Yahoo! Preparing for Job Cuts
It was announced this week that Yahoo! is expected to lay off up to 2,500 employees at the end of this month. The search engine's revenue has slowed considerably in its efforts to compete with other online advertising platforms, namely Google. Also, the company has been losing its battle against online social networking sites as it has tried to keep younger Internet users as loyal customers. Because of this, and despite the growth of its advertising capabilities, Yahoo!'s stock has been reduced in value by almost 50 percent over the last three years. Despite its hardships, Yahoo! is still fighting to stay in the game; this month the company introduced its new mobile platform, which allows the development of new applications for mobile-accessed Yahoo! pages.
Google Tightens the Reigns on SEO
Over the course of 2007, Google cracked down on several common practices used by search engine optimization firms, making it even harder for companies to reach the top of Google search results. Among the techniques that are now being penalized are the command to show supplemental index results; the use of link brokers and networks; bloggers who accept sponsored links or advertising; and the use of subdomains to appear several times on one page of search results for any given keyphrase. Also, Google has punished web directories commonly used by SEO firms for link building by taking away their once-valuable page ranks. Listing websites in paid directories no longer carries the same benefit. SEO firms will now have to find other ways to help sites rank higher on Google.
Behavioral Targeting Regulations to be Revised
The NAI, or Network Advertising Initiative, has announced that it will soon be reviewing and possibly making changes to its behavioral-targeting regulation guidelines. These self-regulation principles were put in place several years ago. Under the new principles, it has been suggested that the NAI expand its membership to include smaller behavior-based ad targeting firms as well as bigger names such as Yahoo! and AOL. The organization also plans to comment on the FTC's recently-released guidelines, including how websites engaging in behavioral targeting should communicate with Internet users and how data should be collected and analyzed. The new self-regulation guidelines will aim to deal more appropriately with a drastically-changed market.
SEO Company Involved in Foreclosure Scam
"Black Hat" search engine optimization firm Traffic Power, known for facilitating bans from Google and Yahoo!, is now facing bigger trouble. The company's CEO has been arrested and is now in jail for reportedly running a scam involving home foreclosures. Matt Marlon, Traffic Power's CEO, used different aliases and corporation names to convince homeowners he could keep them from getting foreclosed upon. Instead of paying off the mortgage or buying the house himself, Marlon would convince the owners to move out and allegedly rent the houses for profit. Traffic Power's former SEO clients are now faced with trying to get back in Google's good graces and back in the search results.
Microsoft to Acquire Search Firm
Microsoft hopes to extend its advertising network by acquiring search marketing firm Fast Search & Transfer. Among the firm's offerings are pay-per-click and search technology to aid with internal information. If Microsoft's bid is accepted, the company would have rights to Fast Search's search technology as well as its well-known advertising clients. Acquiring advertising clients such as TV Guide Online and YellowPages.com would certainly put Microsoft in a better position to compete with other, larger engines. The deal is currently pending approval by the companies' shareholders.