the ultimate answer to google slap 2009 dr harlan kilstein affilicon israel june 1 2 2009

The Ultimate Answer To The Ultimate Answer To Google Slap 2009!Google Slap 2009!

Harlan KilsteinHarlan Kilsteinwww.tactic7.comwww.tactic7.com

www.nlpcopywriting.com www.nlpcopywriting.com QuickTime™ and a

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Make No Mistake About It, Your Website Make No Mistake About It, Your Website

Is A Target Unless…Is A Target Unless…

Why These Two Billionaires Are On Why These Two Billionaires Are On A Mission To Destroy Your Online A Mission To Destroy Your Online

Business.Business.

QuickTime™ and a decompressor

are needed to see this picture.

Google Slap – The DevastationGoogle Slap – The Devastation



What Do Larry & Sergey Want?What Do Larry & Sergey Want? Their goal is to dominate the Internet and Their goal is to dominate the Internet and

offline marketing as well.offline marketing as well. They created Google their own way – They created Google their own way –

repeatedly bit the hand that fed them.repeatedly bit the hand that fed them. Incurred the anger of the SEC and Wall Incurred the anger of the SEC and Wall

Street when Google went public.Street when Google went public. They never compromise on their core value They never compromise on their core value

that the Internet should have quality that the Internet should have quality information.information.



So asking when Google is going to So asking when Google is going to go back to the old way of doing go back to the old way of doing

business is the same as asking…business is the same as asking…

When are the Beatles going to get back When are the Beatles going to get back together?together?



The Slap Heard Round The WorldThe Slap Heard Round The World

On Black Tuesday, Google sucker punched On Black Tuesday, Google sucker punched Adwords accounts by jacking up bids from Adwords accounts by jacking up bids from nickel and dime clicks to $10-$15.nickel and dime clicks to $10-$15.

The only excuse offered was they wanted The only excuse offered was they wanted Adwords sites to be quality sites.Adwords sites to be quality sites.

Google offered nebulous guidelines.Google offered nebulous guidelines. Google refused to offer details of rhyme or Google refused to offer details of rhyme or

reason.reason.



The RumorsThe Rumors

Google wanted to fix the Adsense scamsGoogle wanted to fix the Adsense scams Google doesn’t want name squeeze pagesGoogle doesn’t want name squeeze pages Google is moving to change Adwords to a Google is moving to change Adwords to a

CPA format and they are deciding which CPA format and they are deciding which sites will make them the most money.sites will make them the most money.

Google wants all Adwords sites to offer Google wants all Adwords sites to offer quality information.quality information.

Google doesn’t like affiliate marketing.Google doesn’t like affiliate marketing. Google doesn’t like one page sales lettersGoogle doesn’t like one page sales letters



More RumoursMore Rumours

Google wanted a privacy policy.Google wanted a privacy policy. Google wanted FAQ’s.Google wanted FAQ’s. Google wanted contact information.Google wanted contact information. Google wanted more content.Google wanted more content. Google didn’t want simple re-directs.Google didn’t want simple re-directs. The standard answer Google gave was…The standard answer Google gave was…



Google Gives Marketers Google Gives Marketers The Middle FingerThe Middle Finger

Hello [],Hello [],

I've confirmed that the quality review of I've confirmed that the quality review of your site was correct, and that your your site was correct, and that your current landing page quality is very poor. current landing page quality is very poor. Sites that don't include useful content, Sites that don't include useful content, products, and/or services for internet products, and/or services for internet users are often difficult to advertise users are often difficult to advertise efficiently and effectively.efficiently and effectively.



Google Says: Google Says: Take Your Money & GoTake Your Money & Go

Based on user feedback, we've found that low Based on user feedback, we've found that low quality sites lead to a poor user experience, quality sites lead to a poor user experience, and unhappy users are less likely to click on and unhappy users are less likely to click on AdWords ads. Also, advertisers with quality AdWords ads. Also, advertisers with quality sites see higher advertising costs when they sites see higher advertising costs when they are forced to compete with ads for poor are forced to compete with ads for poor quality sites. AdWords provides the best quality sites. AdWords provides the best results when both users and advertisers have results when both users and advertisers have a positive advertising experiencea positive advertising experience..



According to our review, www.[].com is a poor According to our review, www.[].com is a poor quality page and will continue to cause higher quality page and will continue to cause higher minimum bid requirements for you, and minimum bid requirements for you, and potentially low return on your investment. potentially low return on your investment. Therefore, AdWords may not be the online Therefore, AdWords may not be the online advertising program for your website or advertising program for your website or business.business.

