Kategorie-Archiv: SEO

The Wrong People Won

Chasing New Markets

My initial attraction toward SEO and the web was largely that it was like a new and parallel world that bypassed many traditional gatekeepers.

I wrote an ebook which originally had inconsistent formatting and it was riddled with spelling and grammar errors. I learned to write by writing poorly and often while reading great writers daily.

Ultimately it did not matter that my efforts were subpar on some fronts as few people read early copies, and I was receptive to feedback on how to improve it and rapidly did.

The above process … growing while few people see your ugly work … is actually one of the advantages of *NOT* taking venture capital. You get to learn at your own pace while risks are low and only really lean into something when you know it is working. You keep making small bets that won’t kill you and then when something works better than you expect you can *REALLY* lean into it.

I ultimately did that with SEO, blogging, and a couple other areas I can’t mention too much as I had partners on some projects.

This blog never even started as its own site. It was a section on a different site that was spun out to become its own site when it was obvious blogs were being algorithmically over-promoted due to the cross linking from other bloggers and the instant exposure RSS feeds offered.

Instead of begging a book publisher to publish a book I had a higher margin product and the book publishers were begging me. The market was inverted and an outcast won by bypassing traditional gatekeepers.

When SEO was easy it was the same sort of deal. As long as you tried to learn about what the algorithms valued & put effort behind it you could rank for almost anything.

Early on that meant begging, buying, or borrowing links any way you could. If a project was throwing off big money you’d try public relations and to get high quality links to help reinforce the position and increase its longevity. But even junky links worked fantastic back in the day. That’s part of why there was so much blog comment spam, referrer spam, expired domains, cheeseball web directories which actually had pagerank in the URL, article directories, private blog networks, all sorts of other paid links like Text-Link-Ads.com, etc. etc. etc.

New channels provide new opportunities. Small players prove the model, drive adoption, and then over time the affiliate or independent publisher is replaced by some big publisher or a scrape-n-displace offering from the central market operators.

The Media Water Cycle

If you take a broad enough view of the world the above sort of water cycle repeatedly happens across all media formats and channels.

  • New channels emerge
  • Smaller players and hobbyists are attracted to the new and shiny object
  • Limited competition & regulation
  • Channel grows wildly
  • Channel locked down by regulation or a monopoly

When the channels are new they have the greatest chance of failure, but the biggest potential rewards for early adopters.

As channels are established and competition increases almost all the profit margins get handed over to the central market operator. Everything gets adjust on an „as needed“ basis. Anything that hands too much of the profits over to a third party publisher gets cloned by the central network operator, becomes against the terms of service, or is algorithmically or manually neutralized by the central market operators.

  • affiliates used to be able to sit at the end of the conversion funnel and extract profits from the most valuable keywords, but new algorithmic signals make it hard to stay competitive with limited value add, differentiation, or brand building
  • commercial keywords are all ads in the search results above the fold & many brands feel the need to bid on their pre-existing brand equity for defensive purposes
  • Google hid keyword data from organic search & later started to hide some from paid search campaigns as well.
  • the Chrome browser by default only allows extensions to be downloaded from their official store & while Google got a lot of Chrome distribution through negative option bundling on Flash security updates, they prohibit app bundling in their app store
  • Apple’s iOS and Google Android allow the central network operators to track third party app usage. The Apple Appstore and Google Play have mandatory 30% rakes and may disallow certain widely used apps after those features have been baked into the operating system or cloned and default bundled on new phones.
  • YouTube takes a 45% revenue share rake & the ad inventory is sold exclusively through Google tools where Google takes up to another 20% rake off the top
  • Amazon uses your sales data and product design to create what amounts to an effective clone job of it (going so far as to say there are fake safety issues to demand to see where it was manufactured) and then you are forced to bid on your own brand as Amazon gives itself free ads on your brand for their product clone job
  • Google and Facebook try to suck content into their networks via Instant Articles and AMP. Google gives AMP priority placement in their search results (just like they did previously with Google+, Google Checkout, Google Base / Google Shopping / YouTube / etc etc etc).
  • Rather than competing, Google and Facebook partnered to illegally bid rig auctions to destroy header bidding & preserve monopoly profit margins, keeping control over external publishers. Google also pushes „privacy“ obfuscation which harms third party publishers and third party ad networks while bypassing those firewalls for its own ad network. They are also looking to use their web browser to do away with cookies, further kneecapping other ad networks.
  • Early Pinterest Ads sent users offsite and often cost only a couple cents a visit while all the internal cross promotion & viral spread across Pinterest was effectively free. Then over time advertisers start getting charged for pins even being opened and getting a user to actually leave Pinterest and click through can cost $5 or $10 a click. Long after I saw Reddit threads about how I was a washed up hack who could not compete in the modern market I literally used Pinterest to seed the growth of a site which now gets about a million organic search visits a month. I recently tried further promoting that site on Pinterest in some new areas, but the economics no longer works for that particular site on that channel.

Oligarchs Don’t Stay in Power by Being Fair

If you play by the rules suggested by private market participants you are betting that they won’t dramatically change their ecosystem at the drop of a hat and they won’t compete against you.

And that bet is a REALLY bad bet.

Networks do not stay on top & in control by stagnating. They change with society & if they are influential enough they also change the structure of society.

The Texas AG lawsuit of Google for manipulating the online display ad market lays bare how power works:

Google employees agreed that, in the future, they should not directly lie to publishers, but instead find ways to convince publishers to act against their interest and remove header bidding on their own.

I could easily write a 100 page blog post on that lawsuit while feeling guilty for leaving many things out.

For example, did you know Google stole AdSense earnings from publishers in the AdTrader ad network and lied about refunding that money to advertisers as AdTrader also managed some of the advertiser accounts which got a $0.00 rebate:

We confirmed through multiple sources, both within and outside of Google, through our Google invoices, and data collected from Google APIs that Google never actually refunded any of the confiscated publisher earnings to the advertisers. In fact, Google’s own support team admitted that they never had a system in place for such refunds.

Google is the network I have studied most and know the most about, though others certainly know Facebook equally well. All the large networks growth the predacious exploits.

Even with limited Facebook usage I know they have at various points in time promoted: games, hype headline fake news, lists and viral quiz junk from Buzzfeed, real actual news sites, the Instant Articles version of real actual news, live video, friend content, etc. Facebook also bought Onavo, a VPN network to track the growth of competing apps. That data was used to inform their WhatsApp purchase. And they could see which features from what external networks they should clone, like when Instagram copied much of SnapChat’s offering.

You can follow the Facebook terms of service in everything you do, but the odds of that delivering you real and sustainable profit streams is low.

„You can be unethical and still be legal that’s the way I live my life“ – Mark Zuckerberg

Optimize and Reinvent

Few publishers will be experts at both optimizing for the flaw or overpromotion in the current algorithm or network set up AND being good at reinventing themselves to appeal to the algorithms of tomorrow. You ultimately want to use some of any excess profits to build a destination people seek out so you are less dependent on the central network operators.

At the same time, if you ignore the algorithms and just hope for the best you are probably going to lose to a competitor who clones most of your strategy AND manipulates the result set.

You sort of have to figure out what is being over-promoted today AND then try to figure out what will matter tomorrow, while reinvesting profits to the point you are no longer really faking it until you make it.

Realizing that all success is temporary is vital to encourage yourself to take advantage of the opportunities in front of you, while also ensuring you have a plan B in place that acts as a bridge to tomorrow in case your primary channel bombs.

Almost all profit margins (particularly for newer players lacking access to connections, massive cashflows, strong legacy brands, etc.) come from operating somewhere in the gray area. Behave in a manner that is legal, but push the boundaries of terms from other players.

Google funded eHow. Demand Media was ultimately a pump and dump operation. Those who followed it late got their asses handed to them, but those who got in early had plenty of profits they could reinvest in other lower risk ventures. At one point Mahalo publicly listed their page-level earnings data. One of my buddies went through and put that keyword list through TextBroker and uploaded a few hundred articles to an old blog. After about a year that led to a free house for one of their family members. 😀

Now Google has far more data to use so it is hard to be anywhere near as exploitative or lowbrow as an eHow or a Mahalo was and expect that stuff to back out.

When Matt Cutts was on TWIG in 2013 he stated:

If you want to stop spam, the most straight forward way to do it is to deny people money because they care about the money and that should be their end goal. But if you really want to stop spam, it is a little bit mean, but what you want to do, is break their spirits. There are parts of Google algorithms specifically designed to frustrate spammers. Some of the things we do is give people a hint their site will drop and then a week or two later, their site actually does drop. So they get a little bit more frustrated. So hopefully, and we’ve seen this happen, people step away from the dark side and say, you know what, that was so much pain and anguish and frustration, let’s just stay on the high road from now on.

Some of the stuff I like best is when people say „you know what, this SEO stuff is too unpredictable, I am just going to write some apps.“

This past year is the year when „writing some apps“ was revealed to have the same core problems that SEO has. Central market operators grabbing their tithings (fight between Apple and entities like Spotify and Epic Games, Google Play pushing through similar 30% rake requirements) and then outright banning apps like Parler from their app stores.

COVID-19 Accelerated Shift to the Web

The COVID-19 pandemic moved everyone and everything online.

The ad money follows the attention stream. If the central network operators pay creators nothing then those creators who have a following will find other ways to monetize. Cygnus was early to SEO and he was early to influencer marketing.

Selling a sliver of attention and then using that funds flow to improve website usability, website design, content quality, brand awareness, reach, etc. … is usually going to work out better for most people than trying to raise venture capital. Many small bets and incremental improvements yields much higher odds of success than a few really big bets.

Speaking of bets, I follow the stock market a bit because it teaches a lot about human psychology, markets and marketing.

Well before the COVID-19 crisis happened the repo market froze. In fact, the Federal Reserve was discussing alternative ways to fund the market’s liquidity without looking like they were directly subsidizing and bailing out hedge funds:

the new approach could also create political problems for policy makers, analysts said. The problem centers on the central bank lending directly to hedge funds, the little-regulated investment vehicles that tend to serve wealthy or institutional investors. … Though hedge funds are key participants in the market—where they both borrow and lend cash—lending to them directly through the FICC would raise questions about whether the government was backstopping their bets, analysts said.

When the COVID-19 crisis happened optics no longer mattered. Bailouts ensued. Without them levered hedge funds were screwed as many instruments became illiquid and spreads blew out even in bedrock stable markets:

Of particular concern: The hedge funds were using trading strategies similar to those employed by Long-Term Capital Management, a fund that collapsed in 1998 and nearly caused a financial meltdown. The bet that hedge funds were making earlier this year was simple enough. Called a basis trade, it involved exploiting a price difference in the Treasury market, generally by selling Treasury futures contracts — promises to deliver a bond or note at a set price on a set date — and buying the comparatively cheap underlying securities.

Shiny New Object to Bet On

Toward the end of last year and early this year Bitcoin was a rocket ship on the thesis of mass money printing leading to currency debasement and revaluing finite alternatives to fiat cash upward.

And then regulators began dropping hints while banks started to put the breaks on it. And XRP got kicked hard by the SEC, leading to delisting.

Tether may be an absolute scam (it’s hard to short Patio11’s knowledge), but in spite of that there are a lot of retail traders bored at home chasing anything that moves. There are ETFs like GBTC sucking up a huge share of the Bitcoin float with no intent of ever liquidating any of the position.

If sports and society shut down and people are stuck in their homes gambling is an unsurprising source of entertainment. Barstool Sports founder David Portnoy got this and quickly became a day trader when he didn’t have any sports to talk about. 😀

Above I mentioned a bit how the Federal Reserve was ultimately bailing out hedge funds. In an easy money market where central banks are printing tons of money what a lot of hedge funds do is buy higher beta growth names while shorting lower beta value stocks, particularly if they feel those companies are destined to go under.

In some cases the short bets believe ideas from a category apply to a specific company in a way they do not. And that can lead to a massive short squeeze, especially if the company announces a buyback and/or insiders buy.

In other cases, the shorts are so confident in their position, they go HOG WILD with low interest leverage and literally short the entire float of a company, trying to drive it into bankruptcy.

