Paul Thomson’s Marketing Banter podcast: May 25, 2018



P. Thomson: Alex, would you introduce yourself?

A. Yong: I’m Alex Yong, a journalist at the New York Observer. (Observer.com) Most people don’t know that that media brand is the birthplace of Sex And The City before it was made into a TV show and a few Hollywood movies, meaning Sex And The City was a written column by Candace Bushnell in the 1990’s in the New York Observer. . . If you grew up in New York City like I did, you’d remember the New York Observer stood out on newsstands because it was printed on colored paper like the Financial Times (FT.com). The print version was discontinued a few years ago, so now it’s just Observer.com. I’m also with Small Business Trends (SmallBizTrends.com) which is older than Facebook. 14 years without a Google Penalty.

On the side I also teach organic social media to solo PR professionals. Data-heavy and non-obvious metrics can often scare them, and so whenever I can teach PR professionals about useful stuff to help their day-to-day work, I do — I’m a bridge for them.

P. Thomson: For anyone listening that doesn’t know, what is a Google Penalty? What are some things Google doesn’t like? Talk about existing for that long without a penalty.

A. Yong: A lot of times, educated guesses are the best starting point, like now we know overusing exact match anchor text is not cool. Also, if you guest blog and you treat some blogs as “just too small” to be associated with, Google knows you have that very intentional approach, and they frown upon it — I have a screenshot about that and I’d like to show it to you.


[ Note: The above screenshots apply to link-building in general, not JUST guest blogging ]

A. Yong: Marketers have noticed that Google algorithms often reflect how “real life” works. Like the Olympic swimmer Michael Phelps didn’t come out of the womb with gold medals, he had to build up to all that. Applying that to brand building, Google knows it’s tough to get bylines or even mentions in the Washington Post or the New York Times or other strong legacy media sites — and so if you appear on lots of small blogs, well that’s the way life is. Public relations agencies, well, I really should say it’s mostly their clients, are guilty of wanting to “be on the big sites only” and that creates the bad straightline cliff on the chart. A lot of PR professionals don’t know about this, even though it was written about in 2013; mostly it’s marketers who know.

And now to finally tie that to a penalty example: Google’s algorithms can flag a straightline cliff as something to be scrutinized, and not in a good way; then a human from Google will see the flag, apply his or her judgment, and you’ll get a penalty message in your GSC! This is just one example; there are others. And a penalty message in your GSC, also called a manual action, is when the real aggravation begins: to undo the manual action, you’ll need to do legwork and appeal. Your penalty might not even get removed so just avoid penalties; you seriously don’t want the pain of experiencing one. I have many marketer friends, and I’m in many marketing Slack groups and Skype rooms — this is how I know.

If you do things the “goody 2 shoes” way, or if you guide your clients to stick to this type of strategy, your footprints will be natural, and you can be worry-free.



Contact Alex



pushdown
wp.me/p2S0et-aiU

Featured

FAT news — From Around Twitter and the Internet — 2018, week 15

⬇”Research at NVIDIA: AI Reconstructs Photos with Realistic Results”

“A walkthrough of how to set up Windows 10 to never bother you unnecessarily again.” ⬇⬇⬇ https://tek.io/2JDiPoT



Contact me


how to subscribe Techmania411 techblog


pushdown
Shortlinks:
https://wp.me/p2S0et-ahO

Spotify says it will begin trading shares on the NYSE on April 3rd



Contact me


Featured

FAT news — From Around Twitter and the Internet — 2018, week 10


If you’ve been optimizing your YouTube video descriptions, good on you. A positive surprise might be coming your way.

