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Episodio 83: Los 16 mandamientos de Google — Transcript

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0:00Google's 16 commandments, Google's
0:03anti-spam policies, the biggest setback
0:06in my SEO experience, investing time
0:08and money in creating a web page that
0:11intended to position itself for many
0:14URLs with content that didn't really
0:17provide value.
0:18Yes, simply by reversing the text so
0:20that you have them in a PP, but you're
0:22not really providing differential value
0:24for another page that you already have
0:26and that solves the same thing. The
0:29keyword that the user is looking for
0:30has to appear in the first paragraph.
0:32You have to tell the user what they're
0:34going to find in that article. My
0:36valuable persona is going to read this
0:38content. If you create a good piece of
0:40content thinking about who's going to
0:42read it and the return it can give you,
0:43first in terms of visibility and then
0:45in terms of potential business. Winning
0:47cat. Local SEO, the podcast, episode
0:55number 83. Your door is open, your
1:18light is on, but on Google Maps it's a
1:22lost street, people are looking for you
1:25with their phones in hand and the click
1:29goes to your nearby competitor.
1:33Press play, the signal is already
1:35playing.
1:36Welcome to a new episode of Local SEO,
1:40the podcast. Sergio Somoza, how are we?
1:44Uh, wait, before we continue, I'm fine,
1:46uh, I don't want to interrupt,
1:49but I just want to get something out of
1:50the way.
1:52Okay,
1:52let's talk about going back to Cyak.
1:54Come on. Well, I had it written down
1:56and everything. It's
1:58September 9th when we're recording. 9/9
2:01. Happy back to school. Congratulations
2:05to all of you who are parents and those
2:08who are about to be. You'll soon
2:11understand this radiant happiness that
2:13seems like that of an unnatural parent.
2:16I think so. I mean, from the outside,
2:18whoever sees me dancing in the street
2:20when I've dropped the kids off at
2:22school is going to think that I'm an
2:24unnatural parent. I don't care what
2:26they think. They don't understand
2:30because they probably aren't parents or
2:31because they're pretending really hard
2:32about what they really feel inside. Hey
2:36, I love my children, I would give my
2:38life for all of them, but parents need
2:41our little space. That said, we can
2:45continue. Congratulations to you too, I
2:48know you're a father and
2:49thank you. In fact, I'm more upset
2:51because my daughter's father-in-law
2:53went to school today. I said, "You take
2:56charge because I have to record a
2:58podcast." No, I can't waste time.
3:02You've
3:03taken Father's Day off of all my duties
3:06. Father's Day is today. It's not March
3:1019th. I wouldn't have
3:13gone, but anyway, since I had the
3:14podcast thing, I said, "Okay, if you do
3:15me a favor, it'll be better for me."
3:18But anyway, she's older now, it's okay,
3:20it's not the same anymore. I was
3:21nervous, yes, but anyway, that doesn't
3:24say much about your commitment to this
3:27podcast. It's fine. Otherwise, I'm fine
3:31. As you can see, I've had a good
3:34summer,
3:35I've been able to disconnect, which I
3:38recommend to everyone. Sometimes you
3:40think that starting a business also
3:42includes always going with the
3:44accelerator pedal to the metal. I've
3:47been able to read several books. This
3:50summer I was in an apartment where the
3:52coverage was really bad and that helps
3:55you disconnect basically because you
3:57can't connect. Sometimes the wind is
4:00coming from somewhere else and you
4:01think, "Why is there no coverage? Just
4:03zero lines, huh?"
4:06Well, come on, I read and it's gone
4:09really well. Now I have 70 ideas, of
4:13which I then execute 25. That's how it
4:15usually happens. But it's okay, because
4:19if not, what would really cause me is
4:21that burning sensation that doesn't let
4:24me move forward. So I'm at a sweet spot
4:26. I don't know how it's gone for you.
4:28Yes, you can see it on your skin. It's
4:30also great for me because I've
4:31disconnected, really badly, I already
4:32told you, and I've also had time to
4:34read. I've had Orwell's 1984 here for
4:38several years now
4:41and I've been able to get through it
4:42quite a bit. It's the kind of book that
4:45starts out a bit dense and so I've had
4:47to start it several times and now I'm
4:49on track. And I've been to Germany, man
4:52, the Black Forest, the Baden Baden
4:54area, and it's really cool. I can't
4:57recommend any places because the names
4:59are unpronounceable and I can't
5:01remember any, but hey, except for the
5:03theme park there, Europa Park, it's
5:05amazing. And in fact, interestingly
5:09enough, a few weeks before, our dear
5:11Rubén Alonso, a blogger par excellence
5:13, was there and told me: "You have to
5:15go to Europa Park and Rulántica, which
5:18is next door, which is a water park,
5:20which is a mix between Aquarama,
5:22Aquasol, Caldea, exactly." And
5:27the typical bracelet-style resort in
5:29Costa Rica or Puerto Rico or wherever
5:31you want to go,
5:33everything is crazy. Yes, and it's a
5:36huge indoor complex because all the
5:38water is heated, but then it has an
5:41outdoor area, right? And there's a
5:44slide inside a building, but a slide
5:46like I've
5:46seen in documentaries.
5:48It's crazy. I mean, with restaurants,
5:51with everything inside the buildings,
5:53huh? Incredible.
5:54How well the Germans do it.
5:56Yes, yes, yes, yes, yes. We thought it
5:59would be cool, but no way. I mean, last
6:02year we were in Cantabria, we had a
6:04brutal heat wave. In Germany, not
6:07really hot, but 30-something degrees,
6:08which makes you think, well, if we're a
6:10little further north, please. Germany,
6:12a break, right?
6:14You tried warm beer. I didn't
6:17try any kind of beer. Water, water and
6:19ice cream.
6:22Well, I don't know if tourism is done
6:23like that, but anyway, an immersion in
6:27German culture. We're
6:30really into picnics, you know? So, we
6:31don't go to restaurants or places, no.
6:34We go to walk around, see towns, go
6:36hiking, so we take everything with us.
6:39So, taking beers with us, right?
6:42Hey, I think that's fine.
6:44Oh, it's great. Then I learned there
6:46was an update in August, or something
6:48like that, but the phone didn't work
6:49right.
6:51If you found out by chance, you must
6:52have disconnected.
6:53By chance. Yes. Well, also because it
6:55happened just before I went on vacation
6:57, I left with my homework done, of
6:59course, and that's
7:00how an update should be.
7:02Of course, it's given me a lot of peace
7:04of mind and the truth is that we'll
7:06talk about it later, but I personally
7:08haven't experienced any manual
7:09penalties or any updates that say, "Wow
7:11, they've hit me hard here." I mean,
7:15it's been more due to carelessness and
7:16because the competition is passing you
7:18by on the right, because, hey, they do
7:19their homework, I'm doing other things,
7:21but it's never worried me because I've
7:22always tried to do things well, right?
7:25So, well, I've been lucky in that sense
7:27. And what you're saying has a lot to
7:30do with today's podcast topic.
7:32Yes, that's right.
7:34Okay, right? People might think we just
7:37talk for the sake of it, which is true
7:40later on,
7:41but we actually do make some real sense
7:42at the start. We'll drop little gems as
7:46breadcrumbs.
7:49Well, say it if you want. Anyway,
7:53today we'll talk about Google's spam
7:56updates because we had the last one in
7:59August, which lasted about 3 days.
8:03How fast.
8:05Yes, it was fast, but it was the
8:06longest one so far this year, which has
8:08been three, but there have been others
8:10that have lasted quite a few days.
8:12Almost a month, so it wasn't that long
8:16or that short in comparison, but hey,
8:19right?
8:20Yes. Have you noticed anything? Have
8:22you been penalized in any way? Have you
8:23felt bad?
8:24No, no, because I also think that the
8:26reason for it is something that I don't
8:27usually talk about. I mean, I'm
8:31more concerned about how it could
8:33benefit those who did it wrong and have
8:35now corrected it, and so there's a
8:37movement there in the SERPs and that's
8:39what worries me the most, but I've been
8:41much more concerned about the impact of
8:43Overview, especially in the
8:44informational part than the updates of
8:46recent years. Honestly, you're
8:51a calm guy, but
8:55here, that used to be called "horchata
8:57blood."
8:57Yes,
8:59but a calm guy, right?
9:01Yes, you don't get
9:02upset easily, you can tell. I am
9:05speaking about both personal projects
9:06and those of the agency. I mean, we've
9:09never experienced anything like this in
9:10our lives, not even for links, which,
9:12well, in the end we all build links,
9:13right? Not buying, no, building,
9:15building relationships, providing
9:17financial incentives
9:20is the best euphemism.
9:22So the return has been great. I
9:24returned in the last week of August.
9:27There was no one there; The clients
9:29were still drinking mojitos on the
9:31beach, so I've had time to get a lot of
9:33progress, preparing reports, especially
9:35, which, well, now the I does quite a
9:38bit of work there, which I appreciate
9:40because I have more time to think and
9:42develop strategy, which is what it's
9:44all about. Reporting, reporting is an
9:49important task
9:51that fulfills its function and if you
9:54can automate it.
9:56Sure.
9:56Well, listen, all the better. Exactly.
9:58The only thing that's
9:59not right, mind you, what's not right
10:01is to submit reports without having
10:03read them.
10:04Exactly. There's
10:06a slap on the wrist for all those
10:08people who automate reports, send them
10:10and since the client often doesn't read
10:12them, why should I read them too?
10:14You know what happens? That we, I mean,
10:16apart from sending the report, we also
10:18read it with the client; That is, we
10:20present it and, precisely because we
10:22have previously read it and reviewed it
10:24, we have corrected it, we summarize
10:26everything there and we tell them: "
10:28This is the important thing, this is
10:30not."
10:31Exactly. Because then it can happen to
10:32you, right?, that a client comes to you
10:34and says: "Hey, what about this that
10:35you have commented here that you have
10:36skimmed over, this, why?"
10:37Well, you have to have an answer for
10:39everything or at least know. Of course.
10:44So in fact, the only thing that I have
10:45not been able to automate, and I will
10:47link this to some of the new features
10:49of Koyak, is precisely the reporting
10:50part of Koyak, right? I use it quite a
10:53bit
10:54and I always have to send the
10:56screenshots of the map to the skill
10:58that I have in Cloud so that it can
11:00make a comparison, do an analysis,
11:03you can also send the CSV. Sure, it is
11:06more complete, but watch out, it
11:10is currently in the process of being
11:12fixed.
11:13Of course, mainly because the little
11:15map is very visual, it is very nice. So
11:18, with so much text, you put a map in
11:19there and say, "Look, this is how we
11:21were last month, a year ago, and today,
11:22right?" So, well,
11:25yes, I've had clients who've told me, "
11:27Hey, look, uh, save yourself the rest
11:29of the report, I want the little maps."