Recently Melvin Capital and some other well-connected hedge funds went short GameStop’s stock and people who visited a Subreddit named WallStreetBets took the other side of that position.

Here is the original thread from 4 months ago discussing the gamma squeeze.

GME has a 52-week low of $2.57. After being pumped by the Subreddit the stock closed today at $347.51, leading to billions in losses for hedge funds which shorted over 100% of the stock.

According to @S3Partners, short sellers lost $14.3 billion on $GME stock today… just today.— Riley de León (@RileyCNBC) January 27, 2021

The hedge funds that shorted over 100% of a stock … were market manipulators aiming to manipulate a market. They were counterfeiting:

how do you get 130% of the available shares short? It would seem impossible and is unless someone cheats.

There are some players in the market who have „market maker“ status but also trade their own books or have cross-interests with those who do. Allegedly there are „Chinese walls“ between those pieces (or interconnected entities.) Quite obviously that is a load of crap because otherwise what you’ve seen would be impossible but it clearly not only has happened before but is still happening to this day. These entities are how you wind up with short sales where the locate and borrow hasn’t happened first and the position remains open across time. This is supposed to be illegal but other than a few hand-slaps in the futures markets for physical commodities I’m not aware of any criminal prosecution for doing it.

And let’s be clear here: This practice is counterfeiting.

When they win, that is capitalism.

When they lose, they get bailed out, contact regulators and have pressure applied to prevent THE WRONG PEOPLE from winning.

There are over 2.6 million Wall Street Bet users and only 10,000 hedge funds. The power of the proletariat is now!— Reddit Investors (@redditinvestors) January 27, 2021

The SEC published a statement on market volatility, the Biden administration mentioned it was watching GameStop, Nasdaq’s CEO suggested halting trading to allow hedge funds to steamroll Reddit users, the Discord group for WallStreetBets was shut down, and Reddit (at least temporarily) banned the WallStreetBets subreddit for hate speech.

That WallStreetBets was temporarily nuked will likely make the degenerate gamblers even more aggressive.

Emergency Press Conference – The Suits Shut Down @wallstreetbets @WSBChairman My prediction is tomorrow will be intergalactic for $amc $gme $nok

(Im not a financial adviser. Don’t listen to me) pic.twitter.com/oYrsPOz8Vx— Dave Portnoy (@stoolpresidente) January 28, 2021

You can see a lot of moves coming if you understand internet culture.

does one throw one, two, three, four, or five hundy at $TR on open? :)— uoɹɐɐ (@aaronwall) January 26, 2021

But in many ways we are now where the outcomes will be pre-determined in order to ensure THE RIGHT PEOPLE win.

Wall Street Bets does to the suits what the suits have been doing to main street for a century. Then one call to Reddit, one call to Discord, one call to Robinhood…

It there anyone out there who still doesn’t think the system is rigged against the little guys?— Tyler Winklevoss (@tyler) January 28, 2021

Politicians will determine outcomes after the fact.

I’m assuming that the next time a hedge fund starts to make too much money shorting and destroying a business, that they will be de-platformed from their Blomberg terminal and throttled by their prime broker in the name of orderly markets and consumer protection.— Tyler Winklevoss (@tyler) January 28, 2021

The more THE WRONG PEOPLE win, the more intervention there will be to correct the natural order.

The Fed throws in trillions in liquidity & stocks fly higher it’s cool.
Pelosi loads up on $TSLA calls the stock flies higher it’s cool.
Bunch of little retail guys load up on calls & stocks fly higher it requires White House & Treasury monitoring & servers get shut down.

Right.— Sven Henrich (@NorthmanTrader) January 28, 2021

Risk is much higher than most perceive because outcomes matter more than process & some multi-generational politically-connected wealth is losing badly to THE WRONG PEOPLE.

Gamestop:
Perhaps they got lucky.
Maybe just a flash in pan.
So dismiss them if u want.
But if read their messages u see its not just about money.
They’re discovering their voice.
& that they’re powerful.
IMO this is partly why wont be so easy for Fed to bailout Eurodollar Mkt…— Santiago Capital (@SantiagoAuFund) January 28, 2021

An upstart online stock broker set trade commission prices to zero. Other brokers followed. And now that broker is telling stock buyers which tickers they are no longer allowed to buy.

Robinhood will not allow opening positions in $GME $AMC $BB $BBBY $NOK $KOSS $NAKD— Open Outcrier (@OpenOutcrier) January 28, 2021

When THE WRONG PEOPLE win we find our two sided markets become one way trades.

It’s hard to find market manipulation more flagrant than this, but since it’s being done to protect the wealthiest and most powerful — Wall St oligarchs who own and control the establishment wings of both parties — it’s very hard to imagine the government treating it as such: https://t.co/VJnXpMAqkJ— Glenn Greenwald (@ggreenwald) January 28, 2021

Can that be called a marketplace or even an attempt at a remotely honest market?

No.

And it is even worse than it looked initially, as Robinhood not only prevented customers from buying $GME stock, but created a cascading wave of selling by placing „theft by conversion“ forced sell orders at market on customer accounts.

They are automatically selling shares. pic.twitter.com/o9XCdL9ND1— Sunny (@555Sunny) January 28, 2021

When Robinhood placed „at market“ sell orders for their clients – WITHOUT THEIR KNOWLEDGE OR PERMISSION – they literally *created* the interim market bottom.

Robinhood literally auto sold people’s positions at the BOTTOM #Robinhood $GME #Stocks pic.twitter.com/JekgDq2FHc— Astral Trades (@AstralTrading) January 29, 2021

That is fraudulent, criminal market manipulation.

When hedge funds ‚collude‘ and discuss top picks at Ira Sohn (and prices move as they speak), that is legal + legit.

When 2.5 million retail investors spot an opportunity to make money and ‚collude‘, that is totally illegal + not legit.

Brokers then collude to screw them!— Puru Saxena (@saxena_puru) January 28, 2021

Only losers actually eat creative destruction:

„just like 2008, trading was shut down to save the hides of erstwhile high priests of “creative destruction.” Also just like 2008, there are calls for the government to investigate the people deemed responsible for unapproved market losses. … it was all well and good for investment banks and executives of phoney-baloney companies to gorge themselves on funhouse profits on a funhouse economy, but when amateurs decided to funnel just a bit of this clown show into their own pockets, finance pros wailed like the grave of Adam Smith had been danced upon.“

We are now at the point that the internet is no longer a spot for weirdo outcasts & instead it is reshaping the rest of society.

The times and methods change, but the players remain the same.

If you’re looking for an analog on how Citadel might be playing this Melvin/$GME/@RobinhoodApp fiasco, remember that back in the early 2000’s Citadel invested in Comscore so they could get exclusive rights to their traffic data DAYS before anyone else. Same game, different name— PAA Research (@ActAccordingly) January 29, 2021

Thanks for your attention and your money:

Both of these stories are narratives for our very own Hunger Games, a spectacle that chews up the participants in the arena while delivering enormous profits to the networks (media, financial and political) that put them on. Media networks count their profits in eyeballs, in the attention the Games garner. Financial networks count their profits the old-fashioned way, in the sheer volume of dollar-generating order flow the Games produce. As for politicians, they get their most valuable coin of the modern realm – an issue. The wackos on the left get to propose insane transaction taxes. The wackos on the right get to tell us how much liBeRtY we are enjoying by giving Ken Griffin all of our money. The very serious centrists get to tell us about how we need “a national conversation” about the T+2 settlement issues raised here.

In Need of False Gods

After people get repeatedly screwed spite and revenge become motivators. Some will not mind napalming themselves so long as the entire ship goes down.

Part of a person as awful as Trump getting elected as president was micro-targeted South Park inspired videos sent to minorities reminding them of Hillary Clinton’s super predators speech.

And who could forget her laughing about having the head of Libya murdered, a former nation which fell apart to such an extreme degree they had open air slave auctions.

Rescuing the Criminals, Dumping the Costs on You

Another part of Trump getting elected was Obama promising „Hope and Change“ but then standing between banks and pitchforks for the intentional and malicious fraud that led to the 2008 economic blowup.

A Citigroup insider had the Obama cabinet picked out before he was even elected.

Citigroup was the biggest TARP recipient.

Citicorp is the same company which illegally merged with Travelers, then had that merger made legal after the fact by getting the Great Depression era Glass-Steagall Act regulation repealed:

“I think we will look back in 10 years‘ time and say we should not have done this but we did because we forgot the lessons of the past, and that that which is true in the 1930’s is true in 2010,“ said Senator Byron L. Dorgan, Democrat of North Dakota. “I wasn’t around during the 1930’s or the debate over Glass-Steagall. But I was here in the early 1980’s when it was decided to allow the expansion of savings and loans. We have now decided in the name of modernization to forget the lessons of the past, of safety and of soundness.“

After the internet stock bubble popped the Federal Reserve lowered rates dramatically and left them there far too long, creating a massive hunt for yield. This led to a housing bubble and deteriorating loan standards with fog-a-mirror NINJA loans and similar dominating the market due to the insatiable demand for „risk free“ yield. Entities like Citigroup created a ton of bogus mortgage paper they knew was garbage. Their entire board of advisors was repeatedly emailed by Richard M. Bowden about the fraud:

I started issuing warnings in June of 2006 and attempted to get management to address these critical risk issues. These warnings continued through 2007 and went to all levels of the Consumer Lending Group. We continued to purchase and sell to investors even larger volumes of mortgages through 2007. And defective mortgages increased during 2007 to over 80% of production.

If you control the government economic outcomes are determined by politics.

Citigroup was so confident in their control of the political outcomes they continued to dump bad loans on the FHA after Fannie Mae and Freddie Mac were forced into receivership.

THE RIGHT PEOPLE WON.

„Squeezing the oligarchs, though, is seldom the strategy of choice among emerging-market governments. Quite the contrary: at the outset of the crisis, the oligarchs are usually among the first to get extra help from the government, such as preferential access to foreign currency, or maybe a nice tax break, or—here’s a classic Kremlin bailout technique—the assumption of private debt obligations by the government. Under duress, generosity toward old friends takes many innovative forms. Meanwhile, needing to squeeze someone, most emerging-market governments look first to ordinary working folk—at least until the riots grow too large. Eventually, as the oligarchs in Putin’s Russia now realize, some within the elite have to lose out before recovery can begin. It’s a game of musical chairs: there just aren’t enough currency reserves to take care of everyone, and the government cannot afford to take over private-sector debt completely.

From long years of experience, the IMF staff knows its program will succeed—stabilizing the economy and enabling growth—only if at least some of the powerful oligarchs who did so much to create the underlying problems take a hit.

But there’s a deeper and more disturbing similarity: elite business interests—financiers, in the case of the U.S.—played a central role in creating the crisis, making ever-larger gambles, with the implicit backing of the government, until the inevitable collapse. More alarming, they are now using their influence to prevent precisely the sorts of reforms that are needed, and fast, to pull the economy out of its nosedive. The government seems helpless, or unwilling, to act against them.

The third Citigroup bailout, in late February, converted government-owned preferred stock to common stock at a price significantly higher than the market price—a subsidy that probably even most Wall Street Journal readers would miss on first reading.“ – Simon Johnson, The Quiet Coup

Any government which intentionally subsidizes and promotes massive fraud undermines its legitimacy.

Citigroup winning while most people lost was *explicit* government policy:

“When you look at who benefits from the Chinese trade surplus and the US trade deficit, it’s the same group of people,” he said. In the US it was the banking elites, while in China it tended to be the political elites, but in both countries ordinary workers lost out

Obama was so rotten he made Trump look like a reasonable choice.

Soulless Corporations Promoting Racism as a PR Diversion

Who were the people hurt worst by Citigroup’s fraud?

Poor minorities.

So it should come as no surprise Citigroup published „research“ on how racism is holding back the U.S. economy.

