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May 13, 2007 - May 19, 2007


Who Said It...

It's the Saturday after major ownership changes have been announced in the online ad business. We have heard all the official reasons for the transactions. The true motivations remain with the players, namely Google, WPP, Microsoft, Yahoo, DoubleClick, 24/7 Real Media, aQuantive and Right Media.

So here's a quick puzzler. Try to match these players with the following "unquoted reasons" likely mentioned behind closed doors, in hushed tones. (Sorry, but answers will NOT be provided.)

– We serve ads to the world.
– Improve those CPC buys!
– We can change.
– Make love, not war with publishers.
– We can't keep losing people.
– Selling CPMs is dull.
– Have advertisers, will travel.
– We're all about paid search.
– Our publishers are impressive.
– No more sweat shop for us.
– So few ways to spend our money.
– Our optimization rocks!
– Don't creative ideas matter?
– Welcome Big Brother.
– We finally joined the club.

Posted by on May 19, 2007, 4:44 PM | Permalink


Will Ad Targeting Change?

Whenever there are big ownership shifts in the ad business, it seems like a good time to ask for changes. Now that the ad network/server companies are shifting around, we should make our online ad targeting dreams come true. Here are three dreams.

Get keywords assigned to ads. Have your ad network assign the right keywords for search ads. We think these companies know a lot about what is getting searched. There's so much data and modeling horsepower. Let them do much more work for advertisers.

Buy banners with keywords. Port your search keywords over to your displays buys. Imagine not having to buy based on demographics or interests, which are tendencies anyway. We think you can keep the CPM buying model intact, but make social or contextual placements across the board.

Banish the spam. Harness the collective interests about web site visitors, even anonymously. Megaliths should offer these opportunities to increase eCPMs for publishers, where it wasn't possible before. Then make run of network, spam ads a dark and distant memory.

There are several different players, when it comes to the ad networks. In this oligopoly, my hope is that they will compete to fulfill our proverbial dreams.

Posted by on May 19, 2007, 4:31 PM | Permalink


Search Headlines & Links: May 18, 2007

Want a snapshot of the day's search marketing news? Here we've collected today's top news stories posted to the Search Engine Watch Blog, along with search-related headlines from around the Web:

From the SEW Blog:

Headlines & News from Elsewhere:

Posted by Kevin Newcomb on May 19, 2007, 8:38 AM | Permalink


Fair Isaac Click Fraud Report Spreads False Alarm

Media reports (including Search Engine Watch's) saying Fair Isaac Corp. (FIC) reported industry-wide click fraud at 10 to 15 percent are not accurate. FIC decided to put out a press release and speak at its user conference about data that was extremely preliminary, based on a small sample size, and not statistically significant.

While FIC's press release and public statements were carefully worded, the data was inevitably taken out of context, especially by mainstream media that may not understand the intricacies of click fraud, or of statistics and research. This is compounded by headline editors, who don't always go for nuance when they write headlines.

So that meant that much of the news coming out of Friday's announcement ended up being misleading, such as the reports from AP, Information Week. And industry and blog reports, based on these mainstream media articles, followed suit.

I spent a good portion of my day yesterday trying to get the facts, collected in yesterday's post, Fair Isaac Pegs Click Fraud at 10-15%. I've edited that to reflect the latest facts, but I feel that it needs even more clarification and explanation to put it in perspective, so I'll try to do that here.

OK, here's the situation: Fair Isaac Corp. (FIC) is in the early stages of applying its substantial fraud-detection skills and technology to the world of click fraud. It's been planning a study, with SEMPO's help, for the past year. FIC started collecting click fraud data in August.

The data has been hard to come by, with advertisers either interested but not able to convince their company to share all the data, or advertisers not having adequate data to meet FIC's strict quality standards. That means any preliminary findings are of limited value, which FIC did say in its press release, and in talks with journalists. But as I said, data and research are often misrepresented in news stories, not because of any malicious intent, but because it's not always easy for a reporter to dig that deeply on a deadline, and many reporters are not equipped to do much more than write down the findings as told to them by the researchers.

So was it really a good idea for FIC to go public with data, which they admit is not significant and should not be extrapolated to apply to the broader industry? I really don't think so. I can't say definitely what their motivations were, but I don't think they were malicious. It seems they wanted to have something to talk about at their InterACT conference. They may have been feeling pressure to produce some results, since this data collection phase has been dragging on much longer than they expected. They may also be trying to attract more advertisers to the study, so they can get more usable data. Good intentions, but this was misguided.

They're implying that 10-15 percent of advertisers' PPC budgets go to click fraud. That's a huge jump from what the search engines and other click fraud detection firms have said:

  • In March, Google reported that "under 10-percent" of clicks could be categorized as "invalid clicks," which Google catches before advertisers are charged. The amount of invalid clicks that are not proactively detected and are caught by advertisers is less than 0.02 percent.

  • Also in March, Yahoo reported its "network discard rate," representing the average number of clicks (in aggregate) that its clickthrough protection filters identify, tag and do not bill to advertisers, is between 12 and 15 percent.

  • In January, Click Forensics put overall click fraud at 14.2 percent, which would compare to Google's "under 10 percent" number. Click Forensics does not offer a corresponding number to Google's "less than 0.02 percent" figure of invalid clicks that are billed to advertisers. That's the number that Fair Isaac's numbers would correspond to.

The huge difference between FIC's findings and the previous findings should have given them enough pause to wait until they had better data to report. Technically, everything they said was correct, but they had to know, or suspect, that it would be taken out of context and applied as a broader figure about the entire market. So chalk this up to a media-relations mistake, an error in judgment, or a mis-played hand.

I think FIC can have a tremendous influence on the PPC space, if they can get enough data. They have years of experience in detecting fraud, first on credit and debit cards, and then on other fields, like insurance and provider fraud, and network assurance, which monitors signals over telephone networks. But until they get that data, and can perform a full investigation into click fraud across markets and across verticals, I wouldn't put much weight on these preliminary findings.

UPDATE: Google's Shuman Ghosemajumder spoke with FIC as well, and has more of his response on his blog

Posted by Kevin Newcomb on May 19, 2007, 8:21 AM | Permalink


Fair Isaac Pegs Billed Click Fraud at 10-15% – IN VERY LIMITED CASES

I've updated this post with several clarifications. I've also blogged separately about how these numbers should be looked at, in Fair Isaac Click Fraud Report Spreads False Alarm.