Would You Please Go Away!



If you have additional questions, please visit our If you have additional questions, please visit our Help Center at Help Center at https://adwords.google.com/support to find https://adwords.google.com/support to find answers to many frequently asked questions. answers to many frequently asked questions. Or, try our Learning Center at Or, try our Learning Center at http://www.google.com/adwords/learningcenter/ http://www.google.com/adwords/learningcenter/ for self-paced lessons that cover the scope of for self-paced lessons that cover the scope of AdWords.AdWords.

We look forward to providing you with the most We look forward to providing you with the most effective advertising available.effective advertising available.

Sincerely,Sincerely,Dina K.Dina K.The Google AdWords TeamThe Google AdWords Team QuickTime™ and a

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Who Did Not Get Hit…Who Did Not Get Hit…

Large commercial accounts even if their Large commercial accounts even if their sites were not “quality sites.”sites were not “quality sites.”

Many older sites.Many older sites. Sites advertising on the Content network.Sites advertising on the Content network. Many niche sites with all of the “offending” Many niche sites with all of the “offending”

problems were totally ignored.problems were totally ignored.



What isn’t commonly known…What isn’t commonly known…

Google is manually reviewing every site that Google is manually reviewing every site that uses AdWords.uses AdWords.

Just because you didn’t get hit right away, Just because you didn’t get hit right away, doesn’t mean they won’t get you in round doesn’t mean they won’t get you in round two.two.

Your current domain “could” be poison to Your current domain “could” be poison to you.you.

Your current account “could” be flagged.Your current account “could” be flagged.



Old Quick Fixes…Old Quick Fixes…

Put more money into the content network - Put more money into the content network - this is already changing. Google putting you this is already changing. Google putting you on garbage sites.on garbage sites.

Bring your name squeeze to a blogBring your name squeeze to a blog New domain – new account. Got ya!New domain – new account. Got ya! If you use black hat techniques, Google will If you use black hat techniques, Google will

catch up with you sooner or later.catch up with you sooner or later. Here’s proof…Here’s proof…



The Dreaded Google BanThe Dreaded Google Ban



Google Slap 2009Google Slap 2009 I apologize for not getting back to you sooner. I apologize for not getting back to you sooner.

There are certain business models that usually There are certain business models that usually lead to poor landing page quality because we lead to poor landing page quality because we find that they can lead to a poor experience for find that they can lead to a poor experience for our users. When we look at a site, we basically our users. When we look at a site, we basically ask ourselves if we think it's a good site and ask ourselves if we think it's a good site and also if it provides useful, unique, and relevant also if it provides useful, unique, and relevant content. We also ask ourselves if we would content. We also ask ourselves if we would ever enter personal information on the site or if ever enter personal information on the site or if we would recommendit to a friend.we would recommendit to a friend.



Google Slap 2009 ContinuedGoogle Slap 2009 Continued From there, we do go through the different From there, we do go through the different

business models to see if the site fits in those business models to see if the site fits in those categories. I have listed all the business models categories. I have listed all the business models below that usually are affected negatively by below that usually are affected negatively by landing page quality, which means that we find landing page quality, which means that we find that the site isn't usually relevant to users. that the site isn't usually relevant to users. There can definitely be some exceptions within There can definitely be some exceptions within each business model,but we can discuss that each business model,but we can discuss that on a one-off basis.on a one-off basis.



Google Slap 2009 ContinuedGoogle Slap 2009 ContinuedBUSINESS MODEL CHECKSBUSINESS MODEL CHECKS Certain verticals/business models are often affected Certain verticals/business models are often affected

by landing page quality. These include:by landing page quality. These include:

1. Arbitrage1. Arbitrage what we don't like: sites that exist to buy cheap what we don't like: sites that exist to buy cheap

clicks on AdWords with the intent of getting users clicks on AdWords with the intent of getting users to click on AdSense ads on their site do not add to click on AdSense ads on their site do not add value. They cause users to have to click extra ads value. They cause users to have to click extra ads before reaching the site they were hoping to find.before reaching the site they were hoping to find.



Google Slap 2009 ContinuedGoogle Slap 2009 Continued2. MLM/Get Rich2. MLM/Get Rich what we don't like: Sites that prey on gullible user what we don't like: Sites that prey on gullible user

and that promise unrealistic things possible and that promise unrealistic things possible exceptions: legitimate franchising and reseller exceptions: legitimate franchising and reseller opportunities offered by well known brands. For opportunities offered by well known brands. For example, if Subway sells a franchise with the example, if Subway sells a franchise with the promise of making a lot of money, this might be promise of making a lot of money, this might be acceptable.acceptable.

