Syzlak’s SEM

The Eternal Struggle – 2.13

Posted on: February 13, 2008 by Syzlak Comments

The latest in the Eternal Struggle (what we’re now calling Microsoft’s offer to buy Yahoo)

Now it appears that Fox is trying to come to Yahoo’s “rescue.” Shit, at this point I’d rather have Microsoft involved.

Fox…

Seriously, Fox…meaning, this asshole:

Lord, let’s just have Disney buy them

Microsoft Takes Cue from Tom Petty – Won’t Back Down to Yahoo!

Posted on: February 11, 2008 by Syzlak Comments

Others cry while Syzlak emulates Oregonian style headline

Microsoft has decided to reiterate that their offer to buy Yahoo! was fair, and is not removing the offer from the table. More to come as we watch this play out.

I know that Steve and I made joke posts (Steve’s idea) last week in response to Microsoft’s initial offer, but as the future of search and a company that I respect are involved we’re going to try to stay serious at Syzlak’s and cover this as true journalists: with integrity and respect.

…actually I just couldn’t find a pic where the Microsoft logo was giving it to the Yahoo! logo

Edit: Thanks Nate!

MSN Tries to Educate Me …I Refuse

Posted on: January 15, 2008 by Syzlak Comments

All week I had waited for a package from Amazon. I had ordered the FLCL Ultimate Edition DVD box set, and was on pins and needles in anticipation for the day it would arrive. As it turned out, the package arrived the day after a very ominously thin package from MSN arrived…

Good heavens! What sort of magic could be in this wonderful box???? I mean shit. You’d have to have some sort of magic to make me more attractive to millions of shoppers. I’m a damn fine looking man. Don’t believe me? I can look good eating a cheeseburger.

So, what’s in this box?

Yep, a piece of Styrofoam and a small brochure. Aces!

Lord, really? So, what am I looking at, exactly? Apparently, a “Search Marketing Guide.” Usually, we put these sorts of things on the Web, but I suppose if you’re MSN, that’s just too difficult. Upon further inspection I learn that I’ll be getting tips from “Search Master Steve”

in order to make my business more attractive and “get the most out of adCenter”

Seriously, if anybody out there knows how to get the most out of nothing, please fill me and the rest of the fucking world in on your secret. Also, I find it very hard to believe that with all of Microsoft’s black helicopters, they weren’t able to figure out just how goddamned attractive I already am. Did you really think that Search Master Steve looks better than me? And while I have a minute, how did that guy master search? He can’t even master a comb.

Overheard in an ad exec meeting at MSN:
Ad Exec 1: We need to sell our adCenter product to search marketers that are already signed up with adCenter
Ad Exec 2: Get that guy who looks like the Verizon guy! Utility nerds are so handsome and unassuming!

So what other nuggets of wisdom are found in this manual?

Well, there’s the importance of spelling, and the ultra backasswards way that adCenter chooses to use keyword implementation.

Has anyone ever tried to use this? There’s no code for automatic capitalization as there is in Yahoo and Google and they allow you to have something like 3 parameters in addition to the keyword (for sales, shipping discounts, etc.) . While the parameters are a good idea and have come in handy once or twice, all of their codes are very cumbersome and most of us have our own tricks that are much faster than using MSN’s built in tools.

So what have we learned?

1. MSN does not research their market
2. MSN puts together really stupid booklets
3. I can remember to bring my camera to work, but consistently forget to stop drinking before eating cheeseburgers

Hey Guys! Let’s Lay Off Gene Marks

Posted on: January 11, 2008 by Syzlak Comments

So, I’m a little late. I missed that Gene Marks said small businesses don’t need a whole bunch of crazy tech solutions. That it’s easier to hold off until they have the wherewithal to pull it off. Thanks for filling me in SEOHack!

See I think we should lay off Gene. I know it’s easy for all us techies to get in a fervor when we hear someone attack our lifestyle of blade servers, integrated systems, FiOS, WiMax, SQL Databases and the like.

Wait, he said what? Small business doesn’t need Spam Filters, Virus Protection or Search Optimization? Oh yeah…

That guys a tard.

See, I was going to say that we shouldn’t pick on him because he’s a little slow and a poor writer.

And I’m also relieved to report that not only am I smarter than a fifth grader, I’m probably smarter than the 10 billion people watching that show.

Last time I checked there weren’t even 10 billion people in the world. Don’t believe me? You just need to ask my friend Loraine. She was hoping to count each individual on the planet in order to create the world’s first independent census. Luckily, I caught her just in time. I told her about the Web, and that this information could be gathered so much easier in a matter of just minutes. Where does she sit in ‘08? Smarter, safer and much less exhausted!

Go read an article from the aforementioned d-bag if you didn’t get the last paragraph.

So, Genie thinks that small businesses would be hindered by such things as spam filters and virus protection. I don’t think he realizes just how much spam one person can get in a day. Honestly, I’ve only ever worked for small businesses and I remember colleagues receiving over 1000 spam messages in a day. His suggestion is to simply force employees to deal with spam by themselves. Lord. In a 10 person company that’s at least a half a day lost every day. Maybe Genie hasn’t ever seen these levels of spam …maybe he should.

