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$10 Guest Posts? Not worth our time.

Since February we have had a client asking us to post a sponsored article they wrote for $10 USD.

Every week she would email us, nagging us, to post the article. Every week since February and it is now July.

Except nobody who works at wants to post the article.

I don't think we will be posting it after all.

The $10 USD just isn't worth the time and effort to do it. None of our staff wants to post it because we have other clients paying $30 USD or more. The time it takes to post it means whomever does the work is getting paid less than minimum wage for their time and effort, and when they have to choose between clients who pay more and her offer of $10, they are obviously going to choose the clients who pay more.

I am only posting this blog post because I just had to copy paste it and it takes me less than minute. Plus it allows me to vent about a client who is frankly a cheapskate and doesn't want to pay our usual rate of $30 USD.

Which is an industry standard rate for advertising. Anything less than $30 USD is cheap and the person doing the work is being underpaid.

So we are literally turning down money because it is literally not enough money to be worth our time.

Imported Old Blog Content

Today I imported some old blog content from a different blog I have decided to get rid of.

The blog in question had 16 posts pertaining to business advice, organization skills, SEO, and similar topics.

Exporting an old blog and importing it to a new blog (or a more popular blog) is a good way to build content or expand content.

It saves you time on writing content too, as you've already written it, it is done, and you probably only need to make a few editing changes after importing the old content.

Some blogs just don't become popular. In the case of that blog, I think it was a bad title which was forced on me by a client at the time. Years later there is no point keeping it or adding to it, so it makes more sense to just "cannibalize" the old blog content and add it to an existing blog which contains similar or identical topics.

In this case SEO Toronto already has posts about marketing advice, business advice and so forth so it is a good match.

Redirecting the Old Blog

Furthermore you don't need to lose any lost traffic from the old blog. Instead you redirect any visitors to the old blog to the new one.

In the case of blogspot, all you need to do is locate <head> tag in the HTML and copy/paste the following text in there:

<meta http-equiv="refresh" content="0;URL=''" />

You then replace "" with your website address, save it, and in the future your old blog will redirect to the new website every time a visitor goes there.

In my case I decided to redirect visitors specifically to the Business Advice section. That way visitors to the old blog are most likely to end up in the section they were looking for.

Is it fair to visitors to suddenly be redirected to a new blog? Not precisely. But they will find way more useful things on this website anyway, and a lot more of it. So it has pros and cons.

Internet Shaming and Reputation Management

The video below is about an Internet Shaming incident involving Jennifer Connell - who has since changed her name and her identity because no amount of internet reputation management is going to fix her problem.

What happened to Jennifer Connell is fascinating and horrible.

Her wrist was injured while attending her nephew's birthday party and he gave he an exuberant hug, which caused her to fall and hurt her wrist.

Unfortunately in the state she lived in, homeowners liability insurance wouldn't cover her injury unless she sued her nephew in court - which she did, for the sum of $127,000 to cover medical costs, lost wages and lawyer fees. So she had no choice but to sue her nephew.

So she didn't do anything wrong. It is the law in New York State which is weird, requiring that this actually goes to court and that the nephew has to be the defendant named in the court case.

Unfortunately the media got a hold of the story and didn't understand the circumstances. All they saw was a woman from New York who was suing her nephew for $127,000 he didn't have. They completely missed the most important part, that the costs would be born by the insurance company and that the law in New York State required that people file a lawsuit in order to get a settlement.

I suspect the insurance company leaked the case to the media on purpose and misled the reporters on why precisely the aunt was suing the nephew. This way when Jennifer Connell later lost her case, largely due to losing in the court of public opinion, the insurance company didn't have to pay out on what normally would have been a cut and dry case.

So how bad is the situation for Jennifer Connell that she ended up having to change her name?

Well lets check the top 10 Google rankings.

Why Jennifer Connell's case against her nephew was a lost cause ...

If you sensed something off about the story of the woman who sued ...

Jennifer Connell says she had to sue nephew before insurance would ...

Jennifer Connell: 5 Fast Facts You Need to Know |

Jennifer Connell: Aunt who tried to sue 12-year-old nephew says she ... › News › World › Americas

Top 25 Jennifer Connell profiles | LinkedIn

100+ Jennifer Connell profiles | LinkedIn

Jennifer Connell - IMDb

Jennifer Connell Profiles | Facebook

Jennifer Connell Design: Home

So the top 5 posts are all news media sites about Jennifer Connell's legal case against her nephew. Followed by two pages of LinkedIn with people with identical names. Someone on IMDb with an identical name, a list of people with the same name on Facebook, and an interior designer from New Jersey with the same name.

Also for statistics purposes, there was 19.9 million results for Jennifer Connell (no quotations).

With quotations, 34,800 results.

So good news and bad news.

The good news is that Jennifer Connell is a popular name. Lots of people out there with the same name.

The bad news is that so many of the top 100 posts (I checked more than just the first page) is news media articles about Jennifer Connell's legal case.

So did Jennifer Connell make the right decision in changing her name, her hair and her identity? Maybe. It was probably the easiest solution.

What she really needs is to sue every newspaper involved for a retraction and to remove the articles in question. But that would be super expensive.

Could Internet Reputation Management fix Jennifer Connell's Problem?

Potentially, but it would be expensive.

The best solution would be to boost the ambiguous pages to the top, so the pages of people with the same name on LinkedIn, Facebook, etc get boosted up while the news media posts get pushed down.

Furthermore there would need to be an effort to get the truth out there. The YouTube video by the New York Times is an effort in the right direction.

So how much would it cost to fix this problem?

Well, $3,000 would be a good push in the right direction. That would enough to make 120 quality posts about Jennifer Connell which tells the truth about what happened to her.

You do the 120 posts, wait a few months and then check how many of those 120 posts are now in the top 100 Google results. If 70 of the top 100 are now positive or ambiguous results, that is a measurable increase to solving the problem.

If 80 of the top 100 are positive, even better.

At present 61 of the top 100 is ambiguous, but the negative ones still dominate the top 10.

So then you repeat the process. Until at least 90% of the top 100 posts are either positive or ambiguous. After that I wouldn't really worry about the other 10%, because then the point has been made. There are other people named Jennifer Connell, and for that one special person - she doesn't deserve the infamy she received from being Internet Shamed by a mob of people who didn't understand the case.

So for reputation management purposes, your goal is to flood the top 100 with positive pages, with links promoting the best performing of those to push them into the top 10.

Since we already have a 61% ambiguous result in the top 100, your goal during the first round of Reputation Management is to see how much of a difference you can make and then measure the result.

So after 3 months, you check again and it is now 78% positive. It has gone up 17 points. With any luck another round and it might be in the 90 to 95% positive range.

So Jennifer Connell's internet reputation is not impossible to fix.

It might cost $6,000 or more to fix, but it is doable.

Or she could spend that money on changing her name and getting plastic surgery so that nobody recognizes her. Really depends on what her priorities are.

Jennifer Connell has since dyed her hair and changed her name.
At present she has changed her name and dyed her hair. Is that enough? Quite possibly.

And maybe she doesn't miss using her own name. Now she gets to pretend that she is in Witness Protection.

After all, whats in a name?

But for those people who want to keep their own name and want the reputation cleaned up, that is what Reputation Management services are for.

Speaking for those of us who like our names, it is good to know that it is possible to fix one's reputation online - even if they are the subject of an Internet Shaming scandal. That to me suggests that no matter how infamous a person is, it is still possible to keep your name, have your cake, and eat it too.

Good night and remember to control your media presence online.

Good luck!

