Using Trademarks in Google SEO and PPC

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Fifty-eight E-Webstyle.com SEO Podcast April 30th 2010. Second page of Transcription

Chris: A lot of stuff to emulate there. I got a little bit more news. Google prevails in a trademark case with Rosetta Stone. So this is the situation where Google is still very comfortable selling — or you know, let’s say you start — you and I started a — I don’t know, a Spanish-speaking teaching course of some sort and we say, “You know what? Anytime somebody types in Rosetta Stone, we want our Pay-per-click ad to show up.”

Paul: Okay.

Chris: So, Google is actually selling the trademark term of Rosetta Stone.

Paul: Wow!

Chris: Right? And they have been. They’re continuing to. There was another case by rescuecom.com but actually ended up dropping their suit. Rosetta Stone took it all the way to some court and the court didn’t — without even hearing it dismissed it. So you can still go out and purchase Rosetta Stone or Ford or, you know, whatever these major brands are…

Paul: Wow!

Chris: …and have your Pay-per-click ad show up. I don’t know how I feel about that.

Paul: So basically, if you ever sue Google, you’ll lose basically ‘cause their pockets are deep and that’s basically it. Just don’t. I mean if you ever get into a conflict with Google, quit. That’s pretty much it.

Chris: Yeah, there is no reason.

Paul: Yeah, I think that sucks because, you know — unless people start buying Paul Hanson. I’m like “Hell, yeah. Go ahead.”

Chris: Well, we got to be careful someone might like take Unknown Secrets of SEO.

Paul: Yeah, that’s true as Google probably will.

Chris: Watch out.

Paul: Yeah.

Chris: Watch out. It was interesting because the CEO of Rosetta was like, “Oh, how odd is it that Rosetta shows up and there’s three four or Pay-per-click ads for different Rosetta Stone competitors but you type Apple and only Apple comes up?” Well, who else wants to go after the term “Apple”?

Paul: Yeah, that’s true. Yeah.

Chris: I mean there are closed.

Paul: Dell is not going to have it now. Someone is hoping for an Apple. Let’s have our Dell computer.

Chris: Yeah. Not ever worth it.

Paul: That’s true. That is true.

Chris: And — well, Apple may display when somebody types in Dell or any other sort of thing because, you know, the rule of conversion. But you know Apple is a closed network. So when you’re buying stuff, you’re buying it from Apple or AT&T.

Paul: That’s true.

Chris: Except for some of the electronics but Apple is such a broad term. It’s just kind of — I thought it was a ridiculous example. And finally a news, “Man beats Bejeweled 2.”

Paul: (laughing)

Chris: Take a guess.

Paul: That made the news (laughing).

Chris: Take a guess at how many hours it took? First off, they said they didn’t think it could be done.

Paul: Okay. I would say maybe what? Two days, like 48 hours? Wow. Really? A week? How many?

Chris: 2,200 hours!

Paul: Does he have a job?

Chris: That’s 55 weeks — I did a quick little calculation, that’s 55 40-hour weeks.

Paul: Did he win any money?

Chris: No.

Paul: (laughing)

Chris: He’s in the news.

Paul: So he gets to be on our podcast.

Chris: He’s the man who beat Bejeweled 2. We don’t even know his freaking name.

Paul: Oh, they didn’t put his name? Oh, man that sucks. But, hey man, you know what? (laughing) I was going to say he can go into a bar and be like, “Hey, baby. Look what I just did.”

Chris: “I beat Bejeweled 2. And how long did that take? 2200 hours. Later.”

Paul: That’s a year of workweek.

Chris: And leave that phone as you’re leaving (laughing) because it looks like the G4.

Paul: Ah, nerd.

Chris: In searching for news, I was actually — I did a search for SEO news and I came up with something that I thought was really worth discussing here and we talked about — in real estate, it’s location, location, location. In SEO, it’s keyword, keyword, keyword.

Paul: Keyword, keyword, keyword.

Chris: And when you type in SEO news, what are you looking for?

Paul: I’m using — looking for SEO news, something that I can give to the people on the podcast.

Chris: Yeah, like news about us. Yeah, yeah.

Paul: Yeah.

Chris: I mean it’s pretty self-evident and because it kind of targets an industry where people manipulate. This would be the prime example of SEO people not providing a good experience to the Google user, right?

Paul: Yes.

Chris: ‘Cause that’s our only job. When I type in SEO news, it’s flooded with SEO vendors making up their own news and it’s typically the information that’s similar to just our podcast. It’s like, you know, if you typed in SEO news and came across our podcast, we’re — you know, yes, we have some news in it. Yes, we have SEO news even. Most of the time, it’s just about how you’re going to do the process. It’s not news-worthy, it’s just the process.

Paul: Yeah.

Chris: So here is a bunch of people who are going after a keyword who are improperly going after a keyword, first from the perspective, it’s not going to help him. There’s no one out there.

Paul ‘Cause they’re looking for news.

Chris: Guess what I did when I went to each of those pages and realized there was no news?

Paul: Bounced?

Chris: I bounced.

Paul: Yeah.