No need to have SEO, eh Genie? At this point you’re making Andy Keen look smart, especially since you refrain from claiming that being on the Web is useless too. Had you done that, I’d have said you’re short sighted, but I wouldn’t have said that you were an idiot. Now I’ve called you an idiot. Why? Why did you make me do that? See Genie, with any site that goes up on the Web, it’s a good idea for SEO to occur. By suggesting that companies refrain from employing SEO, you’re actually encouraging them to waste more money.

I can talk slower if that’s what you need.

If you don’t SEO a site from launch. Then you will essentially pay twice for it. Once when you use a stupid-ass Yahoo Merchant template, and once again when an SEO/Web Design firm comes along and has to fix your mistake.

And another thing–

oh, Steve Earle’s Guitar Town just came on. I’m not angry anymore, nor do I want to piss on Genie for the next hour. It’s 4pm at my office. That’s when we start drinking (seriously 4pm Friday drinking hour), so I’m gonna rock with Steve and have a Whiskey.

Happy Weekend to All. I got something in the mail from MSN…I smell a post for Monday.

Oh, and I have no idea why this picture is here…just enjoy it

Don’t Be Too Evil – Google’s thin grey line

Posted on: December 21, 2007 by Syzlak Comments

The face of search is constantly changing. Though search engines are supposedly helping SEOers: we see reps from the engines at our conferences, read their blogs, know their cats names, etc. In reality, the engines do not care about us SEOers, they have fed us a lie.

Google claims to be for users first attempting to make information easily accessible. Remember “don’t be evil?”

Focus on the user and all else will follow.

From its inception, Google has focused on providing the best user experience possible. While many companies claim to put their customers first, few are able to resist the temptation to make small sacrifices to increase shareholder value. Google has steadfastly refused to make any change that does not offer a benefit to the users who come to the site:

• The interface is clear and simple.
• Pages load instantly.
• Placement in search results is never sold to anyone.
• Advertising on the site must offer relevant content and not be a distraction.

By always placing the interests of the user first, Google has built the most loyal audience on the web. And that growth has come not through TV ad campaigns, but through word of mouth from one satisfied user to another.

Now, while I am in no way saying that Google is trying to hinder the user experience, cheat those that use their engine, or generally “be evil;” it has recently become much harder to see the defining line of good and evil.

Case in point, in 2003 (2004?) Google looked much like it had for years. Listings down the page, ads on the right. Then 2005 came around, and on some searches the listings were pushed lower by placing 2-3 ads in their place. Then in 2006, maps, pictures, albums, answers, products, etc. all moving the organic search listings further down the page.

Enquiro Research has done studies showing the general eye patterns of users, indicating where search engine users focus and engage in activity on the SERPs. What resulted was the famed “Golden Triangle” of search displayed below:

Were they right? Yes. Many SEM companies based their strategies off of these studies, and were quite successful for themselves and their clients. To this day, the overall strategy of anyone in the business is to land within the “Golden Triangle.” It has become a great visual to explain user activity to search marketing newcomers, and a legitimate goal for the industry.

Which explains why Google decided to take all the real estate. While I know I’m saying nothing new here, I think it needs to be revisited once in awhile. Remember the aforementioned changes to Google? Let’s look at them visually.

On the left is the classic Google SERP, the middle is a SERP today with ads, the right SERP with local listings. Whereas a few years ago, one could hope to land a majority of user interest with the top organic search listing, today the top listing falls within the zone of growing disinterest. On Enquiro Research’s eye pattern screenshot, the tapering area with a somewhat orange area (or listings 3-5) are where today’s top listings are showing.

While the local listings may indeed be more useful for many users, it is important to note that sponsored listings and many local listings (with many more to come) are sources of income for Google.

• Advertising on the site must offer relevant content and not be a distraction.

While for the most part the advertising is relevant (except for smarter.com ads) and the local search can be highly relevant, it can be a bit of a distraction. Could it not be argued that by placing more Google sponsored listings at the top of search, that Google is indeed unable to “resist the temptation to make small sacrifices to increase shareholder value?” If everything within the “Golden Triangle” is owned by Google and turned for a profit, then they are pandering to their shareholders.

Now, with the advent of KNOL, Google is trying once again to own more real estate on the SERPs by manipulating their own quality control system (nofollow links). With KNOL, an online user generated encyclopedia (Wikipedia clone), Google will be able to garner many links to their a external site. This site will have AdSense, video ads, etc. and feature nofollow external links. So, if we all remember how PageRank works…

KNOL should be able to capture the top organic search spot for many topics within a short period of time (bets on a year?). This will push “true” organic search further down the page, and allow Google to continue raking in the dough.

The search engines don’t care about SEO nearly as much as they care about their own bottom line. On the other hand, why should they? Google doesn’t make any money off of us manipulating their algorithm in order to get our fake feces site to the top position. My only problem is that they do it under the guise of user friendliness and SEO cooperation…which is a bit of a lie