Why Female Models help advertise to both Men and Women

When constructing an advertising campaign, at some point you may need to promote your business using images displaying a model who is shown using your product or providing the service.

At which point you need to decide something.

Should the model be male or female?

Take the image above as an example.

The logo looks like it possibly male, but the model in the image is female. The business in question is a Toronto business which is offering archery lessons, to both men and women. (See to learn more.)

So why would this image work for advertising to both men and women?

#1. The women identify with the female model, seeing this as a potential version of themselves - and how awesome they could potentially be.

#2. Heterosexual men seeing the image see the woman as a potential mate, and imagine themselves meeting a woman while doing archery with a similar appearance. So lonely men are essentially motivated by feelings of love/lust. The image in this case isn't even remotely sexual either, as the woman's back is turned and you cannot even see her face. The "Male Gaze" leaves the men left to their imagination as to what she looks like.

More notes...

#3. Even married heterosexual men would find the image attractive, and be thinking "Gee, my wife and I should get into archery. That looks pretty awesome!"

#4. The image itself is not complicated. Just the image of the woman, the logo, and the website address is in a distinctive yet easy to read font.

#5. There is only the visual call to action... It is saying - without words - "This is awesome. You should do this." So the viewer is left with the suggestion to go to that website and learn more.

The one thing missing from the image is the words "archery lessons Toronto" or something like that, which means that when using the image they need to be writing that in text somewhere on the websites they are using to promote it.

And because the website name is in the image, including a link to the website is not really a necessity. The goal might simply be to build word of mouth. Having links for SEO purposes are not always a necessity.

Facebook dumps reach and what this means for your Social Media Strategy

Facebook recently announced a big change in how Facebook works.

They have gotten rid of something known as "reach" which tracks how many people view a particular post.

So for example lets say you sell kitty litter and on your Facebook business page you regularly post photos of cats and kittens in an effort to get more people to see your product.

Every time you go back and view an old posting, you will see a statistic beneath it showing how many people have viewed your posting, along with the Likes, Reactions and so forth.

This is probably connected to the fact that "reach" has been declining on Facebook in recent years anyway. The average user's number of daily posts is also down, from 4.5 posts per day in June 2016 down to 1.3 in April 2017. The downward trend has become a big thing since August 2016.

So people are posting on Facebook less often than years ago, and Facebook has become "flooded" with brands competing for reach.

Meanwhile some people are doing a "Facebook Purge" in an effort to limit the amount of time they waste on Facebook.

And some people, like two people I went to university with, are going one step further and deleting their Facebook accounts entirely. Their reasoning? They have a baby and don't have the extra time to be wasting time on Facebook when they should be spending that time with their baby.

So could that explain Facebook's decline in recent years in daily posts? People are getting older, having kids and just have less time to waste on Facebook? Maybe so. Maybe so.

Another Big Change

Facebook is de-emphasizing business pages / advertising and putting more emphasis on the posts of friends and family.

"But recently we’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other. […] Based on this, we’re making a major change to how we build Facebook. […] you can expect to see more from your friends, family and groups. […] you’ll see less public content like posts from businesses, brands, and media." - Mark Zuckerberg.

So people will end up seeing less of your kitty litter / cat photos, and also less of business pages and advertising in general.

But how will Facebook make money off of this?

Well, now your business page posts won't show up in people's feeds for free any more. Instead people will have to PAY if they want to promote a post and get additional clicks / attention.

Which means reach isn't so much gone as they are changing the focus to people paying for clicks.

Which means more profit for Facebook in the long run. More people paying for advertising, no more free advertising.

And for regular Facebook users, it means (or should mean) less looking at advertising.

Coupled with Facebook's continual growth in popularity, this means they should expect more income in the future as there are more and more people to advertise to via Facebook - if you are willing to pay for it.

Special Note

Facebook doesn't even make most of their money off of advertising. That is really a side gig for them. Facebook's real revenue stream is from selling off personal data to advertisers can use to create more sophisticated advertising campaigns. That is where the real money is.

This is why when you sign up for Facebook your email account later sees a rise in spam. People are buying your personal data, learn about your interests, and then send you spam on topics they think you might buy.

So what does this all mean for Advertisers?

Making a Facebook page for your business now is basically useless unless you are also willing to spend money advertising your Facebook page.

Facebook has effectively killed "organic reach" on their website. The only way you will reach potential customers with your posts is if you pay for it.

That means your Social Media Strategy needs to have advertising money behind it, otherwise you are just wasting your time.

Money + Advertising = Reaching Potential Customers

No Money + Posting for Free = Zero Customers

This is a win-win for Facebook.

It allows them to appear to crack down on businesses so that people who enjoy Facebook will be able to enjoy it for seeing their friends and family more.

And it allows them to increase their advertising revenue by forcing businesses to pay up instead of trying to get free advertising.

Happy New Year! List of Past Posts on SEO Toronto

Toronto SEO Archive


Some Guest Bloggers are Morons and they Annoy Me
Idiot Guest Post Blogger knows nothing about Fishi...
Reviewing a Google Adwords Campaign that has come ...
Designer Hourly Rates Versus Package Rates
Cheapskate Advertisers offering Discount Subscript...
Common Social Media Marketing Mistakes
Why the Kingsway Theatre Manager is a Social Marke...
The Online Gambling Industry and Advertising
Guest Posts Do Not Equal Free Links, + How much to...
Never Annoy a SEO Expert
Running a Business, Not a Charity
Guest Posts, Free Links and Why it is Bad for your...

Festive and Holiday SEO vs PPC SEM
Search Engine Algorithms
Offline / Online Synergy Marketing
Marketing for Clients
The Difference between Amateurs and Professionals

10 More Things People say to Graphic Designers
10 Things People Say to Graphic Designers
Trolling Business Competitors / Brand Jamming
Nothing is Free in the World of Advertising
Copyright Infringement and Website Design

People who want free SEO and don't want to pay for...
Clueless SEO Clients from H E Double Hockey Sticks...
Who cares if you have a high Clickthru Rate if nob...
The Problem with Revenue Per Sale (RPS) Affiliate ...
Social Media Experts = Funny
Amusing SEM Images
PPC Competitors, Costs and Conversion Tracking

Protecting your Online Reputation
Why it is useless to link to Facebook or Twitter o...
Local SEO + Peak Internet Hours
Reputation Clean Up via SEO
How to Build a Successful Blog or Website sued for $40M because they stole ...
A Guide to Link Buying in Toronto
The Three Rules of Marketing

How to Avoid Link Spam and Getting Banned
Why Spamming Comments on Other Blogs doesn't Work
Affiliate Programs = Waste of Time
Online Marketing Methods
Researching Keywords for SEO
Organizing your Website to be Search Engine Friend...
Branded Content is King
The Benefits of Search Engine Marketing
Common Search Engine Marketing Terms
Confessions of a Designer
What is VVM? Viral Video Marketing
The Changing Responsibilities of SEO
5 Hot SEO Tips
How to Promote your Business via SEO
Maximizing the Toronto Poet, how to get the most o...

