Martina
March 11th, 2011.
Slightly immoral and unethical ways companies might use Google Adwords to generate business…
In July 2010, ‘Goldtrail holidays‘ a British tour operator, collapsed leaving thousands of holidaymakers abroad when it went into administration.
It took no time at all for fellow tour operators to see this as a great way to generate business. ‘EasyJet’, ‘Fly Thomas Cook’ and ‘Sunwings’ were but some of a few who cottoned onto this and broke a fundamental rule – bidding on a brand-name term that isn’t your own.
Nevertheless, a search query using the term “Goldtrail” or “Goldtrail holidays” returned adverts for cheap holidays abroad and the like. Of course Google would have had to allow this, and probably didn’t act on it because at that point, technically, Goldtrail was no longer an actual legal entity.
The recent Earthquake disaster in Japan, hitting 8.9 on the Richter-scale and sparking off several Tsunamis’, is all over the news and the internet today. It isn’t a brand name, but could this idea be adapted and used as a possible gateway for business? For example, charities pushing sponsorship in the third-world for instance, might post adverts asking for financial help in countries where natural disasters are common by using the words “Japan disaster” “Japan” “Tsunami” “Japan earthquake” “Japan Tsunami” etc, as a broad match – or any keywords that are relevant to this recent tragic disaster.
Click the thumbnails below to see some search terms that are fairly popular at the moment due to current events, and have little competition:
If ads are tactically written so that technically they are not breaching any rules or regulations – like the Goldtrail example above – and instead are tugging at peoples heart strings, this might work.
It seems fine until you consider how this could be misused, for example by charities who take most of what is donated to them and use it to pay “administration fees” and “business costs” before any of it makes it overseas to those in actual need.
You never know…
The evolution of the Internet shows the constant change in the way search engines fetch you the information you want when you put in a query. Gone are the days, when a uniform set of results would pop up irrespective of who you are, where, when and how you searched a particular term.
One such example was just 2 years ago in the huge viral campaign for the blockbuster movie ‘2012’. The online marketing behind this movie was so clever that consumers were told to “just search 2012” in a search engine, as part of the teaser. Indeed if they did, a quick search in Google would return about 1, 000 websites and over 150 books based on the idea that 2012 marked – the end. Scary!
Localised and Personalised results.
Two years later, things have changed. With Google collecting just about every smidgen of information available to them from the online user, they have found away to return results that are ultra personalised all depending on the users’ settings. This is great in terms of relevance. For example, a Londoner living in Chelsea putting in a search for “local plumbers” or even just “plumbers” would be in for a treat. Google would collect her I.P. address which would determine roughly which area the search has come from, her domain name, (which in this case would be ‘.co.uk’), and even the similar searches that have been carried out in the past, to finally come up with some options that would best relate to that user.
This seems great for the person wanting a local plumber. But is it great? The answer is yes…and no – and here’s why:
- It causes some businesses or products to not be shown, limiting the users opportunity to try something new/go somewhere else.
- Other businesses might not draw customers from certain locations because they are not being shown in results.
- Most importantly: nobody ranks number one!
Blended results
Blended results further add to this difficulty of ranking at the very top of your field. These are integrated in the results that are returned when you search any particular term. For example we already know that a search for “local plumbers” combines a series of data to produce personalised results. Blended results are the effect of vertical search engines gathering information. For example in Google, there are additional tabs you can click to get certain results: (images, news, books, blogs etc.) These are placed adjacently between organic results. So you might search “plumber” and return: 1. A Google page listing of a local plumber, 2. The Wikipedia definition for the word, 3. A directory result and 4. An image of a plumber (just kidding on this one 
but you get the idea.)
Therefore ranking at number one is not really generic. This doesn’t mean however, that you can’t rank at the top for your field if you utilise tools such as Google AdWords and create a very powerful and successful campaign with all the right keywords. After all, you only need to appeal to the intended audience, and this is exactly what Google assists in doing!
Happy Searching.
We’ve all been there, needing to show a friend or colleague something we’re seeing on our monitor but don’t want them to see the entire screen, so we reluctantly fire up photoshop (or paint!), then crop the image, save the image (thinking up some temporary filename and cluttering up yet another folder) and finally email the resulting image – wasting precious time and losing focus on other tasks at hand.
I got tired of this monotony so came up with a solution… 
Using the tool that sits next to your clock you can very quickly highlight a portion of your screen and either copy to clipboard, save to your computer, or upload to dowce.com – where you’ll be given back a unique short URL to send out to people. You can even add a caption and password protect your capture. It literally takes a few seconds and lets you get on with your other jobs.
Pre-launch, members of the team here at Datadial installed it on their office computers and found it to be really useful when composing emails to clients which needed to contain screenshots of statistics and website layouts. Friends have also started using it to show each other winning (and losing) hands of online poker! It’s one of those tools that once you pick up, you use more than you would expect.
To give you an idea of what’s on offer, here’s a screenshot of the options you get after you’ve made your selection:
If you choose to Save to dowce.com you’ll receive a unique link to your capture…
It’s as simple as that! For a full demonstration of how it all works and to download dowce for free, visit www.dowce.com
You are probably already aware of the importance of guest posting to for the purposes of promotion in the world of SEO. The two work hand in hand. However, there is more to guest posting than simply getting your article uploaded to any random blog on the internet – if you want it to be seen and seen often, then you need to be featured on successful high powered blogs that get attention.
