how information can be used by other parties.

Spooks preferred to utilize the Google cookie cutter to spy on users. And today Google lets personally identifiable internet tracking.

Data is being used in all kinds of crazy ways that the central advertising networks are completely unaware of. These crazy policies aren’t restricted to other countries. Buying dog food with your charge card may cause pet licensing charges . Even cheerful”health” programs can include surprises.

Want to see what the future looks like?

For starters…

About 2 months ago I saw a Facebook article done on behalf of a friend of mine. Gofundme was the plea. Her insurance would not pay her treatment and doctors wouldn’t start the remedy unless the complete payment was procured in a advance. Really? Really. She was employed, had a complete time, well paying job. Although countless people contributed it wasn’t enough.

She expired. She was 38 years old. She died not gaining access. She expired to gratify folks for capital to only have a opportunity to get access to another treatment option while fretting about being financially ruined by her illness, and she expired. Just horrid.

Is this? So they can receive access to medical 17, Individuals forced to beg friends on gofundme for aid? Is this the society we are? Is this the best we can do?

Click the link to see more.

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Facebook's Panda Update

http://www.seobook.com/facebooks-panda-update

So far this year publishers have lost 52% their Facebook supply because of:

Immediate Articles may have worked for a quick, but a lot of publishers are likely where they had been before they left the Faustian bargain, but they have significantly less control over their material distribution and advertising while having the greater cost structure of encouraging the following content format.

When Facebook declared their news feed upgrade to fight off clickbait headlines, it sure seemed much like the equal of Google’s Panda update. Glenn Gabe is one of the sharpest guys in the SEO field who regularly publishes informative articles & doesn’t blindly shill to the various platform monopolies dominating the online publishing industry & he had exactly the exact same opinion I did.

Further cementing the”that is Panda” opinion was that an AdAge article summarizes some Facebook-reliant publishers. Glad we have already shifted our manners. Nice to see these going in the exact same way we are. Decision… It felt like reading a Richard Rosenblatt quotation in 2011 about Demand Media’s strong working relationship with Google or how shortly after Panda their aggregate traffic level was flat.

January 27, 2011

Peter Kafka: Do you think that Google post has been directed at you in any manner?

Richard Rosenblatt: It’s not aimed in any way at us.

P K: it left a lot of people even though you say they weren’t speaking about you, and they composed this post, which speaks about articles farms.

R : Let us just say we know what they’re trying to perform. … He is talking about duplicate, non-original content. Each and every bit of ours is original. … our relationship is more synergistic, and it is a terrific partnership.

Kara Swisher: What are you currently attempting to communicate from the telephone, especially considering that investors seemed concentrated on Panda?

R R: What I wanted to show is that third-party data sources shouldn’t be depended on. We did get for certain. However, I was being positive, we needed to utilize that to really understand what we could do much better.

K S: Given the change in its algorithm of Google, are you shifting your supply, such as toward mobile and societal?

R : that’s where we will be, If you look at where trends are going.

K S are you changing the continued perception that requirement is a happy farm?

R : I do not think anyone has defined what there is a content farm and I am unsure what it means. We obviously don’t think we are a content farm and I am not sure if some folks think we are we could counter every impact.

A couple years later Richard Rosenblatt left the firm .

Since the Google Panda upgrade eHow has eliminated countless of posts from their site. As a business they remain unprofitable a keep seeing YoY media advertising revenue declines in the 30% to 40% range.

Over-reliance on any stage allows that stage. And, in most cases, you are unlikely to be able to revive your former status unless & until you build influence via other visitors stations:

I think generally, media businesses have lost sight of constructing connections with their end users that will bring them in directly, instead of simply posting links on social networks and hoping people will click. I think. Media companies in general are far too focused on being where our readers are, as opposed to being vital to our readers which they’ll seek out us. – Jessica Lessin, founder of TheInformation

Recovering former standing demands additional investment far above and beyond that which resulted in the penalty. And when the core business model still has the same core problems there is no alternative .

“I feel quite confident about the algorithm Suite 101.” – Matt Cutts

Some major news publishers are attempting to leverage audio equivalents of a Narrative Science or Automated Insights (from Wochit and Wibbitz) into embed tens of thousands of autogenerated autoplay videos in their posts daily.

But is that a real long-term solution to reverse the corner? All that does is teach people that they are a source of sound while increasing the amount of internet users who install ad blockers, if they view a short-term pop in ad revenues by utilizing some low price material.

And the whole time punished publishers attempt to recover the old position of attractiveness, the platform monopolies are fostering their AI skills from the background while they eat the playing area.

