January 23, 2007 Comments
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On of my favorite Canadians (Andrew Goodman) has written an amusing post that asks a serious question. If Google is going to so much trouble to implement quality score guidelines in order to weed out pay per click arbitrage sites, why are the search results still so full of them?
Andrew writes...
We have the usual eBay junk (any word in the dictionary will do, even if the landing page is just 6,200 results of stuff that have parrot somewhere in the description of some product), and then, even weirder, something that directs the user to a SERP on Ask.com. Ask is promoting their search engine in Google ads; because the Ask SERP's are fairly heavy with ads this looks semi-arbitragey in intent, but from a user experience standpoint, definitely violates what Google says users hate - getting another page of search/ad listings, after clicking on a search ad listing. I'm sure IAC has plenty of money for this branding exercise; only they know what they're paying per click.
In fairness, pages of ads on any generic, one-word term are bound to look stupid. And Google's already indicated that their minimum bid policies might be relaxed in markets (countries) that are "less mature" (read: fewer ads). Nonetheless, this example does seem to show that as dead as they may be in Google's rhetoric, once in awhile, users still get to admire the beautiful plumage of the odd prime specimen of "garbitrage" and "double serving cheaters."
Jennifer Laycock is the Editor of Search Engine Guide, an educational web site aimed at translating the search marketing world into something that small business owners can understand. Jennifer specializes in common sense search engine marketing, viral marketing and customer outreach via social media and blogs. A former search marketing consultant and in-house trainer, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children. Her primary clients now are a little girl named Elnora and a little boy named Emmitt.
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