Stephan Spencer's Scatterings

The Scattered Wisdom of a scientist turned web marketing virtuoso

October 2008
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My SEO Session at Startonomics: Watch the Video

I spoke today at the Startonomics conference on the topic of SEO. I only had a half hour to speak, so I had to cram a lot of critical info into a small amount of time. Here's the video of my session:

Some folks came up afterwards to ask for clarification on several of the many recommendations I made during the course of my half-hour:

One question was on nofollows. Why would you nofollow some of your internal links? The answer: because your PageRank gets divvied up amongst all your links and thus having fewer links that receive PageRank means that those followed links will get a larger share of PageRank. So on the dogster.com home page, the latest blog posts of the moment don't necessarily deserve as much PageRank as the dog breed pages do.

Another clarification: when improving a URL iteratively, be sure to 301 the previous URLs to the latest iteration, because you don't want to lose the PageRank you've "earned" from bloggers etc. through the course of your URL tests.

Startonomics live streamed the entire conference on ustream.tv. So you could have watched it all live for free. What a great model for running a conference! The also put all the presentation decks onto Slideshare.net. Each session had a blog post on the Startonomics blog dedicated to it, with the ustream video and Slideshare slide deck embedded along with some key points summarized in the blog post text. So it's possible by pouring over all the videos and Powerpoints and blog post summaries to get more education out of this conference than by attending it in person! Of course you miss out on the networking, which is also hugely valuable. One of the panelists on the last panel gave out this money saving tip: hang out as a non-registered person (loiterer?) in the halls at key events like the Web 2.0 Summit. You'll make great networking connections without the conference fee investment.

Posted by Stephan Spencer on 10/02/2008 | Permalink

Comments (0)| Comments RSS | Filed under: Search Engines ,            

Should You Follow Google's New Recommendations on Dynamic URLs? Probably Not

You may have already seen my article on Search Engine Land "Making Sense of Google’s New Dynamic URL Recommendations", but if you haven't, I'll recap some key points about Google's new recommendations on dynamic URLs and URL rewriting and why I don't advise you follow these recommendations.

As much as I'd love to believe that Google no longer needs webmasters to clean up their URLs for Googlebot, the hard truth of the matter is that Googlebot STILL stumbles across the same content at varying URLs and mistakenly indexes all copies -- even returning one version of these URLs with some queries and other versions with other queries. In fact that's the whole premise of my colleague Brian Klais' Search Engine Land article from earlier this month, that guided navigation systems create numerous URL pathways to the same content, and Googlebot isn't very good at detecting this and compensating for the duplication and PageRank dilution effects. What it all boils down to is this: what's confusing for Googlebot ultimately becomes confusing for searchers, thus leading to a lose-lose-lose -- for Google, for its users, and for you the site owner.

Given this, I dispute the assertion in the aforementioned post from the Google Webmaster Central Blog, that webmasters should "feel free to serve us [Google] your standard dynamic URL and we will automatically find the parameters which are unnecessary." That's gambling with your rankings, and personally I don't like the odds.

Let's have a look at a concrete example to prove my point. Just last month I spoke at the Shop.org Annual Summit, on a site clinic session where I gave impromptu critiques of sites volunteered by audience members. One such site was MEC.ca. A great site for users, not so great for Googlebot. It didn't take long for me to spot the duplicate content and PageRank dilution issues. Digging through site:www.mec.ca results revealed pages with jsessionid and bmUID parameters. Indeed, 102000 results (estimated) for and 96400 results (estimated) for site:www.mec.ca inurl:jsessionid!

Let's focus in on a specific page of MEC.ca: the "Biodegradable Shopping Bag" page, of which there are 15 copies in Google's index. Clearly Googlebot is confused.

This confusion is further evidenced by the fact that a search on "biodegradable shopping bag" returns a different mec.ca URL (on page 1) than a search on "biodegradable shopping bags" (page 4 of the SERPs) -- yet they are both the same (duplicate) page of content.

I would counsel MEC.ca that maintaining status quo and leaving things in the hands of Googlebot to eventually (maybe) sort out is not a viable solution.

Let's review some pertinent facts about dynamic URLs, along with my evidence:

FACT: URLs with session IDs or user IDs don't always get properly identified by Google, resulting in duplicate content and PageRank dilution.

EVIDENCE: The above-mentioned example from mec.ca.

