For those who may not have heard that there was a plethora of publishers and authors attempting to sue Google.com for copyright infringement: Back in 2004 Google.com launched their book search program for which thousands of books from university libraries were scanned and made available on the World Wide Web for public consumption. The book search allowed users to search with a keyword, author name, title, etc, and Google would bring back relevant samples out of those books.

Sounds great, and it was. Unfortunately Google failed to get permission from the authors and publishers before scanning and posting their work. As a result, Google.com was sued (almost exactly three years ago to the day) in 2005 by the Author’s Guild, The Association of American Publishers and several other copyright holders for profiting from their work without properly compensating them for it.

Well on Tuesday, the two sides finally reached a settlement.

So what does this mean for Google, readers, publishers and authors? David Drummond, Google’s Chief Legal Officer stated in his Official Google Blog on Tuesday that

“This agreement is truly groundbreaking in three ways. First, it will give readers digital access to millions of in-copyright books; second, it will create a new market for authors and publishers to sell their works; and third, it will further the efforts of our library partners to preserve and maintain their collections while making books more accessible to students, readers and academic researchers.”

David Drummond, Google

Not only was Drummond pleased, but Founders Larry Page and Sergey Brin expressed their excitement over the deal as well. All in all it was a very fair and beneficial ruling. Let’s do a more detailed breakdown of the settlement to see what Google, the copyright Holders and Readers can expect to happen next…

GOOGLE
The internet giant will be allowed to scan books that have a valid copyright which are also out of print. They can sell online access to individual books within digests and volumes, offer subscriptions to university databases. In the near future they should be allowed to let subscribers print the books that they search for and find on Google.com.

Google is also expected to fund and help to establish a new Book Rights Registry which will be managed by copyright holders. The purpose of this new registry is to “address the orphan works problem” by locating and representing copyright holders, make old and out of copy books more available to the public, and to distribute all royalties that Google pays out.

Of course there’s always the matter of money. Under the settlement Google will be paying out a total f $125 million as an upfront payment and an additional $34.5 million to fund the new registry.

Google Hands Over $125+ million in Settlement

PUBLISHERS AND AUTHORS
Obviously the new Book Rights Registry will be beneficial to all copyright holders since it allows them to be paid fairly for the use of their work. Aside from cashing in on 63% of Google’s book search profits, publishers and authors are getting about $45 million up front – or about sixty bucks per book.

Copyright holders will be able to have more control of how their work will be used. Google will be allowed to give non-subscribers a look at about 20% of the content in each out of print book. Subscribers will have full access to Google’s scanned out of print tomes. In order to offer the same access to in print books, Google will need permission from copyright holders.

Drummond notes in his blog that although the settlement only covers United States users and copyright holders, Google will do it’s best to respect everyone. International authors and publisher will be able to register themselves in the new Book Rights Registry so they can be paid fairly. International users will be able to search and view the full content of out of print texts, “but will not be able to preview or purchase access to books online unless these services are authorized by the rights-holder of a book.”

READERS
Under the agreement, readers will need to subscribe to services in order to view the full text of these books. They will also have greater access to more texts that they wouldn’t have other wise, which was Google’s and the copyright holders’ ultimate goal.

Thanks to a part of the agreement that allows Google and participating libraries to develop new technology and services, users and subscribers with disabilities will also have full access to these books.

For more information on the deal, you can go to Google’s press release.

Popularity: 91% [?]

Proper SEO and SEM techniques are often things that marketing managers have to learn themselves. They certainly weren’t teaching it when I graduated college back in 2005. No matter how much we research or how hard we try, it’s all too easy to find ourselves in some sticky situations by doing things we never knew were wrong. I’m talking of course, about Black Hat SEO practices. Here’s a list of things (in alphabetical order) everyone should avoid in order to keep their website from being banned from every major search engine out there. You’ll notice that a lot of ideas listed below are simply a matter of good ethics or common sense, but just in case you didn’t get the memo…

Astro-Turfing
Don’t launch a fake PR campaign or create a social networking upheaval based on false information just to generate traffic to your website.

Celebrity Look-A-Likes
When someone posts blogs, or creates blogs and forums under the name of someone significant. By “significant” I mean either a celebrity or someone who is well recognized in their industry. This celebrity impersonator will usually post comments or blogs that are damaging to a competitor. A less illegal, but certainly just as immoral act would be if an industry guru posted discouraging comments on their competitor’s site anonymously to ultimately drive traffic back to their own website.