11:32Like that, literally. I mean, those
11:35little colored maps
11:37that I understand, well, they seem fine
11:40to me. That's what they're there for.
11:42Exactly. Yes, I eat them, they can be
11:44downloaded, well, I pass them on and
11:46now you do the magic and then I'll
11:48review the rest of the stuff and you'll
11:49get the latest news.
11:51Sure, I was telling you. That's why I
11:53say, maybe things happened in Koyak
11:55this summer.
11:57Things happened in Koyak. We have
11:59developed, look, a new entry and exit
12:01panel that is one of the least known in
12:04Kojak and for me one of the most
12:06important or one that you have to look
12:08at the most because entry and exit have
12:10to do with the tokens that appear and
12:13disappear from your competition's map.
12:16You make a rangmap, you see the
12:18positioning of the tokens that are
12:20visible at that time, but you are not
12:22fully aware of the difference between
12:25the Ramap you just made and the
12:27previous one in terms of tokens that
12:29exist or disappear.
12:32And this is what this panel, the entry
12:33and exit panel, solves. And it tells
12:36you who has recently joined, what
12:37position they entered in, what data
12:39they have? And those who have left from
12:42what position as well. Hey, all those
12:45who were there may have left due to
12:47some suspension and you can see a lot
12:49of spam fighting on this panel,
12:52I mean, there are a lot of spam tokens,
12:56a lot. Every now and then a few appear
12:59that you say, as we talked about in the
13:01previous episode, hey, these do look
13:03like legitimate tokens. Okay, so a
13:05precautionary suspension. There it is.
13:07Then they come back in the next RAM map
13:09that you make, if you usually delay it
13:11a little bit in time, then go back to
13:13the inputs and outputs panel this time
13:15in the input.
13:17And well, it's cool.
13:18Sure,
13:19I recommend that people go there. We
13:21have also developed a virtual metric
13:23within the RAM maps for those RAM maps
13:25in group view, which are intended for
13:26the various chains of establishments.
13:30When you work with businesses that have
13:32multiple locations, it's not the same
13:34to see the specific positioning of a
13:36listing than to see the grouped
13:37positioning of the brand and say: "Hey,
13:39look, in Valencia, Starbucks for the
13:41coffee shop search covers everything if
13:43you take into account all the coffee
13:45shops that Starbucks has, for example."
13:49So, there's a virtual georank metric
13:51for the brand,
13:53which I find very interesting. Yes, yes
13:54, it's very good. Yes, we've developed,
13:56we've changed Google's data extraction
13:58system because Google is constantly
14:00changing. In fact, we suffered it last
14:03Sunday. Localfinder made changes and
14:06the system stopped extracting data and
14:08we had a small drop in the graphs that
14:10any COAC user will be able to see. It
14:13has already been
14:15restored, we are extracting the data
14:16again, but anyway, it is proof that
14:18Google is constantly doing things.
14:21So much. Yes. Ah. Ah, and recently,
14:23precisely, the issue of links has also
14:25been touched upon, right? It is
14:26obfuscating them with the goto,
14:29the links in the with the goto to and
14:32well, the reason
14:35people, well, what I perceive, uh, from
14:37the SEO sector a bit is this version of
14:39Google saying, "Google is getting on
14:41our nerves, making it difficult for us
14:43to know what positions our websites or
14:45our files occupy or something like that
14:47." I think it is not really against SEO
14:51or against those of us who extract data
14:54to know where the websites are, or even
14:57against large companies like Href, uh,
15:00S Ranking, Semra, Cistric and all these
15:02that until now have coexisted with them
15:05in peace and harmony. Everything was
15:08beautiful and wonderful. The problem I
15:11think there has been is the LLMs, that
15:14Open arrives, pays for an API, such as
15:17Serapi to extract massive data from
15:19Google, consumes resources that I think
15:22are much more massive than those
15:24consumed by Href and all these other
15:27companies. And then, of course,
15:31Google's balls get swollen and it
15:33starts to hinder the work a bit, it
15:34starts to put obstacles like if you
15:36don't have JavaScript activated, you
15:38can't send
15:41data from the servers. The thing about
15:43N equaling 100 to get 100 results
15:45instead of one and having to paginate.
15:48Well, if you notice, it's all aimed at
15:50the same thing. And now, recently, the
15:54obfuscation of SER links, where before
15:57you would place the mouse pointer over
16:00any of the results and it would tell
16:03you (because it was in the SERP DOM it
16:06would tell you) which domain that link
16:09pointed to, well now they've put an
16:12intermediate redirect.
16:15obfuscated which is a pain, okay? Okay,
16:19well, we've already solved it in Koyak.
16:22In fact, I haven't seen it yet, and
16:23I'll explain. I use a browser called
16:27Brave Origin.
16:29It's Brave, but it's been made lighter.
16:32They've removed a lot of things that
16:34were paid for. And Brave has something
16:37called Brave Shield, which is, well,
16:39it's based on Chromium, just like
16:40Chrome, but it doesn't have the
16:42telemetry that Chrome has. Uh, it has
16:45many more security features. And for
16:48the ad banners, it also includes its
16:50own integrated ad blocker, which is
16:52quite wonderful. It's really cool, I
16:55recommend it.
16:56Origin.
16:57Well, Braveshield has developed a
17:00script that extracts the final data
17:02from the JavaScript of the laser
17:05domains and overwrites it in the DOM.
17:09Wow, interesting. So when
17:11I do a search on Google, I still see
17:13Google exactly the same as I did before
17:16.
17:16Of course, it's worth clarifying here
17:18that the blocking is being done when
17:19the browsing is not logged in to a
17:21Google account. If you're logged in,
17:23you can see it fine, but of course,
17:24what you were saying is aimed at the
17:25machines, right? To the user who is
17:28generally in the habit of being logged
17:30into their Google account. Well, look,
17:34and as a result of this, the other day
17:37I had a conversation with your
17:39cousin-in-law, Mr. Rafa Ramos, about
17:42something very related. Look, Rafa
17:45Ramos contacted me and asked me, "Hey,
17:48since you're constantly analyzing
17:51servers with Kojak, have you noticed a
17:54difference between what the user sees
17:57and what Koyak shows you?" And I had a
18:01case with my own domain, Serergio.com,
18:06where when we changed the data
18:07extraction engine that I mentioned
18:09earlier, it
18:10was an anomalous case that I hadn't
18:12seen repeated. I was looking for a
18:14local SEO consultant, which is a
18:16peculiar search because Google doesn't
18:18really know if it's local or national
18:20or whatever. And I appeared in the
18:23first results, in fact I still appear
18:25in the first results, but when I
18:27searched for Conya with Google's
18:28information extraction engine, no
18:30results appeared on the first two pages
18:32.
18:34Uh. It only happened to me with that
18:36domain; it was so strange. When Rafa
18:39Ramos contacted me, he explained the
18:40same thing. I have several cases in
18:44which it doesn't match at all, but it's
18:46not Kojac, it's HRF, it's Cistrx, it's
18:49whichever one you use. It doesn't
18:52matter.
18:52Oh,
18:52man! Well, I don't know exactly what
18:54you're referring to. We launched a Meet
18:58and he told me, look, this query and we
19:01came to the conclusion. It's very
19:05interesting that when you do a search
19:08from Google, Google.com and you enter
19:11the form box and launch the search, it
19:13shows the user some results.
19:18But when you search from a URL
19:20formatted with the search bar parameter
19:24and Q equals search with bule or
19:27whatever parameters you want,
19:31if there is no sign that it is a user,
19:34it shows you completely different
19:36results, but not a little different,
19:39completely different. It could match by
19:4310, 20%at most.
19:45Wow, but it is a big difference, right?
19:48Yes, yes, a lot.
19:52This is what happened to Rafa Ramos, to
19:55me too with my website, it started
19:58happening to him on August 17 and
20:00stopped happening two days ago.
20:06What a coincidence. Coincidence because
20:10it is
20:11not coincidence because
20:12spam came out on the 18th, I mean, yes,
20:15it
20:16is clear, it seems to correlate, but I
20:18don't know, there is
20:21also the goto thing in between, I don't
20:22know, but
20:24everything we see seems to be geared a
20:27little towards that, to slightly hinder
20:30the results that are shown to machines.
20:35And this is what we were saying before,
20:37off-screen, that this is a clacking in
20:41the manual that Google is doing, which
20:44is that I show the user one thing and
20:46the machine another. Well, my friend
20:50Google, what you don't want for
20:51yourself, don't want for anyone else,
20:53my mother used to say.
20:56Well, that's exactly it,
20:57everyone under the same rules, but in
20:59the end, well, it's what I was telling
21:00you before, the cat is theirs, do what
21:02you want with it. It's a poor cat.
21:06Google's cat is worse than Rodinger's.
21:12Anyway, Google's day-to-day stuff,
21:14constant changes and, well, I don't
21:17know.
21:18Yes, I
21:19think we have a few
21:21more. Yes. And also related to this,
21:23with parasitic SEO, right? Now they've
21:26said, "Hey, in the European Economic
21:29Area, go ahead, we've spoken to the
21:31European Commission and it's not clear.
21:35So if before we penalized you for
21:37becoming a parasite, right? Typical of
21:40abusing a site's reputation, and we'll
21:43talk about it later, uh, to sneak in
21:46third-party content, for example, to
21:48rank with it. Well, if you're in the
21:52European Economic Area, you won't be
21:54penalized, but they have said that, uh,
21:57that content can be treated
21:59independently by the authority that the
22:01site has and it has to rank itself,
22:03okay? So, it's not so much an open door
22:06, but it's an interesting change that
22:08they've implemented now.
22:11And does anyone think that's bad? Well,
22:14now we'll see it as we start listing
22:16Google's 16 commandments, which are
22:18already 16, but it's been fewer, it's
22:21growing. As we come up with crappy
22:25strategies to position, Google will
22:29regularize them. They say from Europe,
22:31but Google does exactly the same thing.
22:34regularize. Hm. Sounds good to me. Now
22:39we will read it all, and you'll see
22:41they don't move without a plan. And on
22:44this side of SEO work, well, we have to
22:46be aware of how these rules work so
22:49that at least, I always say the same
22:51thing, when we get into a bit of black
22:54territory, doing things to get around
22:56Google and so on, it's okay. Freedom
23:00works like that, but freedom also
23:03includes responsibility. One of the
23:06books I read this summer was Man's
23:08Search for Meaning, by Victor
23:09Frankm, I don't
23:11know if you're familiar with him, a
23:14psychiatrist and psychologist who was
23:16in
23:16Auschwitz,
23:17well,
23:18and he told from the inside how it was
23:21experienced and what really motivated
23:24human beings to continue living in such
23:27adverse conditions, right? So, uh, well
23:31, there's a moment in the book where he
23:33talks about freedom and he made
23:35reference to the Statue of Liberty,
23:37which is something we give a lot of
23:39importance to and it's great, but he
23:41would put it right on the other side of
23:43New York, on the Grand Canal. Apple; I
23:46would put the Statue of Responsibility,
23:49which has to go hand in hand. So, we
23:53like the freedom to be able to do
23:55certain things in SEO, but we don't
23:57want the responsibility of what happens
23:59later, the consequences. So, I have
24:03nothing against Black Hat, but don't
24:06complain later if Google does something
24:09to defend itself, because you're trying
24:12to manipulate the rankings.