Believing you can somehow know an individual simply by the color of their skin or by their ethnic heritage is the epitome of ignorance, has been the source for unimaginable evil throughout history, and it is something that woke progressives and white supremacists have in common.— Leonydus Johnson (@LeonydusJohnson) January 30, 2021

Don’t blame Citigroup for stealing your house, crashing the economy, and causing millions of people to lose their jobs. Instead, blame white people. Perhaps you could hit an old white man walking down the street in the back of the head with a brick and upload your crime videos to your social media channels. #hope #change

Large & corrupt companies which plunder society pretend to care about subgroups as a cheap form of public relations and to keep their brand from being associated with what they actually do.

Crash the economy, spread misinformation, then as people point fingers back and forth for your bad deeds everyone can blame the victims.

„Not only were many of those people who’d been foreclosed upon or laid off or forced to watch their 401Ks lose half their value still in emotional shock, but the underlying corruption was not exactly easy for them to see. Propaganda blasted out on every channel, to the effect that it was your own fault if you took on an adjustable-rate mortgage that went sideways, or bought too big of a house. People above all feel shame when they can’t pay their debts, and many took it to heart when pundits said the crash was caused by people buying houses they couldn’t afford.

Those criticisms often came out as racial politics, as conservative media figures hammered the theme of the “water drinkers” who crashed the economy at the expense of the “water carriers.” Listening to these takes, resentment in some neighborhoods grew toward the family down the street who’d been foreclosed upon, leaving a boarded-up eyesore on the block and collapsing property values for those left. The Tea Party movement, launched by a rant on CNBC against a proposed bailout for minority homeowners in particular, steered public anger away from Wall Street and toward the “bad behavior” of the “losers” down the street.

Why they were pissed off gets to the second question, about the bailouts, ZIRP, the TARP, even the CARES Act. While so many people went into personal tailspins from 2008 on, their nightmares were often compounded watching as the very people who caused the crash — including the banks and mortgage originators who knowingly pumped mountains of fraudulent subprime instruments into the economy — not only got saved but were further enriched, by bailouts and an array of extravagant Fed programs.

Some people got ripped off three times. First, they were personally sold dodgy exotic mortgages. Next, their retirement funds were sold the same kinds of dicey loans in the form of securities. Lastly, when it all blew up, they paid taxes to bail out the whole shooting match.“ – Matt Taibbi

No bank wants to have the brand Wells Fargo has earned for opening up millions of fake customer accounts to charge fees to, stealing people’s cars after charging them for bogus force placed insurance policies, etc.

Executives at those companies concerned primarily with stock option values know being corrupt and donating to BLM is more profitable than running a business honestly & ethically. Fraud is alpha.

If Obama the president matched Obama the candidate the Citigroup board would have been imprisoned, that bank would have been dismantled, and the above „research“ about racism which diverts attention away from crimes by the likes of Citigroup would not have been published.

Large institutions – particularly those which are bailed out after committing massive fraud – are able to survive market cycles. Most individuals carry debt of some sort (education, healthcare, housing, auto, other financed purchases). When the economy craters if they lose their job they may also lose their homes and be forced to sell whatever other financial assets they have near the market bottom to afford food.

Institutions vs Individuals

The pain of Citigroup’s fraud was felt widely across the economy.

„I was in my early teens during the ’08 crisis. I vividly remember the enormous repercussions that the reckless actions by those on Wall Street had in my personal life, and the lives of those close to me. I was fortunate – my parents were prudent and a little paranoid, and they had some food storage saved up. When that crisis hit our family, we were able to keep our little house, but we lived off of pancake mix, and powdered milk, and beans and rice for a year. Ever since then, my parents have kept a food storage, and they keep it updated and fresh. Those close to me, my friends and extended family, were not nearly as fortunate.“ – ssauronn

Citigroup’s fraud led to many deaths of despair:

US life expectancy was rising almost every year for decades straight. However, it peaked in 2014, and has been in a multi-year sideways trend for the first time in decades. This recent flat-lining in life expectancy has been a uniquely US phenomenon. Life expectancy continues to increase in virtually every other highly-developed country/continent. Life expectancy went up from 2014-present in Japan, the Euro Area, Canada, Australia, etc.

Income & wealth inequality – particularly if it is driven from the combination of the offshoring of the industrial base Clinton & Bush did then the sort of fraud Citigroup did – often leads to a breakdown of cooperation across society, and then, arbitrary violence.

If you make people’s lives miserable and tell them they are victims many of them will believe you.

Some of them will live down to the standards you set and see any isolated incident as a pattern of conduct which deserves retribution.

The media tells people economics is violence, words are violence, they are victims, they are owed something, and … surprise … that drives violence.

Violence is a (temporary) shortcut to status for young men with lots of testosterone but limited prospects or success in society.

Growing up in a single parent home on welfare only adds further fuel to that fire because there is not only a sense of entitlement and unfairness, but often elevated stress levels and a deep sense of shame and resentment.

My Daughter Was Nearly Killed by Racism

I now have a 4 year old daughter. I have screwed up a great many things in life, but I don’t know anybody more confident than she is.

When my wife was pregnant with our only kid I nearly died from a sepsis infection & my daughter was nearly a miscarriage.

The above is not hyperbole.

Here I was in the hospital getting multiple IV antibiotics.

When they told me I might die soon I was like „oh well, that’s that.“

Then my wife came over and heard that & was crying uncontrollably. I then realized the sort of cascading set of dire outcomes and played it off like the infection was nothing while pushing to do whatever I could to get better fast before other bad outcomes happened.

A couple months later our dog died and my wife then gave an emergency early birth. His death caused an early term birth. If I had died a few months earlier then almost certainly my daughter would have been a miscarriage, then my wife likely would have committed suicide.

About a decade prior – around the time Obama was making Citigroup whole on their frauds while passing the costs onto the rest of society – a racist black guy sucker punched me while calling me nigger. That chipped the root of one of my teeth. Slowly over the next decade part of my jaw rotted away from an infection that exploded into near death in the middle of my wife’s pregnancy. And my daughter nearly had no life.

Writing the above will have many people suggest it is I that am racist for suggesting the racist person who tried to kill me should have had a longer prison sentence for his other previous violent crime convictions, or maybe we should restructure the economy away from financial bubbles, monopolies, and offshoring.

I’m of the view that anyone who is convicted of multiple separate violent crimes should be permanently caged or put to sleep, because when you commit violent acts repeatedly you do not deserve to live as you are not only harming the person you sucker punch or such, but you could also end the life of their unborn child.

The sepsis happened while we were traveling. The initial hotel we were staying at was sold out on the final day so I just happened to stay in a hotel across the street from a hospital. A few hours before jumping on a 15 hour flight I went over to the hospital and they turned me away saying it was just a dental issue. Then my wife brought be back over, they looked at me, and were like … oh, you are about to die.

That infection came back no less than 3 times. I had to get multiple teeth ripped out. I’ve had multiple fixed bridges.

If you add up the health expenses, emotional issues (more for my wife than me – much harder to lose someone you love than it is to die), inability to work, having teeth being wired in place, what seems to be dozens of dental visits, getting teeth ripped out repeatedly, etc … my social „safety“ net payment funding kids being born into broken homes with no dad not only nearly liquidated my family, but also cost millions extra.

I absolutely despise race baiters who promote arbitrary violence and the big crimebanks like Citigroup which plunder society leaving people hopeless.

Fuck those people with a rusty chainsaw.

Likewise the Marxist scum that founded Black Lives Matters and is buying about a house a year while promoting people like me being sucker punched by racist low-IQ pay-to-breed garbage or enslaved to pay for the „Marxist’s“ 3rd, 4th, or 5th estate.

I live on the other side of the world and thus do not get to vote on how 30%, 40%, or (if Biden uncaps FICA) 50%+ of my labor is spent.

Why do we need to remove the FICA cap?

So we can pay fraud-based prices for medicines used by others.

Insulin back up to $1,500 for a 90 day supply. Thank President Biden. Big Pharma’s investment paying off. Meanwhile, minimum wage increases looking iffy, trade protections disappearing, low-wage immigration influx incoming, energy jobs cut, and stimulus checks shrinking.— Robert Barnes (@barnes_law) February 11, 2021

Last year when I ACHed income tax payments I sent in over 1,000 times what the president did.

One of my friends told me they didn’t blame Trump they blamed the system, but I thought that was an absurd claim as a leader should not only comply with and improve rules, but they should also set an example.

The idea I should pay a thousand times more while having no vote or voice *AFTER* leaving on account of being nearly killed by a racist person who called me nigger, WHILE also being lectured about racism … is a bit much.

The reasons I liked Trump (before the $750 income tax payments and nutbag January 6th fiasco) were:

  • he was hated by the media, so they’d cover wrongdoings (even making some up)
  • until the COVID-19 crisis hit, he was broadening the economy (which is why he got higher minority votes than any republican presidential candidate in decades in spite of the COVID-19 lockdowns)
  • his administration pushed through an antitrust lawsuit against Google for their monopolistic bundling practices (which will at least restrain Google slightly, provided Biden is not a third Obama term)

The above being said, the January 6th fiasco was absolutely idiotic, and looked like it was something out of South Park.

Obama’s Third Term

Google’s Eric Schmidt played a vital role in the Obama elections & administration. Their relationship was so close it was called „The Android Administration.“

When the FTC investigated Google the Obama administration intervened to prevent justice. To pay back Eric Schmidt for his help on the presidential campaigns Obama’s interventions undermined market competition for a decade:

Federal investigators were convinced: Google’s push to take over mobile internet searches was illegal. They had the evidence and urged their bosses to sue. But those politically appointed bosses overruled them. Nearly a decade later, the Justice Department and state regulators are suing Google over the same multibillion-dollar smartphone contracts that investigators for the Federal Trade Commission flagged years ago — and arguing that the deals present some of the strongest evidence that Google has built a monopoly.

The FTC had all the evidence they needed to prosecute along with absolute proof of intent to monopolize the market through illegal tying & bundling.

„Rubin also touted internally Google’s plan to corner the mobile phone market… In a 2009 email to then-CEO Eric Schmidt, Rubin said a pending contract with Verizon to drop Microsoft’s Bing search engine and sign on with Google would let the company “own the U.S. market.”‘

jfc— Matt Stoller (@matthewstoller) March 16, 2021

The FTC lawyers recommended suing.

But then the Obama administration full of future tech monopoly lobbyists stepped in and disappeared the case without action. They ignored the attorneys and used the staff economist claims rather than the work of the attorneys to justify disappearing the case based on limited search marketshare for mobile at the time.

and don’t miss the must-read, where-are-they-now section https://t.co/r3T3G7zr7n

One of these things is not like the other… #KanterForAAG pic.twitter.com/TIIAquBBq9— Luther Lowe (@lutherlowe) March 16, 2021

About a decade ago Andy Rubin described Google’s payments then to mobile carriers as „humungous.“ Those have only grown larger with time. What was once a small mobile search market is now the majority of search volume. Google now pays Apple at least $12 billion per year to retain default search placement across Apple devices.

Now Schmidt’s shadowy „use AI everywhere in weaponry“ startup is deeply embedded in the Biden administration. A Google lawyer is being considered for the top justice department inside the Biden administration, which would ensure ongoing INjustice is served.

We are back to an administration loved by the media. The controversy are hence reduced to casual magazine cover shoots.

Mainstream media: please serve your vital roll in society. Cover that casual photoshoot and not the Darth Vader aspects of Eric Schmidt, expansions of kill lists for suspects, etc.

The mainstream media & tech companies are so proud of election interference they literally brag about it. The following quote sounds like something out of Fox News or the New York Post, but it was published by Time:

the participants want the secret history of the 2020 election told, even though it sounds like a paranoid fever dream–a well-funded cabal of powerful people, ranging across industries and ideologies, working together behind the scenes to influence perceptions, change rules and laws, steer media coverage and control the flow of information. They were not rigging the election; they were fortifying it.

A half-year of violent demonstrations. Unelected private actors changing election laws & interpretations of election laws & illegally bundling private funds to change the outcome of an election. There were even Facebook pages dedicated to paying people to vote. And hundreds of thousands of people nationwide on standby to hold demonstrations just in case the vote does not go as they planned. It’s a reach to call that democracy.