FACT: URLs with keywords in them rank better in the SERPs than those with product IDs. So a rewritten URL like www.domain.com/blue-widgets will outperform www.domain.com/product.asp?productID=123 for a search on "blue widgets" -- all else being equal. This is true not just in Google, but in other engines as well.

EVIDENCE: We've conducted numerous experiments for clients to prove the rankings benefit to ourselves, but we can't publish these tests unfortunately (we are restricted due to client confidentiality). I encourage you to conduct your own tests. A Microsoft engineer just last month confirmed that keyword URLs provide a boost in Live Search.

FACT: Short URLs have a better clickthrough rate in Google SERPs than long URLs.

EVIDENCE: This effect was found through user testing that was commissioned by MarketingSherpa. MarketingSherpa found that short URLs get clicked on twice as often as long URLs (given that the position rank is equal).

FACT: Keyword URLs are more user-friendly, and thus probably better at enticing clicks in the SERPs by searchers.

EVIDENCE: Keywords within a URL that match the search query are bolded, providing additional emphasis to the search listing.

So, given the above facts, would you rewrite your complex dynamic URLs to look static and keyword-rich? I sure would!

Then what are Googlers' Juliane Stiller and Kaspar Szymanski trying to accomplish with the aforementioned blog post? My hunch is that Google is finding an alarmingly large number of improperly implemented URL rewrites that are confusing Googlebot even more and exacerbating the duplicate content situation. If superfluous parameters -- e.g. session IDs, user IDs, flags that don't substantially affect the content displayed, tracking parameters -- get mistakenly embedded into the filename/filepath, then Googlebot will have an even harder time identifying those superfluous parameters and aggregating the duplicates. And what if parameters are embedded in the filepath in inconsistent order (e.g. www. example.com/c-clothing/shirts-mens/ and www.example.com/shirts-mens/c-clothing/)? That's another nightmare scenario for Googlebot. On top of all that, when Googlebot still finds links to the old (non-rewritten) URLs, your well-intentioned URL rewriting actually presents Google with yet another duplicate to deal with. It can be a real mess. The lesson here is to hire a professional when embarking on a URL rewriting project, NOT to leave your URLs dynamic and your website in the hands of fate.

Posted by Stephan Spencer on 10/02/2008 | Permalink

Comments (0)| Comments RSS | Filed under: General, Search Engines            

Monitoring Social Media for Breaking News, Events

Hello from the Web 2.0 Expo in NYC. Yesterday I presented "Best Kept Secrets to SEO Success", where I shared some of lesser known tricks, tools, and techniques.

One of the sessions I attended after mine was finished was "Monitoring Social Media for Fresh, Contemporary and Reliable Sources" presented by Andrew Baron, founder of the popular Rocketboom videoblog/podcast. Andrew shared some of the ways he keeps his ear to the ground on social media to pick up on breaking news before it hits the mainstream media. He uses Search.Twitter.com (formerly Summize) to search for what's going on at this instant. For example, he was able to find that the line at the Apple Store was around the block, saving himself a trip to the Apple Store (he went later after the line died down). A lot of news breaks on Twitter, so tracking Twitter not just through searching but also by following people and watching their tweets is critical. Andrew pointed out the list of the 100 most followed Twitter users on Twitterholic as notable folks to track. (I also recently discovered Twubble which helps you find new Twitter friends based on your current network of Twitter friends - pretty cool.) Andrew really likes Friendfeed; he referred to it as "Twitter with a real conversation." The most popular links shared via Friendfeed are on Friendfeed Links. Some of the "most popular" links and "fast movers" across numerous social media are easily tracked in one place using popurls. Wikipedians are frequently first on the scene to provide late-breaking news - scurrying to update the relevant Wikipedia articles as things unfold; these can be tracked with Wikirage. Narrow the results down to within the hour for the really fresh stuff. When there are a lot of recent updates to an article it can indicate something interesting is happening. Andrew provided cautionary tales of the Montauk monster hoax and the Amazon rainforest tribe that was untouched by the outside world that was real, then a hoax, then finally real again to make the point that you have to analyze very critically the validity of any story found on social media. Andrew quoted Paul Virilio, a French philosopher, to make the point that whoever acts on new information first has an advantage. This holds true in many situations - on the battlefield, on Wall Street, and in the Web 2.0 world of startups. So if you have something new, take action before it becomes old.