Preliminary data from a study of click fraud by Fair Isaac Corp (FIC) shows that, in the limited cases it was able to study, 10 to 15 percent of billed pay-per-click traffic was deemed "pathological," indicating a likelihood of click fraud, according to Joseph Milana, the company's chief scientist of research and development.

While many reports are extrapolating this data to say that this should be considered an industry-wide click fraud rate, Milana said this was not FIC's intent, and the data should not be used that way. It's press release was carefully worded, but inevitably taken out of context, as I explain here.

"A limited number of advertisers have been able to provide data of the quality that we're asking for," Milana told SEW. "We're not saying these results are definitive."

The click fraud was detected using a combination of Fair Isaac's profiling technology, similar to the kind it uses to detect credit card fraud, and its "anomaly detection engine," which it uses to detect medical insurance fraud.

In March, Google reported that "under 10-percent" of clicks could be categorized as "invalid clicks," which Google catches before advertisers are charged. The amount of invalid clicks that are not proactively detected and are caught by advertisers is less than 0.02 percent. Also in March, Yahoo reported its "network discard rate," representing the average number of clicks (in aggregate) that its clickthrough protection filters identify, tag and do not bill to advertisers, is between 12 and 15 percent.

In January, Click Forensics put click fraud at 14.2 percent, which would compare to Google's "under 10 percent" number. Click Forensics does not offer a corresponding number to Google's "less than 0.02 percent" figure of invalid clicks that are billed to advertisers. That's the number that Fair Isaac's numbers would correspond to.

The company has been working with SEMPO for the past year, and started collecting click fraud data in August.

I've gotten a statement from a SEMPO spokesperson:

Click fraud continues to be a concern for SEMPO and our primary objective at this point is trying to establish credible scope of the problem. We supported Fair Isaac because of their excellent track record in financial fraud.

While we can't really comment on the initial findings announced by Fair Isaac because of the extremely limited scope of the study, we are actively encouraging others to get involved in the study to give Fair Isaac a large enough dataset to be able to accurately scope the incidence of both invalid clicks and pathological behavior.

If advertisers want to get involved to determine if there's pathological behavior in their dataset they can contact either SEMPO or Fair Isaac to learn the details of the type of data required. There is no cost to the advertiser for this participation.

From Google's Shuman Ghosemajumder:

The amount we filter proactively is consistently less than 10% of all clicks but individual invalid click rates can vary by advertiser, campaign and even keyword. The relatively rare cases we find of advertisers being affected by undetected click fraud constitute less than 0.02% of all clicks. Without knowing more about Fair Isaac's data gathering and methodology it is difficult to comment on their study except to say that a handful is not a representative sample size for our hundreds of thousands of advertisers.

And from Yahoo's Reggie Davis:

Yahoo is deeply committed to fighting click fraud, because our business is built on the high ROI we deliver to our advertisers. Click fraud erodes advertiser trust – trust that is key to the success of our business – which is why Yahoo employs an aggressive Clickthrough Protection System that identifies and does not bill advertisers for 12-15% of the clicks on our network.

We are focused on building the world's highest quality, most effective search and display advertising marketplace, and fighting click fraud is a significant part of that effort. Without having more information about their methodology, and given what seems to be a small sample size, it's difficult to comment on Fair Isaac's research.

While we welcome third-party viewpoints on how the industry can strengthen its fight against click fraud, we strongly believe that the industry needs a single set of definitions and standards around click measurement to ensure that we're all speaking to advertisers in the same language. Yahoo is working closely with the IAB as part of the IAB Click Measurement Working Group to help drive the development of industry definition and standards and looks forward to auditing our systems against those standards in the future.

I've spoken with Fair Isaac, and have more updates and some comments on this data in another post, Fair Isaac Click Fraud Report Spreads False Alarm.

Posted by Kevin Newcomb on May 18, 2007, 12:17 PM | Permalink


Microsoft to Acquire AQuantive

It looks like Microsoft wasn't really missing out on getting 24/7 Real Media after all. This morning, the company announced plans to acquire digital marketing agency aQuantive for $6 billion.

AQuantive is the parent to Atlas (ad-serving tools for advertisers and publishers, as well as Atlas Search bid management tools), DRIVEpm (behaviorally targeted ad network/media broker) and Avenue A | Razorfish (digital marketing agency, including search).

Microsoft is touting this as a commitment to become a "major player in online advertising."

The acquisition puts Microsoft in a similar position as Google with its DoubleClick acquisition. DoubleClick's Performics and DART Search; and aQuantive's Avenue A | Razorfish and Atlas Search create potential conflicts of interest. Google has said it is not planning on spinning off Performics, and on a conference call this morning, the company said it had no plans to spin off Avenue A | Razorfish.

You can find all the coverage on Techmeme.

Posted by Kevin Newcomb on May 18, 2007, 10:33 AM | Permalink


Will Universal Search Drive Growth of Google's Vertical Search Properties?

I attended the Searchology event at Google in Mountain View this past Wednesday. For those of you who read my article Will Universal Search Mean Universal Domination?, you already know I like what Google has done with this initiative.

There are some aspects that I think will be particularly interesting about this. Historically, many users have never tried any of the other search products, such as image search, local, video, etc. People simply get used to the idea that they go to one place and do their search there. They get in the habit of getting all their answers from the web search engine.

The problem is that this may not always provide the most relevant answer. By integrating all of their search assets into Universal Search, Google accomplishes two things:

  1. Potentially provides a more relevant search result
  2. Exposes other search properties to a broader audience of users

I think this second item may be the hidden gem of Universal Search. Exposing these other search tools through the traditional web search interface may actually increase the useage of the vertical search tools, potentially in a dramatic way. While the old saying is "Familiarity breeds contempt", the reality is that making people familiar with tools that can help them is likely to breed usage.

Bottom line: In addition to the potential relevance gains, Google may also get a tremendous burst of growth to it's other search properties.

Posted by on May 18, 2007, 9:44 AM | Permalink


Online News Is Hottest Video Search Category

According to data released by ClipBlast video news is the fastest-growing category on the Video Web. ClipBlast has found that video news now accounts for 32 percent of all the video that ClipBlast indexes. This is up from only 15 percent in January. This explosive growth is being driven by local television stations that are enhancing their coverage with streaming video displayed on their Web sites.