There still is some actual journalism being done though. I am glad to see articles like this one, which shows just how absurd this page joebiden.com/opioidcrisis/ is.

How many media outlets are telling you that we should nuke the Keystone pipeline for the environment, but then get the oil from half-way around the world from a murderous thug autocrat, who we give a free pass to for LITERAL MURDER because he has oil?

the White House is concealing the names of the seventy-six Saudi operatives to whom they are applying visa bans for participating in Khashoggi’s assassination, absurdly citing “privacy” concerns — as though those who savagely murder and dismember a journalist are entitled to have their identities hidden. … The U.S. has instituted policies of torture, kidnapping, mass warrantless surveillance, and due-process-free floating prisons in the middle of the ocean where people remain in a cage for almost 20 years despite having never been charged with a crime. The Biden Justice Department is currently trying to imprison Julian Assange for life for the crime of publishing documents that revealed grave crimes by the U.S. government and its allies, and is attempting to do the same to Edward Snowden. One need not look toward the barbarism of U.S. allies to see what propagandistic dreck is the claim that the U.S. stands steadfastly opposed to authoritarianism in the world: just look at the U.S. Government itself.

A lot of the instability in society is not some accidental biproduct of something else, but is rather intentional government policy.

When rule of law only applies to some of the people some of the time instability can be arbitraged in both directions by those with access to capital and political power. Each additional slice of instability is another opportunity to go long or short some sector of the market.

What do you think has happened to the price of oil recently?

Up, up, up.

The same New York Times which published the above Biden headlines, gave Trump the following coverage:

“In Extraordinary Statement, Trump Stands With Saudis Despite Khashoggi Killing.” was the Times headline, in a piece that said Trump’s decision was “a stark distillation of the Trump worldview: remorselessly transactional, heedless of the facts, determined to put America’s interests first, and founded on a theory of moral equivalence.” The paper noted, “Even Mr. Trump’s staunchest allies on Capitol Hill expressed revulsion.”

What is important is WHO, not WHAT.

Literal murder doesn’t actually matter, unless it can be used to aid in the character smear of someone you dislike.

WHO not WHAT.

„Free“ Trade & Deindustrialization

Biden pushed against the „racist“ attribution of the COVID-19 crisis to its source in China, though few have considered how „free trade“ with a country with over a million slaves would impact living standards as it deindustrializes the country and destroys the middle class.

If a country has a live organ harvesting program for its own citizens, do we want to have close ties to it?

If a state-controlled economy dumps fentanyl into your country and repeatedly hacks thousands of companies for economic espionage & theft of trade secrets they deserve nothing but ire and disrespect, at least until those problems go away.

„Normalizing“ relationships with such a country is idiotic. The only way to normalize those relationships is to undermine & crash their political & economic structure – reciprocate what they have done to you. Put the screws to them as they try to do to you, rather than letting them set up parallel systems to undermine you and sew internal division. Brutish authoritarians only understand force.

While we are seeking out a just global society, does LeBron James say „technically the Chinese Uighur slaves who make my Nike shoes are not black, so it is all good! #BLM“

A decade ago, no one would’ve put NBA superstar LeBron James and Apple CEO Tim Cook in the same family album, but here they are now, linked by their fantastic wealth owing to cheap Chinese manufacturing (Nike sneakers, iPhones, etc.) and a growing Chinese consumer market. The NBA’s $1.5 billion contract with digital service provider Tencent made the Chinese firm the league’s biggest partner outside America. In gratitude, these two-way ambassadors shared the wisdom of the Chinese Communist Party with their ignorant countrymen. After an an NBA executive tweeted in defense of Hong Kong dissidents, social justice activist King LeBron told Americans to watch their tongues. “Even though yes, we do have freedom of speech,” said James, “it can be a lot of negative that comes with it.” – Tablet

Free capital flows plus structural trade deficits from „free trade“ with slave states = declining domestic living standards.

If you want lives to matter & have good outcomes you need to address the core issues. You want strong families, a growing middle class, and to lift trade partner countries up rather than having much of your citizenry see their living standards reduced to being near that of your worst trade partners.

If you have an average to below average IQ, did not come from wealth, have high living costs, and you must compete against literal slaves your life is probably going to suck.

Declining living standards can be masked temporarily through manipulating economic data, but fake data can’t restore hopes and dreams and aspiration for something better.

When I was inside the Fed, it was acknowledged internally that the core PCE was a broken metric that understated & misrepresented true inflation. The decision was made to continue using the broken gauge because Fed models would not work if true inflation was used.

QE is a lie. https://t.co/E3LlQhTPyv— Danielle DiMartino Booth (@DiMartinoBooth) January 4, 2021

That loss of hope will fuel deaths of despair, desperation, and a desire to believe in just about anything.

The race baiting „equality of outcomes“ promoters only throw further fuel on the fire by telling people they are victims and pointing their ire in the wrong direction.

Burning down the local nail salon in a riot is not going to change the Federal Reserve bailing out hedge funds who are manipulating the stock market. It will not make the local economy more vibrant. It will not bring jobs back. It will not fix the free trade with slave state issue.

Instead of acting like an enraged victim, read Kurt Vonnegut’s Harrison Bergeron and then consider what skills you can lean into to make a positive change in the world.

The process and outcome of that „free trade“ with slave states & papering it over with increasing debt leverage was well known in advance: deindustrialization, consolidation, economic bubbles, lower living standards, more corrupt politics, mass migration waves, etc.

Look no further than this 1994 Charlie Rose video interview of Sir James Goldsmith.

Ultra-wealthy plutocrats were willing to partner with the CCP and sacrifice the US middle class in order to gain more wealth and political power.

THE RIGHT PEOPLE won.

Why did they trade with an authoritarian regime and send millions of American manufacturing jobs off to China thereby impoverish working Americans? Because it made them rich. They salved their consciences by telling themselves they had no choice but to deal with China: It was big, productive, and efficient and its rise was inevitable. And besides, the American workers hurt by the deal deserved to be punished—who could defend a class of reactionary and racist ideological naysayers standing in the way of what was best for progress?

But if Donald Trump saw decoupling the United States from China as a way to dismantle the oligarchy that hated him and sent American jobs abroad, he couldn’t follow through on the vision. After correctly identifying the sources of corruption in our elite, the reasons for the impoverishment of the middle classes, and the threats foreign and domestic to our peace, he failed to staff and prepare to win the war he asked Americans to elect him to fight.

And because it was true that China was the source of the China Class‘ power, the novel coronavirus coming out of Wuhan became the platform for its coup de grace. So Americans became prey to an anti-democratic elite that used the coronavirus to demoralize them; lay waste to small businesses; leave them vulnerable to rioters who are free to steal, burn, and kill; keep their children from school and the dying from the last embrace of their loved ones; and desecrate American history, culture, and society; and defame the country as systemically racist in order to furnish the predicate for why ordinary Americans in fact deserved the hell that the elite’s private and public sector proxies had already prepared for them.

Alternatively put: „There’s class warfare, all right, but it’s my class, the rich class, that’s making war, and we’re winning.“ ― Warren Buffett

The terms liberal and conservative are irrelevant in American economic policy, a holdover from the pre FIRE Economy era. The interests of the finance, insurance, and real estate industries will always take precedence in every policy decision.— Eric Janszen (@ejanszen) November 30, 2020

Become an Insider, or Get Used to Losing

For some people the web was a life raft, but a lot of the easy wins have already been had.

And the central network operators are getting more aggressive with scratch-your-back censorship for those in political power.

Sometimes it can be helpful to view the losses as personally targeted if that creates a fire that drives you to do something great

The WSB/GME business is a perfect distillation of populism: people with a vague but correct sense they get a raw deal but who respond with self-destructive nihilism aimed at purely symbolic targets because they are too ignorant and vain to prefer reality to self-righteous fantasy— Dirty Texas Hedge (@HedgeDirty) January 31, 2021

but that fuel burns fast…then what?

fantasy = There’s a conspiracy against me

reality = I get shitty, substandard service because I’m a nobody and no one gives a shit about me— Dirty Texas Hedge (@HedgeDirty) January 31, 2021

The only solution to the good ole boys club is to get big enough that you are no longer an outsider.

If @The_DTCC did do this, and it’s at least plausible to me that they did, then it really is the establishment shutting down this squeeze by using the plumbing to achieve an outcome they regard as desirable.

That’s not the policy goal of regulated clearing and is problematic.— Silent Cal (@KralcTrebor) January 29, 2021

The hot shiny object has a lot of headlines, a lot of competition, and a lot of manipulation.

It is better to do something which is getting less attention but has more staying power.

As more and more services happen online, more and more of business profit margins are flowing online, and the online networks are having a massive impact on the portions of the economy which remain offline.

The central network operators can choose to ban an outgoing president while ignoring politicians who call for genocide in other markets to curry favor to political leaders.

As Zuck would say …

„You can be unethical and still be legal that’s the way I live my life“

A central problem with the web is network effects and the winner-take-all structure of many markets. It creates a few gigantic winners, but many players along the remaining parts of the value chain get squeezed. You could say that getting hit hard by a Panda or Penguin algorithm update and having a business die overnight is a better outcome than the constant slow squeeze where things get just a little bit worse each month.

Monopolies lower wages. limit opportunities and retard innovation. Most the profits go to key players and shareholders while many jobs get shifted into semi-formal rolls.

You can work for Google and they promise that when you put in your letter at your other job to be one of their temp workers they won’t change their mind and fire thousands overnight.

Ooops.

You can work in an Amazon warehouse until you physically break down and they might be so kind as to park an ambulance outside for you instead of wasting profit margin on air conditioning.

Even many of the creative works which are ultimately shunned by companies accustomed to risk-free monopoly profit margins will get squeezed as the work from home / remote work movement will create the next wave of offshoring jobs which people thought you couldn’t really outsource.

If you live in a high cost area you had better do something you love so it is highly differentiated.

The only hope for players along the rest of the value chain is a shift away from the ad-dominated web to one where people pay for the services they like and the distribution outcome moves away from a star-based system to more of a bell curve.

The good news is many websites are removing friction and making it easier to test paid media options. Twitter recently acquired and integrated a paid newsletter service. But at the end of the day most people will eventually need to shift away from app stores and other controlled platforms so they can better differentiate their offering and have a sustainable business as platforms shift business models and what they prioritize to keep up with new trends.

The Attention Merchants dominating the web do not want to be low margin payment processors though, so they aren’t going to make it easy to build a different web architecture where they become less influential.

Governments the world over are working with the large attention merchants & journalists to promote censorship & distort reality.

Google being based out of Bermuda for many years and growing like a weed during the recent recession while the offline economy cratered will lead to some new complicated global taxes which Janet Yellen has already gave a nod to. Politicians like Senator Elizabeth Warren are suggesting new wealth taxes and a 40% exit tax. If those get approved then the bars on where they kick in will fall after they are in place while the ultra rich find new ways to circumvent the law’s intent (e.g. buy hard-to-value illiquid assets or create a self-managed charity that buys up tons of land & then change its status after that law goes away or some loophole is found in it).

Then there is the whole „Great Reset“ where if lockdowns didn’t kill off your business perhaps some other new regulations will (e.g. maybe carbon taxes to you to subsidize your competitor built off a coal power plant in China).

Tim Berners-Lee will likely end up saving the web he created by promoting decentralization.

If that doesn’t work, we are stuck with Zuck and Eric Schmidt & their partners restructuring society as they see fit.

That would would be increasingly unjust, corrupt and violent.

So I am *REALLY* rooting for Tim Berners-Lee to pull a second rabbit out of a hat.

Categories:

Source:: seobook.com

Apple Search

Google, Google, Google

For well over a decade Google has dominated search to where most stories in the search sphere were about Google or something on the periphery.

In 2019 Google generated $134.81 billion in ad revenues.

When Verizon bought core Yahoo three years ago the final purchase price was $4.48 billion. That amount was to own their finance vertical, news vertical, web portal, homepage, email & web search. It also included a variety of other services like Tumblr.

