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Google’s Search Results Don’t Paint an Accurate Picture

You can’t trust your Google search results. They’re biased, and they don’t reflect the true reality of what everyone else sees.

“But Google’s, well, Google! It’s the biggest search engine in all the world! What do you mean, we can’t trust it?”

You can’t trust Google’s results, because it’s trying to be so helpful and useful to you.

Let’s say you need to find someone to build a deck for your house. You go to Google, and do a search for “deck builder.” The results that pop up will be all kinds of deck builders within a 10 – 20 mile radius of where you happen to be sitting at that moment. That’s because Google can tell where you are. And if you’re logged in to your Gmail or YouTube account at the same time, Google even knows who you’re connected to.

That means the results you see are based on your location and who Google thinks you’ll want to talk to. It will even show you a little map of all the deck builders in relation to where you’re sitting.

This is a useful little feature that Google has, because they figure you want to see the deck builders who are closest to you, and not the ones who have the best optimized website but are 1,000 miles away.

Want to See the Real Results?

But what if you want to get a more accurate picture about what Google “really” ranks as #1? Maybe you’re doing a national search for some company or manufacturer, and you’re not as concerned about whether they’re 10 miles away.

For this, you would do an anonymous search, where Google doesn’t know it’s you. On your web browser, open an Incognito or Private browsing session (look in the File menu). That turns off all cookies and identifiers so Google and every other website doesn’t know who you are and won’t track you. Now do the same search.

You should see some different results. In fact, depending on your search terms and your location, you’ll see some wildly different results.

That’s because Google doesn’t know a thing about you. They’re showing results that anyone who’s not signed in to Google would see. They’re as close to objective, unbiased results as you’re going to get. But even then, Google is trying to figure out where you are, so it can try to give you the results you would most likely want.

Do that deck builder search in an Incognito search, and chances are, you’ll still see the local results, but the rankings will be different. Some pages will drop and other pages will appear, but they may still be locally-focused.

Take that one step further: Do the same search while you’re sitting in a hotel room on a business trip, and Google won’t show you deck builders in your area. They’ll show you deck builders within 20 miles of your hotel room. (Google knows where you are, based on your IP address, which it can pinpoint to your physical location.)

Again, that’s because Google wants to be as helpful as possible. They want to show you the results closest to you, and the results all your Google+ friends have shared or created themselves.

Why This Is Bad for Businesses

This creates a serious problem for businesses who do this to check their Google search rank. The first thing an eager marketer will do is search for their best keywords to see where their own website ranks.

And, because Google is so helpful and kind, it figures, “A-ha, Shelly wants to see her website. Let’s show it to her!” and places her little website at the top of the search results page, where it outranks giant mega-companies who have been doing this for years.

“WE WON GOOGLE!” Shelly hollers at the top of her lungs, running around the office, high-fiving everyone.

Then, because she’s eager to show her husband how awesome she and her web team have been, she makes the 30 mile commute home, pops open his laptop, and does the same search only to find that in a few short hours, her company website has dropped from 1st to 87th.

It only gets worse when she goes back to work, checks again, and sees she’s winning Google once more.

You’re Not Really First

This is a problem for anyone who relies on Google search results to see how their search engine optimization and website design are performing. They get lulled into a false sense of security by Google’s personalized results, and slack off their SEO. And without realizing it, they slip lower and lower in the real, objective results, disappearing from everyone’s view except for their own.

If you want to get a real idea of how well you’re doing, you need a Google rank checker like WebCEO, which will check the actual rankings and tell you where you reallyrank for your chosen keywords.

This is true whether you’re doing the searches for your company, or even your own name (very handy for a job search, because it tells you what the recruiters and hiring managers will see).

In its efforts to be as helpful as possible, Google has inadvertently tricked us and lulled us into a false sense of success, which creates problems for us that we’re not even aware of.

But rather than rest on your laurels, you need to keep track of how things are really going for you. Use a rank checking website like WebCEO, and run a report at least once a month. Then, focus on new SEO techniques — a regular blog, social media promotion, submitting blog posts to Google+ — that can help move you up in the actual rankings.

Ultimately, you may end up getting your personalized search and actual search rankings to match up.

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What We Can Learn About Social Media Marketing from The Onion

It was a rather shocking tweet. Someone who was in charge of The Onion’s Twitter account basically called 9-year-old actress and Oscar nominee Quvenzhané Wallis the C-word.