How to give Feedback to a Website Designer
Top 10 Tips for Ranking your local business in Tor...
How to create a Google Analytics Account
How to setup a Facebook Business Page
SEO Test Results from RankBuilder = SCAM!
Writing Good Copy, Why Good Content Drives SEO
The Importance of Google Plus on your Website
New Canadian rules for Domain Name Disputes
5 SEO Mistakes That Make You Look Like an Amateur
5 Reasons why you should Twitter for your Business
Link Building & SEO Tips
Hiring a SEO Consultant
Facts and Functions of SEO
Quality Link Building Tips For SEO
How to boost visitors to your site
The Need To Use Search Engine Marketing
E-commerce and the SEO Checklist
Changing SEO Responsibilities
Big Business Blogging, The Toronto Way
Toronto Search Engine Optimization
What about Link Building Services
Content and Search Engine Optimization
Onsite Search Engine Optimization
Search Engine Optimization Basics
Link Building
Toronto Website Design + SEO
Patrick the DIY SEO Vs Vanessa the SEO Expert
Google Ranking Factors
How to Optimize your Blog Post
5 Business Tips for the Tech Savvy
6 Tips for getting Startup Funds
Five Workplace Email Tips
The Future of Facebook & Online Marketing
Online Vs Offline Synergy Tips
The Importance of Trust in a Business Relationship...
Business Vs Conscience
What is Search Engine Optimization?
10 Business Tips Everyone Should Know
Looking for Free SEO advice?

Marketing Tactics for the Holiday Season
What happens when you Google google?
When it comes to SEO... Think Local!
Definition of SEM
Definition of SEO
SEO / Search Engine Optimization in Toronto

Some Guest Bloggers are Morons and they Annoy Me

I have written about this before.

In fact it is basically a pet peeve for me when someone contacts me asking to do a guest post on one of my 200+ websites, but they want to do it for free and they don't want to pay anything for posting advertising on my website.

They also don't want to pay anything for my time and effort in posting it for them, which includes formatting it, adding images, editing content for quality (spelling, grammar, making sure it is family friendly, etc).

So like this morning I got an email from a "Stella Evans" - probably not even her real name, insisting that I should give her a free guest post because:

I am already investing lots of money in Content Research and Promoting in Social Media Platform.

It's going to bring traffic to your website too.

Let me know if you are still interested.


To which I responded:
Hey Stella!

My website is already SUPER popular. Anything you can offer me social media wise is a drop in the bucket compared to what I already have.

Google tracks incoming and outgoing links - and reciprocal links (which is frowned upon). Incoming links boosts the Google ranking a tiny bit, outgoing links lowers it. However reciprocal links damages it more so.

Unless you are paying for the link, it is not worth my time or the damage to my Google ranking. The number of links you can promise is not worth the damage of the outgoing link unless you are willing to pay for it.

Worse, social media links are rel=nofollow. That means they are useless for boosting Google rankings. Twitter, Facebook, etc all useless. Might get a tiny trickle of people the day of any postings, but it immediately dwindles because so few people click on those things. It would be meaningless compared to the 1000 to 2000 visitors my website gets every day.

And then I ranted for a bit...

Before saying the following:
If you are going to do link building - especially when trying to link build on popular websites - the smart money says you need to pay for it.

Do you honestly think you are the first person to contact me asking for a free link? I get these requests every day. Multiple requests per day. Right now I have 5 other people in my email queue asking for links, but the big difference is that 3 of them are offering money.

Why should I spend time talking to you when other people are paying me for my time?

And now I am posting it here.

Because this is what happens when I get annoyed about something SEO related. I rant, I post it on here, and all my effort ranting has at least been useful and educational.

Worse, less than three hours later there was another two people asking for a guest post on my website. Not sure yet if they are willing to pay. One of the first questions I always ask these people is:

"How much are you offering per guest post?"

Because if they are not paying then they are just wasting my time.

Like this girl who emailed me at 12:53 PM today:
I’m Lori, a new reader of your site, awesome articles and blog section by the way.
On my blog [company name removed].org I write about showers and bathroom related topics.

I’m writing to you because I’d love to contribute a guest post on [name of website removed]

I've been brainstorming some ideas and guest post titled something like these would be a good fit for your site:

- Why is it recommended to use massage shower after workout?
- Reasons Why You Need to Take Cold Showers More Often
- Immune System Benefits of an Infrared Sauna

Do you agree? How about I write one of these for you?

Here are some of our previous guest posts:

[list of three website links removed]

Best regards,

Lori L
 Or this girl who emailed me at 1:15 PM today:
Hey there,

My name is Rachel and I am the outreach manager at [name of company removed].

I wanted to see if you would be interested in adding a paid sponsored post to your blog that we would provide.

If this is something you might be interested in let me know and I'd be happy to give you more details.

Thank you,
Rachel W
So which of these two emails do you think I will pay more attention to? It is obviously Rachel. Right in the first email she said the magic words:

"paid sponsored post"

Right away, Rachel has the respect. And today I am feeling generous. I am going to let her know that $30 is the minimum fee. She might have been willing to go higher, but frankly I like her style. Rachel is awesome.

And working with her will make me a happy blogger and SEO expert.

Update at 1:39 PM

Stella Evans just sent me the following:

$5 I can provide a publishing fee.

Which is only one sixth of what my MINIMUM fee is.

Remember how I always ask "How much are you offering per guest post?" ...?

Well I ask that because sometimes people offer $40 to $100 per post. Really depends on what they are advertising I find. So I find it is handy to wave some bait there and see how much they offer.


$5 is less than half the minimum hourly wage in Ontario. Less than half! Meanwhile my hourly wage for SEO work is $40 per hour. I am not cheap, but I am well worth it.

Basically I am literally swimming in offers from guest bloggers and the fact that some of them like Stella Evans just don't seem to "get it" annoys me. Why should I waste any time on cheapskate morons not willing to pay money for a service when other people are contacting me every day asking for the same thing, but are willing to pay for it???

Communication and Listening Skills in the Workplace

By Kristy Davis

I recently went to a business meeting in Woodbridge. However the client told me the meeting was in Vaughan, which is confusing because the two places may be pretty close to one another but that is like saying PEI is pretty close to New Brunswick.

To clarify, the Confederation Bridge spanning from PEI to New Brunswick is 12.9 km long. The distance from Woodbridge town center to Vaughan town center is 17.4 km. It may only take 24 minutes to drive from Vaughan to Woodbridge in a car, but that doesn't mean they are as close as some people might think.

Fortunately I looked up the address prior to leaving and used the GPS navigation on my phone, otherwise I might have ended up in the wrong city trying to find an address that did not exist in Woodbridge.

Thus you start to realize how important communication skills are during business dealings. Or listening skills for that matter. What if I had heard them wrong and they had actually meant to meet in Bridgetown (the capitol of the Barbados, not even near Toronto) or Severn Bridge (north of Barrie).

It reminds me of that one scene from 'Indiana Jones and the Last Crusade' when Indy yells at Elsa "Are you crazy? Don't go in between them!" and she yells back "Go between them? Are you crazy?!"

So yes, I went to my meeting in Vaughan and during the meeting I determined the business client was getting pretty old and I believe they need a hearing aid. I then recommended them an audiologist who is in Woodbridge/Vaughan (I know, I know - they are two separate places!) that I found using a Google search and checking Yelp reviews. I don't think he took me seriously enough however - don't tell anyone but I also think the client was going senile. Hard to tell if he was going deaf or senile or both.

Senility and deafness just seem to go hand in hand when it comes to senior citizens. I think my father is going this way. If he doesn't hear something, he doesn't know about it. And even if he does hear it, he often forgets about it or is confused by what I am talking about. Sometimes I worry he is just pretending to be able to hear people talking so that we don't know how bad his hearing problems are, and then we interpret his lack of comprehension due to senility when it reality it is that he is only catches bits and pieces of the conversation and isn't hearing the whole conversation in a manner that he can understand it. Or maybe he is going both deaf and senile. It is very difficult to say.

