There are a lot of online marketing practices that really frustrate me. It comes with the territory of running an online publication/review site/blog/whatever you want to call it, but there’s no rule that says I have to accept it in silence.
Following are a couple of recent emails and exchanges that have particularly aggravated me.
The Fake Guest Post Request
About two months ago, I received a very well-written email from someone at a major US big-box home improvement retailer. Let’s call her Alice. Alice was writing on behalf of someone she said is a store associate in the Chicago area. Let’s call him Chad. Apparently Chad the store associate has been helping customers since 2000, and he also has a passion for writing.
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Basically, Alice was offering an exclusive article that Chad could write for ToolGuyd. The email is quoted below.
I typically ignore most guest post and article requests. The requests are often vague, unrelated, or obviously masking hidden agendas. But in this case, I was interested, with my first thought being about how much insight a store associate could have picked about customers’ tool needs in 13 years as a store associate.
But then I looked into it further. A search of the associate’s name brought up numerous guest posts from recent months. The themes ranged from everything from patio furniture to computer desks as home decor interests.
Looking deeper, every guest post Chad had written had very specific SEO keyword links in his bio. For example, a post about patio furniture might include the following as part of his bio: Chad provides tips and advice on above ground pools and outdoor home maintenance. The articles were very well-written and professional-sounding, but somewhat stiff and encyclopedic.
I emailed Alice back, asking how I could be sure that a guest post would be drawn from Chad’s insight and experiences as a store associate, and not research done by the company’s copywriters, marketing team, or search engine optimization experts. I also asked if communication would be through her or Chad directly.
Alice’s response skirted around the questions, but she added that she understands my concerns. She mentioned that Chad writes about a wide range of topics, and that she would be the point of communication.
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Sounds fishy, doesn’t it. A rep for a major home improvement store wants me to accept a tool-related guest post from a store associate that writes about everything and anything, from patio furniture to smoke alarms, with all communications going through her. Does Chad the store associate even exist?
The premise is that Chad has a passion for writing, but it seems to me that the goal was really to trick me into post an encyclopedic article laden with keywords and a bio with very specific product category links to the home improvement store’s website.
Here’s the original email, with all names changed.
My name is Alice and I work with Chad Short, a store associate at a National Retailer in the Chicago suburbs. Chad has been helping customers since 2000, and he also has a passion for writing. Recently, Chad has been using his writing skills to publish articles that help consumers make informed decisions on a variety of topics. We came across Tool Guyd, and we thought an exclusive article from Chad would be a unique contribution to your site.
Even handymen and adamant DIYers are sometimes left humbled by plumbing issues. But many of the most common problems — from clogged drains to leaky faucets — can be fixed without calling the plumber, if you have the right tools. In this post, Chad will outline the tools any amateur plumber should have on hand to solve their water and drainage problems without having to pay a pricey professional.
Or perhaps an article on home plumbing might interest you. Do you know where your home’s cold water shut off valve is? How about the hot water heater and your breaker box? In this post, Chad will layout a list of plumbing basics that every homeowner should be aware of, whether they plan to make repairs themselves or simply make educated decisions about hiring a professional.
Please let me know if you are interested. If you are interested in an article but not these topics, please email and we would be happy to customize an article that would better suit you.
I suppose that last part should have been a bigger red flag, that they would customize an article to better suit ToolGuyd.
To sum it up, a home improvement retailer representative with a California IP address wanted me to accept a guest post from a Chicago-based store associate, but I couldn’t talk to him directly. And even though his past content was encyclopedic in tone and focused on topics such as “home decor, home automation, and LED lighting,” I should trust that they could customize an article to suit ToolGuyd.
In the end it just seems like a deceitful way to get keywords and links onto ToolGuyd for SEO purposes.
The SEO Guest Post Request
This is what most SEO guest post requests look like these days.
In the past 5 days, someone sent me 4 emails and a Facebook private message, asking if they can contribute a guest post.
Dear Editor,
It will not only attract more visitors but also help them get the informative stuff on the subject. Please let me know if you can accept my blog post. I assure you that the content will be informative, relevant, unique, and will provide help to the blog visitors. Furthermore, being a professional writer.
