Want to read about a guy who has got his business right to the top of the Google Search Engine Results Pages (SERPs) with a very different approach to Search Engine Optimization (SEO)? In a similar take on the Soup Nazi who appeared on an episode of Seinfeld, this guy counts on negative feedback on Online forums and links to his Website from disgruntled customers to successfully get his Online eyewear business to the top of the SERPs. He encourages people to post negative feedback Online and it is working for him (he doesn’t employ black-hat SEO to deceive the Search Engines). Read the excellent article about Vitaly Borker (a.k.a. Tony Russo) and his ‘DecorMyEyes’ Online Business on the New York Times Site.
Here are some quotes from the article:
“They wrote to me, ‘We’d like to talk to you; we should take a proactive approach.’ ” Mr. Borker sneers and rolls his eyes. “I sent him a photograph of this,” he says, raising his middle finger (referring to Get Satisfaction where many consumers have complained about him and his business
“I’ve exploited this opportunity because it works. No matter where they post their negative comments, it helps my return on investment. So I decided, why not use that negativity to my advantage?”
We say our goodbyes, and I ask him to sit for a photograph. No, too many psychos out there, he explains. Besides, he doesn’t need his face in the newspaper. What he needs is his company’s name visible for all the world to see — and all the search engines to crawl — in the online version of The New York Times. Along with some keywords, of course.
“Just throw in ‘designer eyeglasses,’ ‘designer eyewear’ and a couple different brand names,” he says, “and I’m all set.”