I have a friend who tutors sports and one of the things he recently encountered was a teenage student who did not listen. The student didn't have a hearing disability, he just refused to listen to the instructions being given to him. My friend however was having difficulty teaching the student because they could not tell whether the student was being deliberately stubborn and refusing to listen (as some teenagers like to do) or if the student had a learning disability that caused them to ignore instructions when given a list of things to do.

My conclusions are that regardless of the task you need people to be able to understand what you are talking about, and this hinges on you both communicating in an adequate manner and the person receiving the information has to be able to hear and understand it. First being able to hear something and then being able to comprehend it.

SEO is like Counting Cards in Poker

What SEO Experts actually do.

The last one "What I really do" is pretty accurate.

If you are one for metaphors, the one I like to use is comparing SEO to counting cards in Poker. During a poker game it is basically considered cheating to be counting cards.

However I should also note that all the professional poker players are counting cards. All of them. So it isn't really cheating, it is something lots of people do in order to calculate their odds of winning.

It is what makes them the pros compared to the common rabble who cannot do the math in their head.

So that last image with the charts and the keywords, that is pretty accurate. Half of my job is basically figuring out what keywords are the mathematically best ones to use, how I should be using them, how the competitors are using them (including what they are doing right/wrong), and then using my knowledge of the numbers to help the client achieve better results in Google search rankings by emphasizing the keywords that will benefit the client the most.

Another good metaphor is the game CLUE.

Now if you've ever played Clue, there are a number of ways to deduce the answers in the game.

#1. By asking for the weapon, the room, the suspect and seeing which cards other people show you.

That is the normal way to play, as explained in the rulebook.

However if you are a smart cookie, you should be keeping track of several other things.

#2. Every time someone says pass, you should be noting that the person does NOT having any of those 3 cards. You can do this even when it is not your turn.

#3. When someone shows a card to someone else, you make a note of it that the person showing had 1 of the 3 cards which was called.

#4. If the person showing previously passed on specific cards and just showed a card when 1 or 2 of those cards was just called, you should be able to narrow down which card they just showed to 1 or 2 cards.

#5. Keep an eye out for cards that people always pass on. That is a strong indicator it might be the murder weapon, the room or the murderer.

#6. Some players (like my sister) will sometimes call their own cards near the start of the game just to confuse other players. Don't be fooled by this.

And so forth. I have more ways to deduce who has what.

Basically multiple levels of deduction is another way of looking at SEO in order to achieve better results.

It also helps if you are like me and have over 200 websites at your disposal with which to produce results.

Idiot Guest Post Blogger knows nothing about Fishing or Hunting annoys SEO Expert

By C. M. - September 19th 2017.

Okay, so on a daily basis I get requests from self-styled "freelance writers" who want to do a guest post on one of my 100+ blogs. (Yes, I have a lot of blogs - some of them are very popular too.)

Most of the time I delete such emails because they are a waste of time (they just want free advertising and are too cheap to pay for it). Sometimes when there is a chance they will actually buy advertising (actually pay for it), then I shall respond.

Sometimes, on rare occasions, I might even respond because they are proposing a topic I find to be interesting. My curiousity gets the better of me because I am truly interested to see what they have to say about a particular topic.

Six days ago a "freelance writer" contacted me asking to do a guest post on one of my blogs that is about a variety of "outdoorsy topics", including fishing, hunting, gardening, foraging, camping, DIY projects, off grid living, alternative energy, etc. The name of the website is Project Gridless.

So this writer contacts me and says he can write about the following topics:

1. Hunting and Fishing
2. Spotting Scopes
3. Shooting and Outdoor niche
I didn't really want to read the dribble he would be possibly be spewing about hunting, shooting or scopes - so I gave him some limited options of writing about fishing or a different outdoors topic.

So he chose the fishing option.

Today he got back to me with a horribly written article (containing a link to a website that sells rifle scopes, so it was obviously just advertising).

Now as someone who has shot rifles, including rifles with scopes, I was really disgusted by the vomit level quality of his writing. So annoyed I wrote the following response:

Hey Eric!
The post you sent is useless. The article basically only pretends to be a fishing article, but is just an article about rifle scopes.

Whoever wrote that article should be fired. It is not even well written and whomever wrote it evidently knows diddly squat about both fishing and rifle scopes. Whomever wrote it clearly had never adjusted the sight on a rifle scope before, and it showed in the writing that they knew nothing about the topic and were just spewing garbage. If you wrote that yourself, you should be ashamed to call yourself a freelance writer. It is pure vomit.

If you recall on Sept. 19th I recommended writing a fishing post on the following topics:

"fly fishing, fishing for trout, bass, or any kind of freshwater fish found in the Great Lakes"
I counted and while you did use the words fish or fishing 13 times, the article is much more about hunting with a rifle scope and contains the words hunt or hunting 14 times.
You mentioned fly fishing 0 times.
Trout 0 times.
Bass 0 times.
Great Lakes 0 times.
When you first wrote me back on September 19th you expressed an interest in writing about the following three topics:

1. Hunting and Fishing
2. Spotting Scopes
3. Shooting and Outdoor niche

Those topics suggested that you perhaps had some knowledge in those areas. Surveying the topics I determined we were only interested in topics about fishing or "general outdoors". That basically means hunting, scopes, and "shooting" is off limits for a topic.

However judging by the vomit you sent me, whoever wrote it knows sweet-****-all about both rifle scopes and fishing, and has no business writing about topics they are ignorant of.

If you want me to post an article about fishing, write an article about actual fishing - and it had better be a knowledgeable and well written article. No more vomit.

And after sending that email I was still so annoyed I felt this deserved an angry blog post.

My official opinion of "freelance writers" is that the vast majority of them are ignorant morons.

And "guest posts", as you may have already have guessed, are a complete waste of time unless the writer is willing to pay $$$ for the advertising privilege.

Sometimes in the past I have also written up an email response to these daily requests to do guest posts. Something like the following:

Dear Advertiser

Thank you for contacting me. I get at least a hundred of these "guest post" request emails per month. They are actually really annoying. So here is the thing: I have bills to pay and little free time to deal with annoying cheapskates. Unless you are willing to pay $$$ for the privilege of advertising on one or more of my websites then I ask that you don't waste my time. Any requests to get a "free guest post" will be deleted / marked as spam. I have no time for annoying people who cannot read instructions and don't understand that when running a business TIME = MONEY. Stop wasting my time unless you have money to pay for your advertising.

Call it a pet peeve if you want, but consider the following.

The average life expectancy of a Canadian is currently 82.14 years.

82.14 years x 364.25 days per year x 24 hours = 718,067.88 hours of life expectancy.

Since I am currently 38.5 years old, I have already used up 336,567 hours of my life expectancy. So I have already used up almost half of my allotment of hours, assuming that I don't die sooner somehow?

Why should I waste any hours of my remaining time answering emails from moronic cheapskates?

Have a nice day!

PS. I am contacting the company the moron Eric works for and am going to tell them to fire him. They should not be wasting their money on halfwits.

Reviewing a Google Adwords Campaign that has come to an end

Sept. 4th 2017.

Today I put an end to the longest running PPC (Pay Per Click) advertising campaign I have ever done.

It start in November 2013.

And ended September 4th 2017.

The campaign was a deliberately slow one - the focus was on quality clicks, not quantity.

The budget, $289.98 spread over almost 4 years. (Approx. 3.833 years.)

1307 clicks, averaging 22.1866 cents per click.

So it was a slow campaign, heavy on quality - with a strong focus on keeping the price of individual clicks low.

And it supported a thriving business, while simultaneously competing with a number of competitors who were trying to get a quantity of lesser quality clicks.

Annually, between the PPC and an active SEO campaign, the combined advertising brought in hundreds of clients per year.