According to Hitwise the share of traffic leaving News and Media websites and going directly to Entertainment - Multimedia websites increased by 196% from April 2006 to March 2007. News events that involved user-generated video helped drove the increase in traffic between News and Media and Multimedia websites.

Viewers accustomed to getting the bulk of their news coverage from TV news are now finding video news on the Web in an increasing volume. Whether it is the execution of Saddam Hussein or the shootings at Virginia Tech, searchers will come to expect to find video on the Web covering the story. This should serve to drive even more traffic to news clips on the Web.

Posted by Amanda Watlington on May 18, 2007, 9:23 AM | Permalink


Search Headlines & Links: May 17, 2007

Want a snapshot of the day's search marketing news? Here we've collected today's top news stories posted to the Search Engine Watch Blog, along with search-related headlines from around the Web:

From the SEW Blog:

Headlines & News from Elsewhere:

Posted by Kevin Newcomb on May 17, 2007, 11:59 PM | Permalink


Interview with YouTube on Partner Program

I recently spoke with YouTube's Head of Product Marketing Jaime Byrne about the recent expansion of YouTube's revenue-sharing partner program to include select users from the YouTube community.

Formerly reserved for YouTube's professional content partners, the pilot partner program will allow for YouTube to evaluate if their revenue-sharing program with Google AdSense (originally reserved for their high-end professional partners) should be considered for expansion to more non-professional content partners.

Grant: What is the criteria you used for considering certain video accounts as "most popular"? Is it views, subscribers, comments, or a combination?

Colvin: Members were invited to participate based on their past performance on the platform. The user partners announced are all popular content creators known by the YouTube community and we believe they will be attractive for advertisers. The new user partners are creating series that attract a persistent audience and have a large numbers of subscribers. We feel it's important to reward those who are creating more than just viral one-off hits. User partners' videos remind us of the other larger partners on our site, and the content they create is often in the same vein.

Grant: What are the revenue-sharing and promotional opportunities available to these new content partners, and how to they compare with YouTube's professional partners?

Colvin: YouTube will monetize the partner videos in a manner consistent with the monetization of professional content posted on YouTube by partners. YouTube is exploring a variety of options and will deploy advertising models that work for the YouTube community, advertisers and professional content partners.

Grant: Do you have an example of how the advertising would appear adjacent to the video?

Colvin: You can click on any of lonelygirl15's videos to see the banner running against her content. Participating user partners will receive revenue from advertising that runs directly against their content. (Grant's comment: Some irony that YouTube rewards the example of a counterfeit person.)

Grant: How many partners do you currently have in the program, both professional and those that are part of the general community?
Colvin: YouTube currently has more than 1,000 partners with whom we share revenue, including major media companies like the BBC and CBS. The user partner program is simply an extension of the way we share revenue with any of our partners who provide content that we sell ads against. Other partners include the NBA, the Sundance Channel and Sony BMG.

Grant: If someone were to fill out YouTube's partnership lead form to be considered as a content partner, how long would it take to receive a decision?

Colvin: We will continue to evaluate the success of this program and add new partners if and when appropriate.

Grant: Are there certain categories of content that might be given special consideration? Such as education or government services?

Colvin: We will consider all types of content for this program, although no category will be given preferential consideration over another.

Posted by Grant Crowell on May 17, 2007, 7:26 PM | Permalink | Comments (0)


New Local Search Site: LocalGuides

Denver-based Local Matters has launched a new local search site, LocalGuides.com. The site lets users create lists of favorite local businesses, based on destinations, like "jazz clubs," or on a task, like "kitchen remodel." The site also incorporates social media elements by letting users share those guides with friends, or with all other users.

"Consumers want more involvement with local information. While some progress has been made in a few entertainment categories, the search industry has failed to give consumers useful tools for personalized local information and opinions," Perry Evans, Local Matters CEO, said in a statement. "LocalGuides.com fills this void by creating a relevant and engaging shared-consumer experience, while also helping local merchants find new ways to connect with their local audience. This is a big part of what has been missing in Local Search."

Writing on his blog, Evans describes LocalGuides as a mix of local, social and vertical search.

"We think we have made it engaging to turn your list into a richly annotated guide that you'll be excited to share. A very web 2.0 style mash-up tool sits at the center, supported by lots of local content aggregation with simple tools for finding, copying and sharing guides," he writes.

Posted by Kevin Newcomb on May 17, 2007, 4:18 PM | Permalink


WPP Snaps Up 24/7 Real Media

Ad agency holding company WPP has acquired 24/7 Real Media for $649 million. The company has three main businesses: a CPM-based display ad network, publisher-side ad-serving technology, and a search marketing consultancy.

The 24/7 search business was built from acquisitions of Website Results in 2000 and Decide Interactive in 2004.

On the search side, WPP already owns Outrider, now part of MEC Interaction, and Boston-based Catalyst. According to WPP's statement, 24/7 will increase search spend under WPP's management by $200 million, "taking search volumes to more than $450 million and adding a robust technology platform for managing search."

This acquisition seems to be more about the ad network and ad-serving technology, as that's the focus of much of WPP's announcement.

This is the latest in a string of ad network acquisitions, and another example of Microsoft apparently missing out. Google got DoubleClick, Yahoo got Right Media, and so far Microsoft has been left empty-handed. Microsoft had reportedly been eyeing both DoubleClick and 24/7.

Of course, it's possible that Microsoft is the sane one here, since it doesn't need an ad network, but could have been after the publisher relationships 24/7 had with its ad serving technology, which would help jump-start a base for its adCenter platform.

Posted by Kevin Newcomb on May 17, 2007, 12:00 PM | Permalink


Yahoo Researcher Declares Semantic Web Dead

Mor Naaman, a research scientist with Yahoo Research Berkeley, stood in front of a roomful of semantic Web researchers and declared that the semantic Web is dead. This happened last week at the International World Wide Web Conference in Alberta, Canada, as Naaman describes on the Yahoo Research Berkeley blog.

While Naaman, a semantic Web researcher himself, was admittedly using some hyperbole in his statement, he maintains that "the grand vision of 'A Semantic Web' will not be achieved," mostly because users cannot be expected to annotate media with complex labels, as a researcher would, but can only be expected to use simple tags. In addition, developers should be expected to pass over complicated standards in favor of simpler ones, like RSS, microformats, and Flickr machine tags.

"There is simply no hope in enforcing a complete set of semantics for media (or content) annotation on the web as a whole. Which led me to declare the [grand vision of the] semantic web dead," Naaman said.

