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How to Event Site Quick Ranking & Backlink Tips?

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Jul 20th, 2020
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  1. How to Event Site Quick Ranking & Backlink Tips?
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  15. Or, put another way, the visual layout of the search result page trumps the underlying ranking algorithms.
  16. Google has still highly disintermediated brand value, but they did it via vertical search, larger AdWords ad units & allowing competitive bidding on trademark terms.
  17. If Not Illegal, then Scraping is Certainly Morally Deplorable...
  18.  
  19. As Google scraped Yelp & TripAdvisor reviews & gave them an ultimatum, Google was also scraping Amazon sales rank data and using it to power Google Shopping product rankings.
  20. Around this same time Google pushed through a black PR smear job of Bing for doing a similar, lesser offense to Google on rare, made-up longtail searches which were not used by the general public.
  21. Part of why Apple has such strong margins is their brand is so strong they can dictate terms and control the supply chain. Others are willing to give them the majority of the profits because carrying them completes the catalog and helps the retailers sell other, weaker goods where the retailers have higher profit margins.
  22. And even then, when you get outside their core products, there are listings for fake OEM Apple stuff all over the web.
  23. Luckily when fake products use spammy titles on Amazon the reviewers will quickly highlight if they are of inferior quality. But if they look authentic & work, it can be hard for the brands to know unless they proactively track everything. And as that demand gets filled, if there is a negative experience it may lead to customer complaints about the brand, whereas if there are no complaints & the product works it still leaves less money for the brand which is being arbitraged.
  24. "The Internet doesn't change everything. It doesn't change supply and demand." - Andy Grove
  25. Other players with weaker brands and a roll reversal on who needs who can quickly find themselves in a pickle.
  26. Monetizing Brand (Financeer)
  27.  
  28. Some companies die slowly, as accountants drive strategy & they outsource their key points of differentiation and become unremarkable. When Yahoo! turned their verticals into thin "me too" outsourced plays they made it easy for Google to offer something of a similar quality, which in turn left the Yahoo! vertical properties without much distribution.
  29. As Yahoo! struggles, some investors want to buy the core Yahoo! business so Yahoo! can exit the web business while being a holding company for Alibaba and Yahoo! Japan stock.
  30. In an age of declining interest rates, zero interest rates (or even negative rate) policies some investors look to buy brands, streamline operations (mass firings & outsourcing), lever them up on debt & then sell them back off. Some companies like Burger King have cycled through public and private ownership multiple times.
  31. Brands can be purchased just like links. Everything has a price and a value which shifts with the market.
  32. Good to great to gone.
  33. Monetizing Brand (Affiliate)
  34.  
  35. Some retailers have symbiotic relations with brands they sell, while other platforms may compete more aggressively with those whose products they sell. The same is true with affiliates. Affiliates can genuinely add value & drive new distribution for brands, or they can engage in lower value arbitrage, where they push the brand to pay for what was already owned by it through shady techniques like cookie stuffing.
  36. One of the most one-sided and biased hate-filled perspectives I've ever seen about affiliates is Lori Weiman's guest columns at Search Engine Land.
  37.  
  38. Just the same, some merchants treat affiliates honestly and fairly, while other merchants have a pattern of scamming their affiliates through lead shaving, adjusting revenue share without telling the affiliates, and a host of other sketchy behaviors.
  39. Monetizing Brand (Search Engine)
  40.  
  41. Search engines allow competitors or resellers to bid on branded keywords, which creates an auction bidding environment for many branded terms. Typically Google offers the official site / brand clicks at a significant discount for these terms in order to encourage them to compete in the ad marketplace & to help shift some of the organic click mix over to paid clicks.
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