“No ticky no washy” is a phrase intended as a Chinese slur. It has to do with Chinese immigrants not returning laundry if the client did not pay. Rather than an insult, it exemplifies why the Chinese are dominating the global economy – they are better, realistic, business men.
Why have “bloggers” attempted to turn quid pro quo, into something ethereal or “co-operative” in an attempt to get something for nothing. Here is an actual example of someones “outreach” campaign.
Weak Position – Weaker Value Proposition
Imagine doing business with someone and using a smiley face as part of an attempt to win me over emotionally. It’s a position of weakness usually mastered by escorts and strippers (I’m all for emojis, but if it’s part of the “value” it’s horrible and disrespectful). Doesn’t this feel more like charity than a way that actually helps me grow my business? Could somehow linking out to this infographic or his articles help my cause? People involved in marketing need to start viewing things from the other person’s perspective; this doesn’t speak to my interests. Your content is not needed, and it’s 99% of the time going to fall on deaf ears.
Content is a vehicle to promote your website or service. Your content is not the star of the show. It’s a means to an end, to promote your product or service. In fact, we have content overload with 5 exabytes of content being created every day! The issue is not content, or Quality Content, it’s an issue of competition.
Pay to Play Sponsored Posts – Closer but Still Nonsense
This is a Podonk, random blog with 35 as Domain Authority, which is above average. However, the website traffic metrics would NEVER return $350 of value back to the client’s site. Thus the implied value is the backlink, which is to rank in Google, which is to get real targeted traffic – it’s a means to an end.
Bloggers and website owners are emotionally overvaluing their assets. The end result is to manipulate Google and other search engines because you know in your heart of hearts, this blog post you are buying is not going viral, and it’s certainly not going to bring you an instant return on investment.
PBN – Hey At Least They Are Honest
Say what you will about Private Blog Networks. If the end goal of sending out smiley faces and overpaying for blog posts is to get end value out of Google, PBNs cut through all the noise, and are actually a more ethical approach. At least Google can ban them and say they are the “bad guys”, while the person secretly paying off bloggers and offering their content roundups may or may not rank, but will certainly spend a ton of money and time on ranking in Google, without EVER paying Google one dime. Whether you host the blog yourself, buy links, or bribe bloggers either in the guise of epic content roundups or paying directly, the end result is the same – Google manipulation. Whether whitehat outreach, or blackhat link building, Google does not get paid, and this is a problem when you are playing in their ecosystem.
Welcome to Adulthood – Paid Traffic
SEO use to be less known and more effective, but it’s being squeezed out by paid traffic, and rightfully so. You need to have a proper funnel in place. For example you might have 10 chiropractors all with good onpage SEO and content on the site, both educational and calls to action; 5 years ago maybe only 1 was mobile optimized or setup well for both user experience and technical SEO. Fast forward today, and everyone is optimized and setup well in competitive verticals, so who wins?. It’s the chiropractor who is willing to buy traffic direct from the source, in this case search engines, that has the best internet funnel and real life systems in place to maximize the traffic. As a young kid, SEO was “free traffic”. Performing whitehat SEO is good if you are a multi-million dollar brand with a budget to blow, and want to underhandedly gain from Google without paying them, but for the local chiropractor or accountant, creating epic blog content and sending out smiley faces is misleading. This is a classic case of do as I say, not as I do, where experts are confusing business owners how to properly market online. People are spinning their wheels and it’s unfair.
Build a Funnel, go Blackhat or go Paid Traffic
If you do not have a proper website or professional looking user experience, and a funnel in place, you won’t maximize your website traffic. If the goal is Google traffic you have two basic choices: manipulation for SEO or paid traffic. The value of real blogger outreach has been stripped away with mommy bloggers who think their blog is special, or website owners who won’t link to commercial sites unless paid XXX. And they are RIGHT. It’s their little world, and by attempting to play in it, you are just furthering the madness. Skip the irrelevant middle man, go blackhat or pay Google and setup a proper funnel. If 4-8 other paid advertisers (do a search in your vertical) figured it out, surely you can too.
Bonus: A Good Laugh
You can buy a sponsored post on businessinsider; request their media kit on sponsored content. We called up and were told it would be…wait for it…$17,500. You can appear right next to Tom Brady deflategate story for only $17,500. Of course in marketing, behemoths play by a different set of rules. They (Fortune 100 companies) can buy these posts and continue buying posts and avoid paying Google. Do yourself and clients a favor. Setup a proper funnel, understand you are manipulating the search engines, or pay them through Adwords.