Things like tags and microformats are ways to add what Naaman calls "lightweight semantics" to a piece of media, which researchers can then attempt to make sense of with more complex tools and techniques, such as schema mapping, pattern extraction, or semantic analysis. Naaman refers to this structure as the "Emerging-Semantics Web."

He's included his presentation, along with links to the presentations of the other researchers on his panel, at the Yahoo Research Berkeley blog.

Posted by Kevin Newcomb on May 17, 2007, 1:55 AM | Permalink


Google Experimental to Offer Sneak Previews

At the Searchology event yesterday, Marissa Mayer, Google's VP of search products and user experience, introduced Google Experimental, a new tool that will allow users to opt in to various tests that Google is doing.

It has been Google's policy to roll out potential new features or interface tests to small groups of users before going live with all users. This of course leads to frustration for SEOs and other Google-watchers who want to see what these new features and interfaces look like.

Now, those leading-edge users can sign up for these tests at the Google Experimental site, and they will be added to the test group. Google will continue to conduct random tests with users, since the self-selected group using the new tool would skew results, but Mayer said she hopes that that group will be able to provide Google with valuable feedback as well.

The first tests available on the site are timeline and map views, keyboard shortcuts, and left- or right-hand navigation options.

The concept of Views was introduced by Mayer yesterday as a way to extract structure from unstructured information. For the timeline view, for example, a user could see the history of the civil rights movement throughout history. With a map view, a user could plot out the locations of golf courses on the PGA tours. Other kinds of views will continue to be added.

Keyboard shortcuts allow a user to navigate search results with a keyboard, in much the same way that users have been able to navigate around Gmail. The navigation location preferences allow a user to test out a layout that moves the new overhead navigation to the left or right side of search results.

Google Experimental will not replace Google Labs, which will continue to house standalone applications and products to test. With Experimental, users need only go to the site to sign up, and then all searches on Google thereafter will include the test functionality or interface, until a user opts out of a test.

Posted by Kevin Newcomb on May 17, 2007, 1:41 AM | Permalink


Google Planning Query Enhancements

While Google announced several things at its Searchology event Wednesday that will be live this week, two of the more interesting innovations talked about are farther out on the timeline.

During his presentation, Udi Manber, Google's VP of engineering, talked about two upcoming query enhancements intended to better understand user intent. The first is a technique that will add a supplemental query that Google's algorithm determines may return more relevant results. Since people don't always say what they think they say, Google is hoping to find what they mean, Manber said.

For instance, if a user searches for [overhead view of Bellagio pool], Google will perform that query, and also perform a second query for [Bellagio pool pictures], since that is likely to return better results. In another example, a search for [distance from Zurich Switzerland to Lake Como Italy] would lead Google to add a query for [train Milan Italy Zurich Switzerland].

The second query enhancement Manber discussed was cross-language information retrieval (CLIR). With this system, expected to launch later this year, Google will translate a query into another language, find results, and then translate those results into the original query language to present to the user. In effect, this allows users to seamlessly search documents in foreign languages as easily as they search in their own language.

UPDATE: As Chris Sherman points out, Yahoo has been doing this with Yahoo Search Translator since 2005.

Posted by Kevin Newcomb on May 17, 2007, 12:01 AM | Permalink


Search Headlines & Links: May 16, 2007

Want a snapshot of the day's search marketing news? Here we've collected today's top news stories posted to the Search Engine Watch Blog, along with search-related headlines from around the Web:

From the SEW Blog:

Headlines & News from Elsewhere:

Posted by Kevin Newcomb on May 16, 2007, 11:59 PM | Permalink


Why Wiki?

Wikipedia is not a search engine, and links from Wikipedia no longer count towards increasing your link equity – so why should SEOs care about Wikipedia? At the Search Engine Strategies conference in New York last month, a panel of experts shared their reasons why Wikipedia is still relevant to search marketers. We share them with you in today's SearchDay, Should SEOs Care About Wikipedia?

Posted by Kevin Newcomb on May 16, 2007, 11:15 PM | Permalink


PR News survey finds online video is underutilized

A new survey conducted by PR News and Medialink reveals that PR pros aren't using online video as often as they're watching it. While 69% of the nearly 300 people who responded to the survey said they've watched online video footage for business purposes within the last 10 days, only half have video posted on their corporate Web sites.

So, what gives?

“Video is still an underutilized resource among PR pros – especially those in B2B communications,” Larry Thomas, COO of Medialink, told PR News. “Execs are watching video themselves, but they're not taking advantage of these cost-effective distribution tools.”

The main drivers respondents cited for using online video are the ability to measure impact/ROI (30%) and financial feasibility (28%). But, Thomas added, not enough public relations professionals are “taking existing video assets and repurposing (them) in addition to creating content from scratch.”

PR News reports on three best practices that are used when preparing online videos:
• Produce compelling content and make it as available as possible, then let the destination
attract an audience;
• Consider ways other than the Web and TV to repurpose the video before ever sending out
the camera; and
• Leverage the platform's ability to speak to a very targeted, high-prospect audience.

When it comes to online video, Thomas concluded, “PR execs can't stand on the sidelines anymore. They must accelerate their evolution by experimenting. It's scary, but it's even scarier to know that people are talking about you whether you're there or not. We're in a media 2.0 world, and video is the currency of the marketplace.”

Posted by Greg Jarboe on May 16, 2007, 4:55 PM | Permalink


Google Goes Universal, Adds Navigation

At the Searchology press event today at the Googleplex, Google showed off its past, present and future. It made a few big announcements that will be of interest to search marketers, and changes to its search that users will begin to see today.

The first is the launch of universal search results, meaning a query from Google.com will now show results from Google's vertical search engines, including images, videos, news, maps, blogs, and books. Instead of putting these various results in a set position on the page, Google will rank all types of results based on the query. A user will still have the option of segmenting results based on media type, with tabs at the top of the search results for each type.

The next announcement was the addition of a universal navigation bar to all pages of Google, from home page to search results to Gmail and Google Calendar. The navigation will change based on the page you're on, so on a search results page, the navigation shown might include news and blog search, while the navigation on Gmail might include Google Calendar and Apps.

Finally, Google announced Google Experimental, where users can opt in to various tests that Google is doing. It will still conduct random tests with users, but interested parties can now see what those tests look like, without having to wait to be selected for the tests themselves.