24:15And here I suppose someone will come
24:17out and tell me," But you buy links for
24:19sure. "" Well, yes, I do buy links, but
24:20oh well.
24:21Oh, oh, what he said. Now, now I'll
24:23tell you how I do it. And you'll also
24:27see that what Google expects and what
24:30is paid for right now and what works is
24:33very similar.
24:36But anyway, do you want to tell me
24:38anything else before we get into the
24:40scenario?
24:42Well, I think I had nothing else left.
24:45Beyond the fall it has had, Reddit has
24:47suffered within the mentions and
24:48citations of Chat GPT, which from one
24:50day to the next have gone down with 86%
24:52less. It is clear that they have used
24:56it a lot for training purposes and now
24:58they directly use the site colon
25:00operator to go directly to the sources
25:02and well, it has been noticed, hey,
25:04there has been a small correction, man,
25:06that's good, right? That they were
25:08benefiting it on all sides. Well, now
25:11it seems that
25:12yes, the feeling now is that before
25:14they were not clear, I'm talking about
25:17Open Ey, Chat GPT and its sources.
25:19Before they were not clear who they had
25:20to recommend to. and then they looked
25:22for sources to know who to recommend.
25:25Now the feeling is that they are clear
25:27about what the recommendation is and
25:29they search with the site to extract
25:31information from that
25:33source to recommend it. Sure,
25:36the scenario has changed,
25:38they go directly to the source and well
25:40, the residual that is left will
25:41continue to be used to continue
25:43training and updating their corpus, but
25:45now they are very clear about where
25:46they are going.
25:49Bruno, are you confused? Stand there, I
25:53don't
25:54know what happened, it's fixed. I'm
25:56ready.
25:59You have something left that has been
26:00noticed here that I find useful. Don't
26:02forget to mention it. The content
26:04effort. Ef's content. Yes. From here
26:07our friend Sirus Shepard, uh, who was
26:10Riter.
26:12Cyrus Shepard.
26:14Oh, I loved it. As you said,
26:17the bald guy who is also a contemporary
26:19of mine, uh? who was a quality writer
26:22for Google, used to say that in his
26:24work he had to rate each page for
26:27effort, understood as the intellectual
26:29effort that must be made to produce
26:32content, okay? together with the
26:35originality, talent, skill and
26:36precision of the author to write
26:38content, right? So, uh, he's made a
26:42pretty cool guide, uh, explaining what
26:44content fort is, and he, uh, breaks it
26:49down into a series of points that are
26:51mainly focused on curation and editing;
26:53because it's not the same as doing
26:54content curation (which AI already does
26:56for you and you don't have to worry
26:58about), but there is an effort in
26:59editing, in selecting information, etc.
27:01, okay? When you automate, you add
27:05value, obviously using original data
27:07versus recycled data. This is already a
27:11mantra within what is or within geo
27:14strategies to position and get those
27:17citations. No, don't replicate what's
27:19already there. Give me your own new
27:21data that shows that you've researched
27:22this topic. And, uh,
27:25no rehashes. Exactly. Which is actually
27:28the next point, right? Useful content
27:30versus filler content. And above all,
27:32when this happens, it's mostly for
27:34forums, right? When there's discussion
27:37with, uh, generated content. per user,
27:39so that there really is a criterion
27:40there and that it is not filler content
27:42. It is also closely related to the
27:44previous points, right? So, he talks
27:47about avoiding commodity content and
27:49give me content that shows clear signs
27:52that there has been an intellectual
27:54effort to develop a piece that is
27:56useful, that has its own data and that
27:58moves away from what already exists on
28:03the Internet because it does not
28:04contribute anything new, right? Or you
28:06contribute or it could be a manual for
28:10parents in WhatsApp groups. This is a
28:15cliché, but I suffer from it year
28:18after year. You know when
28:21a parent asks, "Hey, has my son lost a
28:24jacket? Has anyone seen it?" And they
28:28start answering, "No, no, me neither,
28:30my son doesn't know anything." Well,
28:33that's it, it is not valuable content,
28:36they
28:37answer yes, for God's sake.
28:38Sure, that's it and that's it. It is
28:40also true that perhaps they do it for
28:42educational reasons, right? Because if
28:43no one answers they can say, ",
28:45it's over with or no one has read it."
28:47Education is not that, Bruno. No,
28:51education is not stealing my time or my
28:53attention with messages in a group when
28:55you don't contribute anything. That's
28:58education for me,
28:59okay?
29:00No, I mean, if I go to a WhatsApp group
29:03with 77 messages and I don't contribute
29:05anything. Ugh! Anyway. Well, it doesn't
29:10happen to me because I have delegated
29:11the management of parents 'groups to my
29:12wife, so I don't take it with so much
29:14interest. That's
29:15love, right? She loves you.
29:17Don't let her go.
29:18No, no,
29:18don't let her go.
29:21Well, and related to Content Efor,
29:25Carlos Pulido has developed a framework
29:27. I'll leave you the link in the
29:29program notes. It's quite cool and just
29:31reading it is very worthwhile.
29:34Because it breaks down this whole
29:35methodology. And how would he do it?
29:38Making it clear that there is no factor
29:42of, uh, specified by Google, right? Of
29:45Content Efor, but anyway, it's the way
29:48he would measure it and it deserves a
29:49lot of attention. Sorry. We'll leave it
29:52there for you to read and take
29:53advantage of to create good quality
29:55content. So, if you want, we can move
29:58on to the topic of the day. We'll say
30:00that Chat GPT has already launched ads
30:02in...
30:03Oh, well, yes, everyone already knows
30:04that, right? Eh, you've tried it. I've
30:08played around with it a bit. It's very
30:09simple,
30:10but yes, of course, for now there's not
30:11much of a story. It's
30:13very simple. They do everything for you
30:15.
30:17And that's it. You press play and you
30:18get a CPM of € 60. Hey, that's great.
30:23Well, we'll see what happens. CPMs
30:26don't scare me as long as the
30:29recommendation turns into money in the
30:32till.
30:34I mean, this is all relative.
30:37If they comply, which is true, look at
30:39the organic traffic that Chat GPT
30:41generates and which can be measured,
30:43because they do tag the traffic with
30:45UTM, the conversion is very high. I
30:48mean, the moment an LLM recommends
30:51something, it's your brother-in-law.
30:53recommending. It's like tell me where I
30:56have to go, tell me what I have to do
30:58and you go ahead and say it. Well, if
31:01the ad format complies exactly the same
31:05,
31:06then it might even be cheap. But
31:10experience will tell. I'm going to try
31:12it with a client to see how it goes. In
31:15fact, I recommend Servando Silva's blog
31:17, uh, comercioavanzado.com, it's on
31:19Substack and he already wrote an
31:20article about how it was when it came
31:22out in the United States and in fact he
31:24already commented on Twitter that he
31:25might update it now that it's deployed
31:27in more countries and so on. I
31:30recommend that you take a look to see
31:32what it's like and his point of view
31:34because it's quite interesting,
31:35reserving a reference for yourself on
31:37the subject of campaigns, so I'll leave
31:39it there for you to take a look at.
31:42Wonderful.
31:43Yes. Let's go with the commandments.
31:47Let's get serious.
31:49Yes,
31:50yes. Uh, I think the subject is well
31:52worth it. Spam updates
31:55or as I like to call them, Google's 16
31:57commandments. And I want to emphasize
32:02that when it arrives August and a spam
32:05update arrives, as is almost usual or
32:07traditional,
32:11everyone, everyone who is involved in
32:14SEO thinks, the links are going to
32:18penalize me, the links, the PBNs, it's
32:21like 80%of spam updates everyone
32:25perceives are related to links. Spam
32:29links to alter rankings.
32:32And look, it's just one of Google's
32:35anti-spam policies. There are 15 more
32:38to take into account that we rarely
32:41remember. Well, lately we've been
32:44remembering a lot about the massive
32:45content one, this one about abuse of
32:47site authority, because, well, because
32:49Europe has raised its hand, which is
32:51what we were talking about before,
32:54but there are many, some of them are
32:57outdated that I haven't seen for years,
33:00but it's that war that the user wages
33:03to cheat and Google patches. That's why
33:08there are more and more commandments.
33:11As technology advances and technologies
33:13come out that allow cheating a little,
33:16Google starts releasing policies that
33:18cover that use, right?
33:22Yes, when they find a gap they exploit
33:23it and they have to patch to prevent
33:25them from slipping through the cracks.
33:28And that's how life works, not just
33:30Google. And with that said, let's start
33:35listing these commandments and I think
33:37they'll all sound exactly the same to
33:39you as they do to me, because most
33:41people have seen them, experienced them
33:44, suffered them because they've used
33:46them in this way. And the goal of this
33:50podcast, of this episode, is for you to
33:52know them, to know the consequences of
33:55using these types of techniques and how
33:58Google organizes them. And even to know
34:02how to get out of a manual or
34:04algorithmic penalty for a spam update
34:07of any of these commandments. Yes,
34:10they're very well known to us, but hey,
34:12for newbies who are just starting out
34:14in SEO or GEO, it's also very good to
34:16remember them, because many times they
34:18can be committed simply out of
34:19ignorance and thinking that it's a
34:21practice that might be good for them,
34:23or because they think they've
34:24discovered something new and are
34:26actually violating Spanish policies.
34:28Yes, yes, it's very well-known many
34:30times or it's known that They
34:32misinterpret, they misread the policies
34:34, in short, there's everything. In fact
34:37, look, uh, I'll tell you in advance,
34:39the one that comes in number two, which
34:42is doorway pages, that's used a lot in
34:45the local SEO sector because it's
34:47interpreted very badly and usually ends
34:50up on its face against the ground.
34:54Right.
34:54V, now we'll explain it.
34:56Okay,
34:57if it's okay with you, I'll start
34:58counting. Do you see
34:59counting?
35:00Let's say a little bit about what it
35:02consists of and then we'll talk about
35:03it. The first one, look, we're going to
35:05say it because this podcast is very
35:06much about avoiding English terms, at
35:10least it was a policy that we tried to
35:12comply with and we didn't manage to.
