Category Archives: paid advertising

FTC updates rules for bloggers and social media

If you are using your blog or twitter or other social media to sell or promote stuff you should read the new update, where the FTC addresses the many questions since the new vague regulations last December. Read that here:

If you’re not aware, The FTC is the United States Federal Trade Commission and they are basically responsible for protecting consumers from predatory or deceptive marketing tactics.  e.g. smoking is safe and healthy! is a lie and as much as the tobacco industry might  like to say that to sell more, they can’t and it’s the FTC among others who try to keep things clean.

The FTC have been in existence for much longer than the internet, 1914 to be exact.   The underlying law hasn’t changed much in intent: Protect Consumers.     The rise of the internet new forms of marketing and distribution (e.g. blogging and twitter) have arisen and the regulations have had to be updated as there hasn’t been anything quite like them before. e.g. what can you say in a tweet of 140 characters?

Last year that updated the regulations to cover flogs (fake blogs), with fake testimonials, and also for normal popular bloggers that were getting free products, cash or other compensation for doing a review of a product.  If you have kids you can imagine how you learn to trust a fellow mom or dad to give objective advise, if they were a Schill, you should be aware that their motive for telling you about a product might be tainted with their desire to make money from it.

The problem for marketers/affiliates was that they FTC were pretty vague about what they actually wanted, and what the consquences were.  This lack of information allowed all sorts of hype and myths to arise.    This was so intimidating that many major courses chose to lauch early to bypass the regulation, and after the passing many pro bloggers adopted either a wait and see attitude to let other less cautions people get sued by the FTC first, or went hogwild with disclaimers bigger than the core message they were trying to deliver.

FTC they listened and compiled the common questions an answered them in that new post, that is a much saner picture, They aren’t a Big Brother watching every blog, if you get something wrong they aren’t going to take your first born, and will take problems case by case.

So if you are selling or promoting anything on the internet, please read it for your own protection. It’s a single page.  Read it here.

Keeping the Attention of Google

Everybody who wants to rank on the first page, has mastered the art of getting and more importantly keeping Google’s eyes on them.

When I say attention getting, if your website/blog was a bubble,  would it be like the mesmerizing  ones in the video, growing over time, people can’t just help interact with? or say a lonely beach ball half-flat sitting in the sand?

What does Google look for these days?

I’ve been studying several 5+Million a year SEO gurus (reading 3+ courses at the same time is good way to become an “instant expert” on a subject as people cover different ground!).  While all have the same goals:

  • get ranked,
  • get traffic,
  • get money

and many have identical mantras:

more links, more content, more links, more links… more links!

As you may know that Google has changed recently and some of what worked 6 months ago is no longer working quite as well. The kicker is that somethings still appear to work initially, then 2 months in your site has dropped off.

One of the newest factors is what I call “proof of life” in particular that google can see.  The good news is you may already be doing some of this already, but maybe not for the exact reason you think you should be doing it, or the reason Google wants you too.

What is proof of life?  basically your website is a building of sorts -like your home , you can consider it’s rooms are your pages, it’s halls and doorways are links between them.   But what good is a building without people inside it?  Google is wondering since they aren’t allowed typically to go in, is anybody home?  So they listen for the sound of foot traffic, the raised voices, the sites of lights going on and off, the doors opening and closing, with people coming and going.  This evidence are what Google considers “proof of life”, and makes a home a home!

As omniscient as Google is marketed to be, Google can’t see very much really. Since they don’t own your site, they aren’t allowed to go inside unless you invite them (rightfully so).

Parked out in front of the house,  they can see people going in the front door..or sneaking in a side window, often they can’t see them leave through the back be it in disgust or full and happy.    They can’t see the party going on in the living room.   Even though on the floor plan the master closet is bigger than the bathroom, they can’t tell the later is way more important (regardless of what women say…).

Worse when driving down the street looking at one house after another,  they can’t tell the guy who’s on permanent vacation with the home automation  that turns the lights and stereo on/off, sprinklers to keep the plants alive, from the couch potato who is actually home but comatosed on the couch.   From the street they can only go with what they see on the surface.

Google wants to asses each site right,  as they want to see proof that you take care of the traffic they send you, it costs them a lot to get those eyeballs and in the right hands it is worth a lot of money.  There are also many thousands of others wanting to get the precious few 10 spots.  It’s no longer good enough to just get content and some links as that’s what most everybody else is doing.

Show Google you know how to abide by their rules, know how to throw a continual party, demonstrate to take care of people and keep them coming back for more, they give you a good quality score.  Contrarily if they see a big empty lifeless vacated building you get a low quality score no matter how impressive it looks, how much marble and gold and how much you attempt to pay them.   In paid traffic this is you may have heard of the “Quality Score” same thing now matters for SEO as the PPC world and SEO have ALREADY merged.

Let’s take an example.

Two people searches for the latest Harry Potter book, Google shows them a bunch of pages which have been out for awhile, they hope are what the user wants one of these is, the other is

First user clicks through and see the paperback at this point google can no longer see what’s going on, the user is in the private proprietary world of’s store.   The end user decides like many others to get the brand new limited edition hardback version instead, which ideally they would have liked found first. Google and we would love to have that happen but it can’t see that, as it’s not allowed inside.