Part of what keeps Google so dominant in search is their brand awareness. That is also augmented by distribution as defaults in Chrome and Android. Then when it comes to buying search distribution from other players like Mozilla Firefox, Opera or Apple’s Safari they can outbid everyone else as they are much better at monetizing tier 2 markets and emerging markets than other search companies are since they have such strong ad depth. Even if Bing gave a 100% revshare to Apple they still could not compete with Google in most markets in terms of search monetization.

Apple as a Huge Search Traffic Driver

In 2019 Google paid just under £1.2 billion in default payments for UK search traffic. Most of that went to Apple. Historically when Google broke out their search revenues by region typically the US was around 45% to 46% of search ad revenue & the UK was around 11% to 12%, so it is likely Google is spending north of $10 billion a year to be the default search provider on Apple devices:

Apple submitted that search engines do not pay Apple for the right to be set as the primary default search engine on its devices. However, our assessment is that Google does pay to be the primary default on Apple devices. The agreement between Google and Apple states that Google will be the default web search provider and the same agreement states that Google will pay Apple a specified share of search advertising revenues. We also note that Google does not pay compensation to any partners that set Google Search as a secondary option. This further suggests that Google’s payment to Apple is in return for Apple setting Google as the primary default.

Apple is glad to cash those checks & let Google handle the core algorithmic search function in the web browser, but Apple also auto-completes many searches from within the address bar via various features like website history, top hit, news, Siri suggested website, suggested sites, etc.

A Unique Voice in Search

The nice thing about Apple powering some of those search auto-complete results themselves is their results are not simply a re-hash of the Google search results so they can add a unique voice to the search marketplace where if your site isn’t doing as well in Google it could still be promoted by Apple based on other factors.

High-traffic Shortcuts

Apple users generally have plenty of disposable personal income and a tendency to dispose of much of it, so if you are an Android user it is probably worth having an Apple device to see what they are recommending for core terms in your client’s markets. If you want to see recommendations for a particular country you may need to have a specialized router targeted to that country or use a web proxy or VPN.

Most users likely conduct full search queries and click through to listings from the Google search result page, but over time the search autocomplete feature that recommends previously viewed websites and other sites likely picks up incremental share of voice.

A friend of mine from the UK runs a local site and the following shows how the Apple ecosystem drove nearly 2/3 of his website traffic.

His website is only a couple years old, so it doesn’t get a ton of traffic from other sources yet. As of now his site does not have great Google rankings, but even if it did the boost by the Apple recommendations still provides a tailwind of free distribution and awareness (for however long it lasts).

For topics covered in news or repeat navigational searches Apple likely sends a lot of direct visits via their URL auto-completion features, but they do not use the feature broadly into the tail of search across other verticals, so it is a limited set of searches that ultimately benefit from the shortcuts.

Apple Search Ranking Factors

Apple recently updated their search page offering information about Applebot:

Apple Search may take the following into account when ranking web search results:

  • Aggregated user engagement with search results
  • Relevancy and matching of search terms to webpage topics and content
  • Number and quality of links from other pages on the web
  • User location based signals (approximate data)
  • Webpage design characteristics

Search results may use the above factors with no (pre-determined) importance of ranking. Users of Search are subject to the privacy policy in Siri Suggestions, Search & Privacy.

I have seen some country-code TLDs do well in their local markets in spite of not necessarily being associated with large brands. Sites which do not rank well in Google can still end up in the mix provided the user experience is clean, the site is useful and it is easy for Apple to associate the site with a related keyword.

Panda-like Quality Updates

Markets like news change every day as the news changes, but I think Apple also does some Panda-like updates roughly quarterly where they do a broad refresh of what they recommend generally. As part of those updates sites which were once recommended can end up seeing the recommendation go away (especially if user experience declined since the initial recommendation via an ad heavy layout or similar) while other sites that have good engagement metrics get recommended on related searches.

A friend had a website they sort of forgot that was recommended by Apple. That site saw a big jump on July 9, 2018 then it slid back in early August that year, likely after the testing data showed it wasn’t as good as some other site Apple recommended. They noticed the spike in traffic & improved the site a bit. In early October it was widely recommended once again. That lasted until May of 2019 when it fell off a cliff once more. They had monetized the site with a somewhat spammy ad network & the recommendation mostly went away.

The recommendations happen as the person types and they may be different for searches where there is a space between keywords and the word is ran together. It is also worth noting Apple will typically recommend the www. version of a site over the m. version of a site for sites that offer both, so it makes sense to ensure if you used separate URLs that the www version also uses a responsive website design.

Indirect Impact on Google

While the Apple search shortcuts bypass Google search & thus do not create direct user signals to impact Google search, people who own an iPhone then search on a Windows computer at work or a Windows laptop at home might remember the site they liked from their iPhone and search for it once more, giving the site some awareness that could indirectly bleed over into impacting Google’s search rankings.

Apple could also eventually roll out their own fully featured search engine.

Categories:

Source:: seobook.com

New Age Cloaking

user interest in news paywalls.

Historically cloaking was considered bad because a consumer would click expecting a particular piece of content or user experience while being delivered an experience which differed dramatically.

As publishers have become more aggressive with paywalls they’ve put their brands & user trust in the back seat in an attempt to increase revenue per visit.

Below are 2 screenshots from one of the more extreme versions I have seen recently.

The first is a subscribe-now modal which shows by default when you visit the newspaper website.

The second is the page as it appears after you close the modal.

Basically all page content is cloaked other than ads and navigation.

The content is hidden – cloaked.

hidden content.

That sort of behavior would not only have a horrible impact on time on site metrics, but it would teach users not to click on their sites in the future, if users even have any recall of the publisher brand.

The sort of disdain that user experience earns will cause the publishers to lose relevancy even faster.

On the above screenshot I blurred out the logo of the brand on the initial popover, but when you look at the end article after that modal pop over you get a cloaked article with all the ads showing and the brand of the site is utterly invisible. A site which hides its brand except for when it is asking for money is unlikely to get many conversions.

Many news sites now look as awful as the ugly user created MySpace pages did back in the day. And outside of the MySpace pages that delivered malware the user experience is arguably worse.

a highly satisfied online offer, which does the needful.

Each news site which adopts this approach effectively increases user hate toward all websites adopting the approach.

It builds up. Then users eventually say screw this. And they are gone – forever.

a highly satisfied reader of online news articles.

Audiences will thus continue to migrate across from news sites to anywhere else that hosts their content like Google AMP, Facebook Instant Articles, Apple News, Twitter, Opera or Edge or Chrome mobile browser new article recommendations, MSN News, Yahoo News, etc.

Any lifetime customer value models built on assumptions around any early success with the above approach should consider churn as well as the brand impact the following experience will have on most users before going that aggressive.

hard close for the win.

One small positive note for news publishers is more countries are looking to have attention merchants pay for their content, though I suspect as the above sort of double modal paywall stuff gets normalized other revenue streams won’t make the practice go away, particularly as many local papers have been acquired by PE chop shops extracting all blood out of the operations through interest payments to themselves.

Categories:

Source:: seobook.com

Penguin 4.0 Update

On Friday Google’s Gary Illyes announced Penguin 4.0 was now live.

Key points highlighted in their post are:

  • Penguin is a part of their core ranking algorithm
  • Penguin is now real-time, rather than something which periodically refreshes
  • Penguin has shifted from being a sitewide negative ranking factor to a more granular factor

Things not mentioned in the post

  • if it has been tested extensively over the past month
  • if the algorithm is just now rolling out or if it is already done rolling out
  • if the launch of a new version of Penguin rolled into the core ranking algorithm means old sites hit by the older versions of Penguin have recovered or will recover anytime soon

Since the update was announced, the search results have become more stable.

No signs of major SERP movement yesterday – the two days since Penguin started rolling out have been quieter than most of September.— Dr. Pete Meyers (@dr_pete) September 24, 2016

They still may be testing out fine tuning the filters a bit…

Fyi they’re still split testing at least 3 different sets of results. I assume they’re trying to determine how tight to set the filters.— SEOwner (@tehseowner) September 24, 2016

…but what exists now is likely to be what sticks for an extended period of time.

Penguin Algorithm Update History

  • Penguin 1: April 24, 2012
  • Penguin 2: May 26, 2012
  • Penguin 3: October 5, 2012
  • Penguin 4: May 22, 2013 (AKA: Penguin 2.0)
  • Penguin 5: October 4, 2013 (AKA Penguin 2.1)
  • Penguin 6: rolling update which began on October 17, 2014 (AKA Penguin 3.0)
  • Penguin 7: September 23, 2016 (AKA Penguin 4.0)

Now that Penguin is baked into Google’s core ranking algorithms, no more Penguin updates will be announced. Panda updates stopped being announced last year. Instead we now get unnamed „quality“ updates.

Volatility Over the Long Holiday Weekend

Earlier in the month many SEOs saw significant volatility in the search results, beginning ahead of Labor Day weekend with a local search update. The algorithm update observations were dismissed as normal fluctuations in spite of the search results being more volatile than they have been in over 4 years.

There are many reasons for search engineers to want to roll out algorithm updates (or at least test new algorithms) before a long holiday weekend:

  • no media coverage: few journalists on the job & a lack of expectation that the PR team will answer any questions. no official word beyond rumors from self-promotional marketers = no story
  • many SEOs outside of work: few are watching as the algorithms tip their cards.
  • declining search volumes: long holiday weekends generally have less search volume associated with them. Thus anyone who is aggressively investing in SEO may wonder if their site was hit, even if it wasn’t.
    The communications conflicts this causes between in-house SEOs and their bosses, as well as between SEO companies and their clients both makes the job of the SEO more miserable and makes the client more likely to pull back on investment, while ensuring the SEO has family issues back home as work ruins their vacation.
  • fresh users: as people travel their search usage changes, thus they have fresh sets of eyes & are doing somewhat different types of searches. This in turn makes their search usage data more dynamic and useful as a feedback mechanism on any changes made to the underlying search relevancy algorithm or search result interface.

Algo Flux Testing Tools

Just about any of the algorithm volatility tools showed far more significant shift earlier in this month than over the past few days.

Take your pick: Mozcast, RankRanger, SERPmetrics, Algaroo, Ayima Pulse, AWR, Accuranker, SERP Watch & the results came out something like this graph from Rank Ranger:

One issue with looking at any of the indexes is the rank shifts tend to be far more dramatic as you move away from the top 3 or 4 search results, so the algorithm volatility scores are much higher than the actual shifts in search traffic (the least volatile rankings are also the ones with the most usage data & ranking signals associated with them, so the top results for those terms tend to be quite stable outside of verticals like news).

You can use AWR’s flux tracker to see how volatility is higher across the top 20 or top 50 results than it is across the top 10 results.

Example Ranking Shifts

I shut down our membership site in April & spend most of my time reading books & news to figure out what’s next after search, but a couple legacy clients I am winding down working with still have me tracking a few keywords & one of the terms saw a lot of smaller sites (in terms of brand awareness) repeatedly slide and recover over the past month.

Notice how a number of sites would spike down on the same day & then back up. And then the pattern would repeat.

As a comparison, here is that chart over the past 3 months.

Notice the big ranking moves which became common over the past month were not common the 2 months prior.

Negative SEO Was Real

There is a weird sect of alleged SEOs which believes Google is omniscient, algorithmic false positives are largely a myth, AND negative SEO was never a real thing.

As it turns out, negative SEO was real, which likely played a part in Google taking years to roll out this Penguin update AND changing how they process Penguin from a sitewide negative factor to something more granular.

@randfish Incredibly important point is the devaluing of links & not „penalization“. That’s huge. Knocks negative SEO out. @dannysullivan— Glenn Gabe (@glenngabe) September 23, 2016

Update != Penalty Recovery

Part of the reason many people think there was no Penguin update or responded to the update with „that’s it?“ is because few sites which were hit in the past recovered relative to the number of sites which ranked well until recently just got clipped by this algorithm update.

When Google updates algorithms or refreshes data it does not mean sites which were previously penalized will immediately rank again.