35:16Maybe we should make a little more
35:18effort in that sense. The first one is
35:21cloaking. It sounds so strange in
35:23Spanish. It sounds
35:24bad. It's the
35:26old-fashioned cloaking, which is what
35:29Google did that we mentioned before,
35:31which consists of showing content to
35:34the browser, sorry, to the search
35:36engine, and other content to the user.
35:40This is older than the moon and it's
35:42super penalized and they discover it at
35:45the slightest change. The idea is, I
35:49put content that Google Bot can read,
35:52but when a user arrives, then I show
35:55them Viagra for that search that they
35:58have made, because a percentage of
36:01users who make that search may be
36:04interested in Viagra. Now, this does
36:07not mean that if you, for example, on
36:09your web page have dynamic content that
36:11is generated dynamically based on
36:13certain conditions, I make it up or in
36:15fact I have used it myself. For example
36:19, when the bot passes by, I do not show
36:21Google ads and I do show the user ads
36:23or ads from a certain provider or I am
36:26interested in a banner or a CTA with
36:28specific content depending on the
36:30referral, these types of things, there
36:32is no problem. The problem is when you
36:35try to pass off completely different
36:37content with the aim of pure and simple
36:39spamming.
36:40Cat for rabbit.
36:42Cat for rabbit Google does not take it
36:44well. Cat for rabbit or as Chinese
36:46restaurants say, "You think it's a cat,
36:48you think it's a duck, but it is cat."
36:53It's all the same policy. It's clinging
36:55after all.
36:57Okay, uh, bad, guys. Not clowing, but
37:00it's exaggerated. That's what you say.
37:04This usually ends in a manual penalty,
37:07I mean, these are the most striking
37:09ones.
37:11The second commandment is the abuse of
37:14landing pages or doorway abuse. Abuse,
37:18what do you say? I don't know anymore.
37:19Abuse. In fact, well, a clarification
37:21on the previous one, that they can do
37:23this to you even if they hack your
37:25website. I mean, maybe you think that's
37:28it, but then when you run the bot,
37:30that's
37:31another policy. Yes, no, I'm not saying
37:34it because, for those who have no idea
37:36about this, who come here new and say:
37:38"Oh, well, but if my website offers the
37:41same content", be careful because it
37:43could happen to you that, if you've
37:44been hacked in the past or you don't
37:46even know that you've been hacked, well
37:49, simply by inspecting the page with
37:50Google Bot, you can see one thing and
37:53and check it, and hackers are the ones
37:55who usually don't let themselves be
37:57discovered. Of course,
37:58if they do it well you don't find out.
38:00Sure, that's the point. You find out
38:02after a long time, what happened? I've
38:04lost ranking and I don't know why you
38:06start
38:07investigating and it comes up. But yes,
38:09no, it doesn't necessarily have to be
38:10your fault. Google doesn't care who's
38:13to blame here.
38:14But anyway,
38:16abuse of entry pages. What does this
38:20consist of? This is closely related to
38:22the location pages of local SEO. It has
38:26to do with the massive generation of
38:28URLs in which a search term is simply
38:31changed. This happens quite a lot in
38:35local SEO because the location pages
38:38and location URLs are
38:40very often constructed in this manner.
38:42I mean, years ago I remember when
38:45spinning became fashionable, being able
38:50to spin content, uh, you did it to
38:53generate original content, in quotes,
38:57but in which you only really changed
39:00one word, which was the one of the
39:02location for which you wanted to rank.
39:08And this for me, in my experience, was
39:11the biggest setback in my SEO
39:13experience,
39:17investing time and money in creating a
39:20web page that intended to position
39:22itself for many URLs with content that
39:25did not really provide value.
39:30And it is important to understand what
39:32this policy focuses on and what Google
39:34is after. Location URLs, an important
39:38nuance, are not bad. Let's not demonize
39:43them now. It is fine as long as each of
39:46the URLs are really providing useful
39:49value for the user. Of course, if my
39:53criterion is when writing these URLs,
39:56it is first and essential to include a
39:59different telephone number and address
40:03in each of the URLs. That already
40:06justifies most of the content.
40:09Sure.
40:09Okay. And then, if you take and
40:12eliminate the main keyword for which
40:14you want to position, which is that of
40:16the town. Let's imagine locksmiths in
40:20Sagunto, for example.
40:23You take Sagunto and you take
40:26locksmiths in Torrente. You remove
40:29Torrente, you read both contents and
40:31one content would work for the other.
40:35You could swap them without any problem
40:37and it would continue to work because
40:39there is no other signal at a semantic
40:41level that indicates that Each of those
40:43location pages belongs to Sagunto or
40:45belongs to Torrente. You have a problem
40:48. You need context. Context of the
40:51location, context that justifies the
40:53unique value that URL provides.
40:57Specific rates for that province, for
41:01example, or
41:04regulatory parity.
41:05Exactly. Yes.
41:07That value, that content for, call it
41:10whatever you want, that you have to
41:12provide in each of the location URLs,
41:14okay? So, it's not bad to have a
41:18location URL strategy, it's bad to do
41:20it without effort.
41:22Salva. Exactly.
41:23Yes. Simplify the text so that you have
41:26them in a PP, but you're not really
41:28providing a differential value for
41:30another page that you already have and
41:32that solves the same thing.
41:35But I say location URLs because they
41:37are the ones that are very well-known
41:40within the local SEO sector, but I say
41:43Adidas shoes, I say Nike shoes, I say
41:46Puma shoes with the same criteria,
41:49zero differentiation. And by changing
41:52only that word, Google can consider
41:53them a doorway. This penalty is very
41:56silent because what it does is simply
41:59ignore those URLs. Nothing is sent. Of
42:03course.
42:03And you don't position the way out of
42:06this is big, right?
42:08It's big because it not only devalues
42:10those URLs, but it devalues the entire
42:12site
42:13due to the lack of quality of the site
42:15in general, because they tend to be
42:17very massive. Of course, you increase
42:20the inventory of content that you have
42:22compared to what is really useful and
42:24of course, if you have 90%doorways
42:25compared to 10, that site is not of
42:27quality. So,
42:29indeed, and getting out of there is
42:31very difficult. I tell you that for me,
42:34in that project that I initially put a
42:36lot of love into, it was a setback.
42:39I said, wow,
42:41the design, everything, well no. Google
42:45never allowed that to be lifted. And
42:48the links don't matter. I'm talking
42:50about years ago, but well, as an
42:52experience for me it was an interesting
42:54learning experience. I don't know if
42:57you've ever sinned in this way. This is
42:59a confession, right, Mr. Bruno?
43:01I have sinned, years ago, I remember we
43:03were working for when I was in another
43:05agency working for an elevator company,
43:08elevator maintenance company, and we
43:10did a lot of these, but well,
43:11absolutely spinning everything. Of
43:14course, I'm talking about 10 years ago,
43:16okay? Back then, it wasn't like it is
43:18now, but well spun and worked on. It
43:22wasn't just changing the name of the
43:23town, we changed all the wording, all
43:25the paraphrasing of all the texts. But
43:28anyway, it's what you say, in the end
43:30today that wouldn't have made the cut,
43:32of course.
43:33No, I can't assure you. It's just that
43:35there are no, even if you spin, there
43:37are
43:37no differentiating elements.
43:41Sure, we'll
43:42leave it there. The nuance is important
43:45. Next commandment, next little sin. If
43:50you've sinned, raise your hand. Okay.
43:52Okay.
43:53Abuse of expired domains.
43:56I don't know if it's abuse, since I
43:58don't know what they define as abuse. I
43:59think one is already abuse. I've played
44:01around with this.
44:04Mm. Yeah. Let's see, if you recover the
44:07Well, let's explain what the topic is
44:08about. Uh, basically, choosing you an
44:11expired domain that is now available
44:13for purchase again, and you buy it
44:15precisely because its link profile, its
44:17positioning history, was good; and then
44:20you redirect it to your website to
44:22transfer that authority and try to
44:24position it quickly, or you can also
44:26relaunch the same project or a similar
44:28one because otherwise it wouldn't work
44:30much to take advantage and have another
44:32site from which to get links, for
44:34example. Okay, that's it. Re-promoting
44:38the project is considered abuse of
44:42expired domains. No, I'm not sure. Well
44:44, of
44:44course, it depends on how you launch it
44:46. If you launch it exactly as it was
44:48before, then you will have the
44:50positioning that it had based on the
44:52usefulness of that content. But imagine
44:55that I launch all the content, I take
44:58it from archive.org, Torg, but I remove
45:00all the external links and the only
45:02external links that there are are to
45:04the same domain, which is the one I
45:07want to position. Well, that already
45:09makes sense.
45:11I understand that that move wouldn't
45:12work. It is said, it is rumored that If
45:15the expired domain has been deindexed
45:17by Google, you start from scratch.
45:20Yes, it's like it resets the counter.
45:24And it sounds to me like this has been
45:25mentioned. In fact, for example,
45:27when you do a redirect, this was
45:29already mentioned a long time ago, how
45:32long should you keep a redirect,
45:34whether it's a URL or an entire domain?
45:37One year. That's the margin they gave,
45:40like: after a year, you've either
45:42gotten more links or that link doesn't
45:44contribute much, unless it's a link,
45:46for example, from an aspirational
45:47domain that's placed in content that
45:49receives traffic and refers it to you,
45:51and there you're sending signals and
45:53Google can consider, even if it's no
45:55follow, that it can transfer authority
45:57because it's a quality link, because
45:59it's sending traffic that interacts
46:00with that content in a genuine way.
46:03Well, after a year, theoretically
46:06that's it.
46:07One year is fine. Mr. John Mundo gets
46:09his fingers caught. Uh, the mantra of
46:12no-index content is also known. It's a
46:17no follow in the long term. They also
46:18acknowledged this. Another thing is
46:20that of course it happens. So,
46:22no index is the same as the content
46:24having been deindexed naturally simply
46:26because the domain no longer exists, it
46:28does not resolve, okay? Regardless of
46:30whether I have put the directive, no
46:32index. So, well, it makes sense. Look,
46:35this content no longer exists; it is
46:37gone. After x time, you will have to
46:40start from scratch since I am
46:42unfamiliar with the project.
46:45Yes, there are signs that the authority
46:48that I perceived may not be the current
46:50one, which...
46:52Sure, you have to earn it again.
46:53Exactly.
46:54Exactly. You have to demonstrate again
46:56that this authority is deserved. So,
46:59well, this little sin has stopped
47:02working. Let's repeat, buying expired
47:06domains to redirect them or to set up a
47:08PBN that then has a link that points to
47:10your project or something like that. If
47:13those domains have high domain
47:15authority, which are metrics that are
47:17very relative, okay? A domain authority
47:20that tells you or tells you some other
47:22A third-party platform doesn't mean
47:24that Google is estimating that
47:26authority. There are many factors that
47:28come into play, they can lead to errors
47:30, so
47:32I don't do it anymore. At the time I
47:34played around with it, I thought it was
47:36interesting, I even thought it was easy
47:37.