Posted by Stephan Spencer on 09/19/2008 | Permalink

Comments (1)| Comments RSS | Filed under: Social Networking            

Natural Search Tactics for Retailers

On Tuesday I gave two presentations at the Shop.org Annual Summit. First was "Natural Search Tactics for the Retailer" with fellow panelists Ken Jurina from Epiar, Jenny Schlueter from Dell, and Ian McAnerin from McAnerin International. It was a very tactical session - focused on tools, tips and techniques. Ken covered keyword research, Jenny covered content optimization, Ian covered technical optimization, and I covered link building.

Some are a few key points from the session...

The Powerpoint, which includes all 4 presentations, is available for download here.

The second session I presented was with Amy Africa and it was a site clinic session where Amy and I did impromptu critiques of audience members' websites. Amy covered usability and conversion; I covered SEO. It was a lot of fun. There were no Powerpoints for that session.

Posted by Stephan Spencer on 09/19/2008 | Permalink

Comments (5)| Comments RSS | Filed under: Search Engines            

DishyMix Podcast Interview

I was interviewed by Susan Bratton for the DishyMix podcast several weeks ago while I was in San Jose for SES. That interview is now live. It was a lot of fun. Listen to it here. There's also a transcript available. We talked about SEO (particularly for blogs and bloggers) and a range of social media. Enjoy!

Posted by Stephan Spencer on 09/15/2008 | Permalink

Comments (0)| Comments RSS | Filed under: Search Engines            

My Favorite Command Line "Hacks" - for Power Users (Geeky!)

I'm on a Mac and I love working from the command line (i.e. from within the Terminal or iTerm). Here is a random collection of some of my favorite "hacks" (time-saving tips and tricks), which will also work not just on Mac OS X, but in Linux/Unix distributions such as Ubuntu and with whatever shell you prefer (bash, csh etc.)...

(Please note: I've assumed you have Perl installed and in your PATH. If you don't know what I'm talking about, these tricks are not for you, and you'll probably do some damage. You have been warned. :) )

Search and replace within a file - without launching a word processor!

Hypothetical example, replaces all occurrences of "chicken" with "fish" in a text file called somefile.txt and saving a back-up (just in case!) to somefile.txt.bak:

perl -pi.bak -e 's|chicken|fish|g' somefile.txt

Real-world example, using regular expressions. Replaces all dates in a dd/mm/yy (British date) format in a Quicken QIF file (that I downloaded via online banking from a bank in New Zealand) with American date format mm/dd/yyyy for use in the American version of Quicken:

perl -pi.bak -e 's|(\d\d)/(\d\d)/07$|\2/\1/2007|g' download.qif

Another advanced example, that takes all the .html files in the current directory and strips out anything that was commented out using comment tags, i.e. <!-- -->...

perl -pi.bak - 0777 - e 's|<\!--.*?-->||gs' *.html

Rename a bunch of files in a directory - in batch!

This example renames all files in the current directory ending with .jpeg so they end with .jpg instead:

for i in *.jpeg; do; mv $i `echo $i|sed 's/jpeg/jpg/'`; done

Backticks (`) are amazingly powerful. With them you can execute commands and have the output of that command get used in another command. Yep, nested! Awesome!

Batch resize images

This example creates thumbnail images of all the .jpeg files in the current directory, each being no bigger than 400 pixels in either dimension, and the height-width aspect ratio is kept intact (i.e. the image is not stretched). Each thumbnail filename is prepending with the word "small", followed by the original file's filename (e.g. from lolcat.jpeg to smalllolcat.jpeg):

(Note that this hack requires you to have the ImageMagick package installed, which includes the very handy "convert" command. To check whether ImageMagick is installed, type "which convert", then if nothing turns up, try "locate mogrify" (I didn't suggest "locate convert" because that would probably turn up a lot of other apps and files besides ImageMagick's convert). The easiest way to install ImageMagick on the Mac is to download a precompiled binary pkg file.)

for i in *.jpeg; do; convert -geometry 400x400 $i small$i; done

(Tip: This is especially handy for when you want to upload a bunch of images to Flickr but don't want to waste bandwidth and time uploading the high-resolution originals.)

Batch convert the image format on a bunch of files

This one takes all the .jpg files in the current directory and creates .png files out of them. You could alternatively convert pngs to jpegs, gifs to jpegs, jpegs to gifs, gifs to pngs, etc. etc. Each filename has the same base as its counterpart (e.g. from lolcat.jpg to lolcat.png).