The firms which run the primary ad networks can easily get the advertisement blockers around, but third party publishers can not. Since the monopoly platforms broadly defund ad-based publishing, then they can put users”in management” Whilst speaking about carrying the principle-based strategy :

“This isn’t motivated by inventory; it is not an opportunity for Facebook from that standpoint,” Mr. Bosworth stated. “We’re doing it more for the rule of the thing. We would like to help direct the dialogue about this.” … Mr. Bosworth stated Facebook hasn’t paid any ad-blocking software company to have its advertisements pass by their filters also it doesn’t intend to.

Google recently worked out a deal with Wikimedia to Really cite the origin of the articles exhibited in the research results:

It has been the simplest to find that the material came on cellular devices while from Wikipedia. In the Wikimedia Foundation, we’ve been working to change this.

While the various platforms ride the border on what’s Deemed reasonable disclosure, regulatory bodies crack down on people participating on those platforms unless they’re far more transparent than the programs are:

When they’re getting paid to market something, users need to be clear, and hashtags like #ad, #sp, #sponsored types of diagnosis — are not always sufficient.

The whole”eating the playing area” is a trend that’s vastly under-reported, mainly because almost everyone engaged in the ecosystem needs to market they have some growth approach.

The reality is because the platform gets eaten it only gets tougher to build a sustainable small business . The search interface is nothing but advertisements in the majority of key categories. More ads. Larger advertisements . Nothing but advertisements .

And a bit of scrape following the ads to make sure the third or second display still shows zero outcomes that are natural.

And more scratching, across more classes.

What is more large scaled companies in big money fields are trying hard to monetize users. On the latest quarterly conference call TripAdvisor executives stated they monetize consumers tablet or desktop users are monetized by them.

What happens as soon as the major brand advertisers stop believing in the worth of precise user tracking’s narrative?

We will soon find out:

Tried targeting ads to get its Febreze air freshener at families and owners . The brand discovered that when the effort on Facebook and elsewhere had been expanded to include anyone over 28, earnings stagnated during the campaign, but increased.

P&G’s drive to locate wider reach with its advertising can be evident from the organization’s recent increases in tv spending. Started moving money back into tv, according to people familiar with the issue.

For cellular to function well you will need to be a habit and also a destination. However, there is little screen space and navigational searches are also re-routed via Google hosted articles (that will, naturally, get monetized).

When they partnered to stop manufacturer bidding in fact, what would happen to a advertiser? Why that advertiser would get sued by the FTC for limiting user choice:

The bidding agreements hurt consumers, according to the complaint, by controlling competition for, and broadening the prices of, advertising in relevant online auctions, by reducing the number of relevant, useful, truthful and non-misleading advertising, by controlling competition among internet vendors of contact lenses, and sometimes, by resulting in consumers paying higher retail prices for contact lenses.

If the above restraint of competition & economy distortion is well worth tripping over, how precisely can Google create the cell interface AMP exclusive without making a similar suit?

AMP content presented in both sections will soon be”de-duplicated” in order to prevent redundancies, Google says. The move is important because an whole phone screen will be now taken up by AMP results, depending on.

Are lots of publishers in a rush to encourage Google AMP following the bait-n-switch on Facebook Instant Articles?

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Left is Right & Up is Down

http://www.seobook.com/up-up-down-down-left-right-left-right-b-a

Possibly the single best video to see to understand the ability of Google & Facebook (or perhaps the majority of the major issues around society) is this next video about delight versus pleasure.

We forego happiness in always seeking pleasure.

Even the”feed” established central aggregation networks are just like slot machines in your pocket: variable reward circuitry which self-optimizes around exploiting your flaws to eat as much attention as possible.

The above is not an accident. It is, instead, as intended:

“Meaning we had to kind of give you a small dopamine hit every once in a while because somebody enjoyed or commented about a photograph or a post or whatever… It’s a social validation feedback loop… You’re exploiting a vulnerability in human psychology… [The amateurs ] known this, consciously, and we did it anyway.”

  • Joyful? Great! Share feel that their lives are worse than the life is.
  • Outraged? Good! Click an ad.
  • Hopeless? Good. There is. . .if just possible. . .click an ad.

Using machine Learning How to drive rankings is finally an exercise in affirmation bias:

Google mentioned a South African news website saying,”It’s isn’t the area of government to legislate against female’s decisions.”

When asked,”should abortion be illegal?” It promoted an answer from vague clickbait site listland.com saying,”Abortion is murder.”

Outstanding job Google in using your showcased snippets to make the world more absolutist, polarized & poisonous.

The fundamental system operators not just try to manipulate folks in the psychological level, but the design of the interface also sets default user patterns.

Most consumers tend to concentrate their focus on the left side of the webpage :”when we were to slit a maximized page down the center, 80% of those fixations fell on the left half of the screen (even more than the prior finding of 69 percent ). The remaining 20% of fixations were about the ideal half of the screen.”

