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Thread: We're Going Google...

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  1. #1

    We're Going Google...

    In the search ecosystem Google controls the relevancy algorithms (& the biases baked into those) as well as the display of advertisements and the presentation of content. They also control (or restrict) the flow of marketable data. For example, a publisher might not get keyword referral data on organic search, but Google passes that data on via advertisements & passes a large amount of data on through their ad network to other ad networks. Consider this:
    a DoubleClick tag on the site sent data to two other companies that collect it for various purposes -- Rubicon and Casale Media, representing a "hop." In a subsequent hop, Casale transferred the IMDB data to BlueKai, Optimax and Brandscreen, while Rubicon pushed it to TargusInfo, RocketFuel, Platform 161, Efficient Frontier and the AMP Platform. AMP then sent the data on to AppNexus and back to DoubleClick.
    For about a decade being relevant & focused created efficiencies that more than offset any "size = quality" biases that the Google engineers created. However across many verticals that window is closing & it is never a good idea to wait until it is fully closed to adjust.
    This shift from relevancy to "size = quality" can be seen in the stock performance of mid-market companies like BankRate & Quinstreet.

    Those companies were laser focused on the markets that have significant consumer intent & traffic value, but Google has eroded the affiliate base & ad networks of many of the direct marketing plays for a couple years straight now.
    If Google's algorithmic biases are strong enough to literally move the market on companies worth hundreds of millions to billions of Dollars, one is naive to swim against the tide. The market is becoming more bifurcated.

    This is why it is so hard to find a great SEO to recommend for small businesses. If that SEO really knows what they are doing & understands the market dynamics, then they probably won't serve the small business end of the market very long, or if they do, they will do so in a way where their continued flow of payments is not tied to performance. It is hard to have a sustainable business operating in a closed ecosystem if you are swimming in the opposite direction of that ecosystem.
    We're Going Google... | SEO Book.com

    Pretty clear that google have radically changed!

  2. #2
    The last graph really sums up what Google has done to small businesses on the web. The size of 'no man's land' is also interesting.
    "Democracy is two wolves and a lamb voting on what to have for lunch. Liberty is a well-armed lamb contesting the vote." -- Benjamin Franklin


  3. #3
    Join Date
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    Quote Originally Posted by TopDogger View Post
    The last graph really sums up what Google has done to small businesses on the web. The size of 'no man's land' is also interesting.
    What is the 'no man's land'?

  4. #4
    Not business sites, but independently operated, like most blogs.
    Quote Originally Posted by bogart View Post
    What is the 'no man's land'?
    I am also a writer for Serpholic Media. You can find some of my articles here: Serpholic Media Blog

  5. #5
    Quote Originally Posted by Mike Dammann View Post
    Not business sites, but independently operated, like most blogs.
    So is she saying that No Man's Land represents the percentage of non-business sites? Some raw numbers would probably be clearer, rather than representing it as a percentage of all sites.
    "Democracy is two wolves and a lamb voting on what to have for lunch. Liberty is a well-armed lamb contesting the vote." -- Benjamin Franklin


  6. #6
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    Quote Originally Posted by TopDogger View Post
    So is she saying that No Man's Land represents the percentage of non-business sites? Some raw numbers would probably be clearer, rather than representing it as a percentage of all sites.
    It's still unclear to me the exact definition of "No Man's Land". Perhaps? "No Man's Land" is actually the traffic that goes to Adwords, Google properties, Google direct answers and the non-commercial sites like Wiki and to large Edu authority sites.

    If this is the case, Big Business's traffic share dropped from 45% to 30%. Small businesses were wiped out going from 45% to 10%.

  7. #7
    It looks like the article was written by Jill Whalen. It is pretty vague on a lot of issues.
    "Democracy is two wolves and a lamb voting on what to have for lunch. Liberty is a well-armed lamb contesting the vote." -- Benjamin Franklin


  8. #8
    Alright, I am in NO MAN'S LAND!
    But where there?
    Bottom, middle, or top?

  9. #9
    I guess the No Man's Land means the Russian roulette rankings. Big businesses are sure winners, and small businesses are back stabbed by google, no matter what SEO they do.

  10. #10
    Quote Originally Posted by Natural Elements View Post
    I guess the No Man's Land means the Russian roulette rankings. Big businesses are sure winners, and small businesses are back stabbed by google, no matter what SEO they do.
    Based upon what we have seen, that does make perfect sense. Welcome to the new Google.

    What happened to that level playing field Google once talked about? In its early days Google won the support of many web site owners because they gave them an equal chance to compete against the big sites.

    When Jill Whalen wrote that article it would have been nice if she explained what she was trying to portray graphically.
    "Democracy is two wolves and a lamb voting on what to have for lunch. Liberty is a well-armed lamb contesting the vote." -- Benjamin Franklin


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