Some penalties (absent direct Google investment or nasty public relations blowback for Google) require a set amount of time to pass before recovery is even possible.

Google has no incentive to allow a broad-based set of penalty recoveries on the same day they announce a new „better than ever“ spam fighting algorithm.

They’ll let some time base before the penalized sites can recover.

Further, many of the sites which were hit years ago & remain penalized have been so defunded for so long that they’ve accumulated other penalties due to things like tightening anchor text filters, poor user experience metrics, ad heavy layouts, link rot & neglect.

What to do?

So here are some of the obvious algorithmic holes left by the new Penguin approach…

  • only kidding
  • not sure that would even be a valid mindset in the current market
  • hell, the whole ecosystem is built on quicksand

The trite advice is to make quality content, focus on the user, and build a strong brand.

But you can do all of those well enough that you change the political landscape yet still lose money.

“Mother Jones published groundbreaking story on prisons that contributed to change in govt policy. Cost $350k & generated $5k in ad revenue”— SEA☔☔LE SEO (@searchsleuth998) August 22, 2016

Google & Facebook are in a cold war, competing to see who can kill the open web faster, using each other as justification for their own predation.

Even some of the top brands in big money verticals which were known as the canonical examples of SEO success stories are seeing revenue hits and getting squeezed out of the search ecosystem.

And that is without getting hit by a penalty.

It is getting harder to win in search period.

And it is getting almost impossible to win in search by focusing on search as an isolated channel.

I never understood mentality behind Penguin „recovery“ people. The spam links ranked you, why do you expect to recover once they’re removed?— SEOwner (@tehseowner) September 25, 2016

Efforts and investments in chasing the algorithms in isolation are getting less viable by the day.

Obviously removing them may get you out of algorithm, but then you’ll only have enough power to rank where you started before spam links.— SEOwner (@tehseowner) September 25, 2016

Anyone operating at scale chasing SEO with automation is likely to step into a trap.

When it happens, that player better have some serious savings or some non-Google revenues, because even with „instant“ algorithm updates you can go months or years on reduced revenues waiting for an update.

And if the bulk of your marketing spend while penalized is spent on undoing past marketing spend (rather than building awareness in other channels outside of search) you can almost guarantee that business is dead.

„If you want to stop spam, the most straight forward way to do it is to deny people money because they care about the money and that should be their end goal. But if you really want to stop spam, it is a little bit mean, but what you want to do, is break their spirits.“ – Matt Cutts

Categories:

Source:: seobook.com

Neofeudal Web Publishing Best Practices Guide

At the abstract level, if many people believe in something then it will grow.

The opposite is also true.

And in a limitless, virtual world, you can not see what is not there.

The Yahoo Directory

Before I got into search, the Yahoo! Directory was so important to the field of search there were entire sessions at SES conferences on how to get listed & people would even recommend using #1AAA-widgets.com styled domains to alphaspam listings to the top of the category.

The alphaspam technique was a carry over from yellow page directories – many of which have went through bankruptcy as attention & advertising shifted to the web.

Go to visit the Yahoo! Directory today and you get either a server error, a security certificate warning, or a redirect to aabacosmallbusiness.com.

Poof.

It’s gone.

Before the Yahoo! Directory disappeared their quality standards were vastly diminished. As a webmaster who likes to test things, I tried submitting sites of various size and quality to different places. Some sites which would get rejected by some $10 directories were approved in the Yahoo! Directory.

The Yahoo! Directory also had a somewhat weird setting where if you canceled a directory listing in the middle of the term they would often keep it listed for many years to come – for free. After many SEOs became fearful of links the directory saw vastly reduced rates of submissions & many existing listings canceled their subscriptions, thus leaving it as a service without much of a business model.

DMOZ

At one point Google’s webmaster guidelines recommended submitting to DMOZ and the Yahoo! Directory, but that recommendation led to many lesser directories sprouting up & every few years Google would play a whack-a-mole game and strip PageRank or stop indexing many of them.

Many have presumed DMOZ was on its last legs many times over the past decade. But on their 18th birthday they did a spiffy new redesign.

Different sections of the site use different color coding and the design looks rather fresh and inviting.

Take a look.

However improved the design is, it is unlikely to reverse this ranking trend.

Lacking Engagement

Why did those rankings decline though? Was it because the sites suck? Or was it because the criteria to rank changed? If the sites were good for many years it is hard to believe the quality of the sites all declined drastically in parallel.

What happened is as engagement metrics started getting folded in, sites that only point you to other sites become an unneeded step in the conversion funnel, in much the same way that Google scrubbed affiliates from the AdWords ecosystem as unneeded duplication.

What is wrong with the user experience of a general web directory? There isn’t any single factor, but a combination of them…

  • the breadth of general directories means their depth must necessarily be limited.
  • general directory category pages ranking in search results is like search results in search results. it isn’t great from the user’s perspective.
  • if a user already knows a category well they would likely prefer to visit a destination site rather than a category page.
  • if a user doesn’t already know a category, then they would prefer to use an information source which prioritizes listing the best results first. the layout for most general web directories is a list of results which are typically in alphabetical order rather than displaying the best result first
  • in order to sound authoritative many directories prefer to use a neutral tone

If a directory mostly links to lower quality sites Google can choose to either not index it or not trust links from it. And even if a directory generally links to trustworthy sites, Google doesn’t need to rank it to extract most the value from it.

The trend of lower traffic to the top tier general directory sites has happened across the board.

Many years ago Google’s remote rater guidelines cited Joeant as a trustworthy directory.

Their traffic chart looks like this.

And the same sort of trend is true for BOTW, Business.com, GoGuides.org, etc.

There is basically nothing a general web directory can do to rank well in Google on a sustainable basis, at least not in the English language.

Even if you list every school in the city of Winnipeg that page can’t rank if it isn’t indexed & even if it is indexed it won’t rank well if your site has a Panda-related ranking issue. There are a couple other issues with such a comprehensive page:

  • each additional listing is more editorial content cost in terms of building the page AND maintaining the page
  • the bigger the page gets the more a user needs something other than alphabetical order as a sort option
  • the more listings there are in a tight category the more the likelihood there will be excessive keyword repetition on the page which could get the page flagged for algorithmic demotion, even if the publisher has no intent to spam. Simply listing things by their name will mean repeating a word like „school“ over 100 times on the above linked Winnipeg schools page. If you don’t consciously attempt to lower the count a page like that could have the term repeated over 300 times.

Knock On Effects

In addition to those web directories getting fewer paid submissions, most are likely seeing a rise in link removal requests. Google’s „fear first“ approach to relevancy has even led them to listing DMOZ as an unnatural link source in warning emails to webmasters.

What’s more, many people who use automated link clean up tools take the declining traffic charts & low rankings of the sites as proof that the links lack value or quality.

That means anyone who gets hit by a penalty & ends up in warning messages not only ends up with less traffic while penalized, but they also get extra busy work to do while trying to fix whatever the core problem is.

And in many cases fixing the core problem is simply unfeasible without a business model change.

When general web directories are defunded it not only causes many of them to go away, but it also means other related sites and services disappear.

  • Editors of those web directories who were paid to list quality sites for free.
  • Web directory review sites.
  • SEOs, internet marketers & other businesses which listed in those directories

Now perhaps general web directories no longer really add much value to the web & they are largely unneeded.

But there are other things which are disappearing in parallel which were certainly differentiated & valuable, though perhaps not profitable enough to maintain the „relevancy“ footprint to compete in a brand-first search ecosystem.

Depth vs Breadth

Unless you are the default search engine (Google) or the default social network everyone is on (Facebook), you can’t be all things to all people.

If you want to be differentiated in a way that turns you into a destination you can’t compete on a similar feature set because it is unlikely you will be able to pay as much for traffic-driven partnerships as the biggest players can.

Can niche directories or vertical directories still rank well? Sure, why not.

Sites like Yelp & TripAdvisor have succeeded in part by adding interactive elements which turned them into sought after destinations.

Part of becoming a destination is intentionally going out of their way to *NOT* be neutral platforms. Consider how many times Yelp has been sued by businesses which claimed the sales team did or was going to manipulate the displayed reviews if the business did not buy ads. Users tend to trust those platforms precisely because other users may leave negative reviews & that (usually) offers something better than a neutral and objective editorial tone.

And that user demand for those reviews, of course, is why Google stole reviews from those sorts of sites to try to prop up the Google local places pages.

It was a point of differentiation which was strong enough that people wanted it over Google. So Google tried to neutralize the advantage.

Blogs

The above section is about general directories, but the same concept applies to almost any type of website.

Consider blogs.

A decade ago feed readers were commonplace, bloggers often cross-linked & bloggers largely drove the conversation which bubbled up through mainstream media.

Google Reader killed off RSS feed readers by creating a fast, free & ad-free competitor. Then Google abruptly shut down Google Reader.

Not only do whimsical blogs like Least Helpful or Cute Overload arbitrarily shut down, but people like Chris Pirillo who know tech well suggest blogging is (at least economically) dead.

Many of the people who are quitting are not the dumb, the lazy, and the undifferentiated. Rather many are the wise trend-aware players who are highly differentiated yet find it impossible to make the numbers work:

The conversation started when revenues were down, and I had to carry payroll for a month or two out of my personal account, which I had not had to do since shortly after we started this whole project. We tweaked some things (added an ad or two which we had stripped back for the redesign, reminded people about ad-blockers and their impact on our ability to turn a profit, etc.) and revenue went back up a bit, but for a hot minute, you’ll remember I was like: “Theoretically, if this industry went further into the ground which it most assuredly will, would we want to keep running the site as a vanity project? Probably not! We would just stop doing it.”

In the current market Google can conduct a public relations campaign on a topic like payday loans, have their PR go viral & then if you mention „oh yeah, so Google is funding the creation of doorway pages to promote payday loans“ it goes absolutely nowhere, even if you do it DURING THE NEWS CYCLE.

So much of what exists is fake that anything new is evaluated from the perception of suspicion.

While the real (and important) news stories go nowhere & the PR distortions spread virally, the individual blogger ends up feeling a bit soulless if they try to make ends meet:

„The American Mama reached tens of thousands of readers monthly, and under that name I worked with hundreds of big name brands on sponsored campaigns. I am a member of virtually every ‘blog network‘ and agency that “connects brands with bloggers”. … What’s the point of having your own space to write if you’re being paid to sound like you work for a corporation? … PR Friendly says “For the right price, I will be anyone you want me to be.” … I’m not saying blogging is dying, but this specific little monster branch of it, sponsored content disguised as horribly written “day in the life” stories about your kids and pets? It can’t possibly last. Do you really want to be stuck on the inside when it crumbles?“

If you can’t get your own site to grow enough to matter then maybe it makes sense to contribute to someone else’s to get your name out there.

I recently received this unsolicited email:

„Hello! This is Theodore, a writer and chief editor at SomeSiteName.Com I noticed that you are accepting paid reviews online and you will be glad to know that now you can also publish your Sponsored content to SomeSite via me. SomeSite.Com is a leading website which deals in Technology, Social Media, Internet Stuff and Marketing. It was also tagged as Top 10 _____ websites of 2016 by [a popular magazine]. Website Stats- Alexa Rank: [below 700] Google PageRank: 6/10 Monthly Pageviews: 5+ Million Domain Authority: 85+ Price : $500 via PayPal (Once off Payment) Let me know if you are interested and want to feature your website product like nothing! This will not only increase your traffic but increase in overall SEO Score as well. Thanks“

That person was not actually a member of that site’s team, but they had found a way to get their content published on it.

In part because that sort of stuff exists, Google tries to minimize the ability for reputation to flow across sites.

The large platforms are so smug, so arrogant, they actually state the following sort of crap in interviews:

„There’s a space in the world for art, but that’s different from trying to build products at scale. The one thing that does make me a little nervous is a lot of my designer friends are still focused building websites and I’m not sure that’s a growth business anymore. If you look at people who are doing interesting work, they tend to be building inside these platforms like Facebook and finding ways to do interesting work in there. For instance, journalists. Instant Articles is a really great way for stories to be told.“

Sure you can bust your ass to build up Facebook, but when their business model changes (bye social gaming companies, hello live streaming video) best of luck trying to follow them.