I Hope for a positive and professional response from your side.
Many Many thanks,
In one of his emails, he doesn’t even mention ToolGuyd.com, only empty quotes.
Tip: Emails that say ToolGuyd, Tool Guyd, or ToolGuy’d (which is incorrect), are more likely to be read closely than form emails that refer to the site as [publisher site] or https://14cyiuhvcgv.com/p%3E
Here’s today’s email from the same guy:
Hello Admin,
Hope you are doing well,
I found through search engine. I am interested in your blog site. I want to write for your blog site. My article will be 100% unique and your topic related. It’s good for your online readers. If you are interested than reply me this mail. If you have any query than contact me.
Awaiting for your reply,
Many Many thanks,
Not that I care, but he has a common American name, his profile photo shows him to be middle-aged caucasian, and his profile says he is based in California.
All 4 emails originate from an IP address in India, and a quick google search of his email address domain shows that he works for an India-based search engine optimisation (SEO) and social media marketing company.
About 9 out of every 10 SEO optimization solicitations I receive originate from India or Pakistan-based computers. This wouldn’t be the first time a foreign firm instructed their associates to create American-sounding names and profiles.
Some of the guest post emailers are vague about the topics they want to write about, others are more specific. Here’s another recent one:
This is *******, I am sending a guest post for your blog. I want you to spread this useful article among your readers who wants to hear something different on you blog.
I would like to give you a unique article on Cordless Drill, Brands, Power Drill, Battery related theme. No duplication or copying of the article is done. I assure you that the article will be published only on your site.
The best part is I won’t be charging you a penny, but in return all I need is just one link within the Author bio of the article.
I will be very thankful to you.
Some of the Article title:
What are the real differences between cordless power drills from the major brands?
What is the best brand of cordless power tools for a homeowner?
How to make a remote control for a Dewalt?
Is it possible to drive a coffee hand grinder with a power drill?
How long does a cordless drill stay charged?
How to make a remote control for a Dewalt? Umm…
Paid Text Links
SEO and online marketing firms often pocket payments from clients and seek to spread link-filled guests posts on sites like ToolGuyd for free. Some take a different approach and outright offer payment for link placement.
I am contacting you to see if you would be interested in posting articles on your site: www.toolguyd.com I have several clients who are looking to increase their web presence through various link placement options. If interested, please let me know and we can figure out the best arrangement and monetary reimbursement for your work. When considering the offer, please make sure to view the non-disclosure agreement below and let me know that you are okay with it in your reply.
This email, from an SEO Specialist with a Rankthority .com email address, includes a 140 word disclaimer/non-disclosure that I did not agree to. It’s actually quite amusing:
Disclaimer and Non-Disclosure:
This e-mail contains privileged information or information belonging to RankThority and is intended solely for the addressee/s. Access to this email by anyone else is unauthorized. Any copying (whole or partial) or further distribution beyond the original recipient is not intended, and may be unlawful. The recipient acknowledges that RankThority is unable to exercise control or ensure or guarantee the integrity of the contents of the information contained in e-mail transmissions and further acknowledges that any views expressed in this message are those of the individual sender and are not binding on RankThority. E-mails are susceptible to alteration and their integrity cannot be guaranteed. RankThority does not accept any liability for damages caused on account of this e-mail. If you have received this email in error, please contact the sender and delete the material from your computer.
The buying of links to increase web presence is not exactly legitimate, and is frowned upon by Google. This disclaimer suggests the company knows this, and prefers to keep their black hat SEO practices private.
Product Compensation Offers
When I first started ToolGuyd, it was exciting to receive free product samples to test and review. And you know what, it is still exciting to have the opportunity to test and review the latest and greatest tools and related products.
But I never once considered product review samples to be compensation for anything, and I’m not about to start now. This is why I find product compensation offers to be particularly frustrating, and even offensive.
In one recent encounter, a digital marketing contact emailed me on behalf of an LED flashlight maker. They wanted to send me free products in exchange for review.
My response was that I would be happy to test and review the company’s products on ToolGuyd, but while I accept product samples for testing and review I do not accept products in exchange for reviews.
