Un cookie de google dura hasta el año 2038
Google es en este momento la web más famosa del mundo, millones de personas por
segundo utilizan en el mundo sus servicios. Todos hablan positivamente de este
"espectacular" buscador y casi nadie había cuestionado el trabajo de
google, eran todas alabanzas... Hasta que un famoso webmaster,
Daniel Brandt, se animó a desenmascarar hace unas pocas semanas, el
lado "oscuro" de google, en una web llamada
www.google-watch.org . Allí denuncia la incorrecta política de
privacidad de google, principalmente por el famoso sistema"Page Rank"
de algoritmos que permiten posicionar una web según determinados "intereses
comerciales" e incorporando cookies que atentan contra la privacidad. Según
Brandt, este sistema es totalmente "antidemocrático y tirano".
Su investigación determinó que cuando buscamos una información en google, se
instalan en nuestro ordenador cookies que pueden durar hasta 36
años, enviando información confidencial sobre nuestros gustos en la
red. Google no brinda ninguna información que pueda avisarnos de tal atropello a
la privacidad. Brandt denuncia en una
carta formal al
director de Google, la posibilidad de que modificaran sus términos de
privacidad y pidió que esos cookies tengan efectos en un lapso no mayor de 30
días, con la posibilidad de elegir si queremos que controlen nuestros gustos de
navegación. Sin embargo la respuesta fué negativa, el director de google David
Krane, le dijo que ya no era posible ningún cambio a la política comercial de
google.
La web google-watch, ofrece la posibilidad de buscar
información en google
sin ningún tipo
de cookie, y también podemos observar la información que el cookie de google
envía sobre nosotros.
Una de los frutos de la investigación de Brandt más importantes, es la
posibilidad de determinar las causas del porque China, ha
decidido que los ciudadanos de este país
no puedan
navegar por google. En la web, informa Brandt, que la CIA
ha mantenido contactos con google, para poder "revisar" sus cookies, con
información privada de usuarios de internet. En la actual realidad política,
este servicio a la CIA es fundamental, y es de suponer de que a
China no le
conviene ya que este país es muy reacio a su seguridad nacional.
Poco a poco google se está ganando detractores...otro de los anti-google
es el grupo colectivo,
www.xenu.net que está manifiestan en su web las prácticas
religiosas de la secta "The Church of Scientology", según las denuncias google
quitó de las búsquedas todo sitio referente que ofenda a este grupo religioso, a
cambio de gran cantidad de dinero.
A SEO Session
I did a session at
SES Chicago
on
“Developing Your SEM Niche”. I think the only
coverage was at WPN. It was the first time for the session, and I had some
great panelists to help make me look good, but the content covered and the
perspective I approached it from is still quite fresh in my own mind. The idea
for the session was based around finding different methods of developing a
profitable niche in the world of search engine marketing, and the process of
developing the idea has helped to re-kindle my fascination with economic
principles which I only got to touch upon and learn about briefly during
business school. You can
view the original presentation here.
Although, I won’t do my fellow panelists justice, I remember
Greg Jarboe talking also about applying
demographic information and trends to find a niche. This is a fascinating idea.
I won’t drop the gem that he spoke of, but a part of it was understanding the
age demographic of baby boomers, and an untapped market that would be available
in a few years. That type of forward thinking is critical to developing a niche.
Patricia Hursh explained her
road to specialization in B2B search engine marketing, and
Justin Sanger described his path and
vision in the niche of local search marketing.
Nacho Hernandez spoke about marketing to
the Hispanic audience. Thanks to all four of them for helping make me look good
(or better at least;))
Below I have listed my notes and outline with links for your viewing pleasure.
Step back from search engine marketing for a moment
A. Economics 101 - Specialization
1. Specialization (wikipedia -
economic
specialization)
The idea of a SEM niche specialization session grew from the basic economic
principle of comparative advantage. When I think of economics, Adam Smith is
always the first thing that pops to mind, so I thought I’d find a quote of his,
despite him not really having an incredible amount to do with this post, this
one seemed quite valid:
“It is not from the benevolence of the butcher, the brewer, or the baker
that we expect our dinner, but from their regard to their own interest. We
address ourselves, not to their humanity but to their self-love, and never talk
to them of our own necessities but of their advantages.”
B. Trade Advantages - comparative vs. absolute -
i. Absolute advantage -
wiki def
ii. Comparative Advantage -
wiki def
1. Absolute advantage goes to the wiser more experienced marketing folks and SEO
pioneers -
The sagely more experienced SEM/ SEO’s are mainly well paid because of the trust
and reputation that they have earned within the industry. They command higher
rates due to increased demand on their time because people want to work with
people that they can trust (especially in a highly conceptual multi-correlative
field). The best are trusted due to their track record of success, and are able
to coordinate successful programs. They are able to be project managers and find
good people to teach and direct. Newer folks are happy to learn from a trusted
source, and offer quality services at lower rates for the opportunity to learn
new techniques.
