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P1P Archives

Jesse Stoler

Jesse Stoler is a Content Specialist at Page One Power, a link building firm based out of Boise, Idaho. His hobbies include stand up comedy and pretending he has fans.

Recent Posts

Big Brands Aren't Immune to Google Penalties

Posted by Jesse Stoler on Dec 31, 2013 2:21:57 PM

On Christmas day, the owners of the site rapgenius.com got a big heap of Google coal in their stockings. The burgeoning site, which the webmasters describe as a “hip hop Wikipedia,” fell victim to a manual penalty from the Google spam team.

The penalty occurred after the webmasters behind Rap Genius employed a tactic which has swiftly been labeled as TieFating. The team would offer to tweet out the site of any webmaster who would embed a link using the anchor text “Justin Bieber lyrics.” It has yet to be determined which is worse: the fact that Rap Genius would employ such an obviously foul tactic, or that Justin Bieber is a “rap genius.”

“We didn’t see our penalty in webmaster tools. We can’t see when we wear our sunglasses inside lulz.”

 

According to Josh Constine of TechCrunch, the Rap Genius webmasters are working on a resolution with the all powerful spam detectors at the behemoth search engine. Of course in hip hop terms, a resolution can mean a drive by on the Vegas strip.

Rap Genius was launched in 2009. Despite the steep competition of online lyric databases, the site gained a lot of traction rather quickly. It’s not your average lyric database though. Instead, it’s a community in which hip hop aficionados can submit their interpretations to lyrics of their favorite songs. But thanks to Google, their traffic took a hit bigger than the one on Ice Cube’s street cred.

On the first day of the penalty, Google gave to Rap Genius a 60% decline in traffic. On the second day, 52%. I’m sure the webmasters would have preferred a partridge in a pear tree and two turtle doves. Even a carrier pigeon could do more to increase their traffic.

A penalty from Google, whether it be manual or algorithmic, can and will have a detrimental impact on your site. Even the big boys aren’t immune to that. Here are some other well known sites that haven’t always been on Google’s good side (and what they would do if they were on Rap Genius).

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Outreach Actually

Posted by Jesse Stoler on Dec 24, 2013 11:53:13 AM

The most frustrating part of being a link builder: the constant rejection. Even the best link builders aren't going to hit all of their prospects. It's hard not to let the rejection get to you, but remember: 'tis the Christmas season. There are polite ways to go about it. Let's take a cue from the famed cue card scene from the Christmas classic Love Actually.

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Strategies to Create Titles Worth Pitching

Posted by Jesse Stoler on Dec 4, 2013 2:00:08 PM

 

He’s a Ghost!

If You Leave Me, I Delete You

Slightly Pregnant

According to the Jesse Stoler Council on Made Up Economics, cinema has been one of America’s top exports for the last decade (others include chemicals and NSA whistleblowers). Of course, when our films are screened around the globe, the titles can get Meetings and Failures in Meetings (thank Portugal for that meta title).

Thank China for the first title: the Chinese are officially the only people that rival M. Night Shyamalan at ruining a twist ending. Thank Italy for the second title: congratulations on reducing the greatest film of the new century to nothing more than a Facebook spat. And thank Peru for the third title; now I know that the Peruvians have such a fundamental misunderstanding of the reproductive system they could run for the United States Congress.

All of these titles would have left potential audience members astray. Link builders know that the wrong title in a pitch can leave webmasters astray in the same way. As I’ve said in previous posts, outreach is the crux of link building. Since the dawn of guest posting, webmasters have seen countless pitches that clearly took all the energy of moving fingers from Ctrl+C to Ctrl+V.

Webmasters are eager to see pitches that show even a modicum of personality. What they’re also looking for are titles that are going to pique the interest of their readership. Webmasters, and yes the Google referees even, are looking for content with a purpose; content that will get shared.

So how do you come up with such titles in your pitch? Thankfully, there are a few tips.

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I Got 99 Problems and My Niche is One

Posted by Jesse Stoler on Nov 27, 2013 12:50:03 PM

Not even the best can master every niche.