This behavior is much more widespread on search results pages:”On SERPs, almost all fixations (94%) dropped on the left side of the webpage, and 60 percent those fixations could be dispersed into the leftmost 400px.”

On cellular the focus is centered on what is above the fold. What is beneath the kind of doesn’t even exist for a big subset of the populace.

Out of a monopoly focus retailer players that are central, the ad-based net is perishing.

Mashable has raised approximately $46 million in VC capital. Plus they only sold for approximately $50 million.

Breaking even is roughly as good as it gets within a net. 😀

Hopeful unicorn media startups appear to have peaked too. This BuzzFeed IPO is to hold:”Many BuzzFeed investors have gotten worried about the provider’s performance and increasing costs for expansions in places like entertainment and news. Those frustrations were beamed at a board meeting in recent months, in which directors took management to activity, the individuals familiar with the situation said.”

Google’s Chrome web browser will shortly have an advertisement blocker baked in to it. Obviously the central networks opt out of applying this feature to themselves. Facebook creates severe coin by obstructing advertising blockers. Google pays Adblock Plus to unblock ads on Google.com & boy are there a great deal of advertisements there.

Format your webpages such as Google does their search results and they will tell you it’s a break bad user experience & a kind of junk – whacking you with a penalty for it.

Google is not the only search engine doing this. Mix in advertisements with a double list and sometimes there’ll just be 1 site listed over the fold.

I have seen some Bing search results where organic outcomes have a”Web” tag on them – which can be handily larger than the advertisement label that is on ads. That’s along with other suggestions like…

  • Plenty of advertisement extensions that push organics below the fold on anything with the slightest commercial goal
  • bolding during advertisements (name, description, URL) with substantially milder bolding of organics
  • only showing 6 natural effects on commercial hunts that are likely to Create ad clicks

As bad as either of the above looks in terms of advertisement load or result diversity around the background computer, it’s just worse on cellular.

On mobile devices organic search results can be quite so tough to find that people ask questions like”Are there some search engines where you don’t have to actually scroll to find a result that isn’t an advertisement?

The solution is yes.

DuckDuckGo.

However, it’s slim pickings.

In an internet ecosystem sustainable publishing functions if your business model is different compared to the system operators.

Not only can there be that the aggressive horizontal advertisement layer for anything with a hint of commercial purpose, but the scrape layer that was first applied to journey is being spread across other classes like e commerce.

Since they shagged the content from your website the more your content that the reason there is to come to with the & your website can be scrape-n-displaced from the search results by Google Google will make their port.

Just look at their large tech monopolies’ market caps vs companies in adjoining markets. The aggregate trend is expressed in the stock price. And it is further expressed in the inability for the unicorn press firms to go public.

As large as Twitter & Snapchat have been, no one that invested in either IPO is sitting on a winner now.

Google is outraged anybody might question that the numbers & if the present setup is fair:

Mr Harris clarified as”factually incorrect” suggestions that Google had been”stealing” advertisement revenue by publishers, saying that two thirds of their revenues generated by online content went into its originators.

“I’ve heard plenty of people say that Google and Facebook have been”ruthlessly stealing” each of the advertising revenue that publishers expected to acquire through online editions,” he told the gathering.

“There is not any promotion on Google News. Zero. You may see advertising around news cycles from Google Search either.

Sure it is not the advertisement revenue they are stealing.

Rather it is the content.

Either by scratching by ranking proprietary formats (AMP) above other high quality content that’s not published employing the proprietary format & then later attaching crappier & crappier bargains to the (faux)”open source” proprietary content format.

As Google captures the articles & cuts the content creator off by the audience when minding terms, Google’s PR hacks will inform you that they want you to click through to the source:

Google spokeswoman Susan Cadrecha stated the corporation’s goal is not to do the thinking for users but”to aid you in finding relevant information efficiently.” She added,”We invite users to comprehend the full context by clicking through the source.”

Are the ones adding duplicative layers.

Google retains extracting articles from publishers & eating the value string. Some publishers have tried to cancel this by placing more ads on their site by embracing the proprietary AMP format, whilst getting further distribution. People who understood AMP was crap concerning monetization viewed it as a means to offer teasers to drive users.

The narrative approach is currently getting killed though. Either you provide Google everything, or else they need nothing.

That is, after all monopolies non – ultimatums.

People Who Don’t give Google their Whole content will receive activity penalty alarms that are manual

The worth of information content isn’t zero.

Being the go-to resource for those kinds of”no cash here” news topics also enables Google to function as go-to resource for hunts for [automobile insurance quote] along with other highly commercial search phrases at which Google might make $50 or $100 per click.

Every month Google declares new ad features.

Economics push everything in publishing. But you need to see how another is enabled by one market place. Google & Facebook are not strong in China, so Toutiao – the top news program in China – is valued at about $20 billion.