It was so reprehensibly awful and terrible that Twitter just beat the holy bejeezus out of The Onion for it. Within an hour, they deleted the tweet. (This was remarkable in itself, given the fact that these guys never back down or apologize for anything.)

A LOT of angry discussions on whether The Onion should have apologized or not.
This morning, even as the Internet was storming Castle Onion with pitchforks and torches, their CEO, Steve Hannah, even went so far as to post an apology to their Facebook page.

Dear Readers,

On behalf of The Onion, I offer my personal apology to Quvenzhané Wallis and the Academy of Motion Picture Arts and Sciences for the tweet that was circulated last night during the Oscars. It was crude and offensive—not to mention inconsistent with The Onion’s commitment to parody and satire, however biting.

No person should be subjected to such a senseless, humorless comment masquerading as satire.

The tweet was taken down within an hour of publication. We have instituted new and tighter Twitter procedures to ensure that this kind of mistake does not occur again.

In addition, we are taking immediate steps to discipline those individuals responsible.

Miss Wallis, you are young and talented and deserve better. All of us at The Onion are deeply sorry.

Sincerely,
Steve Hannah
CEO
The Onion

From a social media marketing standpoint, this gives rise to a bigger question: when do you blame an entire company for the acts of a single person? When does one person’s views reflect the entire company? And should they ever?

Let’s face it, what this unnamed person did was reprehensible. You just don’t call little girls that word. (Actually, you don’t call any women that word, but there’s a very wide line between being a sexist a-hole and the worst person in the world, and the unnamed person managed to keep one foot planted on either side of it.)

Now The Onion is bearing the brunt of that one person’s poor judgment.

In a lot of cases, people will forgive a company for the missteps of a single person. If you have a bad waitstaff experience at your favorite restaurant, you don’t boycott the entire restaurant. If you received a damaged package from your favorite online bookstore, you don’t stop ordering books. Yet, there are thousands of people who have un-liked and un-followed The Onion on all their social properties, because of a single tweet by a single person.

But this isn’t entirely unexpected. During the presidential election, when someone from a candidate’s past 30 years earlier does something mildly offensive, the other side will scream that this proves that candidate is the anti-Christ or a fascist. When the CEO of a corporation says or does something awful, consumers scream that this kind of attitude pervades the halls of that company.

There’s an awful lot of screaming going on, and people are understandably and justifiably outraged. What this unnamed person did was awful, but the entire organization didn’t sit down at a table and vote on what to tweet.

Are people overreacting or are we justified in screaming at The Onion? Did one bad apple spoil the entire bunch, or should we look at their entire body of work, and forgive them in the end?

This Shouldn’t Stop Companies From Using Social Media

The problem is that whenever anything like this happens — at least the problem for social media professionals like me, Jay Baer, and Doug Karr — is that potential clients look at this and say, “See, we can’t trust our employees not to do something stupid and boneheaded like this.”

It makes our job harder, because they’re worried that their punk intern just out of college is going to start tweeting about his drunken antics at his cousin’s wedding. Or she’s going to launch into some profanity-laced tirade about how her basketball team couldn’t hit water if they fell out of a boat.

So we have to remind these clients of a few things:

  1. If you have employees like this, you have a hiring problem, and that’s your fault, not social media’s. Those people would act like this even if Twitter had never been invented.
  2. You need to hire people with several years of experience and common sense to run your social media campaigns (these two traits are sometimes mutually exclusive in some people).
  3. You already trust employees to count and handle your money, take trips to faraway places, and even answer the phone without you hovering over them. You need to trust employees on social media this same way.
  4. You need to have a clear-cut social media policy about things you cannot say, words you cannot use, and ideas you cannot convey. At least then people will know why you fired them for violating numbers 1, 2, and 3.

For companies thinking about social media marketing, you need to think about these things:

Will people do stupid things? Yes. It’s in our nature.

Did you hire those people? Yes, because it seemed like a good idea at the time.

Did you hire them to do those stupid things? No. Otherwise, that would make you as stupid as them.

Will people blame you for it anyway? Yes. Because we all want someone to be outraged at.

Does this mean you shouldn’t do something, like use social media? No. Because people do stupid stuff with all kinds of technology, but that doesn’t mean we don’t 1) use computers, 2) use fax machines, 3) use phones, 4) use cars, and 5) hire people.

We still do all those other things, we just make sure they’re used properly.