Posted by Kevin Newcomb on May 16, 2007, 4:48 PM | Permalink


AdWords Gets Its Day In Court

An actual court date has been set in the Google versus American Blind and Wallpaper Factory, Inc. court case. The suit against Google's adwords will be heard on November 9, 2007.

"In an April 18, 2007 decision denying Google's motion to dismiss the case, the court wrote that '''the evidence suggests that Google used [ABWF's] mark with the intent to maximize its own profit ... [and] ABWF has produced sufficient evidence of likelihood of [consumer] confusion [to allow the case to be decided by a jury],''' it was reported.

Google's allowance of advertisers to use other's trademark terms as keywords has been contentious for quite some time. Even though the trademarked term cannot appear in the ad copy, it does allow the branded terms to be used.

The trial will be held in the United States District Court for the Northern District of California in San Jose. So the home court advantage goes to Google.

Posted by Frank Watson on May 16, 2007, 3:16 PM | Permalink


Google Mobile Search Ad Checker Improved

Google has made some improvements on its mobile search checker tool. Our forum rep from Google (AdWordsRep) bumped a post about the topic today.

The search page may not be pretty but it appears to be functional.

Give some feedback in the forum.

Posted by Frank Watson on May 16, 2007, 3:09 PM | Permalink


Yahoo oneSearch Adds 7 More Countries

Yahoo announced it has added the availability of its oneSearch mobile application to seven more countries.

India, Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam are now part of the growing list of countries that can use Yahoo search on mobile devices. The country count is now 80 according to the country drop down menu.

And to think this application launched in March 2007. Not bad for two months.

Posted by Frank Watson on May 16, 2007, 2:45 PM | Permalink


Is The Company Worth As Much As The Domain Name?

Okay the company is always going to be worth more than the domain name, so long as it is not operating in the red. But the recent sales of domains like porn.com for $9.5 Million and vodka.com for $3 million shows how valuable some domain names are.

Poker.com is about to be or just has been sold and the price mentioned was $27 million. Now it would have been nice to buy that one say 10 years ago - the lottery ticket of domain names.

The thing that applies to search here is the fact these buyers value the domains mainly for write in traffic, but also for the impact they know it has in organic results. Even with all things being equal the domain will always be a tipping point.

So craft your domain name well and remember the words are very important.

Posted by Frank Watson on May 16, 2007, 2:11 PM | Permalink


SEOs Seeing Effects of Google's Paid Links Algorithm?

UK SEO Dave Naylor says his clients are being impacted by a Google algorithm to penalize buyers and sellers of paid links. In a post on his blog, Been Hit in the last 14days by Google Paidlinks Roll out?, Naylor says that the changes seem to be targeting sites with links in footers or sidebars, as well as off-topic links and link networks.

Naylor suggests webmasters "weather the storm," and see how this algorithm evens out: "So what can you do? OK I still think wait it out, but download your backlinks and check though them if you can. Clean them up do so and go get some authority!"

Google has not said that it has implemented a new algorithm, but Matt Cutts, head of Google's Webspam team, has been asking for spam reports related to link buying and selling, as a way to test a new algorithm being developed that would find such instances.

UPDATE: As expected, Google is being tight-lipped about the existence or non-existence of the algorithm. According to a Google spokesperson, "We're adding and updating algorithms on a regular basis, but our Webmaster Guidelines have remained unchanged and consistent. In order to help maintain a more level playing field, we discourage webmasters from buying or selling links with a focus on passing PageRank."

Posted by Kevin Newcomb on May 16, 2007, 11:44 AM | Permalink


Yahoo's New Mission

In the wake of Yahoo's recent reorganization, Jeff Weiner, EVP of Yahoo's Network Division, has introduced a new mission statement that he says will help tie things together: “To connect people to their passions, communities, and the world's knowledge.”

"In this statement, we not only define our sense of purpose as a company, but also a strategic framework for the Network Division as well," writes Weiner.

The newly created Yahoo Network Division houses most of Yahoo's consumer-facing products, like Web Search and Answers; Yahoo Groups, Flickr and Bix; Yahoo Mail and Messenger; and its media and portal properties, including the Yahoo home page and My Yahoo.

He breaks down the statement into its parts:

"To connect people..." – "When we talk about connecting people we are specifically talking about connecting our consumers to their most essential needs, connecting our advertisers and publishers to their most valuable consumers, and connecting the dots internally to create far greater efficiencies and fully leverage the company's strengths."

"...to their passions..." – "In other words, we want to connect the right user to the right content at the right time. If we get this right, the implications are considerable. Consider that the one-size-fits-all content featured on most web sites clicks at only a fraction of the top algorithmic results in web search. Why? Because we know exactly what you are looking for when you do a query. However, for the most part we can only do our best to anticipate what you want when you are browsing your favorite property. The goal is to close that gap, and ultimately make your content browsing experience as fundamentally relevant as your web search experience."

"...their communities..." – "when we talk about connecting people to their communities, strategically we are talking about creating better user experiences not simply by knowing what you want, but also by leveraging who you know."

"...and the world's knowledge." – "we want to leverage our assets to build the most relevant, comprehensive, dynamic, and open repository of knowledge and content on the Web."

Posted by Kevin Newcomb on May 16, 2007, 10:47 AM | Permalink


Podcast on Winning on Digg with Neil Patel

Neil Patel and I have put together a two part podcast series on how to succeed on Digg. The first podcast covers the mechanics of putting together good content, and writing good titles and descriptions.

One of the key things you need to keep in mind when are targeting content for the Digg audience is the nature of that audience. The audience is predominantly male (13-28 or so) and highly technical. In addition, this audience has some known interests. For example:

  1. They love Apple
  2. They love Google
  3. They love the environment
  4. They love quirky and unusual things
  5. The hate Microsoft
  6. They hate George W. Bush

Of course, the article you intend to write may not relate to one of these areas, but it is really a good idea to learn as much as you can about the audience. So if you are writing an article about a particular topic, go onto Digg and do some research. Have any similar stories made the front page of Digg before? If so, see what those people did that got them there. Also, if no related stories have made the front page before, is there a reason for that? What did the other people do wrong?

This kind of research can be invaluable in making sure you are developing the right content, and it's easy to do.