Now that Yahoo! was obtained by Verizon, they’ve decided to shut down their information app. Segments are far more as a write off than as a continuing concern. Start looking for Verizon to further take AIM in shutting down additional parts of AOL & Yahoo.

Firefox upgraded to make its rendering engine more secure. Included in the update they killed off third party extensions, such as ours. We intend to update them shortly (a couple of days perhaps), but individuals who want the extensions working today might want to install something similar to (Comodo Ice Dragon (or a different browser based on the prior Firefox core) & install our extensions because web browser.

As another part of the most recent Firefox upgrade, Firefox dropped Yahoo! Search for Google hunt because their default search engine a new multiyear deal where monetary terms weren’t disclosed.

Yahoo! definitely deserved to drop this deal.

First, they signed a contract with Mozilla containing a change-of-ownership poison pill where Mozilla would still make $375 million a year from them even if they ditch Yahoo!. Given that which Yahoo! sold for this amounts to approximately 10% of their business price for another couple years.

Second, Yahoo! overpaid to your Firefox distribution bargain.

Here’s a search effect on Yahoo! in which the website appears in the perfect rail knowledge chart.

The”natural” result set has been taken away. There’s a Yahoo! News insert, a Yahoo Local insert, an ad inviting you to get Firefox (wager that has since been eliminated!) , other search tips, graphical advertisements that are then to attempt and get you to locate other insignificant along with office furniture stuff.

This is how those sorts of search outcomes would be: Yahoo! was so ashamed at the lack of quality of their result set that they put their logo in the top right edge of the webpage.

So they will be losing a million a day for a couple years based on the excellent Firefox deal of Marissa Mayer.

And hunt is.

When they chased many verticals & afterward eventually closed down most of those remaining ones, they only left some Important ones:

Within our recent earnings forecast, Yahoo outlined a strategy to simplify our company and focus our effort on our successful content areas — Sports News, Finance and Lifestyle . To this end, now we will Start phasing out the Digital Magazines:  Yahoo Parenting, Yahoo Health, Yahoo Food, Yahoo Makers, Yahoo Travel, Yahoo Autos and Yahoo Real Estate.

And because of its Critical verticals they kept, they have pages such as the next, which seem as a diet variant of eHow

They send away users to other sites with deeper content, Each day. And eventually people find one they prefer (like TheAthletic or Dunc’d On) then Yahoo! stops becoming a custom.

Meanwhile people get their wider general information out of Facebook, Google altered their search app to add information, Apple offers a news app that is excellent, the default tab on Microsoft Edge browser lists a news feed that is . Any of those is an excellent user experience to Yahoo!.

It’s really not easy to see exactly what Yahoo!’s function is moving forward.

Aside from the user email accounts (& whatever legal obligations are connected with the chronic user account hacking episodes ), it’s tough to see what Verizon purchased in Yahoo!.

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New Keyword Tool

http://www.seobook.com/new-keyword-tool

Our keyword tool is updated periodically. We updated it more.

By comparison sake, the old key word tool looked like this

Whereas the fresh keyword tool looks like this

This new tool’s upsides are:

  • Fresher data from this year
  • more compact information on advertisement bids vs click prices
  • lists advertising clickthrough rate
  • more granular quotes of Google AdWords advertiser advertisement calls
  • more focus on commercial oriented keywords

Together with the columns of [advertisement spend] and [traffic worth ] here is how we quote those.

The very first of these two is fairly self explanatory. The next is somewhat more complicated. It begins with the assumption that roughly half of all hunts do not receive any clicks it subtracts the clicks in the total pool of clicks & multiplies that by the cost per click.

The information also has some drawbacks:

  • As opposed to listing search counts specifically it lists comparative ranges like low, really high, etc..
  • As it tends to tilt more toward keywords with advertising beliefs, it may not have policy for a few longer tail informational keyword phrases.

For any key word where there is coverage we re-query the old key word database for data & unite around it. You will know if information came from the new database if the first column says something like low or high & the information came from the older database when there are specific search counts in the first column

For a limited time we are permitting access to both keyword tools, though we anticipate removing access once we’ve collected plenty of opinions on the new keyword tool. Please feel free to leave your comments.

One of the cool features of this tools worth highlighting is the difference between click prices that are estimated & estimated bid prices. At the following screenshot you can see how Amazon is projected as having a higher bid cost than actual click cost, largely because due to low keyword retention entities apart from the official manufacturer being arbitraged by Google require much higher bids to look on rival popular signature conditions.

Historically, this gap between click cost & bid price proved to be a source of sound on lists of the keywords that are most valuable.

Lately some advertisers have started whining about the”Google shakedown” from the number of brand-driven searches are just leaving the. Com part from a internet address in Chrome & then being made to pay Google to their own pre-existing brand equity.

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