As somebody that is fairly new to SEO, I have learned that there are many ways to ‘get a link’, but perhaps more importantly, I have recognised the importance of quality over quantity when it comes to guest posting.
So what shouldn’t you do?
- Aimlessly send out requests asking a multitude of questions regarding guidelines.
Why? – Because blogs like this usually have set guidelines that can be found on ‘guest posting’ sections of their site. Asking webmasters questions that they have already answered shows your lack of attention to detail. Not a good sign.
- Ignore the target audience.
Figuring out the niche for that blog, or the readers interests from previous posts that they have on the site is helpful. Of course you may be working for clients or have your own ideas that are far away from the niche theme of the blog that you are approaching. One solution to this is to be creative and to try and marry the ideas that you have, to this niche. For example, I recently found a blog on video-gaming where I wanted to incorporate a client that supplies contemporary decorative art; I came up with ideas such as ‘concept art in video-games’ and even ‘tattoo art inspired by game characters’. These worked well.
- Follow-suit.
Taking initiative is highly appreciated in the world of guest posting. Don’t be afraid to send some material to the blog owner, rather than simply asking to send some. If they are a successful blog, chances are they will be inundated with requests daily, many of which they turn down. Instead, sending some well written content with a good email explaining your intentions will be a breath of fresh air, will get you noticed and will heighten your chances of getting that post.
- Be generic.
Go ‘gaga’ with the hyperbole, the numbered titles and the informative language used. If the blog owner wants changes to be made, you’ll be informed, but standing out is the key – a title can make the topic seem boring even if the content is great. Huge blogs of text with no photographs are a no-no. Avoid these.
- Give up.
If your post was refused but you followed the above steps, chances are it’s going to have been a pretty well put together and thought out piece of work. A well constructed post is never a wasted effort, so don’t waste it – use it elsewhere or use it on your own blog if you can. If at first you don’t succeed, try and try again.
Typically my knowledge of domains, DNS settings and A-records is happily restricted to one phrase: “Sergio, can you setup a new site please?”
But recently my personal website had issues with the DNS service I was using. I needed to move it, including changing my entire hosting and email. It’s headache material, but it’s one of those things that website owners have to do sooner or later.
If you are also daunted by all of this jargon, this may help:
The small print: this is a highly simplified diagram of how all of this works, intended to only provide an introduction. There are many more connections in between the ones illustrated. This also only shows POP3 email accounts (the most common business setup), but there are other options such as webmail and IMAP.
RSS (Really Simple Syndication) can become an invaluable tool if used correctly. Although the use of RSS is usually reserved for techies, it is only a matter of time before this technology is embraced by regular web users.
RSS feeds are designed to aggregate multiple feed of information by grouping and storing topics of interest into one location. Users can browse these feeds at their own leisure safe in the knowledge that they can access the latest information relating to their chosen interest. If you are interested in a particular subject, (i.e. football) you could visit a site that exposes its content via RSS and subscribe to it. Now, at your own leisure you can check your RSS feed and browse the latest feeds (or newly posted information) in a uniformed and sortable format.
Each item within a feed contains a title, date, summary and sometimes videos and images. If the topic is of particular interest, you can click the feed link and jump off to the source of the feed (web site) to read more. This is a much cleaner and efficient way of keeping up to date with topics you are interested in rather than trawling the internet and storing lots of bookmarks. This way the information comes to you without having to lift a finger. Users are completely in control of the information they receive as unsubscribing is just as easy, if not easier that subscribing. You remain totally control of the flow of information. RSS feeds are a huge time saver and can boost you productivity .
Types of RSS feeds:
- Blog posts – Receive updates every time a new blog is posted
- Article Feeds – Get summaries or articles written about a particular subject
- Forum Posts – Receive updates each time user reply to a particular forum post you are interested in
- Retail Feeds – Many ecommerce sites are publishing whole product lines as RSS feeds. Each time a new product is added you’ll be notified
- News Feeds – Receive breaking news from sites like Google
- Industry Specific – Keep up to date with industry related articles, news and reviews that maybe related to your industry
Subscribing for RSS Feeds
The best way to do this is by registering with a Feed Reader site like Google Reader, which allows you to store all of you feeds in one central location online. This is a simple process especially if you already have a Google account. Once you have done this you are ready to start subscribing to RSS feeds. The next time you see an RSS link or image simply click it, choose the feed reader you have registered with from the dropdown menu and click subscribe. You’ll instantly have access to the entire feed displayed in chorological order.
Create your own feed
If you publish regular information on your site you can benefit from publishing this as an RSS feed. You have nothing to lose and everything to gain. By not having an RSS feed you are missing out on an opportunity to keep your customer / audience informed on what you business is up to. RSS feeds should be thought of as a free promotional tool. You’ll be able to relax safe in the knowledge that as soon as new information is add to your site users will be informed. This will bring in more site traffic a users may want to find out more or purchase products