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Taking Advantage of Google's Bias Toward Hyper-Fresh Content - Whiteboard Friday |
Taking Advantage of Google's Bias Toward Hyper-Fresh Content - Whiteboard Friday Posted: 03 Oct 2013 04:08 PM PDT Posted by randfish In the last year or so, Google has increasingly displayed hyper-fresh content in SERPs, leading many marketers to think about how they can take advantage of that preference. In today's Whiteboard Friday, Rand explains a few ways to go about that without risking penalties.
Video Transcription
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Operation Clean Air: Clearing Up Misconceptions of Yelp's Review Filter Posted: 03 Oct 2013 04:48 AM PDT Posted by David-Mihm Last week, the New York Attorney General's "Operation Clean Turf" fined 19 companies a total of $350,000 for writing fake reviews on behalf of their clients. The case sets a laudable precedent not only for the future of local search, but for digital marketing more broadly. While the amount of the fines is hardly Earth-shattering, the outcome of this operation should give pause to any SEO or reputation-management company considering quick-and-dirty, underhanded tactics to boost their clients' rankings, "improve" their clients' reputations, or launch negative attacks on competitors. In the wake of this settlement, however, a wave of media coverage and a study by researchers at the Harvard Business School have clouded the reality of Yelp's review filterâ"already poorly understood by typical business ownersâ"even further. In this piece I hope to dispel four misconceptions that it would be easy to conclude from these recent publications. Likely elements of review filtersReview characteristics
User characteristics
Business characteristics
1. "Most aggressive" review filter â "most successful" review filterYelp representatives made little effort to contain their glee at being cited by the NYAG as having the "most aggressive filter" of well-known local review sites. In an interview with Fortune, Yelp's corporate communications VP spun this statement by the NYAG as validation that his company's filter was "presumably the most progressive and successful." As I stated in the same Fortune story, I agree 100% with the NYAG that Yelp's filter is indeed the most aggressive. Unfortunately, this aggressiveness leads, in my experience, to a far higher percentage of false positivesâ"i.e. legitimate reviews that end up being filteredâ"than the review filters on other sites. Google, for example, has struggled for almost as long as Yelp to find the perfect balance between algorithmic aggression and giving users (and indirectly, business owners) the benefit of the doubt on "suspicious" reviews. Now that a Google+ account is required to leave a review of a business, I suspect that the corresponding search history and social data of these accounts give Google a huge leg up on Yelp in identifying truly fraudulent reviews. I'm not necessarily saying that Google, TripAdvisor, Yahoo, or any other search engine presents the most representative review corpus, but it's a pretty big stretch for Yelp to equate aggression with success. 2. "Filtered reviews" â "fraudulent reviews"To Yelp's credit, even they admit that legitimate reviews are sometimes filtered out by their algorithm. But you sure wouldn't know it by reading a recently published study by the Harvard Business School. In a throwaway line that would be easy to miss, the authors state that they "focus on reviews that Yelp's algorithmic indicator has identified as fraudulent. Using this proxyâ¦" they go on to draw fourâ"actually fiveâ"conclusions about "fraudulent" reviews:
I would only highlight my friend Joanne Rollins' Yelp page, and thousands of other business owners' pages just like her, as qualitative evidence to rebut their logic. I don't dispute that Yelp's review filter is directionally accurate, but it's crazy to assume it's anywhere near foolproof to use it as a foundation for a study like this. It leads to self-fulfilling prophecy. In fact, there are five very easy explanations of their conclusions that in no way lead you to believe that the overlap between filtered reviews and fraudulent reviews is even close.