And if you starve during the 7 lean years in between when your business model is once again well aligned with Facebook you can’t go back in time to give yourself a meal to un-starve.

Content Farms

Ehow.com has removed *MILLIONS* of pages of content since getting hit by Panda. And yet their ranking chart looks like this

What is crazy is the above chart actually understates the actual declines, because the shift of search to mobile & increasing prevalence of ads in the search results means estimates of organic search traffic may be overstated significantly compared to a few years prior.

A half-decade ago a bootstrapped eHow competitor named ArticlesBase got some buzz in TechCrunch because they were making about $500,000 a month on about 20 million monthly unique visitors. That business was recently listed on Flippa. They are getting about a half-million unique monthly visitors (off 95%) and about $2,000 a month in revenues (off about 99.6%).

The negative karma with that site (in terms of ability to rank) is so bad that the site owner suggested on Flippa to publish any new content from new authors onto different websites: „its not going to get to 0 as most of the traffic is not google today, but we would suggest to push out the fresh daily incoming content to new sites – thats where the growth is.“

Now a person could say „eHow deserves to die“ and maybe they are right. BUT one could easily counter that point by noting…

  • the public who owns the shares owns the ongoing losses & many top insiders cashed out long ago
  • Google was getting a VIG on eHow on their ride up & is still collecting one on the way down (along with funding other current parallel projects from the very same people with the very same Google ad network)
  • Demand Media’s partner program where they syndicate eHow-like content to newspapers like USA Today keeps growing at 15% to 20% a year (similar process, author, content, business model, etc. … only a different URL hosting the content)
  • look at this and you’ll see how many publishing networks are still building the same sort of content but are cross-marketing across networks of sites. What’s more some of the same names are at the new plays. For example, Demand Media’s founder was the chairman of an SEO firm bought by Hearst publishing & his wife is on the about us page of Evolve Media’s ModernMom.com

The wrappers around the content & masthead logos change, but by and large the people and strategies don’t change anywhere near as quickly.

Web Portals & News Sites

As the mainstream media gets more desperate, they are more willing to partner with the likes of Demand Media to get any revenue they can.

You see the reality of this desperation in the stock charts for newspaper companies.

Or how about this chart for Yahoo.com.

It doesn’t look particularly bad, especially if you consider that Yahoo has shut down many of their vertical sites.

Underlying flat search traffic charts misses declining publisher CPMs and the click traffic mix shift away from organic toward paid search channels as search traffic shifts to mobile devices & Google relentlessly increases the size of the search ads. Yahoo may still rank #3 for keyword x, but if that #3 ranking is below the fold on both mobile and desktop devices they might need to rank #1 to get as much traffic as #3 got a couple years ago.

Yahoo! was once the leading search portal & now they are worth about 1/5th of LinkedIn (after backing out their equity stakes in Alibaba and Yahoo! Japan).

The chart is roughly flat, but the company is up for a fire sale because organic search result displacement & the value of traffic has declined quicker than Yahoo! can fire employees & none of their Hail Mary passes worked.

Ms. Mayer compared the [Polyvore] deal to Google’s acquisition of YouTube in 2006, arguing that “you can never overpay” for a company with the potential to land a huge new base of users.

“Her core mistake was this belief that she could reinvent Yahoo,” says a former senior executive who left the company last year. “There was an element of her being a true believer when everyone else had stopped.”

The same line of thinking was used to justify the Tumblr acquisition, which has went nowhere fast – just like their 50+ other acquisitions.

Yahoo! shut down many verticals, fired many workers, sold off some real estate & is exploring selling their patents.

Chewing Up the Value Chain

Smaller devices that are harder to use means the gateways have to try to add more features to maintain relevance.

As they add features, publishers get displaced:

The Web will only expand into more aspects of our lives. It will continue to change every industry, every company, and every life on the planet. The Web we build today will be the foundation for generations to come. It’s crucial we get this right. Do we want the experiences of the next billion Web users to be defined by open values of transparency and choice, or the siloed and opaque convenience of the walled garden giants dominating today?

And if converting on mobile is hard or inconvenient, many people will shift to the defaults they know & trust, thus choosing to buy on Amazon rather than a smaller ecommerce website. One of my friends who was in ecommerce for many years stated this ultimately ended up becoming the problem with his business. People would email him back and forth about the product, related questions, and basically go all the way through the sales process with getting him to answer every concern & recommend each additional related product needed, then at the end they would ask him to price match Amazon & if he couldn’t they would then buy from Amazon. If he had more scale he might have been able to get a better price from suppliers and compete with Amazon on price, but his largest competitor who took out warehouse space also filed for bankruptcy because they were unable to make the interest payments on their loans.

We live in a society which over-values ease-of-use & scale while under-valuing expertise.

Look at how much consolidation there has been in the travel market since Google Flights launched & Google went pay-to-play with hotel search.

Expedia owns Travelocity & Orbitz. Priceline owns Kayak. Yahoo! Travel simply disappeared. TripAdvisor is strong, but even they were once a part of Expedia.

How different are the remaining OTAs? One could easily argue they are less differentiated than this article about the history of the travel industry makes Skift against other travel-related news sites.

How many markets are strong enough to support the creation of that sort of featured editorial content?

Not many.

And most companies which can create that sort of in-depth content leverage the higher margins on shallower & cheaper content to pay for that highly differentiated featured content creation.

But if the knowledge graph and new search features are simply displacing the result set the number of people who will be able to afford creating that in-depth featured content is only further diminished.

Over 5 years ago Bing’s Stefan Weitz mentioned they wanted to move search from a web of nouns to a web of verbs & to „look at the web as a digital representation of the physical world.“ Some platforms are more inclusive than Google is & decide to partner rather than displace, but Bing’s partnership with Yelp or TripAdvisor doesn’t help you if you are a direct competitor of Yelp or TripAdvisor, or if your business was heavily reliant on one of these other channels & you fall out of favor with them.

Chewing Up Real Estate

There are so many enhanced result features in the search results it is hard to even attempt to make an exhaustive list.

As search portals rush to add features they also rush to grab real estate & outright displace the concept of „10 blue links.“

There has perhaps been nothing which captured the sentiment better than

.@mattcutts I think I have spotted one, Matt. Note the similarities in the content text: pic.twitter.com/uHux3rK57f— dan barker (@danbarker) February 27, 2014

The following is paraphrased, but captures the intent to displace the value chain & the roll of publishers.

„the journeys of users. their desire to be taken and sort of led and encouraged to proceed, especially on mobile devices (but I wouldn’t say only on mobile devices).

there are a lot of users who are happy to be provided with encouragement and leads to more and more interesting information and related, grouped in groups, leading lets say from food to restaurants, from restaurants to particular types of restaurants, from particular types of restaurants to locations of those types of restaurants, ordering, reservations.

I’m kind of hungry, and in a few minutes you’ve either ordered food or booked a table. Or I’m kind of bored, and in a few minutes you’ve found a book to read or a film to watch, or some other discovery you are interested in.“ – Andrey Lipattsev

What role do publishers have in the above process? Unpaid data sources used to train algorithms at Facebook & Google?

Individually each of these assistive search feature roll outs may sound compelling, but ultimately they defund publishing.

Looks like Symptom Cards will lead to additional, more-focused searches (& not to third party sites.) #seo pic.twitter.com/vhkz5ZflMJ— Glenn Gabe (@glenngabe) June 20, 2016

Not a „Google Only“ Problem

People may think I am unnecessarily harsh toward Google in my views, but this sort of shift is not a Google-only thing. It is something all the large online platforms are doing. I simply give Google more coverage because they have a history of setting standards & moving the market, whereas a player like Yahoo! is acting out of desperation to simply try to stay alive. The market capitalization of the companies reflect this.

Google & Facebook control the ecosystem. Everyone else is just following along.

„digital is eating legacy media, mobile is eating digital, and two companies, Facebook and Google, are eating mobile. … Since 2011, desktop advertising has fallen by about 10 percent, according to Pew. Meanwhile mobile advertising has grown by a factor of 30 … Facebook and Google, control half of net mobile ad revenue.“ – Derek Thompson

The same sort of behavior is happening in China, where Google & Facebook are prohibited from competing.

As publishers get displaced and defunded online platforms can literally buy the media: “There’s very little downside. Even if we lose money it won’t be material,” Alibaba’s Mr. Tsai said. “But the upside [in buying SCMP] is quite interesting.”

The above quote was on Alibaba buying the newspaper of record in Hong Kong.

As bad as entire industries becoming token purchases may sound, that is the optimistic view. 😀

Facebook’s Instant Articles and Google’s AMP those make a token purchase unnecessary: „I don’t think it’s any secret that you’re going to see a bloodbath in the next 12 months,“ Vice Media’s Shane Smith said, referring to digital media and broadcast TV. „Facebook has bought two-thirds of the media companies out there without spending a dime.“

Those services can dictate what gets exposure, how it is monetized, and then adjust the exposure and revenue sharing over time to keep partners desperate & keep them hooked.

“If Thiel and Nick Denton were just a couple of rich guys fighting over a 1st Amendment edge case, it wouldn’t be very interesting. But Silicon Valley has unprecedented, monopolistic power over the future of journalism. So much power that its moral philosophy matters.” – Nate Silver

Give them just enough (false) hope to stay partnered.

All the while track user data more granularly & run AI against it to disintermediate & devalue partners.

TV networks are aware of the risks of disintermediation and view Netflix with more suspicion than informed SEOs view Google:

for all the original shows Netflix has underwritten, it remains dependent on the very networks that fear its potential to destroy their longtime business model in the way that internet competitors undermined the newspaper and music industries. Now that so many entertainment companies see it as an existential threat, the question is whether Netflix can continue to thrive in the new TV universe that it has brought into being.

“ ‘Breaking Bad‘ was 10 times more popular once it started streaming on Netflix.” – Michael Nathanson

the networks couldn’t walk away from the company either. Many of them needed licensing fees from Netflix to make up for the revenue they were losing as traditional viewership shrank.

And just like Netflix, Facebook will move into original content production.

The Wiki

Wikipedia is certainly imperfect, but it is also a large part of why other directories have went away. It is basically a directory tied to an encyclopedia which is free and easy to syndicate.

Every large search & discovery platform has an incentive for Wikipedia to be as expansive as possible.

The bigger Wikipedia gets, the more potential answers and features can be sourced from it. More knowledge graph, more instant answers, more organic result displacement, more time on site, more ad clicks.

Even if a knowledge graph listing is wrong, the harm done by it doesn’t harm the search service syndicating the content unless people create a big deal of the error. But if that happens then people will give feedback on how to fix the error & that is a PR lead into the narrative of how quickly search is improving and evolving.

„Wikipedia used to instruct its authors to check if content could be dis-intermediated by a simple rewrite, as part of the criteria for whether an article should be added to wikipedia. There are many rascals on the Internets; none deserving of respect.“ – John Andrews

Sergy Brin donates to fund the expansion of Wikipedia. Wikipedia rewrites more webmaster content. Google has more knowledge graph grist and rich answers to further displace publishers.

I recently saw the new gray desktop search results Google is tested. When those appear the knowledge graph appears inline with the regular search results & even on my huge monitor the organic result set is below the fold.

The problem with that is if your brand name is the same brand name that is in the knowledge graph & you are not the dominant interpretation then you are below the fold on all devices for your core brand UNLESS you pay Google for every single click.

How much should a brand like The Book of Life pay Google for being a roadblock? What sort of tax is appropriate & reasonable? How high will you bid in a casino where the house readjusts the shuffle & deal order in the middle of the hand?

I recently did a search on Bing & inside their organic search results they linked to a Mahalo-like page called Bing Knows. I guess this is a feature in China, but it could certainly spread to other markets.

If they partnered with an eBay or Amazon.com and put a „buy now“ button in the search results they’d have just about completely closed the loop there.