Jay-Z is a business titan. He developed a blueprint so he could achieve the holy grail and ended up building one of the most expansive business empires I’ve seen in my lifetime. He has ventured into everything, from clothing to video games to sports management. Some suspect he has his own new world order, but I have my reasonable doubt (last one, I promise).

Despite his astonishing business acumen, there is one niche Jay-Z can’t break into: cars. Back in 2005, he coordinated with Chrysler to create a branded Jeep, one that would be painted Jay-Z blue and would come up with a stereo system already set with the rapper’s discography. The plan fell apart, partly due to new management, but also because of Jay-Z’s criminal past. Other rappers have tried their hand in the automobile business to varying degrees of failure. If even Jay-Z can't master the niche, I wouldn't expect anyone else to either.

Some niches are incredibly difficult to tap into; this applies to be link building as well.

I’m going to go out on a limb here: we’re pretty damn good at what we do. Link building is rough. There’s no denying that. That’s why it’s commonly outsourced – a lot of marketing companies don’t have the time, energy or skills to manage a link building campaign.

But not all niches are equal, and it would be terribly misleading to say so. Some are a gift, some a curse (I lied earlier).

The entertainment niche is a gift. The amount of target sites borders on infinite, and the community is (for the most part) incredibly welcoming.

Then there are the curses. There are some niches that leave even the best link builders banging their heads on their desks and devoting extra effort just to find a single solitary link. There are a multitude of reasons why there can be such slow movement in your link building efforts for a specific niche.

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8 Rookie Link Builder Mistakes

Posted by Jesse Stoler on Nov 21, 2013 12:38:55 PM

Troy Aikman is one of the greatest quarterbacks to ever play in the NFL. His stat sheet is impeccable, not to mention that he has a spot in the hall of fame and three Super Bowl rings on his right hand.

But it wasn’t all downtown Dallas parades and tributes for the California born QB. His rookie season was one of the worst on record. He threw twice as many interceptions to touchdowns, started off with eleven consecutive losses and put up a paltry 1,749 yards during the course of the season. The robot arms that Japanese engineers built a few years back could throw for more than that; they don’t even have eyes.

The point of all this is that being a rookie is tough. There’s a learning curve to everything. Sure, a lot of these NFL players have years of football experience from Pop Warner all the way to the SEC championship game, but there’s a reason they have to take all of those steps before finally becoming a professional football player.

Being a rookie link builder is even tougher. Alabama may have the best football program in the country; how’s their SEO department? It doesn’t rank… nor does any other university. To the best of my knowledge, no university conducts courses on best SEO practices. As a result, Page One Power has built a lot of experience in training incoming employees how to build links. We’ve seen some rookie mistakes. Fortunately, we know the remedies.

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Why Can't The SEO Community Get Along?

Posted by Jesse Stoler on Nov 13, 2012 9:38:52 AM

Opinion--There's No Such Thing As Friendly Competition In SEO

Americans love competition. Competition is a part of our backbone. If you look at the Nielsen ratings, the Super Bowl is consistently the highest rated television program year after year. When the NFL Super Bowl isn’t on, most of the other top shows are no longer the kind of scripted shows that have reigned over the nightly programming since the advent of the tube. Instead, they are “reality” television programs, premised on finding the best karaoke singer, or the best backstabber/conniver living on an island.

The news media, which was meant by the founding fathers to act as the fourth estate and watchdog over the tyranny of the defined branches of government, has instead become a manic, 24-hour electoral prognosticator, obsessed with political races, not the issues that should define them.

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Essential Link Building Tools

Posted by Jesse Stoler on Oct 11, 2012 10:21:08 AM

There are many jobs that require an employee to be ready equipped with some sort of toolbox.  The person that fixes the sputtering engine on your car is going to have one.  The company you call to repair your slowly collapsing front deck is going to send over a guy with a rather hefty toolbox most likely.  In fact, according to the New York Times, jobs that require these kinds of tools are among the few that have not been cut so drastically in the last four years.  As Princeton economist Alan Binder said, “You can’t hammer a nail over the internet.”  Link building is another industry that hasn’t seen this decrease.  If anything, the industry is positively booming.  Link builders may not bring a wrench or a hammer to their computers, but they certainly have tools of their own.

