Google Wins Trademark Dispute

American Blind and Wallpaper Factory agreed to settle its four-year-old trademark dispute with Google out of court। American Blind had filed one of the first trademark cases revolving around Google's AdWords practices concerning trademarks, but it wasn't the last, and there are more in the works. Don't expect the search engine giant to change its behavior any time soon, however.

The suit was originally filed in 2003, and would have gone to trial in November in the US District Court for Northern California। We'll get to the full details of the resolution in a moment, but first I want to cover a little "history." This will give you the background for why this kind of case matters to Google -- and why the search engine wants to keep such disputes out of court.

The suit's filing coincided with a decision by Google to change the way it ran its advertising keyword business। When the search engine first came out with its AdWords service, it avoided letting advertisers bid on trademarked names. Perhaps realizing how much money it was leaving on the table, the company finally decided to allow advertisers to bid on trademarks -- even trademarks the advertisers themselves didn't own.

When Google made this decision, Sheryl Sandberg, the search engine's vice president of global online sales and operations, said that "By letting people restrict certain words, you're not getting the results that people expect from Google।" This decision opened the door to a plethora of trademark infringement lawsuits. Google has not been too successful defending its practices in Europe; as an American company, however, it is most concerned with American court and precedent.

Here it has been more successful। For example, in a case involving Geico Insurance, the judge sided with Google, granting the search engine's motion for summary judgment. The judge stated that "as a matter of law it is not trademark infringement to use trademarks as keywords to trigger advertising," according to Michael Page, one of the lawyers who represented Google in that case. The motion was granted at the end of 2004, and many thought that Geico had an excellent case against Google.

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Why Bother with SEO

• Is this a loaded question? You bet.
  
  It's commonly agreed that "Content" is king and "Linking" is queen in regards to what you need to do in order to get your site ranked. If that's the case why even bother to get your site properly optimized?
  
  Here's why:
  
  
• an optimized site will be easier to navigate
  
• proper naming structures wil make categorization of your site easier
  
• server configuration is important to SEO
  
• by appying standards to the coding of your site, they can be implemented to other sites as well
  
  
  That's just a tiny sampling of the benefits of proper seo. Keep that in mind when you decide to re-design your site.
  
  
  To your online success!

Why You Need Outbound Links

ust in case you've forgotten, an outbound link is a url that you have on your site that points to another website.

In today's Google PR obsessed Internet world, everyone is completely focusing on getting in bound links to your site. While you should always be on a mission to get more sites to link to yours, you must not forget their polar opposites.

Remember, by having outbound links from your site, you are in essence "voting" for the site you link to. This is part of the entire ranking algorithm process for all the search engines. The idea is, that if two sites are similar in content and design, a site with more links pointing to it would be considered more important by the search engine.

So then, why should you help out any other site? Actually, by carefully linking to other relevant sites, you are increasing the relevancy of your own site.

Pretend I have a pizza shop, and I am located in Anywhere, USA. It's a typical site that displays types of pizza, store location, hours, and coupons. I also know the power of outbound linking. For this case, I am going to link to 10 sites: Domino's, Pizza Hut, Little Ceaser’s & Papa Johns. Next, I link to 6 sites that are physically located in Anywhere, USA. (And their physical addresses are listed on their sites.)

Now, I will switch roles and view the site as a search engine spider. I navigate through the site, and determine that this site is about pizza. Then I find a resource page and discover some well-known links (Domino's, Pizza Hut, Little Ceaser’s & Papa Johns - and as the spider I know that these are major players in the realm of pizza). Next, I find 6 links to sites located in Anywhere, USA.

So, as a happy spider leaving the site, I now know that the site I just visited is about pizza (site content and links to the major players of the pizza industry), and that it is located in Anywhere, USA.

Next, I visit one of the 6 sites listed as a resource in Anywhere, USA. I find the local address, and it has the same zip code as the pizza site I was just at. Now I know how these two sites are related to each other.

Taking into account the fact that this local pizza shop has also linked to the major pizza chains, as the spider, I am lead to believe that this shop has relevancy to the zip code of Anywhere, USA.

So, as the spider returns the information to the database to be processed in the algorithm, it has pre-sorted some search results based on the links your site points to.

Another benefit of outbound linking is Geo Targeting, or Local search. There is a lot of speculation that local search is the next big trend in Search Marketing. While only time will tell, it won't hurt to have your physical address listed on your website for those who will be embracing local search.

As an experiment, I created a site with a very unique url (to avoid the possibility of people finding it by accident), and I made it only 1 page long. The only thing the page consisted of were 80+ outbound links to relevant sites in the SEO industry, tools, forums and some tutorials. When the PageRank was first updated for the site, it came out of the box with a PR of 3. It has since fallen to a PR of 2 (now that I’ve pointed a few sites to it!).

The whole point of this experiment was to see how outbound links affect your own rankings of your site. I was able to generate a PR of 2 based entirely on linking to authority sites in the SEO industry. So, take the time to link to some relevant sites, the big names (if any), and enjoy the power of the easy, outbound link.

-To your online success!

Google Tricks

• Enter just the word http for your search to find the top 1000 PageRanked sites.
  
  
• Enter only www in your search to see how Google ranks the top 1,000 sites
  
• 
  
  Manually type the following prefixes and note their utility:
  
  
• link:url Shows other pages with links to that url.
  
  
• related:url same as "what's related" on serps.
  
  
• site:domain restricts search results to the given domain.
  
  
• allinurl: shows only pages with all terms in the url.
  
  
• inurl: like allinurl, but only for the next query word.
  
  
• allintitle: shows only results with terms in title.
  
  
• intitle: similar to allintitle, but only for the next word. "intitle:seoforgoogle google" finds only pages with seoforgoogle in the title, and google anywhere on the page.
  
  
• cache:url will show the Google version of the passed url.
  
  
• info:url will show a page containing links to related searches, backlinks, and pages containing the url. This is the same as typing the url into the search box.
  
• spell: will spell check your query and search for it.
  
  
• stocks: will lookup the search query in a stock index.
  
  
• filetype: will restrict searches to that filetype. "-filetype:pdf" to remove Adobe PDF files.
  
• daterange: is supported in Julian date format only. 2452384 is an example of a Julian date.
  
  
• maps: If you enter a street address, a link to Yahoo Maps and to MapBlast will be presented.
  
  
• phone: enter anything that looks like a phone number to have a name and address displayed. Same is true for something that looks like an address (include a name and zip code)
  
  
• site:www.somesite.net "+www.somesite.+net" - (tells you how many pages of your site are indexed by google)
  
  
• allintext: searches only within text of pages, but not in the links or page title
  
  
• allinlinks: searches only within links, not text or title