Think Basis It's Good For Business

Seriously, there’s enough clutter already without people starting up blogs to just cut and paste other people’s material. It’s kind of like asking someone to watch your cam copy of a movie when they’ve already got their own copy of the DVD.

Today I was alerted by someone that one of the articles I published on the food site Daily Fork had been blatantly plagiarized by a site called All Top Movies. At first I assumed it was one of those sites that pretty much republishes articles in their entirety, but at least has the courtesy to include the author’s name and a link back to the original source (the online equivalent of leaving a little bit of cash on top of the dresser). Unfortunately, in this instance absolutely no effort was made to either link to the original or give me credit for my work. It’s posted as if it’s their own original content, when in fact, I’d argue it looks pretty sloppy when compared to the original.

The article in question is a stupid little list on 10 Fictional Diners and you can see the impressive placement the story is getting on their site.

Flattering...but still stealing.

After doing a little bit of digging I found the following statement on their about page:

Alltopmovies.com does not claim to own exclusive rights on all posts, images and videos published. All sources we use to create our articles are and will be credited with a proper linkback. However, we are hosting a lot of uncredited material from unknown authors we recieved via mails, from friends and our readers. If you own copyrights to some material such as images or data and you want us to remove it from our pages, contact us to claim your ownership and we will either credit you and your website, or if you wish – completely remove the content.

Sure, I get it, you can’t always track down the original source of something a person sends your way. However, I’d argue a quick google search would be a decent starting point to see if you could pinpoint exactly where the article you’re about to steal came from.

See how easy that is? It's almost like magic.

It seems like All Top Movies is basically just saying, we’ll steal whatever we want and if you don’t like it, ask us to take it down. Obviously I’ve already contacted them and asked that the article be removed, however, I think the more important issue is, if you don’t have anything worth writing about, don’t start a blog in the first place. Asshole.

UPDATE: The list on All Top Movies has now been updated to include a link to the original article at Daily Fork, and the pictures and text have been removed.

However, articles like this are still being posted when the original would be easy to find and provide with proper credit. Also, for some reason in this example they actually took the time to include “seen on AllTopMovies.com” to each of the images. Presumably so no one would steal their hard work.

   Send article as PDF   

This may seem like a no-brainer, but when it comes to doing contract work, a huge amount of headaches can be avoided if you make sure both you and the client are completely clear up front about who is responsible for what. It’s not entirely uncommon for the client and the consultant to have two very different views of how the relationship is going to work, and when the contract between the two parties is vague or non-existent, it’s even more important to make sure your client is getting exactly what they expected whether it’s what you promised or not.

Over the past five or six months I’ve watched one colleague struggle with a “nightmare client” that has expected a great deal of hand holding at every turn. This client was initially brought on for a small amount of consulting, but due to an ambiguous contract and poor project management on the part of the agency, the client is now getting several pieces of content, design work, and tens of thousands of dollars in additional marketing and man hours. It doesn’t matter that the client wasn’t originally supposed to receive any of that. And it doesn’t matter that they haven’t paid an additional penny, because the original agreement was vague enough that the client could reasonably assume all of this would be included, despite the company that put the agreement together only intending the contract to include a small amount of initial consulting.

So, whose fault is this type of scenario and what can you do once you’ve already gotten stuck in an ambiguous contract? Well, it’s possible the client is simply being opportunistic and using any loophole in the contract to weasel their way into getting more than they know they should. However, the more likely scenario is the client legitimately misunderstood what they were going to be getting, and if that’s the case, arguing and pushing back will likely lead to a poor relationship and might even end in non-payment.

As the company doing the work, there is nothing tying them to continuing a poor relationship with the client and jumping through each additional hoop aside from the desire to get paid and keep their client happy. At any point they could just fire the client and recommend someone else, but if they decide to continue onward then the relationship shifts from being mutually beneficial to one party being a slave to whatever expectations the client has and any new issues that might arise.

With this particular case, and with almost any client project, there were three specific points in the process where this could have been handled differently in order to minimize or entirely alleviate any unnecessary conflict.

1) Expectations could have been made clear from the start

Obviously the easiest way to eliminate any miscommunication would have been to sit down at the outset and discuss what was expected of both parties. This would have prevented the consulting firm from thinking they were providing recommendations while the client was absolutely convinced they’d be getting everything from conception to implementation to marketing.

2) Specifics of the contract could have been discussed as soon as it appeared both parties were interpreting things differently

Once the contract was already completed from the consultant’s perspective and it was clear the client still expected a large amount of additional work, it would have been the perfect time for a difficult discussion. The consultant could have gotten a clear understanding of exactly what the client expected and decided whether or not it was going to be feasible to move ahead with the contract as interpreted by the client. If so, then they could make it clear this was an exception and the client was getting a tremendous amount of additional value. And, if not, they could apologize and either offer a partial refund or come to some similar compromise before things got too far out of hand.