47:38Sure.
47:39And the truth is that it gives you a
47:41bit of an adrenaline rush to find a
47:42domain like this that you say, "Wow, I
47:44just found this here."
47:47Exactly. I still have some left, and as
47:49they have been registered for several
47:51years, I am waiting for them to expire
47:53so I can remove them, because I know
47:54that I have already effectively removed
47:56them.
47:57You have domain hoarding syndrome.
47:59Yes, but I have gotten rid of many. The
48:01few remaining ones might not expire
48:03until 2030 or 2036. I am trying to quit
48:06, I can leave it whenever I want,
48:10but I still have some and I think, well
48:12, I have already removed the redirects
48:14and everything; they will just expire
48:16on their own.
48:20You were the one who sold the pills at
48:30the entrance of the schools? "" I
48:32didn't have it, a friend gave it to me.
48:36Hey, I'm about to redirect him to this
48:38section of this website and I say, "Hey
48:40, look, set it up yourself and I'll
48:41show you, we'll put AdSense on it and
48:43you'll make money." And in fact it
48:45worked at first, then it went down the
48:47drain because I didn't have much time
48:48to dedicate to it, but it did work. And
48:50I'm talking about this from five or six
48:52years ago, I mean, yes, yes. Let's see,
48:53it worked.
48:55Yes, that's why they included it here,
48:57because it worked. But anyway, the next
49:02PKAD mess, hacked content. But anyway,
49:06this isn't even a
49:08sin, because you have the website there
49:10. The sin might be the laziness and
49:12carelessness of not updating WordPress.
49:14Exactly. Because I've seen it many
49:16times. Hey, you come to audit a
49:19client's project and you tell them, "
49:21Hey, you know you have 2,000 URLs here
49:24for Viagra. Oh, no, that's it." Sure,
49:29they do it right, they hide it in the
49:30main content, but it does get indexed
49:32later because they send links from
49:33other sites and do whatever.
49:37And in the end, well, Google raises its
49:40hand, you get a manual penalty many
49:42times and you have to correct it and
49:44it's not clear. Normally, on this type
49:48of website when it happens, uh, when
49:50you enter, Google or the browser itself
49:53warns you: "Watch out, be careful",
49:55that this website is marked as a scam,
49:57attacked, yes, as a fraud, or that it
50:00may have malicious software.
50:02That and a big red sign appears.
50:06There's a list of those types of things
50:08and, when it's your turn, it surprises
50:09you because you have no idea that you:
50:11"Man, but let's see, I sell honey, how
50:13am I going to do...". Well, you sell
50:16honey and narcotics and psychotropic
50:18substances; the thing is that you
50:20didn't know that and, on top of that,
50:23you don't earn money. But hey, they
50:26could give you an affiliation or
50:28something, of course.
50:29Hey, sign up. affiliate marketing
50:30already by the skin of their teeth.
50:34Anyway, let's go to number five, which
50:37is abuse of text and hidden links. Uh,
50:41what about this one that's also
50:44older than piss? This is basically
50:50putting content in white on a white
50:53background,
50:55well, there was a more advanced method
50:59that was to use CSS to take it out of
51:02the visible frame,
51:04put it in a left men 9999 and have the
51:08content there.
51:10Exactly. Yes, yes. I mean, well, the
51:13content is in the DOM for the browser
51:15to read, to attack the relevance
51:17algorithms, but then the user doesn't
51:20see anything. Well, Google also notices
51:23these types of things, especially when
51:26it renders the content.
51:28Of course, there's
51:29no one there, it's seeing everything.
51:33There it sees the same thing, something
51:35very similar to what the user ends up
51:37seeing and possibly doesn't take that
51:39trick into account.
51:42The issue of hidden links. Here we also
51:47include the issue of obfuscation or
51:51Ah, this is like everything, if it
51:53doesn't notice. I'm
51:55not saying it. because in the end,
51:56searching for a link can be a, let's
51:58say, natural practice because, as you
52:00say, although this behaves like a link,
52:02it works like a link; it's not really a
52:04hyperlink that links documents, but
52:06rather executes a functionality, for
52:08example. Well,
52:10yes, let's see, if I have been and
52:13continue to be a big supporter of link
52:16obfuscation to do paid rank sculpting.
52:21I like it, I practice it regularly and
52:23it all depends on how you do it and
52:25what you do it for. I mean, for example
52:29, well, there are links in the menu
52:31that even though they are there, I
52:32don't want those links to transfer, to
52:34be in charge of transferring authority
52:36to the internal pages. So, those links,
52:39although they act as such, I obfuscate
52:42them.
52:45Hm. So far I haven't had any problems
52:48with that. I think it's more
52:50oriented towards pursuing other types
52:52of practices. I can't give you an
52:53example now.
52:55Well, for example, hey, I go to the
52:57footer, I put a link to the Viagra page
52:59or to whichever one I want to position
53:02and I'll put it in a different color.
53:05It's hidden in the sense that it's
53:06visually difficult to identify. They're
53:09affiliate links, but they're hidden. Uh
53:12, I think it's more geared towards
53:14deceiving the user. If the link does
53:16what it promises,
53:18I'd say there's no problem.
53:20Sure.
53:21Okay. Or hidden links could also refer
53:24to what was done by putting the link
53:27somewhere,
53:29right?
53:29In the comments of a blog or something
53:31like that to take you to the link.
53:34Well, those could also be hidden links.
53:39After all, it's trying to manipulate
53:40the ranking by hiding things from users
53:42, especially
53:44without there being any genuine
53:45interaction. That's it.
53:47So, well, but that stopped working a
53:49long time ago because those links,
53:51since they don't have any kind of
53:52weight on the content, in the end they
53:54don't contribute anything and they
53:55don't contribute to the rankings either
53:58,
53:58right? And generally if they're hidden
54:00there's no interaction, there's no user
54:02signals, that's why.
54:03So it doesn't work anymore. Commandment
54:08number six, uh, keyword stuffing, the
54:10old-school keyboard staffing and That's
54:12great, if even today someone still
54:14falls into keyboard staffing, having
54:16the possibility of telling the writer
54:18to write the content for me, which is
54:20another sin, right? Laziness. Well,
54:24it's always there, but the thing about
54:26keyword staffing is that it's crying
54:29out to heaven to repeat the keyword
54:31constantly. And I would say that there
54:35are still people generating content
54:37this way, thinking that they have to
54:40put a percentage of the exact keyword,
54:42and so on. We haven't said much in this
54:45podcast. My practice, for example, is
54:47that the keyword that the user is
54:49looking for has to appear in the first
54:51paragraph, in the default Abob,
54:54simply because in the introduction you
54:56have to tell the user what they're
54:59going to find in that article
55:01and that it's about that topic. Sure.
55:03Exactly. You have to talk to them about
55:05make me care. Why would you keep
55:08reading here? So, naturally it appears
55:12in the introduction.
55:13Sure.
55:14And then it turns out that since you're
55:16talking about the topic it ends up
55:18appearing, but forcing it or thinking
55:20that you have to say a certain keyword
55:22a certain percentage of times, that's
55:24it. It doesn't make any sense. Yeah,
55:26exactly.
55:27Beyond that, Skibo Staffing.
55:32Commandment number seven, link spam. Ah
55:36, my friend Linbild. We've found them.
55:39Let's
55:40talk about inbuilding. This is the one
55:42that gets the most attention from spam
55:45updates and the one that worries people
55:47the most. So,
55:49because it's the one that's
55:50traditionally been used the most
55:52because it worked very well.
55:54It worked and it works.
55:57Yes, it worked and it works. Because
56:03the problem has been that, like
56:05everything else, it's been abused a lot
56:07, a lot, a lot. These companies that
56:10sell links have made a lot of money,
56:12they'll know that. Little is said about
56:15what these companies have earned and
56:17the number of articles that are
56:19published. I remember before when you
56:22had a budget for link building and you
56:24would burn it and you would say, well,
56:2610 links and you would sell them by
56:29weight. You sold them or they sold them
56:31to you, you got them by weight, so to
56:33speak.
56:34Quantity is more important than quality
56:36. Now it's turned around and now
56:39quality weighs much more than quantity,
56:42but much more. With one good link you
56:46can achieve what you used to need 10
56:49links to achieve a similar effect
56:51because it's a question of credibility,
56:53of the credibility of the medium. Now,
56:56in order for me to consider that a
56:58medium is suitable for me to put a link
57:01to, I have to think about it a lot, a
57:04lot. I review a lot of data from that
57:06medium, I generate content that may be
57:08useful to the users of that medium,
57:10it's not just a link for the sake of
57:11the link. I examine much of the
57:13outlet's data and create content that
57:14is useful for their users; it is not
57:15just about placing a link for a link's
57:15sake. I refine the anchor so it sounds
57:18natural, making it look attractive as
57:21well. If the medium publishes, in
57:24addition to this experience, if the
57:25medium publishes all the articles it
57:27sells under the same vertical, under
57:28the same root URL, you could have a
57:29problem because not everyone is going
57:31to take the same care as you when it
57:32comes to generating quality content.
57:33And they're usually very diverse pieces
57:35of content that have nothing to do with
57:37the main topic, let's say. First of all
57:38, the content is very diverse, and has
57:38nothing to do with the main topic.
57:38First of all, if the medium publishes
57:42all the articles it sells under the
57:45same vertical, under the same root URL,
57:48you could have a problem because not
57:51everyone is going to take the same care
57:55as you do when it comes to generating
57:58quality content. And they are usually
58:01very diverse bits of content that have
58:03nothing to do with what we might call
58:04the main topic. First of all, the first
58:06is that the article is published by the
58:06media outlet. from the middle and
58:07second
58:08with generalist media I can buy it,
58:11but if you are stuck in a basket with
58:14other mediocre content, Google may end
58:17up penalizing or not taking that
58:19content hub into account and in the end
58:22the link is useless to you. The worst
58:25consequence today of spamming links is
58:29that Google ignores them. I mean, a
58:33manual penalty is very rare
58:36for those
58:37who do not take them into account.
58:38The need to do a disabu is very rare.
58:41It is very rare. It does not take them
58:44into account, it ignores them and it is
58:45quite sad that you spend money on
58:47something that is useless. Exactly.
58:50In sin you carry the penance many times
58:53.
58:54It is the budget that you have burned
58:55and the time that you have wasted in
58:57developing other actions that would
58:59have been
59:00more useful.
59:01So, link building, right? Now, what do
59:04they call it? PR.