The representative’s response:
Thanks for the follow-up and thank you for the candid response. This outreach is for SEO purposes — I can send you a product if you, in return, provide a link back to BRAND.
That’s just as bad. There are 100 ways they could have approached me differently that would have resulted in a published product review and link to the product manufacturer’s website. But telling me that they intend for the product to be compensation in return for a review or link placement? That’s a quick way to sour my feelings about a brand.
Maybe I’m an idealist, but it helps keep ToolGuyd content as free from outside influence as possible.
Guest Post Policy
Just to clarify, as harsh as my tone might seem above, I am open to the idea of guest posts, contributions, and reviews by individuals, on a case by case basis. I read through all requests, but a great very many number of requests and inquiries are made by digital marketing and SEO firms. These types of arrangements typically happen naturally.
Humberto
Well thanks for keeping it real. Nothing is more annoying than reading reviews that are nothing more than product advertizements.
Steven B
I’ve long wanted to write guest posts for your site. No hidden agenda here. I just am too opinionated for my own good, and have a bit of ADHD and OCD and wish I could influence tool makers to write produce better products. Plus free tools for review sake would be nice. I wasn’t aware you took guest submissions.
Conductor562
My experience at home improvement stores has left me anything but optimistic that they could offer any tool related insight beyond what is already available on most of the popular blog sites. In writing my articles, I’ve always figured that if I gave a detailed break down of the tools apparent strengths, weaknesses, features, and functions, the readers are smart enough to understand whether or not the tool is for them.
matt
From my experience they cant even tell you what row a tool might be in at their own store..
Steven B
In fairness, if you live anywhere near a city, expecting the home improvement retail workers to know their way around the merchandise is about like asking the person working the register at McDonalds what part of the country the beef and potatoes are sourced from and the nutritional content of their shakes.
Big box retailers do not pay living wages anywhere I have ever lived. In an ideal world, workers should know a bit about the merchandise they’re selling. However, in an ideal world, I should be able to walk down the street at night in the worst neighborhoods without fear of being robbed or harmed.
The reality is as matt described. You’re lucky if they even know which row they sell drill bits in. I wouldn’t factor their opinion of DeWalt vs Milwaukee as being carefully researched and thorough.
fred
I reject the notion that the wage paid has a direct relationship with workers who take pride in the job that they have signed on to do. While working at a big box may not be everyone’s idea of a long-term career – it is honest work worthy of workers taking an interest in doing it well. I would also argue that it is the job of management to try to motivate their staff to continuously improve their performance – which should include trying to meet (or dare I say exceed) customer expectations. Never having worked in retail – let alone a big-box – I’m not sure what management style is like – but I have run into employees who seem to run the gamut as far as helpfulness is concerned. Knowledge of product is a different issue – and I’m afraid that most of the folks I’ve encountered in big boxes have not had any work experience that would give them a leg up in this area.
Brandon
While you may reject the notion that better pay translates to better performance, the fact of the matter is that if you pay garbage wages, you get what you pay for. Big-box retailers are generally doing what we tell them we want with our spending patterns. While people say they want knowledgeable staff, if it comes to paying more for that staff (through training, hiring more experienced workers, etc) via higher prices, they walk.
matt
Just to clarify I have never had any bad experience with the actual workers at a big box or a lack of effort on their part. They do all seem to want to to help and they do try.. Low pay or not most of them do put in the effort locally. But none of them really seem to know the subject of the area they are in.
I have never felt like they were underpaid therefore rude or grumpy.. And I can understand the situation many of them are in as to the vast amount of materials and tools they need to know about. Not to mention dealing with HandyAndy when he comes with no clue of what he wants needs or how to ask for it..
Anton
Please post the “remote control dewalt” article. It can really help me push along my agenda/theory that our shop is haunted to my coworkers.
mike foley
Dear Sir:
Please consider my incredibly neutral offer to write about incredible and useful Dewalt tools. Dewalt tools: incredible. Useful Dewalt tools. Dewalt really good. I can offer unbiased advice from my almost 200 days as a (Dewalt) tool user in the (Dewalt) field. The key to good writing on the internet these days is unabashed neutrality. Besides the overwhelming quality and durability of Dewalt tools, I can bring your readers on a wonderful journey of enlightened unfettered information. Dewalt, the best brand. Dewalt tools are great. I pride myself on an open mind, with a broad level of tool use and field experience. Dewalt tools and Dewalt batteries and Dewalt accessories outperform all other tools. Please let me know where I can submit my first article! I’m thinking of doing a thorough analysis of tools made by extraordinary tool companies…like Dewalt?
