2007 Search Engine Marketing Trends in Purgatory
While the majority of other blogs would have you read the top trends of 2007 I’ve decided to bring you the trends that are either in limbo awaiting their fate, or have moved from limbo to a fiery eternity. What happened? Where did these trends go wrong? Could we have seen this coming? Is there any hope of resurrection?
Paid Links top the list of trends in limbo. Some have said the transition of Google “reprimanding” such links has had a dramatic effect on their site’s ranking other (most) sites still walk the search engines with impunity. What Happened? I don’t think anyone is quite sure because Google has had its hands on the pulse of paid links since about February 2003, but it seems that only recently have they made an extended effort to reprimand them. Maybe Matt Cutts reached a breaking point and just snapped; think Death Wish with lesser consequences. Where did it go wrong? Don’t ask me; ask Google, they are the ones that created an algorithm built on valuing links. I personally see nothing wrong with paid links. While it is Google’s search engine, and they can do with it whatever they please, for a search engine to reprimand paid links is like a TV station reprimanding commercials. Could we have seen this coming? Yes, Google’s been thinking it’s the Internet for quite some time. Is there any hope of resurrection? The real question is: Is there any hope of totally stopping paid links? I say, “No, long live the paid links.” Google is definitely doing something to curb the current proliferation of paid links, but as long as there is a corrupt lawman there will always be an honest outlaw. Think Death Wish where the ACLU murders Charles Bronson.
Directories are also in purgatory awaiting their fate, however some have already been sent to bowels of indexing hell. In September some speculated a number of Directories were manually removed from being indexed, while Matt Cutts declared the algorithm did it. How convenient. What Happened? The directories that stopped being indexed for their own name were directories that Google found to be manipulative. Such directories were low in subject matter quality, and allowed anyone and everyone to join, along with other factors the algorithm found to be manipulative. Where did it go wrong? When a trend closely resembles that of SPAM it really doesn’t have much room to grow in the first place. Could we have seen this coming? Yes. Is there any hope of resurrection? For the recently departed: no. As for current or new directories, staying true to a legitimate purpose and business model should keep you out of the place my grandma said nose pickers go.
Toolbar PageRank is in purgatory. What happened? PageRank essentially shifted from something that’s global to something that affects individual keywords differently. Where did it go wrong? PageRank did nothing wrong. Sites that sold high PageRank links to webmasters are to blame. Could we have seen this coming? Yes and no. While some people saw PageRank as a way to naturally enhance their rank some simply saw it as an opportunity to game the system. The latter definitely saw this one coming. Is there any hope of resurrection? According to Mr. Cutts, “No.”
Facebook’s Beacon was in purgatory the minute it came out and now thanks to moveon.org is in hell. What happened? Facebook’s charisma doesn’t match its intelligence. I know that these efforts were all done to boost advertising dollars, but with Beacon, Facebook briefly became an offshoot of Homeland Security. It’s bad enough my friends have to know my girlfriend and I broke up, now they have to know I buy Osh-Kosh-B-Gosh pajamas. Where did it go wrong? Remember when Facebook launched the news feed? Facebook doesn’t, and that’s what could have stopped this disaster. Users were in uproar when they discovered that anyone could know how, when, where, and why they changed their profile. The social voyeurism of Facebook is a slippery slope, but a track record of what users like/dislike is usually the best insight into what will work, and what will be whacked by Janeane Garofalo and her goons. Could we have seen this coming? Everyone, but Facebook saw it. Is there any hope of resurrection? Not even Jesus would know how to resuscitate Beacon.
Suing Google is the last search engine marketing trend that looked like is was gaining momentum mid year, but eventually fizzled out towards the end of Q3. What Happened? The Doubleclick lawsuit was the worthiest attempt we’ve seen in quite some time at taking out the search engine leader, but unfortunately no monopoly could be found. Unless Google somehow starts violating the Geneva Convention, I see this trend accompanying Rick James’ permanent place in purgatory. Where did it go wrong? The last time I checked, spite, had no legal precedents. Suing just because you were beat out in the acquisition is generally not the brightest way to conduct a lawsuit. Could we have seen this coming? Of course, but we all knew nothing would come of it. Is there any hope of resurrection? Of course, but we all know nothing will come of it.