2. Comparative advantage goes to newer, hungrier SEO’s with a surplus of time
available for research
-New SEO’s have an advantage in this industry due to the speed at which
information moves. After
attending my first search conference only two short years ago, I wondered
how people had come to regard my observations as highly as they had. I have been
around the web for quite some time, but had only been actively practicing SEO
for a about three or four years prior. Many folks in this business have been
doing it much longer than that. What I came to realize is that those that were
highly respected, and had been doing it longer, spent much more of their day
actually working and applying the knowledge rather than learning new
things. The REALLY good ones, were awesome meta-learners, who have learned to
learn better in their years. They also learned that there was great opportunity
to trade with newer, hungrier, more specialized folks for mutual benefit. New
SEO’s had the advantage of spending more time learning about new concepts and
were cheaper labor wise.
iii. Core competencies -
Establishing core competencies in an angency is critical to success. Focusing on
what you are good at is key to establishing a good SEM niche. SEM’s have a very
diverse skillset
The very diversified skillset of a good search engine marketer is what makes it
a specialized niche occupation. There are a variety of different skills that
have not traditionally come together in a vocation previously. For more on the
skillset required of an SEO please see
the difficulty in
hiring SEM staff
2. Abundance mentality vs. Scarcity Mentality
Information and knowledge are funny things. Timely information has immense
immediate value, but knowledge is long term. Deciding which information is
appropriate to share, and at what time is a fundamental part of understanding
internet marketing and the new information economy. People flock together for
new methods of understanding and organizing information and the mentality of
folks comes out whether on an e-mail, chat, message board, blog, forum, or in
person. Deciding when to share things and with whom helps to create an abundance
mentality, or confidence in what a person is saying.
i. Abundance mentality – lots to go around
ii. Scarcity mentality – get mine while the getting’s good
As I wrote about a bit in a series of articles called
SEO is a catchphrase, there are several types of ways you can focus on a
niche and make effective returns on your vocational efforts. There are threats
and opportunities to each one that make viable niche opportunities.
3.
Web Design and Development
a. Threats
i. Oversaturated marketplace – everyone and their cousin can build a website
ii. Commoditization - web templates, online builders
b. Opportunities
i. Standards compliance
1. Accessibility
2. Usability
3. Mobile compliance
4. Natural crossover between SEM
ii. Conversion optimization
1. Split testing
2. Eye tracking, expected locations ecom elements– other studies
iii. Value add partnerships and affiliations
1. Good consultants will have an abundance mentality
2. You should too – leads for knowledge
iv. Server level issues
1. Programmers with an understanding of SEO are in high demand
2. CMS rewrites
3. Database and Tool development
a. Google maps
b. Google/Yahoo API’s
v. Geovertical specialization
1. Real estate
2. Legal
3. Medical
4. Travel
4. SEO Consulting / Project Management
a. Threats
i. Constant target of SE’s
ii. Ambiguous gray area for many techniques
iii. Personalization/ Further Segmentation
iv. Constantly moving target
b. Opportunities
i. Bridging the gap between marketing and technology
ii. Having definitive answers
iii. Moving towards traditional marketing
iv. Training in house SEO teams
c. Utilize a network of people smarter than you
i. You are the person looked to for answer
ii. Don’t guess at answers
iii. Have “coaches” or people you listen to in different areas
iv. Learn new things everyday – use the research opportunity
v. Don’t take on projects you can’t handle
vi. Give and you will get back
Some of the areas that I am still just always dabling in are paid search
management, public relations online, and affiliate marketing. I am still by
comparison quite unskilled and undereducated in these two fields, so I won’t
burden you in any more reading in this post, but they are definitely valid SEM
niches with several threats and opportunities.
5. Paid Search Management/ Public Relations
a. Threats
i. Client poaching from distributors
ii. Rising click costs – lower client ROI
iii. Tough biz model for smaller clients
b. Opportunities
i. Lots of long tail
ii. Large % of keyphrases unbid on
iii. Yellow page adspend migration
iv. SEO will certainly evolve into online public relations in many forms
6. Affiliate marketing model
i. Comparative advantage is rationale behind affiliate marketing vs. in house
SEO
ii. Affiliates do what in house SEO’s can’t
iii. Affiliates are the ‘renaissance people’
Related reading:
Gracias.
I THINK GOOGLE.COM
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