My inbox was once again full of junk today, including the usual emails from people who claim to be working as “Search Engine Optimizers” (SEOs), a profession that is the result of the rise in popularity of social networks, and competition for placement on Google, and it’s essentially what’s clogging up the Internet with low-quality content and all those sites that link to other sites that link to other sites and so on. SEOs spend their time trying to ensure that their clients’ websites are pushed higher up in the results of, well, Google, because nobody really uses anything else to search anymore. And they spend their time on “viral” marketing, which is little more than stirring up interest in stuff that isn’t generally worthy of attention by utilizing social networking. In order to do this, they try to put links to their clients’ sites on other sites, to make their clients look more popular/legitimate than they really are. And they sometimes write/create content that makes sites look legitimate or more than mere collections of links.
I’m not specifically bashing Shpoonkle here, but it’s a prime example of publishing trash content just to make a site look legit as far as Google is concerned, pushing it up the results for no reason other than having lots of new content. For example, on the Shpoonkle blog, the most recent post is the following:
TechPluto is a Technology site that showcases web start ups by doing their critical analysis and writing in-depth review, digging out utility services [link removed] and covering latest tech news and events from across the globe.
Check out “Shpoonkle’s review” [link removed] at TechPluto. . . . Also check out TechPluto’s Online Business Board, that keeps track of hottest online businesses in Tech Industry.
Junk content, and on obvious link exchange to boost site rankings that was written by TechPluto. (In case you’re interested, TechPluto is linked to a marketing company called AQR8, which posts reviews on TechPluto for a fee. It’s all paid marketing and social media trickery, not legitimate and spontaneous interest in Shpoonkle. But hey, if Shpoonkle wants to toss me a few hundred bucks, I’d be happy to write an article about how great it is. It would help pay for the upkeep on Nontradlaw.)
If this isn’t blatant enough, the secondmost recent post is a “guest” post from a jewellry appraiser, the third post is about “Fata Morgana” (“the name for a mirage associated with the enchantress Morgan Le Fay, of the King Arthur legend”, just in case you’re interested, but it has nothing to do with law and everything to do with a generating unique content for boosting Google rankings), and it’s all just a big old game to add content to try and fool Google – and real people like you and me – that something is a legitimate, trustworthy, popular endeavor that is widely-respected by other sites across the Internet. When in fact, it isn’t. Again, not singling out Shpoonkle, but it’s a prime example. There are many others, but I happen to visit Shpoonkle once in a while, just to see how they’re getting on, so I can vouch for the fact that the Shpoonkle blog is full of worthless content just for the sake of making Google think that the site is fresh every day.
And freshness and content matters. When I post a blog entry here, this site’s Google ranking jumps. And when I don’t post an entry for a few days, the ranking falls.
But back to the main point. I felt a little bad for highlighting Aldo Baker in a somewhat negative manner in my post yesterday, so I subsequently looked at his web personal site. He’s a SEO, not a law student or student debt activist. I foolishly originally thought that he was a concerned student debt activist who wanted me to show his good infographic. His bio says the following:
My main focus revolves around Social Media and SEO. I consult for clients and help spread unique relevant content around the web. I love working with clients who get it and actually want to produce content that people will respond to.
Lately, I have been very interested in infographic marketing. It’s exciting to see a piece of your content going viral across the web on different social media outlets. Not to mention it’s a fantastic link bait campaign.
In this ever changing world of online marketing, it is important to stay ahead of the game.
And that’s fine. It’s a job, it’s what he enjoys, and I have no problem with that. And the infographic link he sent me was a good infographic – someone clearly spent time on that.
But here’s where the whole SEO thing gets a little sinister…
My concern yesterday was that this legitimate infographic was being used to sell some of the lowest-quality, highest-cost education available – degrees from for-profit online schools. The infographic was using warnings about student debt to sell overpriced online degrees that will result in excessive student debt. Weird. Surely one would expect articles and infographics about how great online degrees are? Or how cost-effective online education is? Using your enemy to sell your product is all a little too Paula Deen/Novo Nordisk for me.
Here’s a sample of the emails I receive from SEOs:
Hi,
Let me take this opportunity to introduce myself, I’m [name removed] and as Search Engine Optimizer I manage & run a large selection of quality sites in different topics.
While working on one of my project sites I’ve found nontradlaw.net [I doubt this] and I believe that with my help you can reach higher results in terms of search engines, Page Rank, visibility and traffic.
I’d really love to elaborate more about my proposal and if you’re interested please do not hesitate to contact me and I will happily send you the additional details.
This stuff usually ends up in my trashcan. It’s an obvious form email that gets cold-sent to thousands of other potential clients. But it’s concerning that SEOs are being used by for-profit colleges and online colleges to aggresively push their products, and to manipulate search engine results in order to sell junk degrees to unsuspecting students.