That’s how it needs to go with social media. More than half the country is using it. More than half the country is expecting you to be on it. And despite the bone-headedness of some people, it’s still a good and decent place to reach an audience.

People make mistakes. Big, goofy, bone-headed, dumbass mistakes. That’s all just part of the rich tapestry of the business world, and everyone does it. Some are just worse and more crass than others.

The question is, will you stick your head in the sand because of what someone else did, or will you embrace the latest technology and learn from other peoples’ mistakes?

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It’s Not Dead, It’s Pining for the Fjords: The State of SEO Today

SEO pros all had to stop on a dime and pivot after Google’s algorithm updates, abandoning all the old SEO tactics, and refocus on new, acceptable practices instead.

They may have acted too hastily.

We heard from a partner recently that a joint client we used to work with is seeing a decrease in their search rankings after we stopped doing the “old-school” SEO tactics for them (since when did 2010 become old school?!).

Their Google rankings have dropped because the posts didn’t properly use keywords in the headline and body copy.

We weren’t doing anything special. No keyword stuffing, no black hat trickery, nothing. We had been using keywords the way we were supposed to all along — mention them once in the headline, a few times in the body copy, once in the tags — but once we stopped doing it, everything headed south.

What this tells us is that old-school SEO is not actually dead. It’s just different.

It’s pining for the fjords.

Google still needs us to tell them what our blog posts are about. It operates just like a library’s catalog service: if the library doesn’t tell the database what a book is called, who wrote it, or what the subject matter is, you’ll never find it in the library.

Imagine walking into a library filled with books without covers and title pages. You have no idea what the books are about, there’s no rhyme or reason to the organization, and the only way you can know what’s what is if a friend tells you where to find the book you want.

That’s Google without basic SEO practices. All you’re doing by following on page SEO is slapping a cover on the book, telling the library who wrote it and what it’s called, and letting them organize it the way they see fit.

Now, compare that to the millions of web pages that never followed the SEO basics, or worse, the companies that no longer follow the SEO basics. If you continue to use the SEO basics, you’re going to outperform these other pages just by taking 30 seconds and filling out three fields on your copy of WordPress SEO by Yoast

So, while a lot of so-called SEO “pros” like to jump on the “SEO is so OVER!” bandwagon and look down their noses at traditional SEO practices as useless, don’t be so quick to abandon them. We’re seeing evidence with several of our clients that these are still helping Google understand what their pages are about.

The tactics aren’t boosting search rankings, and you can’t rank higher because you use SEO “better.” But old-school SEO is still serving a very utilitarian purpose. Don’t give them up just yet.

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Can You Make Money Blogging? Maybe.

Can you make money blogging? Will you get rich? Does it lead to the same illustrious career as, say, a biz-tech nonfiction book writer?

No. No. And mostly.

Unfortunately, blogging is not the way to untold riches, despite what the people who offer courses on “how to get rich blogging” tell you.

The best way to get rich blogging? Write a regular blog about how to get rich blogging, offer webinars about it, charge people $799 to attend. Tell people how to write a blog and host webinars.

Otherwise, the odds of you getting rich from this are about as good as you getting rich as a singer or actor.

Because the amount of time and effort you’ll put into everything else but blogging — marketing, promotions, PR, programming, design — is about the same amount of time and effort you’ll put into anything else you want to do, like starting your own company, selling a product, or launching your singing or acting career.

No, Seriously. Can You Make Money Blogging?

Okay, yes. You can make money at blogging. It’s not a lot, but there are ways to make more money than others, but some are easier.

Let’s say you have a fairly popular blog, netting around 10,000 visitors a month. It’s taken you a couple years to get to this point (which, if you thought you could get there after a couple weeks, forget it). There are a few options open to you:

  • Banner advertising. This is the easiest option, and the first one most people think of. It’s also the lowest paying, because you’re trying to get visitors to click through the ads. Even if you had a 1% clickthrough rate (which would be awesome), 10,000 visitors would equal 100 clicks. And at $.05 per click, that’s $5 — “cheeseburger money,” as Jason Falls calls it. What’s worse, you’re constantly trying to fill space, and end up spending a lot of writing time selling instead. There are advertising services I’ve seen that will place ads for you, but they’re still struggling to get advertisers to buy in. Think of it this way: In the late 90s and early 2000s, banner advertising was all the rage, and was how a lot of Internet news sites were trying to make money. The fact that they’re not around anymore should tell you something.
  • Google AdWords You make a few cents on an impression, and several cents on a click-through. You’ve got the same issues as banner advertising, although you’re not chasing down advertisers. It’s more passive. The more traffic you get, the more impressions you get. I have one friend who paid for his son’s college with the banner advertising on his site, but he wrote on it every day and promoted the bejeezus out of it.
  • Affiliate sales. A definite possibility. Of course, this takes a lot of social media networking (more than the actual writing), because you need for people to trust you enough to click through your ads. But I know a few people who do it, and they make pretty decent money this way. Not quit-your-day-job money, but they can eat cheeseburgers every day.
  • Product reviewer. This is the least likely way to make actual money, even worse than banner advertising. BUT! it’s a great way to get cool stuff, because companies are always looking for product reviewers. They’ll send you a product, or passes to their business, and ask you to write up a review (this is called blogger outreach, and is becoming a staple of marketing/PR people). If you’re a mother of young children, you may be able to sample a week’s worth of new diapers in exchange for a writeup. Or you get to try a family-friendly restaurant for dinner. It won’t put cash in your pocket, but it will pay for the occasional night out or get you something useful. As a travel writer, I occasionally get to take little mini-vacations around the state. You can’t accept money for reviews though, since that would be unethical, but you usually get to keep the product.
  • Ghost blogging. This is the biggie, the one and only way you can definitely make money blogging. On the downside, it’s not your blog. You’re writing for someone else, and your name will never be seen in public. On the upside, you’re a professional copywriter, and you can demand professional copywriting wages. In fact, of all the blogging jobs I know, this is the easiest way to make a full-time living. (My company, Professional Blog Service, is a ghost blogging agency.) However, it also means you have to be a very good writer. Good writers get good money. Okay writers get okay money. And beginning writers get beginning money. Still, if you know what you’re doing, have a decent grasp of the English language, and can spell all your words correctly, you’ve got a good chance at becoming a ghost blogger.

Ghost Blogging = Ghostwriting

The ghost blogger hard at work.
Ghost bloggers are basically ghost writers. A ghost writer is a writer who works for someone else and publishes their work under that person’s name. They’re never seen, never heard from, and they moan about the injustice of it all. They’re ghosts.

A ghost blogger makes their money by being marketing copywriters, only they’re specifically trained to write for the web. They know the SEO requirements and tactics, but more importantly, they can write SEO copy so well that the reader still enjoys reading it.

While there are still only a few people doing it, it’s a growing field. That’s because blogging is important to search engine optimization (SEO), but now content marketing — using content to educate your customers and sell them on your product’s benefits — has become the watchword of 2013.

In fact, given all of Google’s algorithm changes over the past couple of years, and the importance their placing on written content, 2013 is going to be the year of the writer. If you’re looking for a field to break into as a writer, this may be it.

Photo credit: Money bag – 401(K)2013 (Flickr, Creative Commons)
Ghost writer – Erik Deckers

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Maybe Social Media Marketing SHOULD Replace Traditional Marketing

Whenever I give a talk on social media marketing, I always point out, “we don’t actually recommend that you replace traditional marketing with social media. Rather, it should be another tool in your marketing toolbox.”

Why? Why can’t social media marketing replace traditional marketing? In a lot of cases, the traditional marketing has outlived its usefulness, and is just a waste of money. Not every time for every marketer. But many marketers are spending money on something that’s not working anymore.

I can think of five reasons why you should replace traditional marketing with social media or content marketing.

1. You Aren’t Getting a Positive ROI

You ned to spend money to make money. But you need to make more than you spend, in order to make it worthwhile. You can’t just throw money away on a marketing channel and call it “branding.”

Because unless you’re Nike, you don’t have branding-level money, you have “this had better f—ing work” money. So spend the money in a place where you know you’re going to make more money than you spend.

One client stopped spending $60,000 per year on trade show marketing because they weren’t getting anything out of it.

“We’ve measured it, and we don’t make any money on the shows,” they told me. “We just go because we’ve always gone.”

The company switched that entire budget over to content marketing, and in the first six months, they got two new clients that grossed more than their entire annual trade show budget.

2. You’re Overspending

A common trick of the Yellow Pages companies is to break everything out into a monthly price, so all their features and add-ons seem small. “It’s only $5.99 more per month.” “That’s only $3.99 more per month.” “Oh, and that’s a paltry $6.99 per month.” Before you know it, you’re spending a lot more than you intended.

