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03.25.10 Leveraging Your Data To Dominate Your Niche  By Aaron WallA few years ago Google's chief economist Hal Varian explained that scale is over-rated: We're very skeptical about the scale argument, as you might expect. There's a lot of aspects to this subject that are not very well understood. So in all of this stuff, the scale arguments are pretty bogus in our view because it's not the quantity or quality of the ingredients that make a difference, it's the recipes. We think we're where we are today because we've got better recipes and we have better recipes because we spent 10 years working on search improving the performance of the algorithm. Wednesday Google's chief scientist Peter Norvig shared his view: We don't have better algorithms than anyone else. We just have more data. And this is why you see so many hucksters hyping trash, committing fraud, scamming users, cutting corners, and working legal loopholes at launch time to try to grow marketshare *at any cost*  Build the scale and you have the cashflow and feedback mechanisms in place to test viral marketing strategies, improve conversion rates, increase real (and perceived) relevancy, and lock in users. "In a July 19, 2005 e-mail to YouTube co-founders Chad Hurley and Jawed Karim, YouTube co-founder Steve Chen wrote: 'jawed, please stop putting stolen videos on the site. We're going to have a tough time defending the fact that we're not liable for the copyrighted material on the site because we didn't put it up when one of the co-founders is blatantly stealing content from other sites and trying to get everyone to see it.'" ... "Our dirty little secret... is that we actually just want to sell out quickly," said Karim at one point. In an e-mail, Chen talked about "concentrat[ing] all of our efforts in building up our numbers as aggressively as we can through whatever tactics, however evil." - Ars Technica Welcome to the exciting world of innovation in online media! Without brand you have nothing. With brand even a wounded duck full of unauthorized scraped content like YouTube or Mahalo somehow manages flight, at least for a while. Then you only need to find someone dumb enough to buy the growth story and purchase the bag of smoke before the fire emerges. Of course people don't have to cut corners, lie, cheat, and steal to build a real business. Those are the strategies employed by people trying to sell value where none exists. You can do just fine by dominating a small niche THEN leveraging data to grow. It is not sexy. You probably can't hype it to the media. It might not lead to an 8 or 9 figure payday. But then you won't have to describe your strategy as "whatever tactics, however evil." Comments About the Author: Aaron Wall is the author of SEO Book, a dynamic website offering marketing tips and coverage of the search space, free SEO videos, and free SEO tools. He is a regular conference speaker, partner in Clientside SEM, and publishes dozens of independent websites. |
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