59:06Yes, of course. Now they have moved on
59:08to public relations and branding
59:09content,
59:10which is very good. It is what has
59:12always been done. But I tell you one
59:14thing, is that the thing about
59:16relationships public, it's as if you
59:18don't pay for it. Have you seen the
59:22awards for the best hamburger of the
59:24year or many awards that are published
59:26on the internet?
59:28And has it
59:29never happened to you that someone has
59:31contacted you to give you an award and
59:32then they charge you
59:33this very morning? I mean, people still
59:37come, right? A colleague sent me this,
59:39uh, exactly the usual thing, right? The
59:43award of, "Hey, we've celebrated, we're
59:44going to celebrate the awards of such
59:46and such media where we recognize
59:47companies from such and such. If you
59:50want to collect the award and have
59:52visibility in the special magazine that
59:53we're going to launch in the special
59:55digital edition, this is worth so much.
59:58No, no, thanks, I'm not interested in
1:00:00that award. The award of
1:00:01That would be link spam, that. I
1:00:05know what that is. It seems very good
1:00:07to me. What I'm getting at,
1:00:08what I'm getting at is that life has
1:00:10always moved a little bit like this. Uh
1:00:13, we think that everything is nice and
1:00:15wonderful and that it's deserved and
1:00:17that those articles that talk about you
1:00:19, you have to earn them in order for
1:00:22them to actually be published and you
1:00:24have to do the work to be there and
1:00:26then that may or may not translate into
1:00:28a link. Sure,
1:00:31but it's an effort. The thing is,
1:00:34look, I was saying before,
1:00:36yes, what you
1:00:37have to do to do it well was very
1:00:39similar to what you have to do now to
1:00:41buy a link, because you have to analyze
1:00:43the medium, you have to generate
1:00:44content that really contributes,
1:00:46whether you pay for it or not,
1:00:49I think it doesn't
1:00:51make a difference anymore,
1:00:52right? Sure. And Google doesn't take
1:00:55anything else into account. So it
1:00:58gives more weight if in that price you
1:01:00negotiate, hey, that this content is
1:01:02going to be on the front page for a
1:01:03certain amount of time to ensure its
1:01:05visibility and generate traffic. But
1:01:08paying or not is the least of it. It's
1:01:10this content. Uh, my Bayer Persona is
1:01:13going to read it, this is the medium
1:01:15that my Bayer Persona would go to to
1:01:17read this type of content. Mention the
1:01:20brand that is actually what is selling
1:01:23the most today. Yes,
1:01:26mentions before even the link because
1:01:28it is the natural thing to do, a link
1:01:30and nothing is natural, it is what
1:01:31should happen. So, it means that that
1:01:34piece is going to be free, right?
1:01:36Sometimes it will be free, other times
1:01:38it won't. For example, I occasionally
1:01:40use the Reportaro platform, which is
1:01:43very good,
1:01:44very similar to the American Jaro,
1:01:46which basically connects journalists
1:01:48with sources. Hey, I am a relevant
1:01:50source in this sector. That's how I got
1:01:53, for example, a link in the country
1:01:54because they were doing an article, I
1:01:56don't remember what topic it was about
1:01:58now, but hey, I applied, I specialize
1:02:00in websites on this topic, I don't know
1:02:02what, maybe my profile could be useful
1:02:04to you. They called me,
1:02:06they contacted me,
1:02:07they contacted me and I didn't ask for
1:02:09the link, I simply said, hey, if you
1:02:11mention something I've told you, I
1:02:12would appreciate it if you mentioned me
1:02:14and hey, they slipped me the link.
1:02:17Other times, I've spent two days, I'm
1:02:19not talking about this platform, but
1:02:20I've been contacted by journalists and
1:02:22I've spent two days on the phone with
1:02:24them and not gotten off the phone.
1:02:26And then they
1:02:27say," And the worst thing for me, what
1:02:29really pissed me off, is that they used
1:02:30phrases that I had said and put them in
1:02:32the mouth of someone else. Or phrases
1:02:35explaining things,
1:02:39as if the journalist had learned them
1:02:42by pure science. You say, "I told you
1:02:44this."
1:02:45Like that. Journalistic rigor.
1:02:48Don't tell me that the editor made you
1:02:49cut it because it was too long, because
1:02:51you're using phrases that are mine, man
1:02:52. "I mean,
1:02:53the phrases are there. Regrettable,
1:02:58but hey, that takes time, it's an
1:03:00effort, and you've paid for the time
1:03:02with time, of
1:03:04course, after all,
1:03:06but it definitely works very well. If
1:03:08it's done well,
1:03:10if you create a good piece of content
1:03:12thinking about who's going to read it
1:03:13and the return it can give you, first
1:03:15in terms of visibility and then in
1:03:16terms of potential business,
1:03:19don't touch it,
1:03:20nothing else works. Links work, but the
1:03:22only thing that really works is
1:03:24long-term quality.
1:03:25Something else doesn't work.
1:03:27Let's move on to another commandment.
1:03:29Let's go with number 8 of 16, so let's
1:03:32do it
1:03:32lightly,
1:03:33okay?
1:03:34Machine-generated traffic. Oh, this,
1:03:38what is it? This is for traffic. M. Oh,
1:03:42what did he say?
1:03:43Yes. What is it and what is it for? V
1:03:48because here they say, I'm reading it
1:03:49verbatim, the deliberate and automated
1:03:51sending of requests and queries to the
1:03:53Google search engine without prior
1:03:55authorization to crawl SERP data or
1:03:57consume engine resources. I think this
1:04:01description is very biased, I mean,
1:04:03it's only talking about one part
1:04:04because it's not talking about the
1:04:06other. Look, of
1:04:07course,
1:04:09here I have to mention the well-known
1:04:12SEOBOX project, for example, and CTRBX,
1:04:15for example. That's SERP manipulation,
1:04:22it's sending machine-generated traffic
1:04:25to the SERP so that it clicks on X
1:04:28results. It works
1:04:33because it all depends on how you do it
1:04:36, that you take into account that they
1:04:39are logged in accounts with a history
1:04:41of working, but here they warn you that
1:04:44they are monitoring it and that there
1:04:47is an effort at the level of spam
1:04:49fighting by Google against this type of
1:04:52thing. And it is the same thing that we
1:04:54were talking about before,
1:04:57uh, the SERPs that are shown some for
1:04:59users, others for URLs that are
1:05:02automatically generated to extract
1:05:04content. Google really wants the
1:05:08results that appear in the herbs to be
1:05:11governed by their guidelines and not by
1:05:14an alteration. So, they monitor it.
1:05:17They increasingly take more factors
1:05:19into account and since the introduction
1:05:21of artificial intelligence, many more.
1:05:24This has been seen. Uh, for example,
1:05:27well, Stripe and PayPal released
1:05:30studies in which they said," Look,
1:05:33before, with the algorithms that we had
1:05:35developed by humans, we were able to
1:05:38detect 72%of online payment scams, "
1:05:44okay? That was already a huge fact,
1:05:47but now with artificial intelligence
1:05:49they have gone to 99.99%,
1:05:53uh, they are able to detect patterns
1:05:55and they are rarely wrong. They might
1:05:59err by excess rather than by defect,
1:06:01but it is all the
1:06:02same. They don't
1:06:03usually make mistakes. That is
1:06:05preferable, okay? Than a 28%scam, okay?
1:06:10Exactly the same thing happens here,
1:06:12that is, they have an artificial
1:06:14intelligence that is capable of
1:06:16detecting a lot of patterns. So, it is
1:06:18most likely that this type of SEO
1:06:23actions, if you want to call them SEO,
1:06:26either no longer work, I haven't used
1:06:28them for a long time, or they will stop
1:06:31working in a very, very short time.
1:06:35Okay, I did try it when it came out and
1:06:37it works. It worked like a charm for me
1:06:39too. It's true that I was very on top
1:06:41of it. I worked quite a bit on
1:06:43differentiating browsing patterns and
1:06:45so on and at that time it worked. Then
1:06:47I...Of course,
1:06:49there were CTR calculators so as not to
1:06:51exceed the natural CTR so as not to
1:06:53generate patterns.
1:06:54Of course. You would enter multiple
1:06:56entry routes. Exactly. And you would
1:06:58give it multiple keywords so that it
1:06:59wasn't always the same. The time spent
1:07:01on the laser, for example, the time it
1:07:03took to click. I mean, it's really well
1:07:06thought out. I also understand that the
1:07:08tools are going to evolve with this. I
1:07:09mean, inevitably,
1:07:11to avoid spam fighting, they'll do
1:07:13other types of things,
1:07:15exactly. But even so,
1:07:17in my humble opinion, I think Google is
1:07:19always going to be 100 times faster.
1:07:22The intelligence, the artificial
1:07:24intelligence that they have at
1:07:27their disposal right now, is much
1:07:29faster than the tools can evolve. In
1:07:33this regard, the news came out the
1:07:35other day that Open had solved, I don't
1:07:38know what mathematical problem that had
1:07:41been unsolved for 70 years. A conflict
1:07:44has arisen now, I mean,
1:07:46wow, they're solving problems that were
1:07:49previously unsolvable, I
1:07:53mean, they're not going to detect
1:07:54patterns, especially if they're
1:07:56consuming processing resources.
1:07:58Of course, it's money for them. Exactly
1:08:00.
1:08:01The good thing about solving the math
1:08:02problem was getting the gist of it. In
1:08:05fact, I encourage you and the audience
1:08:07to look it up because there is a bit of
1:08:09a conflict about who did it, whether it
1:08:11was the mathematician on duty, who then
1:08:12confronted it with another, which, well
1:08:14, there is a soap opera there.
1:08:17Hm.
1:08:18What I was saying is that if it still
1:08:21works, it has very little left, it
1:08:23has its legs,
1:08:24very little and it doesn't matter how
1:08:25well you do it.
1:08:28They are faster than you, right?
1:08:31And let's go to number eight. Let's go
1:08:32to number nine. Malicious practices,
1:08:34malware, unwanted software and browser
1:08:37hijacking. This last point is the one
1:08:40that interests me the most. V This has
1:08:43to do, well, beyond the fact that, uh,
1:08:45your website or the scripts that you
1:08:48have within the website behave in a way
1:08:51that could compromise the security of
1:08:53users and so on, uh, which is, look, I
1:08:59don't know if it's here, but I think it
1:09:02has to do with the hijacking of the, uh
1:09:06, back button.
1:09:09Button hijacking, I think they call it.
