Why the Internet is a Web of Confusion - Mayhem Marketing Explained - condensed version- The full version can be found by clicking Search Mayhem.
The people who own websites have always needed to make sure their websites included a text map just for search engines to create an index that would 'optimize' the categorizion of websites content makeup. The 'Algorithm' would 'Rank Pages' based on a number of variables, including how many other websites linked into the primary website- which, when combined with the number of people visiting these websites, theoretically could identify and match the websites content and display relevant and appropriate content to the Searcher.
In short time, clever coders realized that they could 'Game' the
algorithm by simply spamming these indexes with multiple avenues to
their moneypot websites. The algorithm mutates year after
year and fixates on blocking these clever coders. The best of
these 'solutions' are incorporated into the algorithm to curb the
amount of fraud rampant in this system, but it seems that they are
always well behind the curve trying to catch up with these
scammers.
Even legitamate websites must revisit and reoptimize each piece of content they have throughout the web to maximize the possiblilty that their content will make it to the Search Engine Results Page (SERP). Each mutation represents a multitude of companies that are formed offering 'solutions' to navigate both sides of these algorithmic changes.
15 years and many mutations later, the algorithm has transformed from page optimiztion (page ranks & page authority) to content optimization, placing an extrodinarly large burden on would be website owners hoping that their website & their content will show up in display results.
Search Engine Optimization is 'Optimization' of a client’s content, so that a Search Engine can identify content and display ‘appropriate’ content intermingled into the Search Engine Results Page (SERP) with the SEM (paid advertising- aka Pay Per Click) content. There are many who still think of SEO as ‘Free of costs' because Optimization, once performed- should continuously sneak the 'most relevant' content into the algorithm for display to searchers.
There is quite a bit of hypocrisy here though because SEO is often referred to as ‘Natural’ or ‘Organic’, but the number one way to optimize content is to insert said content into the SEM and RTB paid advertising systems. SEO. presumably, can be performed by anyone who has the time and capability to learn how to do it.
This is a misnomer, however, as SEO cannot be pinned down to any specified criteria, so it is impossible to know for a fact how to Optimize. Essentially, SEO is trial and error- based on hundreds of subjective tactics, so there is no way to quantify the real costs of effort and time expended.
While there is no definitive template for Optimization, there is a consensus that every text block, every picture, every video, etc., – both on and off a merchants’ website- must be marked up with attributes and keywords for Search Engine Robot Indexers to identify.
Because there are so many hands in the pot and so many channels that hands need to be in, there is a whole lot of competition for the same spaces. So clever online marketers create affiliate networks on top of affiliate networks until it is so convuluted that no one can really tell who is the original advertiser is.
More than 40% of social network users are entirely fake- robotically created by marketers working to bolster their revenues. (See Social Spam) This is particularly heinous when you consider that the valuation of an internet company is primarily based on the internet companies traffic base (YOU). Every user (YOU) is worth so many dollars. For instance, The value of a Facebook user is $141 compared to $52 per user at review site like Yelp and compared to a LinkedIn user $85 compared to $125 per user of online messenger service like Twitter. You can also compare to $418 per user value of an Angieslist compared to $748 per user at online advertising firm Google, based on the 540 million users it reported in its latest annual report.
These computer generated fraudulent profiles can be made by their diabolical originators to cause an infinate number of caustic and costly predicaments- robotically users can create false chatter regarding brands that are implanted across the web. This artificial Chatter drums up word of mouth and real user interactions that skew primary content distribution algorithms and alternate keyword placements. Not only do they effect the price that merchants pay for the prime keywords needed to get their own content displayed, they can be used to inflate the cost of keywords that more relevant merchandisers may more approriately discern their brands.
The difficulty of the system creates a matrix where mischief and mayhem incubate. There is a wellspring of new tech companies offering digital aides that in some way help 'work' in the search system, however, very few of these companies are adding any real value to the space. They are just offering different flavors of very similar 'solutions' and all of them are adding bottom line expenses imbibing in the same profitable foray as the behemoth publishing empire.
In closing
You might've noticed that each of the points SEM, RTB and SEO revolve around and are focused in on- YOU the user. It is us, going to these websites that add value to them. The more crafty these publishers are at getting us to their content, the more money they can charge advertisers. If you've been paying attention you might have caught that the algorithm has mutated to overtake these would be scammers by essentially surplanting their own paid advertisments before every other display. This tactic pushes scammers to imbibe in mayhem everywhere else on the internet. And because we never actually know which affiliate is behind the marketing- every bit of online marketing can be artificially inflated.
Local, specifically small businesses just cannot afford to compete. Even a basic website can be a great big expense. Not just money, but REAL TIME. They need to be updated often. Businesses can't just contract whoever is available; there are serious security and privacy issues they must protect. Even merchants with their own IT departments sometimes have to wait days or weeks to correct punctuation errors which are less of a priority than performing security patches, backups, scheduled maintenance, etc. At least it should be, but that might not be the case- which increases both the consumers and the merchants’ vulnerabilities.
The reality of SEO is that it is just another marketing channel that follows the keyword archetype unabashedly forsaking each of US users. SEO is where highly skilled 'professionals' spend ample amounts of Real Time, costing merchants Real Money, to 'convince' a search engine algorithm (including SEM and RTB) that a websites content is both Relevant and Worthy of being pulled into view on the SERP under all Paid SEM and above every other competitor website in the ENTIRE web world! That is a whole lot of would be competitors if you are a merchant that sells pizza along with 50 other merchants in a town.
Gaming the system' is no longer profitable as AdFor.US removes SEO, SEM & RTB; thereby removing all the duplicitous mayhem and vulnerabilities created by those systems, as well as, the exhorbitant expense to establish and maintain these systems.
Besides being a breeding ground for debauchery, theft, malice and absolute mayhem, this mountain of confusion is utterly incapable of providing even a sliver of real relevance to anyone 'Searching' or to any Merchants using these systems to 'Announce / Advertise / Market' in, as long as these systems exclude the following:
To Restore Control back to YOU / US
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