About Aaron Wall

Aaron Wall is the author of SEO Book, a dynamic website offering marketing tips and coverage of the search space, free SEO videos, and free SEO tools. He is a regular conference speaker, partner in Clientside SEM, and publishes dozens of independent websites.
Site Targeted AdSense Ads

When you buy site targeted AdSense ads (or other CPM priced ads), there are easy ways publishers can inflate their pageviews and ad inventory. I listed a number of them here, but a few other common techniques are

Parasitic Business Models
As more large trusted publishers launch ad networks will this force Google to rethink their authority heavy algorithms and ad quality scores that benefit these growing arbitrage plays? Or is Google promoting many small ad networks to spread the portion of the pie that they don’t control really thin?

Shopping sites like Shopping.com, Yahoo! Shopping, BizRate, and NextTag already dominate Google’s organic search results and paid listings.

Easy Social News Links
Social news sites come to prominence largely over the controversies associated with people gaming them, and without people gaming them few would ever garner a critical mass. Marketers spamming a social news site is part of the growth cycle.

RSS Has Filters
Scott Karp mentioned that RSS has no value without a filter. RSS already has filters, but most people probably do not use them to their full potential.

  • Your top trusted editors in each category already are human editors / filters. As you go deeper into any category you find more duplication.
  • Many blog platforms allow you to subscribe to an individual category.
Selling SEO Services Typically a Bad Business Model?
John Andrews recently wrote an article about how consumer ignorance and carnival barkers lead to a market that is a self fulfilling prophecy:

Dirty Ideas, Clean Link Sources
Ideas come up in the news over and over again, and when they do category leading sites gain self reinforcing links. In industries where many competing sites are viewed as sleazy it is easy to build an industry leading site by playing the industry from the other side. DMOZ loves to list Allegedly Unethical Firms, and so does the media.

Using Google AdWords & AdSense Distribution Data
Via Marketing Pilgrim, Google now offers a Placement Performance report, which shows what pages and sites your content ads are displayed on, and which ones are converting.

Here are tips Google offers on how to use this data:

Wall On the Web in 5 Years

In 5 years the web will not look like it does now. 5 years ago cheesy thin topical directories were linkworthy and serious webmasters voted for them. If your competitors are outranking you based on

  • having a more well known brand
  • earlier market entry

don’t think that you are going to catch them and beat them and STAY RELEVANT by only replicating their links and doing what they are doing. 

Optimizing for a Small Niche
SEO Question: My site is focused on a small niche and I can’t find any related keywords to write content about. How do I optimize my content? What should I do? 

Answer: Track what you are ranking for and look for meaningful patterns and descriptive related keywords in that data.

Recycling Content for Longterm Profits

It doesn’t hurt to buy a bit of exposure to get traffic for a new site. If you can nearly break even while buying and selling ads that send RELEVANT visitors to / through your site without making it look cheap, tacky, or untrustworthy you are ahead, because that traffic will improve the algorithmic trustworthiness of your site.

Exerting Influence and Moving Markets
There are two basic ways to do SEO. One is to look for the criteria you think the search engine wants to see, and then work to slowly build it day after day, chipping away doing great keyword research and picking up one good links one at a time here or there. If you understand what the search engines are looking for this is still readily possible in most markets, but with each passing day this gets harder.

Different Links, Different Goals
WMW has a good thread about some of the changes people are noticing at Google. Two big things that are happening are more and more pages are getting thrown in Google’s supplemental results, and Google may be getting more aggressive with re-ranking results based on local inter-connectivity and other quality related criteria.

It is Getting Harder to be Fake
Every day bloggers and members of the media are looking for stories to talk about. If you are afraid to be associated with and talk about your own projects how can you expect others to talk about it? How can you get people to talk about you as much as they talk about competing channels if you are anonymous?

Global Link Authority & Subscription Data
Search engines, especially Google, place a lot of trust on Global domain authority when computing their relevancy scores. If a page is on a trusted site it automatically gets a boost in relevancy scores. Premium content providers know that Google needs them so they take advantage of their market position.

Will Domain Names Become Less Relevant?
Currently domain names carry significant weight in Google’s relevancy algorithms if they match the search query, but that is a signal destined to lose value.

Letting Amazon & eBay Work for You
Selling your stuff on either of those networks might be a good way to leverage their domain related trust to rank in the search results, but you can also use both of them to research what is worth selling or writing about, even if you do not sell on their networks. Since their research data is conversion oriented, in many verticals it is worth more than keywords from other sources.

eBay offers a Marketplace research service that costs $2 to $25 a month.

Circulation of a Web Based Content Site & Ad Network

Once you have a trusted market position advertisers will buy in even if you hurt their business model or call their products crap:

Writing for More Than One Audience

Many sites tend to steer clear of controversy, but want the traffic controversy can bring. What are the solutions?

Even the Search Engines are Bad at SEO

Yahoo! allows paid inclusion members to buy quick links in the search results and indexes sites more fully if they use Yahoo! for their site search. While neither of these may seem like a big deal they both are.

Learning from Comment Spam

I just deleted about 10,000 comment spams from a blog. What could one learn from going through all that spam?

The Self Serving Agenda of Search Engines
Andrew Goodman recently posted about SEO industry reputation woes, but the real reason for the problem is the self serving agenda of search engines. Don’t underestimate the marketing of the search engines, which outside of their own link buying and selling, generally like to hint at this equation SEO = spam.

Ups and Downs of Socializing Content

There are many ups and downs to adding a user generated content section to a site. It has been interesting watching the effects of SEOMoz’s user generated content and points systems.

Google Launches Affiliate Network (Beta)

Via SEL, Google beta launched a distributed pay per action ad network, and are accepting publisher sign ups here.

Ticketmaster’s Auction Model
TicketMaster, a near monopoly which hated ticket auctions in the past, now auctions seats for a premium. You can bid on an auction for row 1, and if the minimum bid drops below the required amount to win they will automatically drop you into an auction for row 2, and so on.