3. Spammy eBook/newsletter3. Spammy eBook/newsletter what we don't like: sites that make outrageous or what we don't like: sites that make outrageous or

sensational claims in an attempt to collect the sensational claims in an attempt to collect the user's email address.user's email address.



Google Slap 2009 ContinuedGoogle Slap 2009 Continued4. "Free" sites 4. "Free" sites what we don't like: sites that offer free rewards in what we don't like: sites that offer free rewards in

exchange for participation in a number of promotional exchange for participation in a number of promotional offers. These sites make it har to collect the free reward offers. These sites make it har to collect the free reward and they collect personal information used to spam and they collect personal information used to spam users. possible exceptions: If the manufacturer gives users. possible exceptions: If the manufacturer gives away its own product as part of a promotion.away its own product as part of a promotion.

5. Comparison shopping/review/aggregators (this includes 5. Comparison shopping/review/aggregators (this includes Travel aggregators) what we don't like: sites that re-Travel aggregators) what we don't like: sites that re-purpose existing content, including price comparisons purpose existing content, including price comparisons and reviews, in an attempt to monetize visitors who and reviews, in an attempt to monetize visitors who click on ads or who click through to the actual click on ads or who click through to the actual merchant's site to buy the product. Possible exceptions: merchant's site to buy the product. Possible exceptions: companies that have built their own technology to companies that have built their own technology to generate better price comparisons or sites that have a generate better price comparisons or sites that have a significant collection of unique reviews.significant collection of unique reviews.



Google Slap 2009 ContinuedGoogle Slap 2009 Continued6.Free software "support" services6.Free software "support" services What we don't like: 3rd parties insert themselves into the What we don't like: 3rd parties insert themselves into the

flow and don't inform users that the download was also flow and don't inform users that the download was also available for free. They are misleading users. Possible available for free. They are misleading users. Possible exceptions: value added real-world services (expedited exceptions: value added real-world services (expedited passport applications)passport applications)

7. Lead generation7. Lead generation What we don't like: sites that collect leads on behalf of What we don't like: sites that collect leads on behalf of

other companies, for example when several lead-gen other companies, for example when several lead-gen sites all generate quotes for the same providers. sites all generate quotes for the same providers. Possible exceptions: application forms that are unique Possible exceptions: application forms that are unique and that provide the only way for a user to get a quote and that provide the only way for a user to get a quote from a certain provider (not middleman). For example, if from a certain provider (not middleman). For example, if there is only one place to fill out a form to get information there is only one place to fill out a form to get information about Hilton timeshares in Hawaii, this would be about Hilton timeshares in Hawaii, this would be allowed.allowed.



Google Slap 2009 ContinuedGoogle Slap 2009 Continued8. Porn8. Porn what we don't like: most porn sites get content from what we don't like: most porn sites get content from

a handful of content creators and they pull users a handful of content creators and they pull users into endless levels of sites that all pay each other into endless levels of sites that all pay each other for traffic. Possible exceptions: publishers who are for traffic. Possible exceptions: publishers who are known to provide their own content, e.g. PlayBoy, known to provide their own content, e.g. PlayBoy, Hustler.Hustler.

9. Affiliates9. Affiliates what we don't like: sites that exist for the sole what we don't like: sites that exist for the sole

purpose of getting around the affiliate landing page purpose of getting around the affiliate landing page policy. These sites have the sole intent of getting policy. These sites have the sole intent of getting the user to go to another site.the user to go to another site.



First Let’s Really Fix Our Sites…First Let’s Really Fix Our Sites…

Google wants serious content. Google wants serious content. It wants content relevant to your keywordsIt wants content relevant to your keywords Bring people to blogs with content. Google Bring people to blogs with content. Google

loves blogs.loves blogs. It wants your sites to grow organicallyIt wants your sites to grow organically It wants FAQs, Contact Us, & PrivacyIt wants FAQs, Contact Us, & Privacy Bottom line: it’s the content that gives Larry Bottom line: it’s the content that gives Larry

and Sergey their sexual excitement…and Sergey their sexual excitement…



Create Sites That Pre-sell OfferCreate Sites That Pre-sell Offer

Preselling affiliate offer gets better click Preselling affiliate offer gets better click through through

Current review sites are up next.Current review sites are up next. The trend of fake blogsThe trend of fake blogs Google looking into site complaints.Google looking into site complaints. Fake continuity programs.Fake continuity programs. The good old days of Adwords re-directs are The good old days of Adwords re-directs are

over!over!