The initial version of Google Clips requires effort, isn’t cheap and has many shortcomings, according to The Verge:


And these pics have GOTTA BE green-screened, amirite? If you know, email me at AlexYongNYC@gmail.com

Contact me


how to subscribe Techmania411 techblog


pushdown
https://ctt.ec/4Cq5I

Featured

FAT news — From Around Twitter — 2018, week 8



Contact me


how to subscribe Techmania411 techblog

Attention NYC: If you don’t have cable TV and you can’t get an over the air signal, look into Locast.org

tech-influencers-IWI-lands0PR-friendly

David Goodfriend is an attorney and advocate in Washington, D.C. He is a former Clinton Administration aide, where he served as Deputy Staff Secretary to the 42nd American President. Goodfriend was a legal advisor to FCC Commissioner Susan Ness. He graduated summa cum laude from Beloit College and is co-host of “Left Jab” on Sirius-XM Satellite Radio. Goodfriend is also the founder and Chairman of Sports Fans Coalition, a coalition of sports activists, fighting to give sports fans greater voice in public policy impacting professional and collegiate sports. Goodfriend was a co-founder and EVP/General Counsel of Air America Radio, and was Vice President of Law and Public Policy at DISH Network, EchoStar Satellite LLC (DISH Network).February 9, 2018

Q: I feel free TV is one of those things people hear about but many folks don’t act on it — because we sometimes question whether we’re dancing with illegal groups if we do, etc. What are the statutes about free TV and accessing it?

David Goodfriend:

There’s actually a very thorough, well-reasoned legal argument that’s been presented to me and to members of my board by an outside law firm that’s very well regarded in the copyright field. What they told us is, the copyright statute itself, since 1976, has had a provision that says any non-profit can retransmit a broadcast signal provided that the non-profit doesn’t benefit directly or indirectly financially, and if it charges a fee, it only charges enough to cover costs. That’s it. That has been on the books since 1976, and it’s that provision that so-called ‘translator stations’ have always used for more than four decades to justify what they’re doing.

Q: So we should think of it like an antenna? Is it easy?

David Goodfriend:

A translator station is just an antenna, basically, that receives the TV signal and then boosts it, sends out another over-the-air signal so that the broadcast signal can reach the outer extremities of a market, and that’s been done by non-profits under this statute for decades, since 1976. It’s never been challenged by broadcasters or anybody else; it’s never even been litigated. The statutory provision just sits on the books and has been used, and no one’s ever had an argument over it.
Sports Fans Coalition formed a New York chapter last year called Sports Fans Coalition New York that’s organized under the non-profit corporate laws of New York, and we started our own translator service. The difference is this is over the internet instead of over the air. We restrict access to only people within the New York City five boroughs.
If you’ve got a computer or a smartphone or a tablet, go to www.LoCast.org. The site shows a channel guide; you can click on a channel and watch. The name locast is from “local” and “broadcast” put together. There are 15 stations for New York being streamed to New Yorkers, and the goal is the exact same goal the translator stations have always had which is: broadcasting is supposed to be available for free or at minimal cost to the public – everybody in the local market. And if you cannot get an over the air signal, and you don’t subscribe to cable, we’re the answer.

influencers-access-button

Q: Who’s on your board and what do they bring to the table?

David Goodfriend:

Well, in the New York non-profit there’s three [board members] — there’s myself, Habiba Alcindor, and Phillip Berenbroick, who’s a public interest attorney based in Washington. All three of us also serve on the Board of Directors for Sports Fans Coalition, the main non-profit that’s been around since 2009. So, the New York chapter currently has a board comprised of a subset of board members from the national chapter.
I really was hopeful Habiba would participate, not only because she is local but because she cares so much about non-profit advocacy and non-profit activity. She’s really been a sort-of ‘keeper of the flame’ for what it means to have a non-profit mission. So, for example, we’re increasingly reaching out to residents of public housing in New York City to say: ‘We’ve got a lower cost option for you, if you don’t want to pay for cable and you can’t get an over the air signal, we have an option for you.’ And she’s been a really good evangelist, if you will, of that proposition.




Contact me
how to subscribe Techmania411 techblog



wp.me/p2S0et-acY

FAT news — From Around Twitter (and YouTube) — 2018, week 3


short wide break utility



Contact me