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Rebecca Lieb, digital marketing consultant, interviews Fred Feldman of MarkMonitor on the subject of the panel topic: Outsmarting the counterfeiters. Speakers discussed a few of the more nefarious ways people are brandjacking the Internet. Fred talks about how brands are targeted online, how their search engines and advertising and marketing are used against them to draw traffic to other sites that are selling counterfeit goods. Almost every segment, including luxury items, services, as well as goods are attacked and can result in huge losses in the effectiveness of advertising. Rebecca alludes to one case study discussed during the panel about a battery manufacturer that was spending 25% of its customer service fees to address inquiries about counterfeit batteries that people had bought. Fred says to combat website fraud, you must send a cease and desist letter to the owner of the fraudulent website stressing that they are violating copyright laws. When you take action against counterfeiters, they usually back-off, says Feldman. Feldman also says you can notify ISPs and search engines (like Google), who will remove search engine ads and organic results if they are sending people to sites that are misleading and selling counterfeit goods. MarkMonitor is the only company offering comprehensive, end-to-end solutions that enable an enterprise to both establish and defend their brands against multiple online risks. As the leading global provider of brand protection for the …
Byron Gordon, SEO-PR, interviews Rich Skrenta, Blekko, on the exhibitor floor at SES New York 2011. Blekko is a search engine that uses slashtags to search the web to find only the sites you want while effectively reducing the amount of spam sites. Blekko recently banned 1.1 million spam domains, using an algorithmic technique where Blekko looked for the intersection between thin content and aggressive participation and self-service ad networks. Blekko rooted out sites that were deemed spam by their users, including such sites as eHow. The web continues to change dramatically, according to Skrenta, and Blekko seeks to be editorially different than Google or Bing. Skrenta says Blekko can give a user 10 different search results when compared to the results of other search engines and all with no spam. To learn more about exhibiting at SES New York, please visit: www.sesnewyork.com
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