3) Lastly, the client could have been given a take-it-or-leave-it offer of what the consulting firm was willing to provide

With each silent acquiescence to the client’s request, the consulting firm loses the opportunity to explain the initial miscommunication or salvage anything from this particular client. It turns into an all or nothing proposition where they need to bend over and take it from the client until the bitter end or they can finally get fed up and fire the client. However, the longer the relationship has gone on, the more difficult firing the client is going to be, and the less likely a decent relationship can still be salvaged.

For this particular company it appears that at a certain point it just became too late and it was easier to ignore the problem and complain in private than to actually do something about it. Personally, I’ve been guilty of doing the exact same thing or of operating with no contract at all when it comes to smaller projects. However, from watching this unfold I’ve become convinced that it’s worth having an initial conversation with every future client before any work is done in order to go over the contract and make sure both parties are completely aware of deliverables, timelines, and expectations, and that we’re both speaking the same language when it comes to who is responsible for what. I don’t want to be a case study for poor client communication.

   Send article as PDF   

If someone gave you the winning lottery numbers, would you go buy a ticket? Personally, I might not. It would depend on a number of factors, the greatest one being whether I believed the person who was passing along this million dollar piece of information. Even if they are telling me something that could make my life considerably easier and lead to large amounts of cash, if I don’t buy into it then I won’t even take the time to run down to the store and put down a dollar for my winning ticket.

The same thing could be said for companies that hire consultants. There are a couple assumptions you can make when a company is either in the process of hiring or has already hired someone as a consultant.

1) There is a problem

Unless the company is putting someone on retainer to poke around and tell them how great everything is, then chances are the consultant was hired for a specific reason (or reasons). Most likely there is something the company feels is not operating very efficiently, a task they didn’t feel confident tackling on their own, or a specific skill set they are looking to improve. And…

2) They are interested in finding a solution

It seems reasonable to assume the company wouldn’t be paying good money on a consultant if they didn’t feel like there was a strong chance they could make some improvements to whatever problem they are facing. Otherwise, why bother in the first place? There’s minimal value in having someone point out your battery is dead unless you’re ready to get out the jumper cables and get it working again.

But, the fact of the matter is, a surprisingly large amount of companies that spend serious money on in-depth reports with numerous recommendations end up scrapping the vast majority in lieu of either sticking with the status quo or hiring someone else so they can repeat the process. I have a few theories on why this might be:

1) The implementation would be too costly

4) The company doesn’t trust you

Looking at the first two reasons, it seems kind of counterintuitive to even hire a consultant in the first place if you aren’t going to be able to tackle any of their recommendations. It’s sort of like going to a doctor and then refusing treatment. Why not just save yourself the energy and skip the process altogether? Similarly, if it’s likely the company won’t be able to afford the manpower required to implement any changes, then why bother having someone lay out all the things that can’t be fixed?

But, while the first two reasons fall squarely on the shoulders of the company, it’s the last two that are of more interest, since they revolve around the consultant’s direct interaction with the client. Both of these last two reasons have an awful lot to do with the consultant’s ability to communicate with the client and whether the information was presented in a way that makes sense, is reasonable, and is persuasive.

The consultant could be pushing a client to make some simple changes to increase traffic, boost conversions, and increase revenue by 200 percent, but if they don’t clearly communicate the end result and why the process is worthwhile, it’s likely the client will be resistant to making any changes.

Some consultants tend to speak above their clients in an effort to show how knowledgeable they are and make sure the client is left impressed and feeling like they must have hired an “expert.” However, the reality is that these type of relationships rarely seem to generate results for clients, as they’re left with a lot of advice they don’t fully understand and no clear point to start tackling any changes.

However, as is the case in most industries, there is a fair amount of people with questionable ethics and little to no experience in generating actual results. Sometimes these people can be extremely successful over short periods of type by using charisma and shiny graphs to impress prospective clients. However, there is also a chance that the glossy sheen will fade rather quickly once the client starts asking additional questions and is not satisfied with the answers they receive. In this cases, it makes sense for the client to simply scrap the consultant and move onto someone with a more established track record of success. Sometimes you get what you pay for, and it’s fair to be skeptical of anyone who can’t offer specific case studies and a record of proven results.

The best consultants are like a good teacher, and they don’t just focus on explaining the “how,” but they also make sure to communicate the “why” in a way the client will understand. If the client truly believes in the solution, they will most likely bend over backwards to try to implement whatever changes they need.

   Send article as PDF   

We finally pinned down the elusive Rebecca Kelley and had an opportunity to get her perspective on internet marketing, current trends, and where she sees the industry heading over the next couple years.