(Note that this also requires ImageMagick.)

for i in *.jpg; do; convert $i `echo $i|sed 's/jpg/png/'`; done

Examine the type of redirect (301 or 302) on a URL and where it leads - great for following a chain of redirects!

Sure, you could do this with the livehttpheaders extension but I don't use Firefox, I use Safari 'cuz it's so blazingly fast on the Mac compared to Firefox or even Camino.

(If you don't know why you should care about which type of redirect you're using or whether it's a long chain of redirects, you'd better read my Search Engine Land article: Redirects: Good, Bad & Conditional.)

Here I'm looking at the hypothetical example URL of www.example.com...

(Note that you don't need to use a properly formed URL beginning with http://.)

lwp-request -Sd www.example.com

Don't forget to put the URL inside of quotes if the URL is a dynamic one with question marks and ampersands (or other special characters). Like so:

lwp-request -Sd "http://example.com/search?q=cheese&num=20"

More likely than not, you don't have lwp-request installed already. If that's the case, it's easy to install LWP, it's just a CPAN library. Install it like so:

sudo cpan install LWP
Enter "no" when prompted whether you are ready for manual configuration.
Then hit the Return key a bunch of times

If it can't find your "make" program, you can configure it like so, using whatever your path is to make (in the example below I've assumed /usr/bin):

perl -MCPAN -e shell
o conf make /usr/bin/make
install LWP

Back up your MySQL database to a SQL file - especially before running a WordPress upgrade!

I've used the hypothetical database name of "databasename" in the example below:

mysqldump -udba -p databasename > databasename.sql

Consider adding this command to your crontab if you want to have regularly scheduled database backups (crontab -e for that).

Back up your folders using rsync

Sure, if you're a programmer you probably live your life within a version control system like Subversion (svn). And so for you it will be trivial to put your important documents in a Subversion repository and under version control. But I don't live and breath svn. I know enough to be dangerous - and I intend to keep it that way! (I practice Tim Ferriss' philosophy of "selective ignorance".)

If you're lucky enough to own a Mac, just buy a Time Capsule and be done with it. But for the rest of you, you can use rsync to remotely sync (back up) your computer.

Here's an example of backing up your Documents directory onto a remote server:

(Note: This assumes you've set your domain name using "domainname" or you have "Search Domains" in your Network settings set to your local domain name. Otherwise use the full hostname with the domain name in the following command, e.g. eeyore.netconcepts.com instead of just eeyore.)

rsync --force --ignore-errors --delete-excluded --delete -av -z -e ssh ~/Documents root@eeyore:/home/stephan

Here's an example of how you can back up your mail folder from the mail server onto a local backup drive:

rsync --force --ignore-errors --delete-excluded --delete -av -z -e ssh root@eeyore:/home/stephan/mail /Volumes/BackupDrive

View the code in a binary file

Strings shows only the text that can be extracted from the binary file. I use it when I don't want to launch Microsoft Word (a memory hog that takes 30 seconds to start up on my machine) but I want to quickly view a Word document's contents, like so:

strings something.doc

If I need to examine the data within a binary file, byte by byte, I use od (stands for octal dump) rather than strings. Like so:

od -c something.exe

od is also handy for examining the ASCII codes of strange characters in a HTML page, like so:

lwp-request http://shop.bellacor.com/results-13/70/1.htm | od -c

History repeats itself

I use the up arrow key all the time to pull up previous commands so I can revise them and reissue them. Once the chosen command is displayed, I can use backspace, delete, etc. to change it. An even better way to do it is to use the ^ operator if you simply want to swap out one word for another, like if you made a typo.

For example, if the previous command entered was a typo:

covert -geometry 200x200 big.png small.png

Then you could correct that simply by typing:

^covert^convert

Cool eh!

I love referring back to my history and re-using previous commands. Sometimes I want to scan all my history, for that just type:

history

Another huge timesaver is the exclamation point. But do yourself a favor and refer to it as the "bang" operator. So if you were to spell out out !con to your geek friend over Skype, you would say: "bang c-o-n". That'll make you sound like you're in the inner sanctum of all geeks. ;)

Here's how it works... Bang followed by a number executes the command at that specified line number in your history output. For example:

!127

Bang followed by letters executes the command in your history that begin with the specified letters. So if I wanted to rerun the last ping command I ran a while ago, I'd just type:

!ping

Or if I'm extra lazy I might type:

!pin

I wouldn't type !p because I could accidentally issue an unintended command if I had forgotten I had used more recently and that also happened to start with a p.