3. "Filtered reviews" â "useless reviews"I consider my friend Joanne Rollins to be a fairly typical small business owner. She runs a small frame shop with the help of a couple of employees in a residential neighborhood of NW Portland. She's not shy about sharing her ire with Yelp, not only around some of their shady sales practices, but especially about her customers' reviews getting filtered. Trying to explain some of the criteria that cause a review to be filtered simply takes too long, and Joanne is easily frustrated by the fact that a faceless computer algorithm is preventing testimonials from 13+ human beings from persuading future customers to patronize her business. On the customer side, they're usually disappointed that they've wasted time writing comments that no one will ever see. But all is not lost when a review is filtered! With permission from the customer, I encourage you to republish your filtered Yelp reviews on your own website. There's no risk of running afoul of any duplicate content issues, since search engines cannot fill out the CAPTCHA forms required to see filtered reviews. You as the business owner get the advantage of a few (likely) keyword-rich testimonials, and your customers get the satisfaction in knowing that hundreds of future customers will use their feedback in making a purchase decision. Marking these up in schema.org format would be the icing on the cake. 4. "Filtered reviews" â "reviews lost forever"A review once-filtered does not necessarily mean a review filtered-for-alltime. There are steps that I believe will make their review more likely to be promoted from the filter onto your actual business page:
For those customers who are super-frustrated by Yelp's filtering of their review or with whom you, as a business owner, have particularly a strong relationship, consider requesting that they undertake at least a couple of those tactics. I certainly don't guarantee their success, but it's worth a shot. The reality of Yelp's review filterAs the infographic above demonstrates, Yelp's excitement over the citation from the NYAG as having the most aggressive filter underlines a fundamental business problem for the company that I've written about for years. Yelp's fortunes are tied to their success in selling business owners advertising. Yet these same business owners:
Despite commendable efforts like their Small Business Advisory Council, Yelp clearly has a long way to go in educating these business owners. And they certainly have a long way to go with reining in rogue salespeople. But the bigger issue is the consistent disconnect with their customers on the issue most important to their businesses--their guidelines for solicitation and display of reviews. Until they resolve that inherent conflict, I find it hard to see how they'll grow their revenues to the levels that Wall Street clearly expects. Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! |
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Mish's Global Economic Trend Analysis |
France Vows to "Save the Bookstores", Fixes Price of Books, Bans Free Shipping by Amazon Posted: 03 Oct 2013 09:12 PM PDT In yet another act of economic stupidity, France targets Amazon to protect bookshops. France's parliament has passed a law preventing internet booksellers from offering free delivery to customers, in an attempt to protect the country's struggling bookshops from the growing dominance of US online retailer Amazon.What is with these economic morons? Not only do they fix the price of books, they fix the price of shipping them. Worse yet, France is pushing for an international tax on Google, Facebook and Amazon in the countries where customers use their websites. Good grief. No one benefits from such stupidity except a handful of inefficient bookstore owners. Everyone else loses. These fools are likely to tax the sun for providing free sunlight. Actually, I am surprised Spain beat France to that idea. For details, please see Spain Levies Consumption Tax on Sunlight. Had these fools been in charge, they would have protected the buggy whip manufacturers against unfair competition by Henry Ford and the auto industry. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
Posted: 03 Oct 2013 01:25 PM PDT An investigation is underway in Spain as to the cause of hundreds of recent earthquakes in the Cataluña region in Spain. The energy minister says "It appears that there is a relationship between gas injection and earthquakes". Via Mish-modified translation ... Jose Manuel Soria, the Minister of Industry, Energy and Tourism said that it appears that there is a direct relationship between the injection of gas into the underground Castor warehouse and earthquakes.Citizens Complain of Cracks and Tremors Whipping Their Homes Via "as is" Google-translation, please consider "I spent half the night" The residents of the villages near the Castor underground gas storage, near which has registered a surge of earthquakes, tremors live with that uncertainty every night whipping their homes. "was sleeping and moved the closet door that I have just back, I got scared and woke up suddenly, it was very strange, I had never felt anything like it, "says Ricard Fuster, neighbor Alcanar (Tarragona) on the earthquake registered 4.1 degrees last night in the Gulf of Valencia.Blame Game is On Here is a rather curious "as is" Google-Translated headline: "The government did not heed the request of the Government to make a seismic report" Close scrutiny reveals that current government officials blame the previous administration (always a safe thing for politicians to do). The previous government was warned about the need to analyze the seismic consequences of project implementation Castor, gas marine store located at the Ebro Delta told him the Government before the license granted to initiate activities to Scales UGS, but the Ministry of Industry disregarded regional requests, as explained this morning the Minister for Territory, Santi Vila, who has confirmed this morning there was another earthquake of 4.2 on the Richter scale.Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
Boehner Prepared to Cave-In to Obama; Reflections on the Waiting Game Posted: 03 Oct 2013 11:11 AM PDT Those who thought House leader John Boehner would do something different this time (not cave-in to Obama) thought wrongly. The New York Times has the details in Boehner Tells Republicans He Won't Let the Nation Default With a budget deal still elusive and a deadline approaching on raising the debt ceiling, Speaker John A. Boehner has told colleagues that he is determined to prevent a federal default and is willing to pass a measure through a combination of Republican and Democratic votes, according to one House Republican.Waiting Game All that's left now is a waiting game. Given that Boehner is going to cave-in and pass some sort of measure Obama and the Democrats can sign off on, the pseudo-drama is gone. Perhaps the House puts together another measure that a few Democrats will go along with, but if the Senate and president Obama do not like the measure, it will go nowhere. The Senate would amend any bill the president does not like, pass it back, and Boehner would put it up for a vote. Then, a handful of Republicans will sign it, and that will be that. The best Republicans can hope for is some minor changes to Obamacare (that Democrats are in favor of as well). I suspect some talk between Boehner and Obama along these lines are in progress right now. Both parties will declare victory but Republicans will have lost. Meanwhile, the Hype Continues From the Times .... A Treasury Department report released on Thursday said the debt-limit impasse could cause credit markets to freeze, the dollar to plummet and interest rates to rise precipitously. A default might prove catastrophic, the report said, and could potentially result "in a financial crisis and recession that could echo the events of 2008 or worse."Reflections on the Waiting Game Why should the market react to any of this, since everyone knows Boehner will cave-in, including Boehner himself? Moreover, one has to wonder about the nature of hyped-up statements from the WhiteHouse in the first place, if the only intent is to create a wanted reaction in the stock market. Such is the preposterous positioning on both sides of the aisle. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
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