Posted by on May 16, 2007, 10:32 AM | Permalink


Krugle Announces a Code Search Appliance

Krugle, the code search engine for developers, announced last week that their latest product, Krugle Enterprise, is in selective beta. Enterprise customers that maintain large source code bases behind the firewall can benefit from Krugle Enterprise to help them improve their access to existing code and information about that code to speed the development process.

Krugle Enterprise is provided by Krugle in as an appliance, to allow for rapid and error-free installation and configuration. The business model is a subscription model, with a low entry price, instead of the large up front price often associated with the appliance business models.

According to Laura Merling, Krugle's VP of marketing, the company already has beta customers signed up for using the product. Two of these beta customers are named in the Krugle press release, and they are Persistent Systems, and Science Applications International Corporation. Target markets for the company include large software development companies, financial services companies, and other companies that maintain a sizable amount of code behind the firewall.

According to Ms. Merling, the product will be fully released by the end of the Summer.

Posted by on May 16, 2007, 9:52 AM | Permalink


Start.com Stopped

Microsoft is shuttering Start.com, its experimental interface launched in February 2005 that developed many of the features that ended up in the Live.com start page. According to a blog post by Sanaz Ahari, lead program manager for Live Search, the project is being terminated, with Start.com to be redirected to Live.com starting next week.

Posted by Kevin Newcomb on May 16, 2007, 8:54 AM | Permalink


AOL on Ad Technology Buying Binge

A day after it announced it would acquire Third Screen Media, a mobile ad technology provider, AOL has now acquired a controlling interest in ADTECH, a German ad network with display ad and e-mail marketing capabilities. ADTECH, like Third Screen Media will be rolled into AOL's Advertising.com business.

While it has been building up its search advertising capabilities through its partnership with Google, AOL has also been building up its non-search ad options, mostly through Advertising.com, which it acquired in 2004. The move is an extension of the strategy AOL embarked on last summer, in which it began moving away from its roots as a dial-up service provider to become an ad-supported media network.

Posted by Kevin Newcomb on May 16, 2007, 8:45 AM | Permalink


Search Headlines & Links: May 15, 2007

Want a snapshot of the day's search marketing news? Here we've collected today's top news stories posted to the Search Engine Watch Blog, along with search-related headlines from around the Web:

From the SEW Blog:

Headlines & News from Elsewhere:

Posted by Kevin Newcomb on May 15, 2007, 8:42 PM | Permalink


Google Audio Ads See Broad Release

Google is in the process of making Audio Ads available to U.S. AdWords advertisers. The platform, which auctions off remnant inventory on radio stations, has been in beta since December, and was expanded in March.

Barry Schwartz has several screenshots of the interface at Search Engine Roundtable.

Audio Ads competitor Bid4Spots currently serves the U.S. radio market, and announced plans to expand its radio ad auction to the U.K. last week.

Posted by Kevin Newcomb on May 15, 2007, 2:00 PM | Permalink


It's Raining Search Engines

Seems like everyone wants to launch a search engine. 2007 will be the year of the niched search engines. The news today has had a lot of stories about these small engines.

ChaCha and blinkx announced a partnership.
Autobytel joins Kosmix for a car sales engine.
ISEdb launches a search engine, Scoop, for news about search engines.
Prodge rolls out music band search engines like SearchWithMaroon5.com
Trulia, a real estate search engine goes Web 2.0.
Zuula, an engine that uses results from the search engine a person prefers, is launched.

Posted by Frank Watson on May 15, 2007, 11:25 AM | Permalink


Yahoo Starting Unlimited Email Space Today

As was announced a couple of months ago, Yahoo started its push for unlimited email storage today. Funny mine is still 1 gig as of a minute before this posting.

The rollout will take a couple of months and will be global, their press release stated.

Yahoo! Mail today began a global rollout of unlimited e-mail storage, which will reach all users of the service within the coming months. The service upgrade to the world's most popular Web mail service* was previously announced in late March on the company blog, Yodel Anecdotal. Yahoo! is the first of the world's three largest Web mail providers to provide unlimited e-mail storage.

“Yahoo! Mail has become an essential part of people's lives over the past decade and people around the world are increasingly sharing more of their lives online. By providing unlimited e-mail storage, we're continuing to build upon the industry's best Web mail service,” said John Kremer, vice president, Yahoo! Mail.

Both new and existing Yahoo! Mail users will receive an unlimited amount of free e-mail storage as long as they follow normal e-mail practices and abide by the company's anti-abuse limits. The service upgrade will be available to users of the original Yahoo! Mail service and the Yahoo! Mail Beta.

Posted by Frank Watson on May 15, 2007, 10:56 AM | Permalink


ChaCha Partners with blinkx for Video Search

ChaCha, a search engine that search engine that uses human guides to enhance its search results, has announced a partnership with video search engine blinkx for multimedia content. Now, the video search results shown on ChaCha will come from blinkx's index of the video content. Users of ChaCha can either rely on the engine algorithm for results or seek assistance from one of ChaCha's guides who provide real time search assistance. Both companies will share in revenues generated from these search results.

Posted by Amanda Watlington on May 15, 2007, 10:39 AM | Permalink


Yahoo Names New CFO

Yahoo! announced today it will appoint Blake Jorgensen, the co-founder of Thomas Weisel Partners, as their new Chief Financial Officer. He is scheduled to assume the position June 4th. The previous CFO, Sue Decker, has been named head of advertising and publishing.

The company press release details his experience:

Yahoo! Inc. (Nasdaq: YHOO), a leading global Internet company, today announced that the Board of Directors has appointed Blake Jorgensen, the co-founder of Thomas Weisel Partners, as chief financial officer. Jorgensen will commence employment with the Company on or about June 4, 2007. Jorgensen will replace Susan Decker, who has moved into a new role as head of the advertiser and publisher group. Jorgensen will be a key member of Yahoo!'s executive team, overseeing the company's finance, investor relations and mergers and acquisitions (M&A) groups. He will report directly to Yahoo!'s Chairman and Chief Executive Officer, Terry Semel.

"Blake has a strong track record of building and running a successful investment banking franchise serving many clients in the Internet and technology industries. His broad financial, operating and strategic experience, which complements the deep financial expertise of our existing team, will make him a valuable addition to Yahoo!'s senior management," said Semel. "Blake will help Yahoo! continue to execute against our growth plan and identify emerging opportunities, as well as maintain our tradition of financial excellence and fiscal discipline."