Second user clicks through which has Google Analytics on it’s pages, and finds the same paperback and the same ad for the hardback. So clicks through to that second page. This time Google sees that and the hundreds of other people that day who did the exact same thing and starts boosting that hidden hardback book in the search engines.  Eventually because it has the HarryPotter in the domain name it eventually beats for that search term, despite Amazons awesome brand power and bazillions of backlinks, primarily as Google can see that the inner “hidden” page has value to real people by evidence of the repeat traffic to it.

NOTE: you shouldn’t put trademarked terms in domain names unless you get permission or like cease+desist letters from lawyers.

In order to see this Google has to see this traffic via it’s “eyes and ears”

I think most people think of Google like a giant brain.  Did you know Google had eyes and ears too?

You may already use these sources for your own purposes, then if so, congratulations you are ahead of the game!    What you may not have known is Google is watching those too to keep an eye on you! (whether you want them too or not).  This is to be able to find the people creating crap sites with no value, from the ones creating real value.

These poweful tools have cost millions to develop, the best part is that these are all free to use as theyare subsidized by google, as both you and Google need the same data to make heads or tails of your site doing well or not.
Google Analytics is direct sensing the viewers entering each room.  The javascript based, cookies can see people coming back multiple times, see if people are spending lots of time.  Spending time or not, they can even track what parts of a video are watched most often.
Feedburner is basically it helps keep google in touch with what’s going on in your world.  Be instantly notified when things changed on your site as they change, rather then them having to go door to door.

By signing up for feedburner, wordpress automatically notifices it when things (new content, changed content, comments etc)happen. This entrices the google search bot back to revist your site other wise it might not get back for weeks or months.

Unlike other rss aggragators, google can see the number of subscribers and the changes to subscribers this is another form of relevance..are people listening talking about or even stalking you?
Alexa is a 3rd party that they can hear the sound of footsteps across the internet. Alexa looks at the ISP traffic to get a first hand feel of the pulse going across the wire, to know say that AOL has more people than a small college ISP and that people on AOL like walmart, and college kids like facebook etc.  Like analytics they want you to claim your site is yours with a special

UPDATE this correction from Jonathan Van Clute, thanks Jonathan!

JONATHAN: Alexa as far as I know, only knows about
traffic that has the Alexa toolbar installed.  That’s why its data is
always so damn screwy and skewed towards internet marketing stuff,
because it’s mostly IMers who install the toolbar.

TROY:  You’re right!   I did a check and none of the various Alexa/compete have direct access to the traffic, thus use browser plugins to sample this data hoping to generalize and extrapolate to the whole web. This has limits.   All the Alexa/Compete/ are far from the actual pulse of data that say mobile networks and ISP’s see, which I’m sure google will eventually find a way to have anonymous access to.  Can’t help but wonder if that’s why they are also part interested in OS Android/etc.

Alexa is also owned by Amazon not Google doh!

How to keep Google’s Attention?

  • The fundamentals are more important than ever. Links are still important, content is still important.
    • with millions of pages, you need more links, higher quality keyword rich links and relevant links from relevant pages to relevant targets.
    • you still need a base of original valuable content that is well structured to catch keyword traffic. It’s not enough to write about whatever you want as that’s what 100,000 are doing the exact same thing.
  • Google needs proof of life on your website. This is a new one. Websites are living breathing creatures, Google wants to see proof of life with their own eyes and ears (google analytics, alexa, feedburner).  So signup for those services and get it integrated on your sites (you shouldn’t have anything to hide right?) When you start dipping in rankings, or just starting out get traffic anyway BUY your way or BRIBE your way, paid or not, until google is convinced you are still living and have value.
  • Constant content of value, again websites are living growing creatures, they should grow and change.  This isn’t too hard – 2-8 new articles/posts a month or more just enough keywords, outsource this if you have to. The better you do at this, the less you need to rely on tricks or hacks that stop working to get all you want.
  • Be human!, casual conversational even controversial as at the end of the day the net is all about people talking, thinking, linking and clicking! websites are a conversation just captured on the web, keep the conversation going!

Why Proof of Life became necessary and is way of the future.

As you know understanding what makes search engines tick can be worth millions or even billions and in this economy the difference between food on the table and rent paid, from no job. For shrewd/smart people it also means the difference from living the “internet” lifestyle with no job to working in some oppressive 9-5 work environment, with crappy commutes, bastard bosses, lame coworkers.

The web is largely machines trying to sort filter the mess of people scribbling whatever pops into mind at any given moment, that the web is.

Since it’s a machine, it can be fooled, so what has also happened is shrewed people have gamed and/or spammed every loophole they could so that Google would be “tricked” into getting better rankings to get big paychecks, with no real care for sustainability.

This unfortunately created a lot of disposable crap sites, that people like us hated. Google had to evolve defenses and grow more sophisticated to defend itself.