What about QuickSilver, you ask?

If you're a Mac power user, you're probably using QuickSilver and getting big productivity gains from it. Well good for you! I myself don't use it that much, primarily just for launching applications. But I plan to use it a lot more. I just have to get myself into that habit. If you're a Mac user and want to learn more about QuickSilver, the best introduction to it (imho) is this video of Merlin Man demonstrating it on MacBreak. I don't see the bash shell (Terminal) and QuickSilver as mutually exclusive. Really they go hand-in-hand.

Posted by Stephan Spencer on 09/09/2008 | Permalink

Comments (1)| Comments RSS | Filed under: Programming , , , , ,            

Leveraging Your Affiliates for PageRank

Affiliate networks like CJ use 302 redirects, even though they know that blocks the flow of PageRank to the merchant. And that's not going to change anytime soon -- if ever -- because the networks' loyalty is to the affiliates, not to the merchants. If merchants profited from affiliate links in terms of rankings improvements, the affiliates would not be happy. There would be mass revolt and a bunch of affiliates would leave the network. Luckily, for you merchants, there are a couple workarounds you could utilize to capture some link juice from your affiliates...

  1. Bring your affiliate program in-house and utilize an affiliate tracking solution that uses 301 redirects and therefore passes PageRank. Here's a blog post of mine about this: Affiliate Programs That Pass Link Gain (PageRank). Amazon.com is one such merchant with an in-house affiliate program -- and it serves up 301s to capture PageRank from their "associates" (affiliates).
  2. and/or, simply require your affiliates to post a disclosure statement on their Legal Notices page (or their About page if they don't have a Legal Notices page) stating that they are an affiliate of the merchant and that neither party is an agent, partner, joint venturer, franchisor, franchisee, employer or employee of the other. And of course require that the affiliate include a straight link to the merchant in that statement. Pretty sly, eh! :D And the great thing about a Legal Notices page is that it is typically linked site-wide and has very few other links on it compared to other pages, so your link gets a bigger slice of the PageRank that is divvied up among the links!

Bear in mind that affiliates can always add rel=nofollow to any and all links to the merchant, so the power still rests with the affiliates.

Posted by Stephan Spencer on 09/06/2008 | Permalink

Comments (9)| Comments RSS | Filed under: Search Engines, Affiliate Marketing , , , ,            

Squandering Your Crawl Equity: Don't Do It!

A couple weeks ago I spoke at Search Engine Strategies San Jose on Long Tail SEO Tactics (here's my Powerpoint, btw, if you're interested) and at SEOMoz Expert Training on the topic of Site Architecture and Internal Linking (download Powerpoint), and I found that I was addressing the same key issue to both audiences. That issue is...

How do I best spread my PageRank (link juice) across my (very large) site?

This question could be restated as:
How do I avoid squandering my crawl equity?

What do I mean by "squandering crawl equity"? Well, how deeply Googlebot goes into your site will depend in part on the PageRank, trust and authority you have earned (in the eyes of Google). It will also depend on how spider-friendly your URL structure and internal linking structure is. You can squander some of that crawl equity by presenting a plethora of low-value pages or duplicate content to the spider.

Often times this is done inadvertently. Consider the following "spider trap" scenarios, all of which are undesirable from Googlebot's standpoint:

  1. Every page of content has an "Email this page to a friend" link that leads to a page with a form (and optionally some duplicate content that was also present on the canonical page). The link to the form page is followable (i.e. no use of rel=nofollow) and the form page itself has a unique URL that is accessible to Googlebot (i.e. not disallowed by robots.txt directives or noindexed by meta robots tag). This is the case on Biolcell.org, but it occurs on millions of other sites too.
  2. Pages of internal search results (i.e. generated by the site's search engine) are accessible via links, and then from there, links lead into the pagination structure (i.e. Next and Previous as well as page number links such as page 9 of 51), as well as to results pages for searches on numerous "related" keywords. This creates rampant duplication of content as can be seen in this example.
  3. Lists of "Related Tags" are shown on the site and these lead to tag conjunction pages where some or all of the tags are OR'ed together. For example, here. This example is taken from my own company's website Netconcepts.com -- and I'm pleased to say that our tag drill down feature has the "OR" links nofollowed to avoid sending spiders down an infinite loop of duplicate content.
  4. Faceted navigation (attribute-based navigation) creates seemingly limitless permutations by offering filtering and sorting options through crawlable links. Torrey Hoffman of Google's Webmaster Central team presents the following ecommerce example in his recent Google Webmaster Central blog post:

    Another common scenario is websites which provide for filtering a set of search results in many ways. A shopping site might allow for finding clothing items by filtering on category, price, color, brand, style, etc. The number of possible combinations of filters can grow exponentially. This can produce thousands of URLs, all finding some subset of the items sold.