Cloaking
Another form of misrepresentation. It’s when you are Showing one set of keywords and content to spiders and bots and a separate set of content to visitors.

Code Swapping
Other wise known as the “old switcharoo.” This is when companies take a top ranking page URL (usually one they’ve purchased) and swap it around so that it shows a different page that benefits their business. This is almost always a temporary fix, so it doesn’t make much sense to swap code if you don’t need to. Most companies have legitimate reasons to swap around their code if they are changing their business model or even owners. However, swapping code for the purposes of duping search engines is against the rules.

Doorway Site
Similar to gateway sites, but instead of having a link or redirection tool that the user follows, the user actually never even sees the doorway site. It’s just a fake page used to trick spiders into indexing the main page higher up on the SE.

Gateway Site
These can be identified as web pages with practically no content in them except for some (possibly hidden) keywords. They usually have some sort of text in the center or up top that says: “Click here to enter” They have no use to the web surfer, and their purpose is to simply rank high in SE results so that people can click on that link and be taken to the real website, which may not rank as well or have scammy content.

Google Bombs
Remember when you learned that if you Googled “miserable failure” George Bush’s website would pop up at the top of the SE list? That happened because hundreds (thousands?) of people linked Dubbya’s Whitehouse homepage to their websites by hyperlinking the words “miserable failure”. That was just a collective joke, but when one person Google bombs it can get them penalized or even banned – and that’s not funny. A website owner can create a Google bomb by hyperlinking the same (usually irrelevant) text to the same URL on various other websites. This will allow them to jump up in ratings when people Google that keyword. That is, until they get banned.

Google Bowling
Google bowling is essentially sabotage. It’s when a company links SEO spam links to a competing company’s website in hopes that Google will penalize or banish their competitor.

Invisible text
Not commonly used anymore since it’s easy to get caught. It’s when irrelevant keywords and phrases are hidden on a webpage by either making them incredibly small, hiding them in the html code of the page, or making them the same color as the page’s background.

Keyword and Meta Tag Stuffing
When companies fill up their web page with as many keywords and meta tags as possible in a pathetic attempt to get better SE Ratings it’s called stuffing. Typically they are hidden, but many times they aren’t. Fortunately Google doesn’t view this as “quality content” and it won’t work.

Mirror Sites and Purchasing Expired Domain Names
Sure, those expired sites may have great page rankings, but by using multiple websites and using them as mirror sites, (or websites with the same content, but different URLs) and to create backlinks to your original site, you’re making yourself a likely candidate for dismissal and penalties.

Page Hijacking
This involves creating a duplicate site of an existing website which will ultimately redirect users to an unrelated website. This specific tactic is often used to download malware and spyware on to users’ computers once they have reached the hijackers website. Whether or not the real website is malicious, this tactic will still get you banned.

Scraper Sites
Otherwise known as “Made for Adsense” (MFA) sites. These websites use automated programs that steal and amalgamate various content from top ranking websites in order to create original looking content for themselves or a third party.

Spam of All Kinds
There’s a few kinds of spam that we’re talking about here. Most of these are blantently unethical, like comment spam or spam pages, but others like “wiki spam” were used commonly simply because the marketer didn’t know better.

Blog Spam (Splogs) are essentially “link farms” (a colony of web pages that all reference each other) and are created for the sole purpose of spamming other blogs and driving traffic to either their own website or another “main” website that the spammer owns. They can do this by placing links, keywords and hyperlinked text on random blog sites. It is often a source of comment spam.

Comment Spam is when a company posts comments in the blog, forum, wiki page, guestbook or articles section of a high-ranking website in order to improve their own standings on a search engine. They are usually obvious to anyone to sees them. They may or may not be relevant to the discussion, they usually contain some kind of link or information that leads the reader back to the spammer’s website, and they are chock full of keywords making it even more conspicuous.

Spamdexing or Referrer Log Spam. This works on the basis that when a web surfer accesses one website through a link on another website, the website that originally “referred” the link is entered into a referrer log. This is essentially a list of websites that have referred people to that site and is usually displayed publicly on a special “links” page. Sometimes the referrer will employ the use of software to automatically and arbitrarily access a large amount of websites over and over again creating numerous amount of backlinks through these referrer index logs thus improving their page rank.

Wiki Spam. Wikipedia started using “nofollow” values in their html code back in 2005 because of this black hat tactic. It’s when website owners/managers use the open edit capabilities of wiki pages in order to backlink to their own website. While users can still follow these links, they will not affect the website’s rank on Google since Google’s algorithm is designed to ignore “nofollow” links.