On top of that, your prices will increase even more the following year. Your vendor will often send you a contract renewal with some barely noticeable rate creep, hoping you’ll sign it without too many questions. Soon, any prices you were paying are greatly increased from when you originally signed it.

Combine that with the fact that you weren’t getting a positive ROI in the first place, and it’s either time to renegotiate or drop the channel completely. Your vendor’s salespeople should be able to show you how to measure your ROI (they can’t do it for you, but they can show you how). If they can’t, cancel.

Social media isn’t free, but it is controllable. If you hire an in-house person to do it, you can control the costs. If you outsource to a third-party, they can show you the ROI and prove their value.

3. Your Audience Isn’t Using Traditional Media

Are you relying on newspapers to reach 20-somethings? Are you advertising your home decor products on ESPN? Or you’re still rocking the Yellow Pages ads even though you’re trying to reach smartphone users.

This is where it pays to do target market research. Find out where your target market is likely to see (and not see) your advertising. If they don’t read newspapers, stop advertising in them. If they don’t watch ESPN, quit buying TV spots.

Next, figure out where they do spend a lot of their time, and how they gather news and information. For many people under the age of 30, that’s on social media. Quit spending money on advertising outlets that aren’t yielding anything, and start focusing on content marketing and social media marketing.

4. You Need to Reach a Target Audience

Who’s your target audience? And don’t say “everyone.” Because unless you’re Target, “everyone” isn’t an audience.

Who are the typical buyers of your product? Men over 40? Moms? Single 20-somethings?

How would you typically reach them? TV advertising comes close, but there are so many viewers who aren’t in your target market that you’re wasting money. TV costs are based on total viewers, not targeted viewers. You’re paying for people who will never buy your product to see your commercial.

Radio? Same problem as TV. Plus, there’s more than one station your target audience listens to, so you have to double or triple up.

Direct mail? You can target your audience, but you don’t know who opened your mail, or what they did with it.

With social media marketing, you can target a specific group. Whether it’s advertising to certain demographics on Facebook, or running a content marketing/local SEO campaign for search engines, you can specifically target only those people interested in your product, and ignore everyone else.

5. You Don’t Have a Big Budget

Like I said, social media isn’t free. But it’s relatively cheap, when compared to traditional marketing. TV and radio ads can cost many thousands of dollars. Billboards on highways often cost $10,000 or more per month. And on and on.

Social media marketing is a fraction of that cost. It can easily reach your target audience, and won’t cost as much to do it.

Think of it this way: It can cost less than $100 per day ($3,000 per month) to advertise on a single cable station, but you’re going to spend $30,000 or more (sometimes much more) to create a high-quality spot. A six month ad run is going to cost you $48,000. Then you need another six-month ad. Or a two month seasonal ad. Or more than one commercial.

(And let’s not even talk about how you’re spending a lot to not reach your target audience, or how difficult it is to track ROI.)

Social media pricing varies, but an outside agency can manage social media anywhere from $1,000 – $5,000. It may seem like a lot, but it beats the $96,000 per year you’re spending to create and run two TV commercials on one cable TV station.

Can we completely replace traditional marketing with social media marketing? Not yet. But every day, traditional marketing’s effectiveness is slipping into obscurity. It’s not dead, but it’s certainly coughing a lot.

For some companies, however, they need to stop spending money on traditional marketing and advertising and make the switch to social media marketing instead. It’s where your customers are spending most of their time, it costs a lot less, and it’s easier to reach your target audience.

Photo credit: jasonwg (Flickr, Creative Commons)

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Co-Citation Will Replace Anchor Text, Make My Life Harder

SEO professionals are about to lose another search signal in their optimization work, only to have it replaced by something that requires more work by content marketers, but will ultimately make Google better.

According to Rand Fishkin in a recent Whiteboard Friday, we’re about to lose anchor text.

Anchor text is a string of text that links a word or phrase to another page. In the previous paragraph, Whiteboard Friday is the anchor text.

I never thought I’d write about how Hungarian football relates to blogging.

It’s long been an SEO practice to backlink to a website by linking a keyword or phrase. For example, Pro Blog Service’s president, Paul Lorinczi, runs a Hungarian football (soccer) website. If he wants to promote the site with anchor text inside a backlink, the html code would look like this:

<a href=”http://www.hungarianfootball.com/”>Hungarian football</a>

This tells Google “this link, HungarianFootball.com, is about ‘Hungarian football.'”

Problem is, all that is dying. Stupid spammers.