    Faceted navigation, when implemented without expert SEO guidance, can sabotage your site's SEO. We've seen search-delivered traffic tank on more than one occasion when a retailer implements faceted navigation "out of the box" without retooling it for SEO. You retool it with rel=nofollow on links pointing to low SEO value facets (like price range), with meta robots=noindex on the low SEO value permutations, and/or with alternative taxonomic navigation structures (with good anchor text).

    My colleague Brian delves into this thorny issue of search engine optimizing "guided navigation" in his article today on Search Engine Land. Check it out.

Posted by Stephan Spencer on 09/04/2008 | Permalink

Comments (0)| Comments RSS | Filed under: Search Engines            

Catch this video of the Teen Entrepreneurs Panel at Ypulse

I shot the following video of teen entrepreneurs Chloe Spencer of the Ultimate Neopets Cheats Site (my daughter!), Juliette Brindak of Miss O & Friends, Jared Kim of WeGame and Angela McBride, a.k.a. Asuka Martin in Teen Second Life presenting on the "Totally Wired Superstars" panel (moderated by Ypulse founder Anastasia Goodstein) at the Ypulse Mashup youth marketing conference in San Francisco this past August. Fascinating how these kids can build their businesses and balance that with school, extracurricular activities, friends, college entrance applications, etc.!

Or download the video to play it on your iPod.

Posted by Stephan Spencer on 09/03/2008 | Permalink

Comments (0)| Comments RSS | Filed under: Web Marketing, Shameless Self-Promotion, Social Networking            

Whiz Kid Entrepreneur: Harrison Gevirtz

Harrison GevirtzEarlier this year at SMX West, I met (then) 15-year-old entrepreneur Harrison Gevirtz. He was on a panel with my (then) 16-year-old daughter Chloe Spencer the owner of the Ultimate Neopets Cheats Site. Harrison blew my mind. Here's a kid who travels the world, often times makes six figures a MONTH, and lives the high life and he isn't even old enough to vote let alone drink. I got a chance to chat with him and get a bit of an inside view on his rock star lifestyle. Read on and perhaps you can glean a few secrets to his success and perhaps repeat that for yourself...

For many self-made Internet marketers, Harrison Gevirtz is already a legend. He's a whiz-kid 16-year-old globe-trotting Internet advertising genius who pulls in six figures a month. How does he do it? Is it legal? What about school? What are his secrets? The rules of online marketing have changed and it's kids like Harrison who are driving this new future. If you are smart enough, and creative enough – with the tenacity to make your own rules - perhaps you too can drive this new future. So much for needing a college degree or to graduate high school to really get somewhere in this world!

You might guess that Harrison doesn’t think too much of school and may be a dropout. He tells me he goes to "Continuation School" and is in a special program called "Independent Studies". This means he goes to school 1 day per week for about 45 minutes! He collects his assignments and then is done until the next week when he repeats the process. This program will allow him to graduate school normally in four years. Kids – don’t try this at home! Harrison has an unusual gift and this type of school arrangement is not beneficial for everyone. Most kids (mine for sure) need more structure to prepare them for college life and their career. Harrison’s lifestyle is the exception.

With this loose of a school schedule, what does a typical day looks like for Harrison and how many hours a day do he work? Keep in mind he is still a teenager, regardless of his genius – so yes – he does sleep late and starts his day around noon. The luxury of this income obvious allows him the ability to set his own schedule. He chooses to travel a lot too -- whether it's Taipei or Monte Carlo or the Bahamas, he looks for any excuse to hop on a plane. When he’s not on the road he works most of the time, ordering lunch, which he says, allows him to keep working at his computer. Yes, this is the picture of a young workaholic, potentially addicted to his computer and the Internet at the tender age of 16. He tells me though that he doesn’t live his entire life in front of the computer. “I do like to go out with friends, go eat out and have fun like a normal teenager does. But I'm still really motivated. I do most of my work during the night (which neither of my parents approve up), but usually end up going to bed around 2-4am.”