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A Couple Ways To Think About Link Building Strategies

Posted by Jesse Stoler on Sep 13, 2012 4:39:02 PM

Catenaccio, or the chain as American sports fans came to know it, was a prominent defensive style of play in international soccer during the 1960s and 1970s.  It was developed by the legendary coach/trainer Helenio Herrera, and it was largely built off of the verrou defensive strategy.  In cattenaccio, players would be lined up 1-3-3-3, which may not have allowed for a killer offense, but it made for nearly impenetrable defenses.  Some coaches, after seeing the catenaccio, would tamper with the formation a tad to insert a sweeper behind one of the lines.  This strategy is no longer in use, not in abundance anyway.  Too many teams took it up, and games would all too often end up in 0-0 gridlocks.  Just like in soccer, great strategies in link building can become outdated and obsolete.  Unlike soccer, the process of antiquation can be rather rapid.  Thanks to variables like Google algorithms and expanding technological capabilities, link builders are frequently on their toes when it comes to devising new strategies.

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What is Negative SEO?

Posted by Jesse Stoler on Aug 29, 2012 3:58:34 PM

As with any industry, the field of search engine optimization is not free of unseemly tactics.  While it represents only a modicum of the industry, negative SEO has long plagued the reputation of white hat SEO companies.  An example of a negative search engine optimization (SEO) strategy would be a website being flooded with a wide variety of irrelevant links and Spammy links in order to maximize link juice to the fullest extent.  One tactic that has been employed by black hat SEO workers is to target the site of a competitor and create URLs similar to that competitors site that ultimately redirect to Spammy links, adversely affecting the ranking of that competitor’s site.  Google has done its best to combat black hat SEO in recent months through the implementation of the Google algorithm updates Panda and Penguin, and indeed has been somewhat effective.   Yet it would be a lie to state that black hat SEO has been categorically removed from the most shadowy pockets of the internet.  What is in question, and has been for a long time, is the overall effectiveness of this kind of negative SEO.

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Building Links for an Ecommerce Site

Posted by Jesse Stoler on Aug 23, 2012 10:50:44 AM

Link building strategies are typically going to vary from site to site. It largely depends on the niche that the site represents. Building links for a film or music related website is fairly easy compared to other niches; there are countless sites on the world wide web devoted to movies and music (everyone has an opinion). Building links for, say, a site that markets materials to clean up monkey cages is going to be comparatively difficult, as the options are significantly more sparse. Ecommerce sites represent the tougher end of the spectrum. This is especially true when the products sold by an ecommerce site are particularly unique. Once more, the decision to link back to a category page or the pages of all of the individual products can be quite the conundrum. Thankfully, there are some tips available for link builders at ecommerce sites. Here are a few of them.

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5 Link Building Strategies

Posted by Jesse Stoler on Aug 7, 2012 3:07:03 PM

Strategies for Link Building 

Since the beginning of humankind, the most primitive of our ancestors have participated in building.  At the dawn of our species, we made the seismic steps of building fire and building the wheel.  Then the Egyptians built the pyramids, miraculously with the advantages of our modern technology.  Since the origins of the industrial revolution in the 18th century, man has been building at an increasingly accelerated rate.

We built the plough, which represented a breakthrough in agriculture.  We built the railroad, the automobile and the airplane.  A mere 66 years after the invention of the airplane, a man was able to walk on a surface as far away as the moon.  Yet as ingenious as the inventors of these transformative creations were, they couldn’t possibly imagine the new building industry of the 21st century: link building.

How could the Wright brothers possibly understand this field when even many who work in the modern tech apparatus don’t quite know how to utilize it?  It’s a tricky line of work, but there are some simple and legitimate ways to build links in today’s hyper-computerized world.