1:09:12Yes, I had it written down for the next
1:09:13one because it was somewhat related and
1:09:15I mean, I don't know where to put it,
1:09:16but it's there. Yes, yes, yes. Well, it
1:09:19goes that way. The next sin is
1:09:21deceptive functionality, which can also
1:09:24be here. It has to do
1:09:26with you developing a script so that
1:09:29when a user arrives from the SERP it
1:09:32doesn't let them click the back button
1:09:34to return to the SERP and avoid those
1:09:37low-quality signals. Hm. Here, uh, more
1:09:41than going back, that is, instead of
1:09:43preventing them from returning to the
1:09:45SERP, of course, to do this what you do
1:09:47is inject a false browsing history into
1:09:50the browser so that, when they click
1:09:52the back button, instead of going back
1:09:54to Google, they actually go back to
1:09:56another page within the website they
1:09:58were on. Basically, that's the behavior
1:10:02and, interestingly, in the world of
1:10:04AdSense, of monetization with display
1:10:07advertising, very recently, they were
1:10:10going to enable a feature that was
1:10:12precisely that, when the user went to
1:10:15go back, the ad would appear in front
1:10:18of them, and they had just released
1:10:20this policy against hijacking the back
1:10:23button. And of course, it caused a bit
1:10:26of a stir, wow, in Search Engines
1:10:27saying one thing and in AdSense, in
1:10:28another of your products, you're going
1:10:30to release a feature that does
1:10:31precisely that. I mean, Inaso loaded it
1:10:34in a matter of hours. The inconsistency
1:10:36is very striking. Look, in the document
1:10:39that I have with a little more
1:10:41information, it
1:10:43says the new point, point nine, which
1:10:45is about malicious practices, a
1:10:47download website that when you click an
1:10:49installation button downloads spyware,
1:10:51for example.
1:10:53Sure.
1:10:53Okay. A Trojan. I don't know why they
1:10:56call it a Trojan because the ones
1:10:59inside weren't really Trojans, but well
1:11:01, that's another topic. Okay, hijacking
1:11:05is one of the malicious practices.
1:11:09Hijacking the return button. The
1:11:11deceptive functionality, which is point
1:11:14number 10, could be a portal that
1:11:16advertises a free balance generator for
1:11:18video games, for example. Well, this
1:11:20balance, these
1:11:22virtual coins that can be spent in a
1:11:24game and so on, but then the real
1:11:27functionality is not that. Uh, it could
1:11:31be, uh, well I don't know, uh, it says,
1:11:33" After forcing the user to fill out
1:11:36surveys or watch endless ads, it never
1:11:38gets around to processing the promised
1:11:40task. "
1:11:42This happens a lot with movie downloads
1:11:43and things like that where they tell
1:11:45you," You're going to download it and
1:11:46then you have to watch this ad, you
1:11:47have to watch this other ad. Now go
1:11:50here, download this file that installs
1:11:52I don't know what and you
1:11:54never get to Earth. You never get there
1:11:57and you compromise your entire computer
1:11:59with knowledge.
1:12:00Yes. Well, that's it, content abuse at
1:12:06scale. This is the 11th and this one is
1:12:09more current.
1:12:11This one came out recently. I don't
1:12:14have dates. I don't know if you
1:12:15remember more or less when this one is
1:12:16from.
1:12:17This is from 2024, which we've
1:12:18discussed before off camera. In 2024
1:12:21they released a corupdate and the three
1:12:23policies specifically related to
1:12:25content at scale, reputation abuse and
1:12:27abuse of expired domains. Well, that's
1:12:31it, there were 13 commandments, now
1:12:32we're at 16. This is one of them.
1:12:34Content abuse at scale has to do with
1:12:36the massive generation of content,
1:12:38without differentiation, without effort
1:12:40behind it. When we talk about massive,
1:12:44we could be talking about publishing
1:12:462000 URLs all at once without any
1:12:48criteria, solely attacking searches for
1:12:51keywords that belong to a certain
1:12:53specific topic. And this is what Google
1:12:56is penalizing. It is no longer, let me
1:13:00clarify, it is no longer content
1:13:03generated with artificial intelligence,
1:13:06it is content that you can, imagine
1:13:08that you have a farm of monkeys that
1:13:11write, Google doesn't care, it is
1:13:13content on a large scale, it
1:13:16is not natural, it does not provide the
1:13:18value that they consider it has to
1:13:20provide. It is rehashed and also
1:13:22difficult to digest. It consumes
1:13:25crawling resources, it has to index all
1:13:29that crap and Google does not like to
1:13:32waste money in vain. So it was time for
1:13:35something like this to come out and
1:13:37start penalizing this content.
1:13:39Of course,
1:13:40that does not mean that you have a new
1:13:42e-commerce, that you are going to
1:13:43launch and have 10,000, 20,000
1:13:44references. Hey, if you have worked on
1:13:46them well, you can publish and index
1:13:48them, there is
1:13:49no problem. What we are going for here
1:13:51is automation with a machine that
1:13:53generates and generates, or That is,
1:13:55you plug in an API to do a massively
1:13:57expansive keyword research and every 2
1:13:59minutes you keep adding new URLs
1:14:01non-stop.
1:14:03Yes, and I've seen many Analytics
1:14:06graphs or search with Console on
1:14:08LinkedIn of projects launched like this
1:14:10, an update and you're in the mud, but
1:14:13you're in the mud, right? And at first,
1:14:17as it indexes URLs, it can give you
1:14:19traffic, but there comes a time when it
1:14:22stops believing it and completely
1:14:24distrusts it and throws mud at you.
1:14:26Some, I'm not giving you any more
1:14:29visibility and that's fine. I want to
1:14:32speak out in favor of AI. This does not
1:14:35mean that content cannot be generated
1:14:36with artificial intelligence. As far as
1:14:39I know, as far as I know,
1:14:41although
1:14:43Cloud Anthropic has said that it is now
1:14:46going to put a digital signature on the
1:14:48content and so on, there is
1:14:50nothing that reads that signature and
1:14:54discredits the content. Other
1:14:58regulations at a European level,
1:15:00because you have to mark the content
1:15:02generated with AI in a certain way, but
1:15:05that's another story. That you generate
1:15:09content with artificial intelligence
1:15:11that provides value, that is validated.
1:15:14by experts, more than anything, so as
1:15:17not to make a big mistake with some
1:15:19hallucination or something like that,
1:15:21and that you do it progressively and
1:15:23generate content related to what users
1:15:25are looking for. Today it works,
1:15:30right? They have already recognized it;
1:15:32they don't care how you do it.
1:15:33They don't care. It has to be well done
1:15:35, it has to be reviewed and it makes no
1:15:37difference to them whether
1:15:39you write with your hands or with your
1:15:42feet.
1:15:43The point is that it is quality content
1:15:46and not massive, which if you think
1:15:50about it a lot, massive and quality can
1:15:53go hand in hand, but it is not the
1:15:55usual thing by far. So they have
1:15:57decided that the innocent should pay
1:15:59for the guilty.
1:16:02In fact, speaking now of quality, I
1:16:04would like to remind the wonderful
1:16:06audience that we have in episode 79, a
1:16:08special dedicated precisely to the Q
1:16:11factor of quality, where you can expand
1:16:13on this and, above all, also learn
1:16:15about the historical evolution that
1:16:17Google has had and where, precisely,
1:16:19quality has broken the paradigm on this
1:16:21. It is differentiation. Let's move on
1:16:26to The final stretch of these
1:16:28commandments. Number 12, copied or
1:16:30extracted content.
1:16:32This is scraped content.
1:16:37This is where content syndication comes
1:16:39into play, for example. I don't know if
1:16:43the audience is familiar with this
1:16:44technique. I used to use it a while ago
1:16:48to generate syndication networks that
1:16:50worked very well, because you would
1:16:52take content that you published on your
1:16:55blog and republish it on other websites
1:16:57that linked to the main source, and
1:17:00then all you had were mentions of your
1:17:02brand, and it worked quite well. It
1:17:05stopped working and there's this policy
1:17:07that tells you that, well, today,
1:17:09that's bad. This was very typical, this
1:17:13was very typical of, I think, blogs and
1:17:15Garmania, I think,
1:17:17which were precisely very large portals
1:17:18with a lot of traffic, so they fed off
1:17:20the content of other blogs. Those that
1:17:23did it well would simply put an excerpt
1:17:25and a link to the original source, and
1:17:27those that did it badly would simply
1:17:28dump all your content. It could even
1:17:31rank ahead of yours. that scraped
1:17:33content versus yours, which was the
1:17:35original. And of course,
1:17:37yes, as it was indexed before
1:17:39you went to the hole,
1:17:40you went to the hole, you went to the
1:17:42hole. And this works, in case the
1:17:44audience doesn't know it, there are a
1:17:47series of protocols such as syndication
1:17:50, RSS, Atom, which make your blog or
1:17:52your source of information publish an
1:17:55XML file with the information of the
1:17:58article. Now there are several
1:18:01techniques that do not publish all the
1:18:03information, but only the introduction,
1:18:05a link to read more, so that this
1:18:07automation does not take your feed and
1:18:10publish the same thing that you have
1:18:12published.
1:18:14So, well, they did that, they took your
1:18:17feed and republished it. Another thing
1:18:21that affects this, well, there are
1:18:23certain news publishing agencies, I
1:18:26don't want to mention names, well, we
1:18:29say them, I don't know, it's okay.
1:18:32Comunicae, for example,
1:18:34okay? Well, Comunicae does this.
1:18:37Comunicae has a feed from which many
1:18:40newspapers that are generally
1:18:42second-rate have. So,
1:18:44and from Third, too.
1:18:46And third regional. They publish a news
1:18:49story and these newspapers copy it as
1:18:51is, without any criteria, they publish
1:18:53it because it is content that, in
1:18:55theory, has already been validated by
1:18:57the journalists of Comunicae and they
1:18:59publish it directly. Some cite the
1:19:02source of Comunicae, others don't even
1:19:04cite it. And this is link building, if
1:19:08you go for links, I can tell you that
1:19:11it doesn't work. It doesn't work.
1:19:14Another thing is that you go for the
1:19:15mention and in certain sectors and for
1:19:18local SEO it can work very well. Health
1:19:20sector, legal sector, everything that
1:19:23has to do with your money, your life
1:19:25doesn't work either, leave it aside.
1:19:27But anyway, in general, content copied
1:19:30or extracted from other sources these
1:19:32days is a bad idea. We come to the
1:19:35other important one, abuse of
1:19:37reputation of the site, commandment
1:19:40number 13. Have you studied this? Come
1:19:42on, let's do it.
1:19:43Yes, right? Besides, we discussed it
1:19:45before with the news of the European
1:19:47Economic Area. Basically, it consists
1:19:50of taking advantage of the authority of
1:19:52a site because they have a great
1:19:54reputation and, then, I reach an
1:19:56agreement with them. this medium and I
1:19:59tell him: "Hey, look, now I want to
1:20:01have a special section to talk about
1:20:03sneakers, for example, and I'm going to
1:20:06use your platform to publish content
1:20:08that I'm interested in positioning,
1:20:10because my website has so much
1:20:12authority, okay?" Okay, so this has
1:20:15been used a lot in the media,
1:20:16especially with the topic of discount
1:20:18coupons. In fact, there were platforms
1:20:20that were exclusively dedicated to
1:20:22setting up...
