Hundred Dollar SEO

Ben, one of the participants in the Netflix Prize, says that studying statistical inference suggests that Google’s Signals may have a very arbitrary relation to relevance.

One implication is that Google’s algorithm is less principled and more pragmatic than the average web designer might expect. If crappy websites tend to use more red text, using more red text yourself will likely hurt your ranking. If crappier websites have more limited diction, poor variety of words will likely hurt your ranking.

I’m looking forward to seeing where he takes this. There are some potentially major affects that could be realized if Google Search is actually just chasing behavioral aspects of spammers. Imagine what the Internet will look like if Google determines that there is a connection between the color/structure of sites that are spam. I can already see some trends that leave a bad taste in my mouth.

There are some strong similarities between my favorite sites that employ minimalism and spam made-for-AdSense sites.

It seems that we will soon see changes in the way that Google Adwords determines top position. I have to admit that I have mixed feelings about the new policy. I like that they are instituting stronger quality guidelines for number one. But the change from using actual bid to using max bid makes the game very skewed toward the players with the most money to risk. Why is it that the previous auction was based on actual cost per click? Does that mean “Poor” quality score ads were given position preference if their minimum was above the actual bid of better ads? Additionally they mention a minimum bid for first position, so we will have a published minimum bid for a click and — I assume — unpublished minimum to be number one.

I am unclear on what dubious logic Google is working under in saying that this will give us more control over our ads. I understand that Google has lost some ground in number of searches — but manipulating the advertisers is a poor way to ensure long term return. Many advertisers have already seen their ROI on Google slip away over the years. If Google continues to raise the waters they are going to kill many of the people trying to use their advertising channel. Maybe that is the goal, but it leaves a great opportunity for a system that is willing to be more considerate of the customer that is paying — the advertiser.

Tags:   Design · GoogleNo Comments

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