Above: Rebecca Kelley at last year's eCommerce Summit in New Orleans

What attracted you to Internet marketing?

Well, I wasn’t immediately attracted to “internet marketing” so much as the job description that SEOmoz advertised. It focused a lot on writing, which I’ve always loved doing and wanted my career to emphasize. I applied for the job and got turned down, but I stubbornly pestered my boss Rand to at least give me an internship. He did, so I worked at SEOmoz as an unpaid intern during my last quarter of college. When I graduated I was offered a full-time job at SEOmoz. I accepted it because I really liked learning about Internet marketing and marketing in general, and I loved blogging and establishing my voice and attracting an audience. Also, I didn’t want to spend money on fancy “interview clothes,” especially considering I was fresh out of college with student loan debt. Fast forward to three years later and here we are–I’m an Internet marketing consultant and the site manager for SEOmoz (and I still don’t have any fancy interview clothes).

What are the most common mistakes you see SMBs make when it comes to online marketing?

A huge recent mistake is that a lot of small businesses are diving headfirst into social media marketing because they heard it’s this “next big thing,” yet they haven’t a) taken the time to really understand how social media marketing works and what it takes to succeed, b) determined which social media marketing strategies are appropriate for their particular business and which aren’t, and c) focused on more important issues, like on-page optimization and technical fixes.

Social media is definitely an industry buzzword right now, what are your thoughts on the type of companies that should be using it? Or do you think it’s essential for all businesses to be on top of the latest trends?

What a lovely segue from my last answer. I don’t think it’s absolutely essential for all businesses to be on top of the latest trends. Some businesses are just now getting a website up and running–they have better things to worry about than launching a full-scale social media campaign. Likewise, an adult diapers company doesn’t need to have a fan page on Facebook. There needs to be some cohesion in a company’s product/service and its marketing strategy. Just like you wouldn’t advertise feminine products to men, you wouldn’t market certain sectors/products/services on certain social media sites/channels.

Above: Rebecca lives it up as her social media alter-ego "Becseppie"

Where do you see the industry heading over the next two or three years?

I think that mobile and local search will continue to snowball due to the increased adoption of smartphones. Social media marketing will also grow, but I think it could get pretty crowded and the people who actually know what they’re doing will stand out head and shoulders above the rest.

And, on a lighter note, what are some of your hobbies? Do you have any side projects? And, what makes Rebecca happy?

Well, food makes me extremely happy. I am a happy camper when I have a belly full of food. I also watch an unhealthy amount of movies and TV. Thank God for the DVR and for Netflix. Best inventions ever.
Also, I enjoy writing freelance for people (crafting link bait content, lists, etc) and have been doing some personal side projects for fun. I also have been getting into triathlons and race training, and I have a hobby blog called Mediocre Athlete that chronicles my training adventures.

Rebecca Kelley has been in internet marketing for over 3 years and has spoken at over a dozen different conferences on topics ranging from social media to linkbuilding and traditional SEO.

   Send article as PDF   

Having previously discussed some of the different small business approaches to online marketing, I’ve had several discussions over the past couple weeks with different colleagues about what can be done by the small business owner who falls into the, “We need to be online…” category of thinking. These are the companies that recognize the importance of having a quality website, know they have a lot to learn, but don’t have any idea where to begin.

For companies like this there are several major challenges standing in their way:

1) Time

Most small business owners are very motivated entrepreneurs that shoulder a massive amount of responsibility across almost all facets of their company. As a result, finding the necessary time to educate themselves about a topic which is almost entirely foreign to them is sometimes just too daunting to warrant starting in the first place.

2) Budget

Unlike most medium and larger businesses, there is typically no budget set aside specifically for Internet marketing, or even for building a website, and a lot of times since the money is going to be coming directly out of the owner’s pocket they will do whatever they can to find the best deal. Sometimes sacrificing quality or deciding to table a project they know they should probably complete.

3) Desire to Succeed

Because they are so invested in the success of their business, their passion for what they’re good at can combine with their ignorance to all things online and create a perfect storm of susceptibility to people who don’t have their best interests at heart.

But, what are the mom and pop retailers with an @aol.com email address and a fear of technology supposed to do? Shouldn’t there be somewhere they can turn for unbiased advice?

A Step in the Right Direction

In an article a few days ago, David Mihm discussed the need for more local outreach, and suggested it would be, “to our benefit as an industry to increase awareness of the opportunities in Local Search among our own communities.”

It is this philosophy that no doubt played a large role in both David, and Pat Sexton, creating a resource specifically geared toward helping small business owners learn more about how their businesses are listed online. Officially launching on January 20th, Getlisted.org offers a great starting point for the business owner with a tight budget and a minimal amount of time.

