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The Google Slap

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In the click arbitrage world, some of the least successful players are complaining about something they call the Google Slap.

This is presumptuous.

When I watch South American soap operas, I notice the only guys getting slapped are usually pretty handsome devils – they just stepped over the line a little bit. They’ve got the goods, they just pushed a little too hard. (Metaphorically speaking. I do not advocate actual pushing – or shoving.)

Some of these MFA (“Made for AdSense”) sites, on the other hand, are little more than scraper sites at best, with duplicate content patched together on ugly pages, combined with ad links. No one visits them of their own accord. That’s not a general account of all arbitrage in the business world or online, it’s a specific comment on those particular sites and pages.

The world has zero interest in your pages, and thus, no longer does Google want to run your ads through their system. A low quality score is assigned. You’re now officially invisible.

Basically, they just said “we’ll call you.” And they didn’t call you. You got dumped.

Being dumped is not the same as getting slapped.

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Andrew Goodman is Principal of Page Zero Media, a marketing consultancy which focuses on maximizing clients’ paid search marketing campaigns.

In 1999 Andrew co-founded Traffick.com, an acclaimed “guide to portals” which foresaw the rise of trends such as paid search and semantic analysis.

The Google Slap
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