Harrison is a dealer-maker. He relies on old-fashioned networking to establish direct relationships with advertisers. He brokers out many deals with various advertisers ranging from small web stores having the privilege to market products exclusively, onto larger various lead-generation advertisers. His secret? You bet he’s not telling. He won’t deny though that he often pulls in six figures a month. He admits that affiliate marketing can be very fast-paced and not very consistent. He's more focused on his work than the bottom line and admits that not every month is a whopper, “when I don't make six figures in a month it's OK; there's always next month!” Ah – the role of youthful optimism comes into play for this Internet advertising hero. Harrison is known to be a Super Affiliate, yet claims he is not. Which networks does he prefer to work with? He thinks very highly of CX Digital and Neverblueads, but he's reticent to go into a larger list or provide many details (and of course I don't blame him!). Harrison emphasizes that he is focusing more on making deals directly through advertisers now instead of going the affiliate route.

In addition to having an unconventional school and work life, Harrison’s lifestyle allows for him to travel extensively. He tells me that about 90% of his travel is for business. At the time of our interview he was in Boston for a meeting. In 2008 alone he said he has been to Denver/Boulder, San Francisco, New York City, the Bahamas, India, France, Amsterdam, Tokyo, and London, to name a few! Of the more exotic locales, the Bahamas was for pleasure, India and Amsterdam were for business, and France was a mix of both (mostly for pleasure, but Harrison's wise to the value of tax deductions so he worked in a bit of business there too). Considering the circles Harrison networks in, the super-exclusive Elite Retreat conference run by superstar online marketer Jeremy Schoemaker ("Shoemoney") was -- despite the $5000 price tag -- a no-brainer for him. He found it to be well worth it: "Elite Retreat was great... the conference was very unique because all the attendees were willing to share information about what they do and not be secretive. I learned quite a bit, not only from the speakers but also just as much from my fellow attendees." Clearly conferences are important for Harrison, to network and to strike deals. For him, ad:tech NYC so far has been the best conference for this. He is also very complementary of "boutique conferences" like the Elite Retreat which "provide knowledge on a whole different level."

He may be a genius, but he still makes mistakes and learns from them just like the rest of us. He admits that being overconfident with various projects and campaigns has been a pitfall and caused him significant losses from time to time. One example of this was when he was first starting out and earning his first profits from PPC advertising. He had a small campaign that he was spending about $30 per day from which he earned only about $75 per day. In his learning process he thought the best way to scale it would be to double the bids because even with a double cost per click he figured he would still be profitable. The result was an increase in his budget from $30 to $1,000. He was overconfident in his strategy and quickly lost $1,000 in a single day. From this experience he learned his lesson about how to efficiently scale up a campaign. Harrison’s risk-taking has paid off for him though -- big time. But there is a constant risk. He can't take his eye off the ball; he works incessantly. He also has to hold his own in a business world full of adults who don't take teenagers seriously -- not a small feat. In fact, Harrison says his greatest challenge this year has been in negotiating with various online media companies as a youth. While he finds this to be very frustrating, often there's not much he can do about it. It's not personal, but the policy of many affiliate networks and ad networks requiring users to be 18 years or older is a serious roadblock. He’s shared in other interviews how in the past he has been terminated, not paid, and taken advantage of by numerous networks because of their legal terms and minimum age requirement. Harrison advises other entrepreneurial kids to demand respect despite their age.

So where does Harrison see himself in ten years? He hopes to be living somewhere abroad, preferably Europe. He's not sure if he'll be pursuing the exact same business model that is working so well for him now, but he hopes to stay in this industry and continue to have the flexibility to work from anywhere.

How can high schools and universities inspire and prepare more students to achieve what Harrison has achieved? In his opinion he doesn't think schools inspire students to come up with ideas or to establish a drive to accomplish something. But, he thinks that some professors can be influential and help you make future decisions that can improve your life. He thinks high schools and universities should better prepare students by offering more real-world, relevant business curriculum, instead of useless broad information.

Harrison's latest business ventures that he was willing to share include BlitzLocal, his local-focused SEM firm, and LeaderClicks, his social advertising network. Harrison also invites readers to check out his blog.

Posted by Stephan Spencer on 08/29/2008 | Permalink

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