As one of my colleagues put it:

“Local search is one of the easiest ways to get your business noticed. You can often get top rankings in map listings which drive valuable and tangible returns. For someone who usually has to wear many hats throughout a very busy day, the service makes local search a virtual no-brainer.”

Undoubtedly this resource offers a tremendous amount of value to small business owners, but the biggest question is whether the people who need it most are going to have a way to find out about it.

Becoming a Voice in the Community

GetListed.org has already made its way across the SEO landscape, but the most important part is going to be the next step; making its way to local businesses that might be completely unaware they even need to claim their listing in the first place.

My feeling is that as a knowledgeable internet marketer, the best thing a person can do is try to share basic information with as many people in the community as possible. There’s plenty of business out there, and if you know what you’re doing then there will always be people who need your expertise. However, by building a reputation as someone who’s active in the local business community–and even willing to occasionally offer help with no ulterior motive–the rewards are going to be far greater than if you sit around waiting for someone to email you with a proposal request.

I’m challenging myself and others to find a way to reach out to at least a few of the small businesses right in their backyard that need help with some of the basics. This isn’t about doing a pro-bono redesign of someone’s site or giving away countless hours of your time, it’s about taking an hour or two a month to connect with people who have a strong desire to succeed and will be legitimately grateful for your help.

At the absolute worst you’re going to be giving up a couple hours of your time, and at best you’ll be making a lasting impact on someone’s business and building meaningful relationships within your community. Not exactly a bad scenario.

   Send article as PDF   

If you’re good at something it’s okay to have a bit of an ego about it. Anyone who’s competitive would probably agree that a great deal of strength can be drawn from a person’s belief in their own abilities. You don’t see a lot of boxers going into their pre-fight press conferences telling reporters they’re going to get knocked out a couple rounds into the fight. If they don’t go into the fight confident in themselves, they’re not going to be very successful. However, imagine that same fighter has been winning for a couple years and is now surrounded by people who are constantly telling him he’s at the top of his game and he’s finally made it. Do you think that fighter is going to stay on top for very long?

Weak boxing analogy aside, the main point is there’s a fine line between having a healthy amount of confidence (good ego) and taking your ego to the point of outright arrogance. And, in an industry that manages to manufacture faux celebrities like very few others, some SEOs seem to fall victim to believing their own hype. If enough people treat you like you’re on a pedestal, it’s very easy to start thinking you actually belong there and forget there’s always something you can still learn.

Buying Into the Hype

A couple common traits of the SEO Super Ego are:

1) They are incapable of making a mistake (regardless of what “lesser” SEOs might say)

2) Anyone who says something negative is just hating on them because they’re “famous.” And,

3) They don’t need the community, the community needs them

As a relative newcomer, I’ve been fortunate enough to have a few different mentors who are continuously striving to learn new things and maintain their place at the top. They enjoy debating different tactics and never seem threatened by someone offering a different perspective. On the flip side of that coin, however, anyone that has gone to more than a couple conferences can probably name a few SEOs who might not be so willing to go out of their way to talk to a noob. The ones who tend to only be seen talking to the people they feel have already achieved a similar celebrity status.

I’d venture to say the vast majority of “SEO Stars” have managed to stay well grounded and continue to contribute to the community in a way that benefits a lot of different people. But, it seems like the structure of the industry also creates a slippery slope for the shameless self-promoters in the group, with each additional speaking engagement making them feel more and more like the ultimate authority on whatever topic they discuss.

Celebrity Isn’t Necessarily Achievement Based

The above figure shows a highly unscientific display of “SEO Stars” by achievement

The irony seems to be that with so much of the actual work everyone does taking place in private, sometimes charisma can be confused with talent, and you end up with huge personalities resting on non-existent laurels. The important thing to remember is that unlike the Hollywood model of stardom, in SEO, celebrity is not synonymous with success.

So, is letting the celebrity status go to your head really excusable? Or should you just be grateful you’ve gotten some recognition and leave it at that?

A Simple Benefit to Staying Grounded

In a recent post on “Stroking the SEO Ego,” Chris Hooley made an excellent point about taking the time to invest in some of the up and comers who might be aspiring to reach a higher level;

“There’s a lot more bang for your buck in making a big impression on the next big thing, instead of getting in line to impress the current big thing.”

People like to be liked, and by reaching out to the people who look up to you, you’re actually building a great amount of equity over the long run.

Obviously, as a part of the non-famous, I’m biased toward thinking the approach Chris mentions is probably the best. But, I’m interested in hearing what other people have to say. Do you agree that there are out of control egos in the industry? Also, which “SEO Stars” are consistently contributing to the community in a positive way?

   Send article as PDF