Because it was a seasonal business the campaign was sometimes paused during winter, but as Spring approached the campaign would be resume and clients would start flooding in pre-ordering for Spring and Summer.

While the number of clicks did vary per year, on average the campaign had 341 clicks per year.

With overall number of clients per year somewhere in the 300 to 400 range.

So how much of that was clients who arrived via PPC and how many arrived via SEO?

Truth is, we don't know.

But since did both the PPC and SEO advertising for the client, they were very happy with the results either way.

Basically what we did was stack the deck.

#1. We had a quality based PPC campaign that brought in potential clients who were far more likely to actually buy the service provided.

#2. We had an aggressive SEO campaign that put the client's websites at the top of the Google search results in multiple keyword categories.

#3. "We stacked the deck and cheated" - we bought a domain name that was very useful to the client and made it the #1 most useful website in Toronto for the type of people who would be purchasing the client's services. Ergo, build an useful website and the people will come.

Bonus - now makes advertising profits off of the website we made, because we own the website, not the client, and their competitors now have to bid to advertise on our website.

The campaign has ended because the client has decided to retire / take a break from that business to focus on their family and a new baby. We wish them well!

Designer Hourly Rates Versus Package Rates

Years ago I used to be a freelance website designer and at the time I charged an hourly rate of $20. However since many clients would want a "package rate" I would need to quote a specific price for a job based on a time estimate of how much time I thought it would take to do the job, assuming they didn't ask for any changes which added up to extra time.

So for example if I thought a project might take 30, 40 or 50 hours I would quote them $600, $800 or $1000 respectively - bearing in mind that if a project goes overtime, I don't get paid anything extra. So if I quote 30 hours to complete a task and it takes 40 or 50, I don't get paid anything extra because it was my fault for not quoting a more accurate price.

So when a client then asks for a "discount rate" or $300 or $400 for a $600 job, think about how much I get paid per hour if the job goes overtime?

At $400 for 40 hours I am suddenly getting $10/hour, which is less than minimum wage in Ontario.

At $400 for 50 hours I am now getting $8/hour, which is ridiculous. I got paid that much when doing heavy labour in a welding shop 20 years ago. This shows you how much minimum wage has improved in the last 20 years.

At $300 for 40 hours I am now getting an awful $7.50/hour.

At $300 for 50 hours I would be getting a pathetic $6/hour.

So when a client asks for a discount rate, the proper response is:

"That is the discount rate."

Also I later jacked up my hourly rate to $25, then $30, and eventually to $35/hour - which is my current rate for doing website design.

Also I now explain to clients when they ask for a website design that we agree to the design of the website in advance and any "changes" they want to the website after it is completed is billed separately. I am not doing endless edits for people who cannot make up their mind about what shade of blue they want for their website.

"Oh, I don't like that new blue. Can you make it more like a sky blue, but like greyer?"

Yes. Yes, I can. But I am not changing it again unless you are paying me for my time.

Cheapskate Advertisers offering Discount Subscriptions is a valuable place to advertise.
By C.M - June 2nd 2017.

Earlier today I received an email from a person wanting to become a sponsor for a Meetup group I manage.

However she wasn't offering money (the standard fee is $30 to sponsor a meetup group - some groups charge more), instead she was offering:

  • A discount on subscriptions for a publication she was selling - to meetup members - which means zero of that money goes towards the meetup group.
  • A monthly contribution to the meetup group based on the percentage of meetup members who sign up - which for a club with 2,427 members, which means at least 24 people would have to sign up to her publication just for the club to receive a 1% contribution.

Plus there would be no way for me to determine how many people signed up and I would have to take her word that she was telling the truth that only 23 people signed up and therefore that did not warrant her paying a single cent.

So the only way money goes into the club's coffers is IF people sign up for her publication and only IF she is honest about the number of people signing up and only IF she actually pays up as agreed upon.

As opposed to paying the $30 standard fee for 1 year of sponsorship.

So here was my response:

Hello Natalie!

The $30 is a standard advertising/administration fee - money paying for the meetup groups annual fee + paying for my time used to implement the sponsorship advertising by adding:

  • Link and image to the sponsors section.
  • Sending members a notice of a new sponsor.
  • Changing the layout template for events so that every new event mentions the sponsor at the bottom.

Your sponsorship will last one year for the fee discussed. After which you will be expected to renew the fee at a cost of $30.

Whether or not you get subscriptions, how you track subscriptions, how you report subscriptions, etc is all beyond my knowledge or control. I will have no idea of how many subscriptions you may or may not receive. There is no way for me to track the fidelity of such transactions and their reporting thereof. Therefore it makes logical sense that we take a hands off approach to that method and instead use a method that works: The standard fee.

Personal Note

As a parent, my time is precious to me. I do not give it away. Anyone who has children will understand this.

As such the standard fee is non-negotiable, because as a parent I don't waste my time with people unwilling to pay for service. If the service is worth money then it deserves to be paid, and any form of for-profit-advertising thus falls into category.

Have a nice day!

 It irks and annoys me that I have to even explain this.

Advertising = Money.

People should not be giving away advertising to another person unless that person falls into one of the following categories:

  1. You really love their product/service and you are being a Maven*. (A Maven is a person who freely promotes a product/service they already know and like. eg. I love Chocolate Milk and I enjoy promoting chocolate milk as a milk product.)
  2. The product or service or organization you are promoting is for a non-profit charity or proverbial good cause. eg. The TakeYourShot program for Princess Margaret Cancer Research.
  3. You are promoting the business / organization of a friend or family member. eg. Check out my friend's new compostable clothing / fashion line by visiting her Facebook page Havah Designs.
  4. Political Cause or Politician. I honestly cannot think of any politician I would endorse, so I will skip giving an example for this one.
Anything else, they should be paying you. Especially if you are going to be doing any of the following:

  • Using your time -which is valuable!
  • Using your money for their benefit. Because money = time = valuable.
  • Using any resources which cost money. Because resources = money = time = valuable.

I was listening to CBC Radio two days ago while the wife and I were out driving / shopping (we got a new air conditioner) and on the radio they were talking about how Ontario recently raised the minimum wage to $15 per hour - which will gradually phased in. It was a call in show, so people in Ontario were phoning in and talking about how the minimum wage increase would effect them.

At present the minimum wage is $11.40. The new minimum wage will become $14 per hour on January 1, 2018, and $15 per hour on January 1, 2019, followed by annual increases matching the rate of inflation.

One woman who works minimum wage part time 20 hours per week will be going from $228 per week to $280 per week, and eventually $300 per week. However for her the biggest change for her will be how she monetizes her time.

For example if she goes to Tim Hortons and buys $5 worth of coffee and food, at present that is almost an hour worth of work for her. If we do the math it is 26 minutes of her time spent away on coffee and food that she could make herself at home.

However with a $15 per hour minimum wage, suddenly that $5 is 20 minutes of her time instead. Suddenly having the option to buy coffee/food and let someone else do the work seems more reasonable.

Speaking for myself, I value my time to a higher standard. $30 per hour is the MINIMUM that I will work for. On a regular basis I am working for $40 per hour, $60 per hour or even $100 per hour - because I have a job which allows me to do so.

Because I am providing a valuable service and people are willing to pay $40 to $100 per hour for the services I provide.

Having that higher wage also affords me more free time - which is still valuable to me - which I can spend as I see fit with family, with friends, exercising, making artwork, writing, or even blogging about why time is valuable.

Which brings me back to the point I made to Natalie up above. I am a parent. I would rather spend an hour with my son than spend an hour doing work for free for some person who just wants free advertising and is apparently too cheap to pay for it.