In the beginning backlinks were all that mattered (that’s what Google’s PageRank patent is about), Now links can be manufactured or gotten by the 10 of thousands via numerous legitimate or spammy ways. Obviously Google spends a massive amount of time walking over those links one by one so wants as few of them and as high quality of them as possible, but how do you tell if it’s a good link or not?

Links with relevant keywords in the anchor text were better than no words but still not much information there to know if the millions of people linking with the keyword “dog training” are good links or bad links.

Looking at the contents of the page would help, which took quite a bit of brainpower as that meant Google had to start reading the webpage much as you do, looking for “good”, “relevance”, “value” which can’t easily be measured objectively as Google being a machine doesn’t get. With the endless stream of pages this also is very expensive to process.

Really at the end it’s really about content right? we spend most time reading rather than clicking. Google figured this unlike links is also harder to fake, as it cost money and time to create good content. So they changed algorithms to focus on content.

But google isn’t a human, it can’t really understand much.  So content too was gamed and automated by smart people. By techniques of spinning content and ripping from others via data feeds and searches, it’s easy to create thousands of sites without any original content (aka autoblogs).  While this isn’t 100% bad, as some sites (e.g. newspapers) also use datafeeds (e.g. associated press)

This also gave rise to hundreds of thousands of crap sites, just enough structure to clumsily rank for a term, almost no content to qualify for adsense ads.  Basically a adsense classified ads.   However this is largely google’s fault as they incentivized this entire industry, and probably aren’t too put out as they have made billions off of it.   But still it’s gotten out of hand.

Even without the spam sites, with 100,000+ to millions of pages, having good content isn’t good enough to stand out.  So Google upgraded their content requirements again: now to be considered a serious player you need to also have a matching keyword rich domain name, and various other organization that makes it easy for Google to digest and understand your whole site.   Thankfully these things that are built into WordPress like tags and again get for free and a little effort while posting.

Basically domain names are a part of content gauntlet. Getting new or aged is expensive and only a finite number of them exist.   You should think of the domain name as a part of your paid strategy and most probably should be looking into having more than one domain/site to reach all the keywords that are relevant, as the farther away from the main domainkeyword the harder it is to rank well. This tactic is are called by others feeder sites and is a more intermediate to advanced SEO trick.

This is basically where we are this year.

So where can Google go from here? what’s left.

We all generally want a smarter web, so we all find what exactly we want faster, as the problems get exponentially harder as you get up there. it’s easy to add to 10 with fingers, easy to multiple triple digits on a calculator, apparently next to impossible to balance the national debt.

For links you may have heard of the famous Travelling Salesman problem?  Wiki describes it as

Given a list of cities and their pairwise distances, the task is to find a shortest possible tour that visits each city exactly once.

Google has to deal with problems that are massively more complex every second of every day. As unlike the travelling salesman, google ‘s map grows massively everyday

Part of Google’s job is to travel every link it can across every webpage it can, grading and keeping score add up in a popularity contest who has the most legitimate links.   This is hard work! the more links that are added just finding your way around becomes…impossible.  The more chance for endless loops or no right answer to be found or at least at a affordable cost as there are bazillions of pages and links constantly coming in and being removed every second.

Even with Google’s massive resources, the web is much bigger than they are and growing exponentially. We are actually just at the dawn of the web.   Google already spends huge amounts on electrical power beyond many cities ability to supply, bazillions of computers to process all this data and PC’s are only so fast. There is only so much sense google can afford to make out of this never ending tangle of links so it takes shortcuts when it can.

Content-wise same difficult issues.   Google is at the core a machine, and while that machine is created by some of the brightest on the planet, Google bots still don’t get knock knock jokes, they can’t get the emotional truth of a song lyric and aren’t likely to anytime soon.  Even if google were perfect, there are limits to what google or *any of us* can do without more “real” data, take 1000 YouTube comments on Lady’s Gaga’s latest video saying “I love this song!” .  How do you tell if they are real or faked as they look the same!

Solving these are hard to potentially impossible problems with current hardware, and there is no likely breakthroughs for decades as they are that hard, some have been around for almost 100 years!

But as the web grows we still need a way to sort the 10 best out of the millions of possible contenders. You need to explore this proof of life to’s one of the few methods left and most aren’t using it strategically!

If you are aiming to get results SEO or PPC ask yourself if an how Google can see ALL your content activity and that of your viewers as it happens, to keep Google coming back for more. Show them your site is bustling with life. They will reward you for it.

So what do you think about this “proof of life”?

I know some feel that being transparent is evil, and in someways it is, it can in some cases allow your competitors to spot you in the crowd, and in any competitive niche, being #1 is like having a target painted on the back of your head to take you down.

UPDATE: I’ve had one SEO Guru tell me privately that so far he has 0 proof that this “proof of life” is a ranking factor, and has some sites that rank #1 by quality links alone with no measurable activity from google.

I think it’s inevitable though that the web heads this direction.    With content and links being gamed and limits in there’s basically nowhere for Google to go by purely content and link approaches in deciding what is good and what is not. It has to measure activity, see proof of real human life.

Going to use it? if not why not? Sound off in the comments.