But far worse, I regularly get offers from SEOs to post their articles, which are generally “top” lists of something or other related to education, and the source is always – ALWAYS – a site that is peddling junk online degrees that would benefit from the traffic generated by being associated loosely with Nontradlaw. Some openly suggest that Nontradlaw could be added to the list that will be circulated to other (online) college sites (an offer that I always refuse), or promoted on those sites, but the real reason is not that Nontradlaw is actually listworthy material, but rather they want me to spread their fake articles around and unwittingly act as a trusted conduit that will help push their online degree sites upwards on Google.
For example, this email from one SEO:
Hi Charles,
We would love to share with you an article that we just posted on our own blog! “10 Leaders Who Are Fighting for Student Loan Reform” (link removed) would be an interesting story for your readers to check out and discuss on your blog.
Either way, I hope you continue putting out great content through your blog. It has been a sincere pleasure to read.
Sounds legit, and there’s nothing I like more than anyone fighting for student loan reform. But the site that is hosting that particular list is OnlineCollege.org, a clearing house for junk online degrees. Looks legit on the surface, but it’s a classic example of low-quality, throwaway, but seemingly-compelling and important content used to promote/legitimize for-proft online education. It’s advertising material dressed up as educational material, and it’s implying that people who are anti-”onlinecollegeandhugedebt” are endorsing “onlinecollegeandhugedebt”. Alan Collinge, from studentloanjustice.org, surely can’t endorse OnlineCollege.org, right? Or Kyle from Law School Transparency? Yet they’re right there, on OnlineCollege.org. Of course, most people can see through this marketing tactic, but there’s enough who can’t figure it out, and who will see that article as an endorsement of that particular online degree clearinghouse. “Oh, look, these legitimate activists are mentioned in this article posted at this clearinghouse, so these online degree must be legit too…”
This bothers me. I don’t particularly care about advertising, but I’m seeing a worrying trend of SEOs and other marketers deliberately targeting those people and organizations who are the polar opposite of what their clients are, and using those targets in materials and articles to make it look as if the targets are somehow endorsing the SEO’s clients.
And I was reeled in yesterday – to some extent – by even linking to the infographic. It makes it appear like this site is collaborating, endorsing, and approving of the online degree site that hosts the infographic, which is not the case. Infographic good, online colleges bad. And I’ve seen a significant rise in emails recently from SEOs who want to use me (and I imagine many other opponents of costly online for-profit colleges) to become entangled with their sites online, and thus directly or indirectly endorse their goals. I’d rather that Nontradlaw remains low-ranked but trustworthy, instead of highly-ranked but linked to anything that wishes to use Nontradlaw’s good name as a means to make online degrees look like they are worth spending even a dime on. The cost of those links is way too high in terms of the damage it would do to the reputation this site has built up over the past thirteen years.
Here’s another one:
Hi Charles,
I recently discovered your blog, and I have become a frequent reader. We recently published an article “10 Professors Who Were Caught Dealing Drugs” that dovetails well with your audience. Perhaps you would be interested in sharing with them?
Here’s the link: [removed]
Thanks for the great content, and I hope the article I’ve linked primes your interest.
This one was from someone at OnlineColleges.net, another clearinghouse for rip-off online degrees. On the surface, the article looks like something I’d be interested in – professors out of control, showing a hidden dark side of higher education. But it’s a carefully-crafted article designed to attract those who are against rampant “onlinecollegeandhugedebt” and use them as tools to promote rampant “onlinecollegeandhugedebt”. People would visit Nontradlaw, read that article, and click through to that clearinghouse, taking with them the idea that Nontradlaw is vouching for the quality of those degrees.
And another:
Hi Charles,
I work with Onlineuniversities.com, where we just published entitled, “15 Surprising Side Effects of Rising College Costs” Considering this overlap in subject matter with your blog, I thought perhaps you would be interested in sharing the article with your readers? If so, you can find the article here:
(link removed).
It has been a sincere pleasure to read your great content.
Yet another weak article/list sent to me by yet another for-profit degree clearinghouse to try and promote its services. And it’s promoting junk online degrees by addressing the very things that make online degrees worthless, because this is the latest tactic of these marketers: by promoting their junk degrees along with feeble, throwaway articles that seemingly show concern for important higher education and student debt issues, it makes it look like their clients are the “good guys” and not part of the problem.
It’s almost non-stop, and every time I open my email, it’s literally filled with articles from SEOs, link exchangers, and other marketers who are looking to place their content on this site, include Nontradlaw in their content, use me to promote online degrees, and generally try and make online for-profit colleges look legitimate. It’s easy to get lured in by offers of cross-promotion that might boost this site up the Google rankings, but I like to think that my readers are a little smarter than that.
The easy way to sift through the crap? Just look where the information you’re reading is posted. If it’s at a site that is anything to do with online colleges, online degrees, or online education, chances are you’re reading advertising material dressed up as legitimate articles, designed to promote online degrees and generate large profits for online colleges.
Or just remember that there are virtually no circumstances where clicking an “online degree finding tool” will result in your prospects in life being improved.