And if you just spent an half hour reading this blog post and you have kids, you should by now realize the same thing. Your time is precious. Spend it wisely on the people and activities you love. Anybody else should have to pay for your time.

Common Social Media Marketing Mistakes

An unfortunate consequence of people trying to do Social Media Marketing and being clueless of what they should be doing and not doing means they end up wasting a lot of time on mistakes.

1. Don’t Jump Into Social Media Marketing Without A Plan!

Most companies might have experienced this and you could be one of them. The story goes like this: you decide to join the social network, make your profiles, load it with info, put great stuff out there to attract attention and then disappear. Within weeks of your ‘super’ launch your page is converted into a barren land with followers wondering what they are doing there and some people seeking answers and getting no replies. Your company's social media presence soon becomes a big flop.

So the first step is to actually have a social media marketing plan.

The plan should be such that it should build on your presence and not let it dwindle. Any plan would need:
  • Time investment
  • Strategy and goals
  • Team for interaction

2. Spamming

Another mistake people make is to throw links on the internet on all the social networks. Why post irrelevant links? Spam never works.

What you need to do instead is build relevant content and have meaningful links. Don't post fake stuff either. Everything you post should actually be USEFUL. Posting free tips for example is a great way to make useful content.

eg. 10 Tips on What NOT to do when doing Social Media Marketing.

3. Multiple Profiles On Social Sites

This is another trend where a company has more than one profiles on sites like Facebook and Twitter – all of which link to the main website. For one thing, it is just plain wasteful to spread out your resources and efforts like that! Put your efforts in one direction and get people, real people, to your company.

Another common problem connected to having multiple profiles is people who connect with other people who are just looking for numbers - they have zero intention in becoming a customer and are essentially fake followers, and instead their primary goal is to get you to follow their company too, just for the sake of ego building numbers. However, there’s no point building loads of fake followers who really aren’t interested in your work and are simply connecting to build ‘following’. Having more numbers doesn't actually attract customers through popularity. That is a false perception.

Thus having multiple profiles in the effort to get more followers also doesn't work. It is just a waste of time.

4. Very Little Interaction

In many cases, profiles have updates but no participation in conversation. Lack of conversation with your clients and followers decreases value of your social presence and you don’t build on valuable relationships.

What you should be doing:

Post comments, questions, ask for feedback, have polls (formal or informal), answer questions from potential clients, turn your online presence into a way to find out more about your customers and what they want.

5. No Real Followers

This is a big mistake – keeping an active page with lot of info but no real followers. This means you don’t really have virtual support and weakens the basis of your social existence. To avoid this, it’s important to build a slow and steady network of real people.

Some companies arguably don't even need Social Media and thus don't need a Twitter or Facebook account. They only want them for the sake of ego, but once they have them they neglect to use them - or if they do use them, they are trying to sell something that most people only need 1 time and there is no point in following a company that sells 1 time use widgets.

6. Bookmarking Randomly

Social bookmarking is important and useful. But if you are bookmarking all sites with back-links to your website, with no real relevance (or useful content), then it’s not going to work well for your business. You will just be wasting your time.

Lets say for example you use the website StumbleUpon to bookmark things you like, but you are bookmarking parts of your website which are essentially useless and boring. There is no point bookmarking those pages because other people are never going to bookmark those pages either.

Instead what you should be doing is only bookmarking the pages that are interesting, fascinating and have the potential to go viral. Topics that are useful, fantastic and so forth.

In theory you could also bookmark big sales, as people could end up sharing / bookmarking those pages so share the sale with their friends.

7. Automated Posting of Links

Another mistake is automated posting of back-links to your website. Of course, automation eases the load on your manual efforts, but a structure is needed and randomness doesn’t pay. You only look like just – another – spamming site!

Spamming doesn't work and can even get your site banned / red-flagged by Google. It doesn't matter whether a human posts the spam or it is a computer doing it, it still doesn't work / looks suspicious enough for Google to give you a red flag.

8. Less Visibility due to Low Activity

This is an interlinked factor where you seem media shy! There are various profiles that are extremely careful in a bid to be less aggressive and hence, end up going unnoticed. It’s important to be active and visible.

What you should instead be doing is posting regularly. Daily or Weekly works best.

9. Not Spending Wisely

Social media marketing is an affordable platform which is its greatest charm. Yet, not spending wisely in the bargain is what should not happen. You may spend too much on social media ads but nothing on hiring an SEO/SMO company to do your SMO work. Isn't that a bad choice? Why not make a balance and use your money wisely.

It makes way more sense to hire someone who actually knows what they are doing to garner the best results.

10. Your Target Customers

The most important is to know your target audience. Aiming in the dark may seem like you are working very hard, but in the end, results will suffer!

Thus knowing your target, knowing how to best "hit your target", and learning from your failed attempts to gain customers from your target audience.


Never use social media in a disgraceful / greedy way with respect to comment on social issues / tragedy.

eg. Using a recent school shooting or deaths to try and sell your line of widgets.

Why the Kingsway Theatre Manager is a Social Marketing Moron

Awhile ago, a local Toronto actress (a minor celebrity) went to the Kingsway Theatre (located at 3030 Bloor Street West, Toronto) to see a film - and was singled out because she was dark skinned and she was asked to leave her backpack with staff.

However the backpack contained her phone and other valuables. It was ostensibly her purse.

Now imagine if you were a black man and you went to a movie theatre - and you were told you were not allowed to take your wallet in to the movie theatre. Meanwhile white men are walking by, getting let in with their wallets just fine.

That is basically how ridiculous their demands were. Nobody in their right mind is going to hand over their wallet, car keys, cellphone, purse or other valuables - whether they are stored in a backpack or not.

Plus why target only black people carrying backpacks?

So then the manager gets there. (He is also the owner.)

Now a smart manager would realize that not letting people into the movie theatre because they have a backpack is a ridiculous and stupid policy, because many young people these days use backpacks like they would purses and satchels. They are basically fashion accessories that are handy for carrying your valuables in.

The problem is that movie theatres want people to buy popcorn and soda pop - they make most of their money off selling food, not the movie tickets themselves. They don't want people sneaking in extra food or drinks.

The manager's logic behind the policy - and the targeting of only black people - suggests that he believes that only black people sneak in food and drinks. So he only enforces it for people he suspects are not following the rules - primarily by judging them by their skin colour as to who he thinks might be sneaking food in.

So to them having a no backpacks policy makes a bit of sense - but they don't have the legal right to search people's backpacks - because they are not police and they also do not have a warrant. They also legally should not be telling people to abandon their belongings with staff, who frankly are paid minimum wage and just as likely to steal your phone, wallet, etc. And if not staff, what is to stop other patrons of the movie theatre to just steal other people's backpacks?

So yes, the manager. Rui Pereira.

He gets there and he is the dumb fellow who created the whole no backpacks policy in the first place. So he doubles down on the policy and calls the police, claiming that a black woman is threatening him (which she was not).

The police get there, they basically apologize for the woman and explain that they get called there regularly because the manager is a moron who calls the police constantly whenever there is anything that his little brain cannot comprehend that requires more social skills.

So the young woman leaves and she posts about her experience on social media.

And it goes VIRAL.

Seriously, Rui Pereira should be paying her for all the free advertising the Kingsway Theatre got after the whole thing went crazy viral on Twitter, Facebook, etc. Lots of white supremacists started going to the movie theatre thanks to this incident - that is not a good thing!

It also caused a slew of interesting reviews on Google Maps.