All kidding aside, your site is always a breath of fresh air in an online world that can never be far from some kind of insidious underlying agenda. Thank you!
Stuart
Thanks for the kind words! I certainly do try to be a neutral as positive.
My ToolGuyd-honed awareness actually makes it hard for me to read magazines and content on certain websites. With access to the same information and tools, I can tell which writers and editors are sucking up to brands and companies in pursuit of ad dollars, and that’s not the way it’s supposed to be.
JeffD
Stuart, I’ve always appreciated TG’s upfront attitude with being honest and ethical. Although I haven’t written a guest review in a few years, I think it’s time again for the DIY’er to be heard.
rob
Stuart,
One of the best things about your blog is it’s “real.” I don’t ever get the sense from reading that you have received some free “shwag” to talk great about a product. You always come across as honest and truthful if something is good or bad you lay it out. Many of the other blog sites have so many free items thrown their way it often seems it’s just an advertisement for the product and not a review at all.
It’s often hard to get through many of the blogs out there to see what’s real and what’s really just an advertisement for the item wrapped up in a blog. I respect that you will often “call out” someone even if it’s on a comment if you think they are from a company not happy with a review or think their item is better. Your blog and Zatznotfunny are the only 2 on a regular basis I see do that type of thing. It’s to be respected!
Stuart
Just to be clear, I generally don’t call out companies or brands for misbehavior unless I find their actions to be especially offensive.
My favorite thus far is how someone at Home Depot emailed me with: Stop peddling Amazon over all other retailers. Why do you even have a Amzn% off Search Tool? a month after emailing me with: I see that you just updated facebook with a promo. Home Depot has better promotions that aren’t mail in rebate. How do I submit those?. (Discussed here.)
I have a name and position but didn’t mention it because the two emails *could* have been from different people at Home Depot’s corporate offices.
A couple of readers leave comments from computers at brands’ corporate headquarters, but for the most part their comments are either informative or reflect personal opinions. I don’t want to scare them off.
If I catch someone at corporate offices leaving comments overwhelmingly in favor of their brand or products, or opposed to competing brands or products, under the false pretense of being a non-affiliated ToolGuyd reader, I usually give them a chance to apologize.
I’m okay with comments in favor of one’s brand, as long as an affiliated party simply mentions they’re an affiliated party. The exception is with brand-employed commenters that have shown a history of being fair and objective.
Regarding advertisement-seeming content on other sites, it’s unfortunate, but advertisers and potential advertisers tend to reward spokesmen-like behavior. Everything is wonderful, everything is amazing, WOW you MUST buy this tool. Magazines and large publications tend to have strict separation between ad sales and editorial teams, but the separation is not as easy for independent one or two-man bands.
Some editors and reviewers won’t post about a product without payment.
Les Garten
Very Interesting. This is kinda how I thought this worked. This continual “putzing” with the search engines is why it is so hard to find legitimate reviews when you are researching something. The Internet has morphed from the most powerful information tool on the planet to an almost useless junk mail flyer. Just this week I bought an LED TV and had a hard time getting “legitimate” information about it. Mostly searches found blog postings with thumbnail sketches that were all the same and useless from an information gathering perspective.
My previous neighbor used to do this type of ad generation for a living. She was a little higher end blogger than what you are referring, but in the end it was the same effect. She was a Paid junk mail generator in effect.
Stuart
It’s sad to say, but sometimes I feel that there are as many valueless sites online these days than valuable ones. I run into the same spammy sites in my own searches, and it can be incredibly frustrating. On the bright side, Google has been tweaking their search results algorithms to better reward sites that provide genuinely useful content.
Stuart
Here’s another one, by an Arizona-based PR company:
Mrs. ToolGuyd
I am VERY interested in the third one.