Final Word on Black Hat SEO
About a year ago some major companies were caught using interns to do some Astroturfing. (I remember one company was Amazon’s Shelfari. I know there were some others but I can’t find a record of them anywhere.) They hired on interns, told the interns to post spammy blogs on other people’s sites and when they were caught, the companies basically told everyone that they knew nothing about it and blamed everything on the interns. Although these companies recovered in the Google rankings fairly quickly, their reputation with customers and blog owners remained bruised for a lot longer.

The general rule of thumb is to be careful and do your research. If you’re trying a new SEO method or your not sure about something ask someone who probably does know. Hiring a professional SEO/SEM company is always a good idea – just make sure they have a “No Black Hat” policy. If you do find yourself banned or penalized by a search engine, don’t panic. Banishment isn’t necessarily final and neither is falling in rank. Contact the search engine and find out why then work with them to correct the problem. You’ll usually find that they’re pretty reasonable. They know that most SEO/M managers don’t do these things on purpose and don’t want to be tagged as a Spammer or Black Hatter. Unless of course, they were going to change careers anyway.

Popularity: 51% [?]

According to SEO Guru, Chris Sherman, two thirds of individuals perform online searches based on offline marketing efforts. As a direct result of their online search efforts, 40% of them will end up buying a product or service from that store. In this age of internet marketing, it is still hard for small and medium sized businesses to measure the effectiveness of integrating online marketing efforts into their mix. However, the overall numbers should certainly make it worth a try.

Currently, online retail sales only represent about 4-8% of all purchases made in the USA. That means that the majority of all purchases are still being made from traditional brick and mortar stores. So why should offline retailers focus on online marketing and SEO? Because according to BIGResearch, 89% of offline purchases in 2007 were largely influenced by online research conducted by the consumer. Not only that, but TMP Directional Marketing released research data suggesting that approximately 82% of individuals who use local search engines followed up with some sort of offline action such as an in store visit or a phone call.

Marketing managers are calling this the ROBO effect (Research Online, Buy Offline). And it seems to be more than just a trend. These numbers have been going strong since the inception of search engines and are headed up. In 2007, over $500 billion of offline purchases were influenced by online research. (eMarketer) Jupiter Research estimates that that number will reach $1 trillion in just two short years.

Sherman states that this offline/online research/purchasing pattern is a “vicious circle.” Effective offline marketing campaigns will drive people to the web to do more research. In turn, 39% of people who did an online search based on offline information purchased a product from the same company whose ad prompted the search in the first place. Again, individual stores have a hard time measuring the effects of their offline ads in correlation to their online presence. But it’s undeniable that having some sort of searchable online presence will induce sales that wouldn’t have otherwise occurred, or may have occurred somewhere else.

It seems that mostly large businesses are the ones who are desegregating their online and offline marketing efforts. Even so, only 55% of online marketing managers are integrating their SEO efforts with offline channels. For instance, television ads are by far the most effective way to prompt consumers to do a search. However, only 12% of all companies use television as a means of driving people to their website or a search engine. SEO and SEM managers don’t intentionally ignore the obvious channels for driving internet searches and traffic. Most search marketers work for small firms that can’t afford television ads. But don’t worry, there’s hope for the little guys.

Get a web address if for no other reason that to blog, draw in consumer participation and offer more information about products. If marketers want to take it one step further, they can offer an 800 number for consumers to make their order. Another option that many businesses like Cabella’s and Payless Shoe Stores offer is the ability to order online and pick up their order in the store that is closest to them. This is a great way to create an online presence while driving traffic to your store.

Use the same branding online as you do offline. Colors, logos, tag lines, etc. should all be integrated into your website and online advertisements. Many businesses are using videos, articles and blogs to drive traffic to their website as well. This enables your website address to show up in integrated searches. And lastly, make sure that there is keyword synchronicity between offline and online content. This will allow users to find you more easily.

Before and during your website’s construction make sure your target audience knows its coming. Buying your web address and then setting up something aesthetically pleasing or interesting that says “website under construction. You will be able to learn more about XYZ company’s products on January 01, 2009.” Give a date. You’ll be surprised how many people will remember.