The Kilstein Google FixThe Kilstein Google Fix

We want lots of relevant content.We want lots of relevant content. We want each page to link to the next page.We want each page to link to the next page. We want our pages to have “unique” contentWe want our pages to have “unique” content We don’t want to spend hours writing We don’t want to spend hours writing

content, getting articles, posting to blogs or content, getting articles, posting to blogs or using Black Hat schemes.using Black Hat schemes.

We don’t want to distract from our sales We don’t want to distract from our sales message.message.



Let’s Take A Look At AdWordsLet’s Take A Look At AdWords

Who is clicking on our ads?Who is clicking on our ads? We don’t know if they are buyers or tire We don’t know if they are buyers or tire

kickers.kickers. They may be looking for free information.They may be looking for free information. They may be a useless lead.They may be a useless lead. Are they from Google, Search Partners or Are they from Google, Search Partners or

Content?Content?



Want To Sell Your Site?Want To Sell Your Site?

If you’ve been slapped by Google – forget it.If you’ve been slapped by Google – forget it. People don’t want a site that can be fixed.People don’t want a site that can be fixed. It doesn’t matter what you site did in the It doesn’t matter what you site did in the

past.past. What kind of money are you making today?What kind of money are you making today? If you want to sell your site, you have to fix If you want to sell your site, you have to fix

Google slap with an enduring solution.Google slap with an enduring solution.



My Adwords Wish List…My Adwords Wish List…

Buyers are buyersBuyers are buyers I want to sell to buyers in my niche only.I want to sell to buyers in my niche only. I want to target only PWM – Players With I want to target only PWM – Players With

Money.Money. Bottom line – I want to sell to people who Bottom line – I want to sell to people who

have bought high ticket items in my niche.have bought high ticket items in my niche.



But Adwords Won’t Let Us Do This!But Adwords Won’t Let Us Do This!

So we’re going to need to find those buyers So we’re going to need to find those buyers elsewhere.elsewhere.

We are going to use SRDS.We are going to use SRDS.



Let’s Look For Lists…Let’s Look For Lists…



We want high priced Golf listsWe want high priced Golf lists



Here’s An ExampleHere’s An Example



Detailed ExampleDetailed Example



We Pick A List And Make An Offer!We Pick A List And Make An Offer!



Here’s What You’ve Just Done…Here’s What You’ve Just Done…

You got to high priced buyers.You got to high priced buyers. You can target multi buyers.You can target multi buyers. You bring them to a PURL – personalized You bring them to a PURL – personalized

URLURL Rates for using PURL depend on your offerRates for using PURL depend on your offer Typically 14%-44% people come to that linkTypically 14%-44% people come to that link Personalization encourages submission.Personalization encourages submission. Your email list explodes!Your email list explodes! You’ve eliminated Google from the mix.You’ve eliminated Google from the mix.



What Do You Do Once You’ve Got What Do You Do Once You’ve Got Them?Them?

Send them to a sales page.Send them to a sales page. Send them tons of auto responders.Send them tons of auto responders. Make money as an affiliate.Make money as an affiliate.



For Further StudyFor Further Study

Where to learn about AdWords?Where to learn about AdWords? www.perrymarshall.com/googlewww.perrymarshall.com/google Follow @tdale @fivewithflores @szetelaFollow @tdale @fivewithflores @szetela Go to Adwords.google.com and study what Go to Adwords.google.com and study what

Google says. Read their Adwords blog.Google says. Read their Adwords blog.



Let’s Be Politically IncorrectLet’s Be Politically Incorrect

Are you building a website or a business?Are you building a website or a business? Not many niche websites exceed 7 figures Not many niche websites exceed 7 figures

unless…unless… You have built a huge listYou have built a huge list You are following the 7 essential steps to You are following the 7 essential steps to

building a 7 figure business.building a 7 figure business. www.tactic7.com www.tactic7.com Follow me on twitter @drkilsteinFollow me on twitter @drkilstein



In conclusion:In conclusion:

Eliminate Your Dependence on Google.Eliminate Your Dependence on Google. Entice People To Come To Your Site.Entice People To Come To Your Site. Make A Generous Offer.Make A Generous Offer. Build Your List With High Quality Buyers.Build Your List With High Quality Buyers. For PPC services: For PPC services:

http://www.terandalemarketing.comhttp://www.terandalemarketing.com



the ultimate answer to google slap 2009 dr harlan kilstein affilicon israel june 1 2 2009

Technology