Chris: Right? There isn’t a classic example, you type in a keyword, what page does it take you to? Is there any relevant information for that keyword on that page? If there isn’t, you are totally screwing up.

Paul: Yeah.

Chris: You’re wasting your time and you’re pissing me off.

Paul: And that’s great example. And if you’re listening, this applies to every industry, not just SEO news for plumbers, and doctors, and writers, whatever. You know, if people get to your website and they don’t have the content that’s — if you’re not like — Chris is calling this term like creating a good user — Google user experience.

Chris: Then you’re just causing a bad Google user experience.

Paul: Yes.

Chris: And you’re actually just not — you’re doing the service to Google which I think eventually might get you bounced off of Google, right?

Paul: Yeah.

Chris: ‘Cause Google and their terms of service clearly say that everything we do as SEO people is wrong.

Paul: You’ve read that? (laughing) They need to get up on that.

Chris: I mean they say you’re not supposed to manipulate the results. Now, I was explaining to a client the other day and he kind of asked the relationship between Google and us. I’m like, “Okay. Well, Google says you can’t manipulate the results and then they go to like the SES conference.”

Paul: Yeah. And SMX and all the SES.

Chris: All of those. So, they know, and they support, and really what our — again, our goal is to provide a good experience to the Google user, and as long as we’re doing that, Google doesn’t really care. In fact I don’t even think they care if you cloak, right?

Paul: Yeah.

Chris: I don’t think that they care. If you showed one thing you Google and good info — and the best information for those keywords to the user, they don’t — I don’t think they really care. You know if somebody reported them they would probably do their due diligence and obligation and actually ban you, but I don’t think they care.

Paul: Yeah.

Chris: Now, I’m not even sure that they even searched for that because there’s enough people out there reporting. Again, if you type in “kitty cats” and end up on an adult website, you know, Paul apparently will be happy.

Paul: Oh, my God. There’s a problem.

Chris: That’s a good experience.

Paul: There’s a problem there.

Chris: I’m a Google user.

Chris and

Paul: (laughing)

Paul: Like I don’t’ really get it, you know. What’s wrong with that?

Chris: In general people aren’t going to be too happy with that, and so that‘s a bad experience, and that won’t get you banned pretty quickly. I mean that’s kind of obvious. And here it is, SEO news is really kind of the same thing. There’s not that much SEO news there or the pages that you’re ending up on don’t make it clear. Like how can I find the latest stuff? Is Google changing their — you know, what do I want? I want — Is Google changing their algorithm? When was the last time they changed their algorithm? Is Bing acquiring Yahoo? Is Yahoo CEO getting paid so much that Bing can afford to buy them?

Paul: Yeah.

Chris: Whatever, right? I don’t want how to do SEO. I just typed in SEO news. I don’t want — by the way, I happen to know how, that’s why you’re listening.

Paul: Yeah.

Chris: Also, that’s not what I was looking for, right? I do go out there and I do look for what other people are publishing about how to do SEO. But that’s like, you know, SEO processes, SEO…

Paul: Techniques.

Chris: …techniques or SEO Top 10. Whatever it may be, it’s not SEO news. So anybody out there who is listening who may have some influence with anybody who is on the first page for SEO news give them a call and tell them, you know, provide SEO news or get off the first page.

Paul: Yeah. In weeks then they will probably say, “All right. I’ll start providing some SEO news.”

Chris: Yeah. I mean that — and how — it can’t be that hard.

Paul: I mean come on, man.

Chris: And it’s kind of hard for us to find it.

Paul: Yeah.

Chris: If we type SEO news, there’s nothing there.

Paul: You’ll see nothing but SEO common news.

Chris: You have some RSS feeds, right, that you subscribe to?

Paul: Yes, I get them from — I get them directly to my desktop.

Chris: So I need to do that. You‘ve been out little before…

Paul: I use it from the Google Toolbar. All right. We got to answer a question. We got a question from my main man, AJ, out in Hawaii. AJ Neil, I believe is his last name. His website is computercornerhawaii.com, computercornerhawaii.com. And if I remember correctly, I think it’s — is it pronounced Havaii?

Chris; Hawa — yeah, there’s a “wa”…

Paul: If you live there…

Chris: …there’s a little “wa” like in between a V and W, Hawaii.

Paul: Okay, Hawa — yeah, I’m not even…

Chris: Close.

Paul: …going to try that one. So my man, AJ, Computer Corner Hawaii, he and some guys started a company. They used to work for a large company that folded and they got together and started their own company. We’ve been going back and forth a little bit, and he actually called in, and answered these questions, so AJ this is for you. And he basically said — and I think anyone can really benefit from this. How much attention or weight should I give to websites like — or should I give to my page rank, should I give to Alexa, should I give to Quantcast, should I give to — and then – or ComScore, I just added – AJ, I added ComScore if you hadn’t heard of it. So I was like, “Hey, that’s a great example.” If you haven’t heard of these of companies, do your research and I’m going to give you kind of a quick insight on it. And the general answer is not much. What I would tell you to focus — I mean they all have some value but I what I’d really tell you to focus on is the page rank.

Chris: So what do those websites typically do? What kind of information do they give?

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