This of course, brings us to advertising. Although television is the most effective way to prompt people about using a product, businesses can use newspapers, magazines, radio shows, email blasts and even direct mail to get their business name and web address out there. What’s important is that they know who you are, they have some keywords they can use to find information about you online, and they have a web address. The point is to think holistically and use a consistent design and message everywhere so that they will remember who you are and ultimately have you in mind when they go to make their purchase offline.

When people search online 36% are looking for news, 31% are looking for images and 17% are looking for videos. Sherman states that “Search marketers should put a priority on optimizing press releases. Optimizing other types of digital assets is important, but should be secondary.” He also states that it is important to know who your target audience is and don’t be afraid to assign them “personas” so that marketing campaigns and in-store customer service efforts can be tailored to them. For instance Best Buy has discovered and named four customer profiles: “Buzz” the techie, “Barry” the wealthy professional, “Ray” the family man and “Jill” the soccer mom. Each one of these identified personalities will receive different kinds of information and product offers in-store and out.

Another way to drive up sales in your brick and mortar institution is through the use of social networking. Social networking is essentially online buzz marketing. By creating your own blogs and participating in other companies/peoples blogs and chats you can build up your own image, improve a negative misconception that the public may have had about your business or a product, and offer the kind of information that people need to feel comfortable making a purchase from you. It essentially plays on the power of word of mouth and reviews. Social marketing needs to be done right though. The focus should be on sincerity, responsiveness, and a casual non-sales approach. Social networking (marketing) is especially useful because it involves direct communication with the consumer when they feel least inhibited. They are more likely to give honest opinions and tell you exactly what they think, want and need. It’s like having your own focus group, but better.

Here’s a few more online facts that may shock and surprise you. According to the Universal McCann’s Comparative Study on Social Media Trends, April 2008:

• 73% of active online users have read a blog
• 45% have started their own blog
• 39% subscribe to an RSS feeds
• 57% have joined a social network
• 55% have uploaded photos
• 83% have watched video clips

Many search marketers face organizational challenges when attempting to integrate SEO/SEM into their marketing mix. Stakeholders may see the internet as unknown territory, and therefore are threatened or intimidated by it. They may also have some sort of “vested interest” in keeping with traditional offline marketing techniques. However, by sharing best practice techniques and case studies proving the success that offline and online integration can bring, they may slowly change their mind about it.

Good marketing means working smart and knowing your customers habits. Right now all consumers believe that knowledge is power and the internet is a source for both. This makes online search engines a powerful tool for offline businesses if they decide to use it. Remember to think holistically, remain consistent in branding efforts and use it as a part of a larger online/offline marketing campaign.

Popularity: 79% [?]

You may have already heard of the term before SMM (social media marketing) or not. But I’m most definitely sure you have heard of Social Networks such as Facebook and MySpace. As humans, we are a social lot, the need to communicate with other people is becoming more popular and essential in order to keep in touch with the outside world. We have become so time conscious and the need to do things faster and easier seems overwhelming, social networks fill the gaps in where we left off.

So you are a business and looking to tap into the Social Network world. You want to learn how to tap into the minds of millions of people and sell your products or services to them. THINK AGAIN. If you think that Social Networks are a way to generate revenue for your business – think again. BUT if you are looking to improve and increase brand awareness or develop your backlinking then you are in the right place.

Social Networks are fantastic for generating buzz, sharing ideas and getting everyone on the same page.

So let’s take an example case scenario to explain this in more detail for you:

1. You are a pet store owner and sell various products
2. You have a new website and have started selling your products online
3. You need traffic to your site and need to get people through the door

There are a lot of things that you are already doing to generate traffic like SEM & SEO and you have also invested money in other areas like email marketing, but you want to communicate with more groups and reach a wider demographic than just locally. So how do you do this?
Having a blog is usually the first place most people start. Writing about keyword specific topics about pets is where you should start and becoming an expert and sharing your knowledge about pets is very important, as it builds credibility and helps with reputation (branding).

• Join various social networks and create your own profile
• Create or join networks that are around your desired topic – in this case – pets
• Also look at forums – they are also very useful in finding people and discussions relating to your topic
• Engage with people and start building resources and backlinks to your website that is related to your topic

This is a lot of work and in some cases can take a long time to do, as a lot of research is involved and building trust and credibility doesn’t happen overnight either. And it can also be hard to control how people will link to your site too. But in a nutshell these are the basics of Social Media Marketing, though there is a lot more to it than this – like Social Media Optimization – though I will explain this in my next post.
So keep your eyes peeled and start getting out there and creating some BUZZ!

Popularity: 49% [?]