Lots of people posted 1 star reviews, basically condemning the Kingsway Theatre and its moronic manager Rui Pereira.

So what does Rui Pereira do?

Instead of deleting the Google Maps listing (which is what he should have done), he doubled down again and posted responses to all the people leaving negative reviews. Some of his responses were longer.


"Response from the owner3 months ago
The truth is astounding! You and your back pack will be much happier some where else. Do not come back.

The Kingsway is a licensed BAR with a movie theatre in it. Signs are clearly displayed that indicate NO OUTSIDE FOOD or DRINKS. Signs also clearly state NO BACKPACKS or LARGE BAGS in the auditoriums. If you are not willing to follow the rules a ticket will not be sold to you. There are no arguments and no abuse of the staff.

ps you and google go f**K yourself."

And he didn't do this just once or twice. Oh no.

Of 82 reviews (as of April 19th 2017), he has posted 27 responses in which he more or less swears at people (and at Google).

Which brought on responses like the following:

a month ago-
Just by reading the owners responses to people, I will NEVER patronize this place. I feel sorry for people that work for him."

On the list of things not to do, arguing with the general public on the very public Google Maps' business reviews - let alone cussing at them - is definitely a big no no.

Rui Pereira, Racist Theatre Manager
I would not be surprised if a year from now Rui Pereira ends up burning the Kingsway Theatre down so he can collect the insurance money. Or sells the property to someone else.

Plus there is the subtle racism. He only invokes the no backpack policy for black people or other people he doesn't like. White people apparently walk in with backpacks, purses, satchels, etc and get in to the movie theatre just fine.

So clearly the policy is only there so that Rui Pereira can openly discriminate against black people.

Judging by the reviews Rui Pereira also hates people in wheelchairs. The old theatre isn't particularly wheelchair friendly and according to at least 1 review he and his staff are deliberately rude to people in wheelchairs.

And when people social media learn that, they share it. Hence why this story went viral.


In theory, if a less reputable (and highly unethical) company wanted to promote themselves and get lots of free press in the media and social media they could do the following:

#1. Hire a really racist prick to be the manager.

#2. Allow the racist manager to make various policies that allows him to discriminate / segregate people at his/her leisure.

#3. Set up a situation in which a minor celebrity goes to the business and is treated rudely by the racist prick manager.

#4. The celebrity then tweets on Twitter or posts on Facebook, and it goes crazy viral.

#5. The owner of the company investigates and fires the manager - for damaging the companies reputation. The owner then issues a public apology for ever hiring that manager in the first place, but by that point the company's infamy has already gone viral, and there is a 2nd viral wave when people learn the manager has been fired.

So yes. That would be highly unethical for a company to do, but the resulting infamy equals free marketing. Only the most unscrupulous and desperate of companies would pull that kind of nonsense.

Lets take for example United Airlines.

This is rather recent news, but the effect is similar.

What happened was (in case you haven't heard about this case) United Airlines sold out all the seats on a place and decided that they needed more seats so they could transfer more staff to a different location.

So they asked for volunteers to give up their seats and take a different flight later.

Nobody volunteered.

So instead they picked a random Asian man (a doctor who needed to be at a certain city by Monday so he could perform surgery) and decided to forcibly remove him from his seat. They physically assaulted him and dragged him from his seat because he refused to move, explaining that he had patients to get to.

So they dislocated his jaw, broke two of his teeth, gave him a concussion, and numerous other injuries.

He is now suing United Airlines for having employees assault him and for their idiotic policy of forcing people off a plane for no good reason.

He will no doubt win the lawsuit. I estimate he will get at least $4 million USD.

If United Airlines' lawyers are smart they will try to settle out of court, because if the judge decides the amount then the judge can also add Punitive Damages as an extra punishment to the airline.

To make matters worse, the CEO of United Airlines, Oscar Munoz, claimed that the Asian passenger was belligerent and violent - which was not true, as the whole incident was caught on video. That compounded problems and Oscar Munoz later had to backtrack on that, during which he admitted culpability (in legal terms this is like admitting that the company did something illegal and is guilty).

So that makes the lawsuit so much easier now. The video. The witnesses. Company staff who say they were just following orders. The CEO who tried to blame the victim and was proven he was a big fat liar.

All of this blew up in the media and on social media.

Let alone the stock price, which dropped over $10 in value, and even after posting strong earnings for the past quarter is still down $6 compared to where it was before the huge scandal.


#1. Don't insult your customers (past or present or future) on social media websites.

#2. Don't do it in emails either, as they can later get leaked to the press / social media.

#3. If your company has a policy that is bad for the company's public image, scrap the policy because it is bad for business overall.

#4. Fire all your staff who do racist/sexist stuff. Rui Pereira cannot be fired because he is the owner, but the idiot who picked the Asian doctor as a good person to be removed from the plane should definitely be fired.

#5. Do not have any policy that calls for assaulting customers and making the company open to lawsuits.

#6. When people post tonnes of negative reviews on Google Maps because you did something wrong, don't argue with them. Just delete the listing.

#7. The same goes with a Twitter account, Facebook page, etc that becomes bogged down by bad press. In those cases the person managing the account can also just deactivate it (and it can later be re-activated).

#8. Make a Plan, hire a social media consultant for all your online reputation management. Or in the case of a big scandal, hire a Public Relations consultant.

#9. Do not interact with the general public during a reputation scandal unless you absolutely have to. No Tweets is good Tweets.

#10. Learn from other people's social media marketing mistakes. A scandal can be turned into an opportunity if the company chooses to Do the Right Thing. If they do not, it only makes the scandal worse and they end up paying more for it in the long run.

The Online Gambling Industry and Advertising

The Business of Online Gambling is big business, and is invariably fraught with problems (often legal issues, but also connections to the mafia).

Disclaimer - We do not endorse gambling or advertising for the gambling industry.

Advertising for the gambling industry therefore is also big business, which means there are lots of money to be made by people who are unscrupulous and don't mind people developing gambling addictions and all the problems associated with gambling (higher crime rates, spousal abuse, child abuse, over drinking, etc).

The goal essentially with the online advertising end of the business is to legitimize their websites by getting reputable websites to link to them.

One way they do this is by contacting sports oriented websites and offer them a lot of money for advertising on their website. Typically $100 USD for 1 page of content is the going rate, but it can often be a lot more.

They then write and submit to the website's owner the content to place on the website. All the owner has to do is place the content, possibly create internal links, and receive payment via PayPal. For people who have never done advertising before, they will quickly realize it is the quickest $100 they have ever made - ignoring all the time and effort that went into making their website, which they have just tarnished their reputation by advertising gambling.

While it can help a person earn money, their website's reputation may forever be damaged.

In the example below is content produced for a sports website we own, but the content was never used. It was originally for a specific sport, but we have altered some of the words and changed it to Lacrosse instead (because so few people ever play Lacrosse).

Since we never posted the content, we see nothing wrong with changing a few of the words and reposting it here as an example of the kind of Black Hat SEO that should be frowned upon.

The red highlighted sections would be links if this article was used. The links go to various government websites, news articles, and of course the gambling website they are looking to promote. By including government / news / popular sports links in to the mixture of links, it creates the illusion that the links on the page are all to reputable sources. It is a Black Hat SEO technique used to escape the notice of Google. Google recognizes that there are links to reputable sports websites, government websites, and news articles about sports and/or gambling, and this tricks Google into thinking the new page of content is supporting something reputable, when in reality if someone actually reads the content they realize they are trying to trick people into losing their money on gambling websites.

Sometimes they will even add internal links within the article to further embed the idea that is article is part of the website's regular content.