Broad Commodification

The reason I started this article with directories is their role is to link to sites. They are categorized collections of links which have been heavily commodified & devalued to the point they are rendered unnecessary and viewed adversely by much of the SEO market (even the ones with decent editorial standards).

Just like links got devalued, so did domain names.

And, as mentioned above in the parts about blogging, content farms, web portals & news sites … the same trend is happening to almost every type of content.

Online ad revenues are still growing quickly, but they are not flowing through to old media & many former leading bloggers consider blogging dead.

Big platform players like Google and Facebook broaden cross-device user tracking to create new relevancy signals and extract most the value created by publisher. The more information the platform owns the more of a starving artist the partners become.

As partners become more desperate, they overvalue growth (just like Yahoo! with Polyvore):

„It’s the golden age right now,“ [Thrillist CEO Ben Lerer] said. „If you’re a digital publisher, you have every big TV company calling you. When I look at media brands, if a media brand disappeared tomorrow, would I notice?“ he said. „And there are a bunch of brands that have scale, and maybe a lot of money raised, and maybe this and that, but, actually, I might not know for a year. There’s so many brands like that. Like, what does it really stand for? Why does it exist?“

Disruption is not a strategy, but the whole point of accelerating it & pushing it (without an adequate plan for „what’s next“) is to re-establish feudal lords.

The web is a virtual land where the commodity which matters most is attention. If you go back in time, lords maintained wealth & control through extracting rents.

A few years ago a quote like the following one may have sounded bizarre or out of place

These are the people who guard the company’s status as what ranking team head Amit Singhal often sees characterised as “the biggest kingmaker on this Earth.”

But if you view it through the some historical context it isn’t hard to understand

„The nobles still had the power to write the law, and in a series of moves that took place in different countries at different times, they taxed the bazaar, broke up the guilds, outlawed local currencies, and bestowed monopoly charters on their favorite merchants. … It was never really about efficiency anyway; industrialization was about restoring the power of those at the top by minimizing the value and price of human laborers.“ – Douglas Rushkoff

Google funding LendUp & ranking their doorway pages while hitting the rest of the industry is Google bestowing „monopoly charters on their favorite merchants.“

Headwinds

The issue is not that the value of anything drops to zero, but rather a combine set of factors shrinks down the size of the market which can be profitably served. Each of these factors eat at margins…

  • lower CPMs
  • the rise of ad blockers (funded largely by some big ad networks paying to allow their own ads through while blocking competing ad networks)
  • rise of programmatic ads (which shift advertiser budget away from publisher to various forms of management)
  • larger ad sizes: „Based on early testing, some advertisers have reported increases in clickthrough rates of up to 20% compared to current text ads. “
  • increase of vertical search results in Google & more ads + self-hosted content in Facebook’s feed
  • shift of search audience to mobile devices which have no screen real estate for organic search results and lower cost per click (there’s a reason Google AdSense is publishing tips on making more from mobile)
  • increased algorithmic barrier to entry and longer delay times to rank

The least sexy consultant pitch in the world: „Sure I can probably rank your website, but it will take a year or two, cost you at least $80,000 per year, and you will still be below the fold even if we get to #1 because the paid search ads fill up the first screen of results.“

That isn’t going to be an appealing marketing message for a new small business with a limited budget.

The Formula

“The open web is pretty broken. … Railroad, electricity, cable, telephone—all followed this similar pattern toward closedness and monopoly, and government regulated or not, it tends to happen because of the power of network effects and the economies of scale” – Ev Williams.

The above article profiling Ev Williams also states: „An April report from the web-analytics company Parse.ly found that Google and Facebook, just two companies, send more than 80 percent of all traffic to news sites.“

The same general trend is happening to almost every form of content – video, news, social, etc..

  • a big platform over-promotes a vertical to speed up buy-in (perhaps even offering above market rates or other forms of compensation to get the flywheel started)
  • other sources join the market without that compensation & then the compensation stream gets yanked
  • displacement of the source by a watered down copy (eHow or Wikipedia styled rewrite), or some zero-cost licensing arrangement (Facebook Instant Articles, Google AMP, syndicating Wikipedia rewrites)
  • strategic defunding of the content source
  • promise of future gains causing desperate publishers to lean harder into Google or Facebook even as they squeeze more water out of the rock.

Hey, sure your traffic is declining & your revenue is declining faster. You are getting squeezed out, but if you trust the primary players responsible for the shift & rely on Instant Articles or Google’s AMP this time will be different.

…or maybe not…

Facts & Opinions

When I saw some Google shills syndicating Google’s „you can’t copyright facts“ pitch without question I cringed, because I knew where that was immediately headed.

A year later the trend was obvious.

The Internet commoditized the distribution of facts. The „news“ media responded by pivoting wholesale into opinions and entertainment.— Naval Ravikant (@naval) May 26, 2016

So now we get story pitches where the author tries to collect a few quote sources to match the narrative already in their head. Surely this has gone on for a long time, but it has rarely been so transparently obvious and cringeworthy as it is today.

How modern journalism works pic.twitter.com/i2CRnwAWZy— Nick Cohen (@NickCohen4) June 15, 2016

And if you stray too far from facts into opinions & are successful, don’t be surprised if you end up on the receiving end of proxy lawsuits:

Can we talk about how strange it is for a group of Silicon Valley startup mentors to embrace secret proxy litigation as a business tactic? To suddenly get sanctimonious about what is published on the internet and called News? To shame another internet company for not following ‘the norms‘ of a legacy industry? The hypocrisy is mind bending.

The desperation is so bad news sites don’t even attempt to hide it. And part of what is driving that is bot-driven content further eroding margins on legitimate publishing. Google not only ranks those advertorials, but they also promote some of the auto-generated articles which read like:

As many as 1 analysts, the annual sales target for company name, Inc. (NYSE:ticker) stands at $45.13 and the median is $45.13 for the period closed 3.

The bearish target on sales is $45.13 and the bullish estimate is $45.13, yielding a standard deviation of 1.276%.

Not more than 1 investment entities have updated sales projections on upside over the last week while 1 have downgraded their previously provided sales targets. The estimates highlight a net change of 0% over the last 1 weeks period.

Sales estimated amount is a foremost parameter in judging a firm’s performance. Nearly 1 analysts have revised sales number on the upside in last one month and 1 have lowered their targets. It demonstrates a net cumulative change of 0% in targets against sales forecasts which were given a month ago.

In latest quarterly period, 1 have revised targeted sales on upside and 1 have decreased their projections. It demonstrates change of 4.898%.

I changed a few words in each sentence of that quote to make it harder to find the source as I wasn’t trying to out them specifically. But the auto-generated content was ranked by Google & monetized via inline Google AdSense ads promoting the best marijuana stocks to invest in and warning of a pending 80% stock market crash coming soon this year.

Hey at least it isn’t a TOTALLY fake story!

Publishers get the message loud and clear. Tronc wants to ramp up on AI driven video content at scale:

„There’s all these really new, fun features we’re going to be able to do with artificial intelligence and content to make videos faster,“ Ferro told interviewer Andrew Ross Sorkin. „Right now, we’re doing a couple hundred videos a day; we think we should be doing 2,000 videos a day.“

All is well, news & information are just externalities to a search engine ad network.

No big deal.

„With newspapers dying, I worry about the future of the republic. We don’t know yet what’s going to replace them, but we do already know it’s going to be bad.“ – Charlie Munger

Build a Brand

Build a brand, that way you are protected from the rapacious tech platforms.

Or so the thinking goes.

But that leads back to the above image where The Book of Life is below the fold on their own branded search query because there is another interpretation Google feels is more dominant.

The big problem with „brand as solution“ is you not only have to pay to build a brand, but then you have to pay to protect it.

And the number of search „innovations“ to try to siphon off some late funnel branded traffic and move it back up the funnel to competitors (to force the brand to pay again for their own brand to try to displace the „innovations“) will only continue growing.

And at any point in time if Disney makes a movie using your brand name as the name of the movie, you are irrelevant and need of a rebrand overnight, unless you commit to paying Google for your brand forever.

Having an offline location can be a point of strength and a point of differentiation. But it can also be a reason for Google to re-route user traffic through more Google owned & controlled pages.

Further, most large US offline retailers are doing horrible.

Almost all the offline growth is in stores selling dirt cheap unbranded imported stuff like Dollar General or Family Dollar & stores like Ross and TJ Maxx which sell branded item remainders at discount prices. And as Amazon gets more efficient by the day, other competitors with high cost structures & less efficient operations grow relatively less efficient over time.

The Wall Street Journal recently published an article about a rift between Wal-Mart & Procter & Gamble: “They sell crappy private label, so you buy Swiffer with a crappy refill,” said one of the people familiar with the product changes. “And then you don’t buy again.”

In trying to drive sales growth, P&G is resorting to some Yahoo!-like desperate measures, included meetings where „Some workers donned gladiator-like armor for the occasion.“

Riding on other platforms or partners carries the same sorts of risks as trusting Google or Facebook too much.

Even owning a strong brand name and offline distribution does not guarantee success. Sears already spun out their real estate & they are looking to sell the Kenmore & Craftsman brands.

The big difference between the web and offline platforms is the marginal cost of information is zero, so they can quickly & cheaply spread to adjacent markets in ways that physically constrained offline players can not & some of the big web platforms have far more data on people than governments do. It is worth noting one of the things that came out of the Snowden leaks is spooks were leveraging Google’s DoubleClick cookies for tracking users.

As desperate stores/platforms see slowing growth they squeeze for margins and seek to accelerate growth any way possible. Chasing growth ultimately leads to the promise of what differentiates them disappearing. I recently bought some „hand crafted“ soaps on Etsy, which shipped from Shenzen.

I am not sure how that impacts other artisinal soap sellers, but it makes me less likely to buy that sort of product from Etsy again.

And for as much as I like shopping on Amazon, I was uninspired when a seller recently sent me this.

Amazon might usually be great for buyers & great for affiliates, but hearing how they are quickly expanding their private label offerings wouldn’t be welcome news for a merchant who is overly-reliant on them for sales in any of those categories.

The above sort of activity is what is going on in the real world even among brands which are not under attack.

The domestic economic landscape is getting quite ugly:

America’s economy today is in some respects more concentrated than it was during the Gilded Age, whose excesses prompted the Progressive Era reforms the FTC exemplifies. In sector after sector, from semiconductors and cable providers to eyeglass manufacturers and hotels, a handful of companies dominate. These giants use their market power to hike prices for consumers and suppress wages for workers, worsening inequality. Consolidation also appears to be driving a dramatic decline in entrepreneurship, closing off opportunity and suppressing growth. Concentration of economic power, in turn, tends to concentrate political power, which incumbents use to sway policies in their favor, further entrenching their dominance.

And the local abusive tech monopolies are now firmly promoting the TPP: „make it more difficult for TPP countries to block Internet sites“ = countries should have less influence over the web than individual Facebook or Google engineers do.

In a land of algorithmic false positives that cause personal meltdowns and organizational breakdowns there is nothing wrong at all with that!

I kept waiting. For a year and a half, I waited. The revenues kept trickling down. It was this long terrible process, losing half overnight but then also roughly 3% a month for a year and a half after. It got to the point where we couldn’t pay our bills. That’s when I reached out again to Matt Cutts, “Things never got better.” He was like, “What, really? I’m sorry.” He looked into it and was like, “Oh yeah, it never reversed. It should have. You were accidentally put in the bad pile.

Luckily the world can depend on China to drive growth and it will save us.

Or maybe there is a small problem with that line of thinking…

Beijing’s intellectual property regulator has ordered Apple Inc. to stop sales of the iPhone 6 and iPhone 6 Plus in the city, ruling that the design is too similar to a Chinese phone, in another setback for the company in a key overseas market.

Can any experts chime in on this?

Let’s see…

First, there is Wal-Mart selling off their Chinese e-commerce operation to the #2 Chinese ecommerce company & then there’s this from the top Chinese ecommerce company:

“The problem is the fake products today are of better quality and better price than the real names. They are exactly the same factories, exactly the same raw materials but they do not use the names.” – Alibaba’s Jack Ma

Categories:

Source:: seobook.com