Prior to his Yahoo! appointment, Jorgensen was with Thomas Weisel Partners, which he co-founded in 1998 and where he served as chief operating officer, co-director of investment banking and a member of the Executive Committee. In these roles, he was instrumental in managing all aspects of the publicly traded investment bank, working in close partnership with the CEO, members of the Executive Committee and the Board of Directors. Jorgensen also managed the firm's relationships with key investors and managed several strategic alliances with international partners.

Prior to joining Thomas Weisel Partners, Jorgensen was a managing director and principal at the corporate finance department of Montgomery Securities. Earlier in his career, he also worked as an independent management consultant and held roles at MAC Group/Gemini Consulting and Marakon Associates.

Jorgensen holds a Bachelor of Arts from Stanford University with a major in Economics, and a Masters of Business Administration from Harvard Business School.

"I couldn't be happier to be joining Yahoo! to help it achieve a new level of success as an Internet leader. And I'm excited about joining a finance team that, collectively, has such deep functional experience," said Jorgensen. "I believe Yahoo! is well positioned to deliver value to shareholders -- with unique audience, advertising and technology assets and a strong financial base -- and the company is pursuing the right strategy to achieve its great potential. Yahoo! has made significant strides in recent months and I am looking forward to working closely with Terry and the rest of Yahoo!'s impressive management team to continue the company's progress as it aggressively executes against its growth strategy."

Decker assumed her new role as part of the company's reorganization in December 2006. That reorganization was designed to align Yahoo!'s operations with the company's key customer segments -- audiences, advertisers and publishers -- and more effectively leverage Yahoo!'s significant strengths to capture future opportunities for growth.

"Blake's arrival will enable Sue to devote her full attention to her new responsibilities where she is building on the recent momentum we've achieved with Panama, major new partnerships and our agreement to acquire Right Media. With Blake's appointment, we're continuing to put the right people in the right places to execute against our strategy and adding outside talent to complement an already strong management team," added Semel.

Posted by Frank Watson on May 15, 2007, 10:24 AM | Permalink


Autobytel Selects Kosmix as Vertical Search Partner

Autobytel has selected Kosmix to power an automobile-focused vertical search engine on their "next generation consumer automotive website," MyRide.com.

Kosmix indicates that this will be the first automotive vertical search engine on the market. A number of key areas on the MyRide.com site will be enhanced by the Kosmix Technology. These include:

  1. Reviews & Ratings
  2. Safety & Recalls
  3. Advice & Tips
  4. Future & Classic Cars
  5. Racing & Performance
  6. Insurance & Loans
  7. Fuel Economy
  8. Used Cars
  9. Green Cars
  10. Community Blogs & News
  11. Service & Repair
  12. Parts & Accessories

We covered MyRide.com in a February SearchDay, Autobytel Hopes to Usher in Second Phase of Automobile Search.

Posted by on May 15, 2007, 10:03 AM | Permalink


Internet Search Engine Database launches ISEdb SCOOP

Early this morning, Internet Search Engine Database launched its newest site called ISEdb SCOOP. It presents search engine industry news in such a way that user-appreciated information is pushed to the top of the overflowing pile.

Based on the now familiar social search technique, ISEdb SCOOP encourages visitors to submit news or articles then vote for their favorite search engine industry stories.

Tariq Ali, the site's owner, says, "I wanted a community powered by users where they could submit, share, bookmark and discover search engine related news, articles and tips. I also wanted their feedback in order to help promote this quality information."

On ISEdb SCOOP, users can submit articles they discover while conducting a news search or blog search. These stories will then appear in the "Upcoming Stories" section of the new site. As site visitors read articles and tips on the site, they can vote for the ones they find helpful and relevant.

What can you expect to find on ISEdb SCOOP? Virtually every type of search engine-related story, from reviews of Search Engine Strategies sessions to announcements about new technological advances.

Check it out.

Posted by Greg Jarboe on May 15, 2007, 9:04 AM | Permalink


Google Webmaster Group Calls for Backup

Google's Webmaster Help group is getting some much-needed backup in the form of additional Google Search Quality team members. The site, manned by a team of Googlers led by Vanessa Fox and Adam Lasnik, will soon see more team members publicly answering questions on the group, according to a recent post by Lasnik.

The team has also been undergoing training to "bring this Google Group to the next level," including "online communications workshops, training in spotting issues, and even (eeek!) a review of important legal issues," Lasnik wrote.

Posted by Kevin Newcomb on May 15, 2007, 8:46 AM | Permalink


Search Headlines & Links: May 14, 2007

Want a snapshot of the day's search marketing news? Here we've collected today's top news stories posted to the Search Engine Watch Blog, along with search-related headlines from around the Web:

From the SEW Blog:

Headlines & News from Elsewhere:

Posted by Kevin Newcomb on May 14, 2007, 11:59 PM | Permalink


Yahoo Being Sued For Faulty Ad Platform

The Blob (aka the Overture PPC platform) has struck Yahoo again - even after they replaced it with Panama - as a company is suing Yahoo for using an ad platform that was "operationally defective".

This one should not get too far, and if it does Yahoo may as well get out of search - stopping the floodgates after a result against Yahoo would be hard.

Danny Sullivan gives a great overview of the situation.

Posted by Frank Watson on May 14, 2007, 4:17 PM | Permalink


Forget Demographics Google May Soon Offer Psychological Profiling

Okay this is just getting more and more science fiction like. Google has submitted a patent for psychological profiling of users. The patent outlines the ability to profile game users by their chat conversations and other text based interaction with the games.

"The company thinks it can glean information about an individual's preferences and personality type by tracking their online behaviour, which could then be sold to advertisers. Details such as whether a person is more likely to be aggressive, hostile or dishonest could be obtained and stored for future use," The Age reported earlier today.

The patent says user dialogue may be used to characterise the user as, for example, profane, blunt, polite, cautious, aggressive, non-confrontational, stealthy, honest, cooperative or uncooperative.

The information could be used to make ads that appear inside the game more "relevant to the user", the patent stated.

I guess we can gather whatever information we want all for the good of better marketing. We joke about this quite a bit, but Google is fast changing into Big Brother. When our screens record what we are doing I think it will be all over - hey it does that now.......

Posted by Frank Watson on May 14, 2007, 3:56 PM | Permalink


Matt Cutts' Paid Links Update

Matt Cutts, head of Google's Webspam team, has taken time out of his vacation to add some clarification to his post about Google's treatment of paid links. The original post has been widely discussed, with search marketers and webmasters coming down strongly on both sides – either happy that Google is cracking down on what they see as Web spam, or indignant that Google is dictating how they do business.