1:20:22Exactly. To setting up these content
1:20:27recommendation systems that are written
1:20:29precisely by a third party, it is not
1:20:31the media outlet that is publishing the
1:20:33content, but you who provide it, to
1:20:35include comparisons, buying guides,
1:20:37coupons, discounts, whatever. There
1:20:40were a lot of varieties of this type of
1:20:42content. I don't
1:20:43know why the sports world always comes
1:20:45to mind when we talk about this.
1:20:48Well, but the country also had all
1:20:50sorts of verticals.
1:20:51There were a couple of companies that
1:20:53set up the entire system for you and
1:20:54distributed it to the media in Spain
1:20:56and, well, the entire world, right?
1:20:58Well, the usual one. I have an
1:20:59authoritative domain
1:21:01that generates credibility with Google
1:21:02and we take advantage of it. Well,
1:21:05I am the sports world. I should be
1:21:07talking about sports, but I am talking
1:21:08about the best blenders. And I think it
1:21:11was Forbes, right? most talked about,
1:21:14because they had a good one and it fell
1:21:16into the abyss until they started to
1:21:18take better care of it and really have
1:21:20an internal or in-house editorial team
1:21:22that, well, you can...this is like the
1:21:24...it doesn't matter who writes it; it
1:21:26has to be well done and it's not the
1:21:28same content that I'm finding in other
1:21:30media that are doing the same thing and
1:21:32, it's...and I'm finding the same
1:21:34content. This is the abuse, which is
1:21:37the common denominator of all anti-spam
1:21:39policies. It's the abuse. It's, uh, I
1:21:43do it because I have authority and it's
1:21:45a source of income, so I write an
1:21:47article about the best blenders. Since
1:21:51I'm the sports world, and I hope the
1:21:52sports world doesn't hear this, they're
1:21:54going to send us a letter by burofax.
1:21:58Uh, I'll take advantage and generate a
1:22:00vertical where I have affiliate links
1:22:02and that's what I get. The fact that
1:22:06the sports world does it is not
1:22:07something that should call our
1:22:09attention because this media outlet is
1:22:11dedicated to sports and starts talking
1:22:13about blenders. What the European
1:22:16Economic Area has denounced is
1:22:18precisely That is, I should have the
1:22:20freedom to talk about blenders if I
1:22:22want to, without Google ending up
1:22:24penalizing me for it,
1:22:26right? Because it is a legitimate
1:22:28business model for them. In the end, I
1:22:29can do what
1:22:30is a legitimate business model.
1:22:32Sure.
1:22:32And Google says, "Okay, I think it's
1:22:36fine, but you have to earn your own
1:22:39merits to be ranked for better blenders
1:22:42. I'm going to remove you from the
1:22:45reputation of your domain and if your
1:22:48article itself demonstrates quality,
1:22:50then we'll rank it." That's
1:22:55the big change, because at first, of
1:22:57course, alarms went off in Europe,
1:22:59giving free rein to Parasite SEO, it's
1:23:01not that...Yes, no, in the sense that
1:23:04if I stop penalizing you, it doesn't
1:23:06mean that you're going to rank yourself
1:23:09in Google. It's what you were saying
1:23:11just now. You have to earn that
1:23:13reputation in that directory where
1:23:15you're going to post all that content.
1:23:18Yes, let's finish. Commandment number
1:23:2214. Deceptive redirects. It's the same
1:23:26thing, it's deception. I tell you I'm
1:23:28taking you here, but instead of here, I
1:23:31take you somewhere else. Somewhere else
1:23:33.
1:23:33This happened to me, I'll leave it in
1:23:35the show notes because I wrote an
1:23:37article about it, because it happened
1:23:39to me unconsciously, right? It wasn't
1:23:41something I caused and it basically
1:23:43happened to me with an advertising
1:23:45system that I used years ago and the
1:23:47problem is that that advertising system
1:23:49failed and put up a banner that was
1:23:51impossible to close. So, of course, the
1:23:54user would go in, the ad would pop up,
1:23:56they couldn't leave and the only way to
1:23:58leave was by clicking on the ad. Of
1:23:59course, if you, as a publisher, don't
1:24:01get that ad because it didn't always
1:24:03happen, well, of course, you say, well
1:24:05everything's fine, no I don't
1:24:06understand what's going on. And here
1:24:08you do get a manual penalty from SES
1:24:11Consol. Well, I had to explain
1:24:14everything I had done, everything I had
1:24:16reviewed in order to get it removed and
1:24:18, well, demonstrate that I had actually
1:24:20found what the problem was, because in
1:24:22the end the user ends up reporting your
1:24:24page for deceptive practices, right?
1:24:26And that's where the hand penalty comes
1:24:27from.
1:24:28Raising your hand is fun. Well, it also
1:24:31has to do a bit with cloaking, it's
1:24:32something very similar. I mean, Google
1:24:35Bot shows you a link to a site, but you
1:24:37take the user to a subscription or
1:24:39something like that and in the end they
1:24:42abuse it and it's uncomfortable. If it
1:24:45creates that discomfort many times, you
1:24:47can logically think that you're making
1:24:50some mistake with the anti-pa policies.
1:24:54Uh, commandment number 15, affiliation
1:24:55of worthless links. Look, this could be
1:24:58the sin of the sports world and not the
1:25:00abuse of authority many times. It's
1:25:04just that you didn't even put in the
1:25:06effort to write the article. It's that
1:25:08you didn't buy the blenders, it's that
1:25:10you don't know how to use a blender.
1:25:14The famous buying guides and pure
1:25:16affiliate dropshipping where you don't
1:25:18contribute anything and have no idea
1:25:20what you're talking about. You're
1:25:22really deceiving the consumer. That's
1:25:25more serious.
1:25:26Yes. And what Google expects, as we've
1:25:29said many times, is satisfaction from
1:25:31users
1:25:33who click on their search results. And
1:25:36you're ruining this for me, in other
1:25:39words, you're penalizing my reputation
1:25:41as a search engine and I don't like
1:25:44that at all, so they penalize it. And
1:25:48last but not least, user-generated spam
1:25:51.
1:25:52Oh,
1:25:53just like there's user-generated
1:25:55content, there's user-generated spam.
1:26:00What can I say? Well, comments in
1:26:03forums, in blog posts, spam after all,
1:26:11hard spam, spam for today, it is all
1:26:12content
1:26:12without any real value. The thing is
1:26:14that spam by definition has no value.
1:26:18If it's valuable, which is a term I
1:26:20really liked at the time, valuable spam
1:26:22, then it's no longer spam. I used it
1:26:25in my own niches. Uh, I used to leave
1:26:28comments for myself when I saw a
1:26:30keyword popping up and I realized it
1:26:32was because of other users' comments. I
1:26:35would take advantage of it and generate
1:26:36good content, but I would sneak in the
1:26:38keywords. That used to work, but not
1:26:40anymore. Now, you just load the
1:26:43comments. But anyway, it was a curious
1:26:46practice of, hey, I can automate it, I
1:26:49can even generate a script that
1:26:50generates content for me or now with AI
1:26:53and that automatically publishes
1:26:54content from, that is, comments and
1:26:56that gives freshness to the cont.
1:27:00You create two agents and have them
1:27:01argue with each other in the comments
1:27:03of your website.
1:27:04Look what this guy said. Look what he
1:27:06said. And you
1:27:08throw a stick at them so they hit each
1:27:09other. Exactly. And once the debate
1:27:13starts, I
1:27:14don't recommend it.
1:27:15No, it doesn't seem like it, as we're
1:27:17discussing it, it seems very fun, but
1:27:19it can end very badly, right?
1:27:22Well, that would be it.
1:27:2416 Google commandments that I highly
1:27:27recommend taking into account, as we've
1:27:31always said, because in the end, rowing
1:27:33against the grain involves an effort
1:27:35that won't hold up in the long term
1:27:39and can be very expensive. So don't
1:27:41forget to subscribe because we'll
1:27:43probably do a second part in the future
1:27:45and keep updating as
1:27:47new commandments come out.
1:27:48Of course, there will be new
1:27:49commandments for sure. This isn't going
1:27:51to stop. It doesn't happen, there will
1:27:52always be someone who's splitting hairs
1:27:55. And well, that's just how it is.
1:27:57Very fun.
1:27:59Spam can be very profitable. Of course.
1:28:01So if there's
1:28:03money, then there's spam.
1:28:05I get it. And not just the money, but
1:28:07the personal satisfaction. It's really
1:28:11nice to find
1:28:13a little hole in Google that you can
1:28:15sneak through and improve your
1:28:17positioning and feel like you've
1:28:19sneaked past Google. Well, this happens
1:28:22in many more areas of life, I mean,
1:28:24feeling like
1:28:25a lynx
1:28:26above.
1:28:27Exactly. Google, which is also true,
1:28:29does not take advantage of that
1:28:30competitive advantage that only you
1:28:32have, because you would also have to be
1:28:34stupid not to take advantage of it as
1:28:36long as you do not do anything illegal,
1:28:38which makes me laugh a lot. It is not
1:28:40illegal for Google, right? It is not
1:28:41illegal for Google. In any case I break
1:28:43it, but it isn't illegal.
1:28:46No, no. Google has nothing to do with
1:28:48the laws, at least not in this regard.
1:28:50On the other hand, it does have to
1:28:52comply with many and so on. And you can
1:28:55break many laws by doing this, but
1:28:57Google will not be the one to punish
1:28:58you in that sense. You will receive a
1:29:02letter or someone will knock on your
1:29:04door, which may also happen. But anyway
1:29:07, in general terms, although it is fun,
1:29:09it is usually less funny when you pay
1:29:11the consequences, when that freedom
1:29:13entails a responsibility that you do
1:29:16not want. So, from this humble podcast
1:29:20we are going to recommend not sinning,
1:29:25okay?
1:29:25And in case you fall into any of these
1:29:29little sins, ask for forgiveness and
1:29:32continue with your life. Any way you
1:29:36can, any way you
1:29:37can, as allowed. Getting out of this,
1:29:40getting out of the park with children
1:29:42is harder, especially when they are
1:29:44small, but they can avoid Google's
1:29:46penalties. And that's it for this
1:29:49episode, my friend. As always, thank
1:29:51you very much.
1:29:52Sorry if we've gone on a little longer
1:29:54than usual.
1:29:56The occasion deserved it.
1:29:58Happy return to COAC.
1:30:00Likewise, my friend.
1:30:02A big hug. M.

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