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Issue #029: Negative Terms

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                    SearchReturn Discussion List
             "Understanding Internet Search Technology"
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Moderator:                                          Published by:
Disa Johnson                                       SearchReturn
               http://www.searchreturn.com
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January 12, 2005                                       Issue #029
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                   .....IN THIS DIGEST.....

// -- FEATURED POST -- //

           "Negative Terms"
                     ~ SearchReturn

// -- CONTINUING DISCUSSION -- //

           "Big Brand Spam"
                     ~ Stacy Williams

// -- ESSENTIAL NEWS -- //

           "Google Analytics Restart"

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// -- FEATURED POST -- //

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==> TOPIC: NEGATIVE TERMS

"You can get optimization help from search engine advertising
reps to add keywords, but you will never get help optimizing your
negative terms. You have to do that on your own."

From: Debra Mastaler 

Can you elaborate on what 'negative terms' are? How are they used
and when are they effective? I know next to nothing about PPC,
strictly a link chick here which is why I ask.

Debra.

 

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// -- CONTINUING DISCUSSION -- //

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==> TOPIC: BIG BRAND SPAM

From: Stacy Williams 

The topic of big brands getting away with spammy sites on Google
was discussed in this month's issue of SearchEngineNews.com (by
Planet Ocean). It referred to a technical report recently written
by two Yahoo! engineers with some Stanford computer science
professors, which is available here (PDF):

http://www.searchreturn.com/digest/refs029.shtml

I have not waded through the technical report myself, but
SearchEngineNews did a nice job of summarizing it. In a nutshell,
it said that the search engines compare the ratios of "good
links" pointing to a Web page to the proportion of "spam links"
pointing to a Web page. If it has a high proportion of "good
links," it may be whitelisted. If it has a high proportion of
"spam links," it may be blacklisted. The blacklisting part is
common knowledge, but apparently this new theory is that
whitelisted sites can get away with more spammy behavior in
general than other sites may be allowed to get away with. Getting
links from whitelisted sites is particulary important.

I'm sure I've way, way oversimplified this, so anyone interested
in the details should definitely go to www.SearchEngineNews.com
or the PDF link above. Happy reading!

Stacy Williams
Prominent Placement
Strategic Search Marketing
http://www.prominentplacement.com

 

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// -- ESSENTIAL NEWS -- //

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==> Google Analytics Restart

http://www.google.com/analytics/progress.html

Essentials: Google Analytics (formerly Urchin) was deluged with
requests after announcing it is available completely free. They
had to stop accepting new users over the last 5 weeks to better
prepare for the situation. In the meantime, many have complained
that trust is too serious a factor, and it is why they will pass
on using the tracking tool when they advertise with AdWords.
Still, it is wise to become familiar with Google Analytics while
many will use it simply because it is available without cost.

 

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