1. Blog Commenting ( form of social media )

In today’s world, it seems that everyone has an opinion, and to channel their opinionated ways, they setup a blog.  With a large majority of blogs, there is often an opportunity for the site visitors to leave a comment, expressing yet another opinion.  There’s no reason link builders should be avoiding these blogs, particularly in the comment section.  But it’s best not to leave your link at the bottom of your comment; it appears spammy.  Rather, leave your link as a signature.  There are plenty of other commenters that do the same for their own personal blog. 

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SEO Links: Link Juice is Dead

Posted by Jesse Stoler on Jul 31, 2012 5:08:45 PM

From a young age, many children are oft told to finish their juice, depending on what that juice may be. A good glass of orange juice provides roughly 101% of the Vitamin C a person should be consuming on a daily basis. Not only that, but orange juice contains an antioxidant called hesperidin, which improves blood vessel function and ultimately decreases the risk of heart disease. However, there are critics of the drinks that say that the excess in sugar content wipes out the good that the drink provides. An eight ounce glass of orange juice holds about 22 grams of sugar. Compared to that, an eight ounce glass of the soda Dr. Pepper contains roughly 27 grams of sugar, only five grams more. This is why most dietitians do recommend orange juice, but in moderation. Not all juice should be in moderation however. For those in the industry of search engine optimization, link juice is a think of the past and should be treated as such. Relevancy is the key to a quality future proof link building project.

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Does Social Media Help With Link Building Authority?

Posted by Jesse Stoler on Jul 24, 2012 2:25:55 PM

Guest posts are an essential component in the industry of search engine optimization.  Indeed, without guest posting, the scope of SEO work becomes fairly limited, and cannot blossom to reach the full effect of what it can potentially do.  When writing a guest post, a blogger should bear in mind the target site.  It doesn’t matter how beautifully written and thoroughly researched his or her post on the history of Amtrak may be; if that same post is being shopped around at sites that market tickets for sporting event or that exclusively celebrate thoroughbreds, that post is not being published.

Relevancy is crucial.  But an SEO employee should also always be mindful to find sites that are not only relevant, but that garner high traffic and receive a high reputation.  Specifically, sites that have a large following on Twitter and/or Facebook are ideal.  The best thing that can happen to a guest post is for it to gain traction on these social networking sites, and others akin to them.

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Marissa Mayer Named CEO of Yahoo

Posted by Jesse Stoler on Jul 17, 2012 3:01:26 PM

On Monday July 16, it was announced that the search engine company Yahoo has hired Marissa Mayer to be the company’s new CEO. The move shocked industry analysts across the spectrum, as it was widely unexpected. Her hiring is effective immediately, as she starts work on Tuesday July 17. Her compensation package is as of now unknown.

Mayer’s hiring comes as a surprise mostly because of her standing at her previous employer, competitor search engine and tech giant Google. The 37 year old Mayer has been with that company essentially since the ground up. She joined the company as only its 20th employee, and its first female engineer, back in 1999, the year after its inception. She’s been with them ever since, acting in several roles, including engineer, designer, product manager and executive.

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Google Releases Analytics for the Android

Posted by Jesse Stoler on Jul 3, 2012 1:47:58 PM

Back in 2005, internet search engine giant Google purchased the Southern California web analytics company Urchin Software Corporation.  That company, founded by Scott Crosby and Paul Muret, had developed a software package called Urchin, which had gained a stellar reputation within the tech industry for its speed and efficiency at processing information provided by bigger web server log files.  Although they had had their financial hiccups, the company was profitable for the majority of its existence, thanks to the utilization of its product by numerous Fortune 500 companies.  Google, itself a Fortune 500 company, cleverly picked up on the assets that Urchin could provide and subsequently invested heavily into Urchin.  Urchin was quickly transformed into what we now know as Google Analytics.  The hugely successful program was unleashed on the public in November 2005.  Not until now, however, has Google Analytics been available as an Android application.

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Internet Rights | SOPA | PIPA | A basic rundown

Posted by Jesse Stoler on Jun 13, 2012 11:53:32 AM

A Second Bill of Rights

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