Example One
Sports betting is of course a huge business in all countries of the world, and if you are a Canadian citizens and you have an interest in betting on one or more different types of sporting events, then you may be interested in learning more about the online sports betting environment. Before you start, check out this review for Canadians to see a wide variety of sporting games.

Anyway, it is not illegal for you to place sports bets and wagers online in Canada, however the laws surrounding sports betting sites clearly state that any gambling site based and location in Canada must hold a Government issued gambling license.

As there is a very good chance that any sports betting casino you come across online is going to not be based in Canada, you need to ensure any site you do sign up for and join does at least hold a valid gambling license in a recognized jurisdiction, for by doing so you will be afforded the full protection offered to customer of such sites by the licensing commission or licensing authority.

Many online betting casinos and sites have an automated system in place in regards to settling all winning bets placed at their respective sites, and as much you should never be waiting more than a minute or two to have your winning bets and wagers settled once the actual sporting event you have bet on has ended. Occasionally any very large bets that are struck and turn out to be winning ones may have to be settled manually, however this will not usually see you having to wait for a long period of time for your winning to reflect in your account.

If you have any problems or complaints with any sports betting site then you should first try and get the site itself to resolve those problems, however if that is not possible for whatever reason then you should escalate your complaint to the license issuer for that site. This is why betting online at betting sites and casinos that hold a recognized gambling license issued by one of the more respected gambling commissions will bear fruit, as those licensing commissions offer bettor a complaint service and they will step in and help when help is needed.

You may be used to picking out your sports bets and wagers in advance and will once you have selected them place those bets and wagers before a sporting event starts. However, many online sports betting sites will now allow you to access and utilize something known as a live in play betting market and this is a betting market that opens up and become accessible only once a sports event has started. In Play betting markets are proving very popular as they allow sports bettors to hedge bets placed before the sporting event started and bets can be placed on these IN Play betting markets right up until the dying minutes of that event. Soccer, hockey and basketball are among the most popular sports to bet on in Canada, but if you are a fan of lacrosse even a little bit, you’ll enjoy this article about rules and laws or lacrosse. Maybe it’ll get you big money, you never know.

Do not be under the impression that you are not going to be able to place every single type of bet that you can place in a land based betting venue if you choose to utilize an online sports betting site. There are no differences at online betting sites and casinos in regards to the type and variety of bets and wagers that you can place at such sites, and in fact you may find a few exclusive and new bets on offer at some sports betting sites.
 So above in Example One you see the examples I am talking about:
  • review for Canadians links to the gambling website. It is at the top so it has more prominence/value.
  • gambling license links to a government website about gambling licenses.
  • this article links to an internal page about Lacrosse rules and regulations.
  • land based betting venue links to a newspaper article about gambling.
 Example Two
If you thought the only way to get closer to the NFL, NHL, NBA, or CFL action was to increase the size of your HDTV, think again. Gambling online in Canada offers you way more legal thrills than you probably knew existed. By sports betting online, you can feel like you're smack down in the middle of the field, court, or ice. Read this comprehensive review because if you’re a fan of quality welcome bonuses, you’ll like this one.

Not every legit online sports betting site is open to Canadians. And not all of the ones that are open make it lucrative to place real money bets in the currency you want. The best sports betting sites for Canadians offer solid bonuses and allow you to deposit in Canadian dollars.

The sports betting sites Canada players can choose to play at will offer odds on the favorite and the underdog. If you're betting on the favorite, you typically need to wager more than C$110 to win C$100. You can also bet on point spreads, where you predict how much, for example, a hockey team will win or lose by. And the best online sports betting sites also feature prop bets, where you can bet on unpredictable things like which team will win the coin toss.

NFL, CFL, NBA, and NHL are some of the sports leagues you can make bets on through online gambling sites. With 32 teams to bet on and 17 weeks of games, the NFL, or National Football League, is one of the most popular and lucrative sports to get involved with, including NFL betting. Lacrosse, on the other hand, is not so popular as these other sports, but if you are a sports fan in general check out lacrosse rules and regulations and maybe you can try betting on lacrosse as well. You never know, maybe big money is waiting for you!

Anyway, there are all kinds of popular online betting sites Canada gambling fans can get their hands on. Each top website tries to hook in players in with promises of big betting bonuses and bigger payouts with every win; some even promise payouts on losses. Before you choose one Canada online sports betting site over another make sure you understand the incentives. Low juice Internet betting sites offer lower lines than you'd find at the competition.

For example, the industry standard money line is -110, but low juice sites offer lines of -105.

What that means is instead of having to lay down C$110 to win C$100, you'd only have to lay down C$105. But their odds on the underdog are usually not as good as the competition. Other online sports betting sites in Canada include cash back sites and deposit bonus sites.

Let's face it - if online sports betting Canada residents were offered the chance to bet on just CA league sports, sites probably wouldn't be that successful. Sure, Canadian Football League is exciting, but the season is fairly short, so there's not that much opportunity to rake in some real cash long-term.

Thankfully, the biggest and best online betting sites Canada players can enjoy on the Internet have access to markets for every game in every major league international sport. That includes MLB baseball, NBA Basketball, NFL football, the English Premier League Soccer, NCAA basketball, golf, tennis, lacrosse, and, in some cases, even darts and bowling. If the sport exists, Canadians can enjoy online sports betting!
In Example Two you see more of the same types of things:
  • Read this comprehensive review links to an online casino website, again, right at the top.
  • lacrosse rules and regulations is another internal link to create the illusion the content is part of the Lacrosse website's regular content.
  • Canadian Football League links to the CFL website, a reputable sports website.
  • NBA Basketball links to the NBA website, a reputable sports website.

The problem however is what happens when Google eventually notices that your website is linking to gambling websites.

Google routinely downgrades websites that get a bad reputation for advertising anything disreputable such as gambling, xxx, contraband, illegal activity, etc.

Just in writing this article we had to be careful what keywords we are using to make sure what we write is family friendly, and while we do talk about gambling, we make it clear we do not endorse gambling or advertising for the gambling industry.

Once a website is downgraded it is very difficult to fix a bad reputation. It can be done, but it could potentially take years and a lot of money. Depending on the amount of money invested in the original website it might actually make more sense to just start over with a new website and a new brand name.

Because articles like the two examples shown above are designed to fly under Google's radar by masking themselves with government, newspaper and popular sports websites they can go unnoticed for a long time, but when Google does eventually notice the effect will be immediate.

Google could even potentially remove your entire website from their search database. The whole thing could just DISAPPEAR.

Your website would still exist, and appear in less popular search engines, but since Google is the search engine of choice for 90% of the world, if you are not in it you can expect your website's popularity to drop to 10% of whatever it used to be. Along with your profits.

So while quick money may seem like a good idea at the time, you will eventually regret taking it.


If you already took gambling money, and the gambling content has been up for two months or more, you should probably just take it down immediately. Hopefully Google has not noticed your website.

If the people advertising the gambling website contact you asking why you removed it, just say the following:

Sorry. We got an email from Google saying that we had to remove the article and links. They were threatening to ban our website from their search engine. We didn't have much choice.

And because it has been two months since you received the payment via PayPal, it is past the time that the advertiser can demand a refund via PayPal's dispute resolution process. You already rendered your advertising services, so you are under no obligation to give a refund.

This means that in theory, if you wanted to, you could take their money, leave their advertising up for 2 months, then take it down, and keep the money. And if they ever complain, copy/paste the reply up above regarding Google threatening to ban your website.

And there you go. That is how you stick it to the man and make money off the gambling industry. By ripping them off.

Gambling is for losers.
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