To clarify, Cutts' is asking webmasters to report instances of paid links that flow PageRank, meaning they are direct links to a site, without "nofollow" attributes:

As someone working on quality and relevance at Google, my bottom-line concern is clean and relevant search results on Google. As such, I care about paid links that flow PageRank and attempt to game Google's rankings. I'm not worried about links that are paid but don't affect search engines. So when I say "paid links" it's pretty safe to add in your head "paid links that flow PageRank and attempt to game Google's rankings."

Cutts also clarifies how Google may use the reports of paid links it gets from users:


  1. Measure and improve precision of Google's existing algorithms

  2. Build datasets that will help guide future algorithms

  3. Test new tools and techniques for detecting paid links

  4. Investigate and take direct action on those reports

He stresses that the reports are not going directly into algorithms, so it's not likely a competitor can buy links to another's site and report them to damage their ranking in Google's results

Cutts says he's not lumping directories into this paid links discussion, but he does offer some questions to consider when buying a link in a directory, if you're hoping it will pass PageRank:


  • "Does the directory reject urls? If every url passes a review, the directory gets closer to just a list of links or a free-for-all link site."

  • "What is the quality of urls in the directory? Suppose a site rejects 25% of submissions, but the urls that are accepted/listed are still quite low-quality or spammy. That doesn't speak well to the quality of the directory."

  • "If there is a fee, what's the purpose of the fee? For a high-quality directory, the fee is primarily for the time/effort for someone to do a genuine evaluation of a url or site."

  • "If you put on your user hat and ask 'Does this seem like a high-quality directory to me?' you can usually get a pretty good sense as well, or ask a few friends for their take on a particular directory."

Cutts also suggests putting on a "user hat" when considering the kind of user experience paid, irrelevant links would create. As Google's quality guidelines suggest, sites should be made for users, not search engines, so Cutts is not talking about buying links that are relevant to a site to drive traffic.

Hat tip to v7n, via SEL.

Posted by Kevin Newcomb on May 14, 2007, 3:32 PM | Permalink


Is Segmentation Next Big Thing In Web Marketing?

There have been two major pieces on segmenting your traffic written over the last week at the blogs and news sites I read. Both very insightful and detailled.

It is an important element in the marketing mix, though at times a tricky one to apply to search.

Rand Fishkin at SEOMoz does a good job segmenting the intent of search from various sources and the visual ads are a nice touch.

Jennifer LeClaire, in an article over at NewsFactor, outlines segmenting visitors which when read after Rand's article shows further reach and analytics to use.

Posted by Frank Watson on May 14, 2007, 2:01 PM | Permalink


The Greening of Search Engines

Call it a sign of the times, a cheap marketing ploy or both mixed together. Search engines are touting their environmental friendliness in many ways, vying for the hearts of users by tapping into their desire to save the world.

The latest ploy comes from Yahoo is trying to find the "Greenest City in America" with its Be a Better Planet initiative, which aims to find the most environmentally conscious city and reward it with a fleet of taxicabs. Cities earn points when their citizens ask and answer environmental questions on Yahoo Answers, conduct environmental searches on OneSearch, or take the "Green Pledge" on the new Yahoo Green mini-site.

To kick off the contest, Yahoo co-founder David Filo, Global Green CEO Matt Peterson, and actor Matt Dillon will make an appearance in New York City today, announcing the donation of a fleet of hybrid taxis to the city.

Google, no slouch in the environmentally friendly marketing department, has long touted its commitment to use solar energy to power its headquarters and datacenters. Its Summer of Green site launched last summer with environmentally friendly hotels and vacation spots highlighted on Google Maps.

Posted by Kevin Newcomb on May 14, 2007, 9:55 AM | Permalink


Starting a New Link Campaign

So you are starting up a new link campaign, and you want to know where to begin. I always fall back on the same approach. There are two basic questions you need to be able to answer:

  1. What unique content do you have on your site that someone might want to link to?
  2. Who are the people that might link to you?

It turns out that the two questions interact. Based on the people in your space, or related space, you might change the content you develop. That said, here are the five things I think about when I first start a new link building campaign:

  1. I always start by identifying who the major media people are in the space of our clients. I do this without yet worrying about their potential to link to us. This would be a complete list of traditional media, bloggers, government, school, and hobbyist sites that are related to our client.
  2. The next step is to prioritize the list ranging from top tier players to lower tier players. I will take links from any of them, but getting a link from a top tier player is worth more effort.
  3. Now I re-examine the current and potential content of our client's site to see how it matches up with the needs and interests of the top tier targets.
  4. If it's necessary (and it usually is), I put in place a content development plan to implement the right types of content to match up with the best targets. Several new articles may need to be written. There is no need to go off the deep end here. If there are 5 or 6 really great high value targets, develop new content for the 2 or 3 easiest ones to approach.
  5. Once this is in place, you can begin the process of contacting your targets, and getting them interested in the unique cool content that you have.

Good link building always starts in the same place. Identify the targets.

Posted by on May 14, 2007, 8:27 AM | Permalink


Tomi Poutanen Talks About Social Search

The latest in my rounds of interviews was with Tomi Poutanen at Yahoo. Tomi is the senior director of product management for Yahoo Answers and del.icio.us. Our conversation focused on the varying roles of algorithmic search and social search.

For example, we talked about which types of search problems each type of search handles better. Social search (in this case Yahoo Answers) is better for subjective queries, such as "what is the best restaurant in Seattle." Or social search (in this case del.icio.us) handles queries like "new york hotels" better because it will return a list of the hotels that have the most tags on them by users, instead of the most powerful affiliate marketing sites.

It's very engaging to ponder the impact of social search on the overall search environment. I have long believed that the best of both worlds is a possibility, with an editorial layer over algorithmic results. The editorial layer would have to be willing to engage in active pruning of bad or questionable stuff.

However, I don't know if anyone will ever build anything like this, because of the economic challenges (how do you make enough money with all the overhead of the editorial staff?). But it would be great to see it. In the meantime, there is a place for social search. Del.icio.us has an Alexa ranks of 186, and Flickr has an Alexa rank of 43. No matter how you slice it, that's an impressive traffic level.

Posted by on May 14, 2007, 8:24 AM | Permalink

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