Spammers Ruined It For The Rest Of Us

For all good things that SEO did and was, the spammers screwed it up for the rest of us. They’re the ones who created the link farms that had thousands of backlinks on hundreds of pages. Pages completely unrelated to whatever the links pointed to. A link to a site about jewelry from a page about construction equipment.

Fishkin says anchor text will nearly die — it won’t die completely — and instead be replaced by co-citation.

Co-citation is a new method where Google looks at important words on a page, not just official keywords, and draws a relationship between them. Then it determines what the page is talking about — e.g., does it refer to another page or brand? — and makes the association that “these words and these words go together. And they’re referring to the topic of this website over here. So we’re going to assume that the two go together, and we’ll give the website a little boost.”

In other words, instead of backlinking to a page about Hungarian football with Paul’s name, Google now has an entry in its giant massive database where the two have been linked just by being mentioned on the same page.

Another Co-Citation Example

I write a lot about Ernest Hemingway and blogging, including one post about whether he would be a good blogger or not. I’ve written about the two topics so much that when I do a Google search on “Ernest Hemingway blogging,” my tag page on Ernest Hemingway shows up (a compilation page of all posts I’ve tagged with Hemingway’s name).

(In fact, it’s ranked 6th on Google, which would be cool if anyone actually ever did a search for that term.)

Next, let’s say I had another website called ErnestHemingwayBloggingTips.com. Google would be able to make the association between my blog posts on “Hemingway and blogging” and this new website. Google would essentially say, “Here’s a blog post about Ernest Hemingway and blogging, and — ooh! — here’s a whole website devoted to that topic! SCORE!”

What would further cement the relationship is if my name appeared on both pages, like, say, in an author bio. Then, Google has another link in that chain, and whenever someone did a search for “Ernest Hemingway blogging,” my new website has a better chance of ranking very high because of the co-citation between Ernest and blogs.

This tells us some important things about co-citation:

  • I don’t use Hemingway’s name in every headline, just the one post, but Google still picks up on the keyword “Ernest Hemingway” in all of the posts. It understands, because of the tag and the body copy itself, that Papa is integral to the text. That means while headlines may be useful, your posts aren’t going to be ranked only on headline keywords.
  • The tag page is a dynamic page created by WordPress. If I add another post with “Ernest Hemingway” as the tag, like this one, the page will change. That means tags are important to Google, so use your tags properly. Don’t abuse them. Otherwise, Google’s going to take those away too.
  • Google is indexing synonyms. It’s not only looking for the word “blogging,” it’s also keying in on the word “blogger.” How long will it be before exact keywords are no longer important, because Google will understand what we mean, and not just what we said.
  • Freaking out about keywords and trying to find the exactly-perfect-bestest one is (almost) unnecessary. It used to be you had to limit your headline and topic to a single keyword, and you scoured Google AdWords and WebCEO to find just the right one. Now you’re going to get some Google juice for different keywords and their synonyms, not just the one in your headline.

Like all things Google is doing, co-citation is going to make life both harder and easier for content marketers. It’s going to drastically change our strategy, and make us have to work harder. Because, as you can see in Fishkin’s video below, co-citation doesn’t always help your page, unless it’s on someone else’s page. That’s what anchor text and backlinks did for us; we linked back to our sites using the right anchor text.

And since Google is focusing on quality content — because crappy content farms were decimated by Google Panda, and Penguin foreclosed on the link farms — that means we need people to talk about us and our keywords on their sites.

That leaves us with two strategies, both of which will take a lot of work, but will have a huge SEO payoff.

  1. Blogger outreach. This has been a public relations function. Now PR has to work with SEO in order to boost rankings. This means PR flaks who have already been doing blogger outreach will be at an advantage. They’ll be ahead of the game once co-citation becomes a real thing.
  2. Create extra content in offsite blogs. Can’t get other people to talk about you? Start another blog on another site. But you can’t put up crappy content that’s been run through an article spinner. You have to write real, effective, valuable content that real people are going to read. Google Panda killed the low-value schlock that some black hat SEOs were using, so your offsite blogging has to be just as good as your onsite blogging. And since a lot of people are already struggling with their actual blogging, this extra work is going to be a killer. Advantage: good bloggers and guest bloggers.

I can’t decide if I’m happy or annoyed by co-citation. We were already doing some of this at Pro Blog Service, which means we’re in a position to take advantage of it. But now that it’s going to become a real thing, it means we have to do more of it.