Click on the listing title and your browser will either display or download the
PowerPoint file. But click on “View as HTML” and you will see this page.
Viewing Yahoo!’s “cached” version of PDF files is a very similar experience.
Even if you choose not to spend time optimizing your non-HTML documents,
we suggest you review this alternate version. Many of your potential site visitors will
look here first before investing in a download. Nobody expects these pages to look per-
fect, but you don’t want them to be an embarrassment to your organization.
Your SEO Plan, Week 9, Thursday: Content Thieves
In Chapter 9, we gave you pointers for sussing out sites that may be using your copy-
righted content. But have you checked for PPC advertisers who are targeting your com-
pany name or your proprietary product names?
What you find may come as a surprise to you, especially if you haven’t been per-
forming regular checks on these terms in the search engines. Other advertisers may be
using your targeted searches as an opportunity to display their own ads. For example,
if your business happens to make a well-known snack food, you might see an ad for a
diet supplement among search results for your product. You can read your PPC ser-
vice’s terms of service to determine whether these advertisers are breaking any rules. If
you think they are, consider politely contacting the PPC service or the advertiser to let
them know your interpretation of the situation. If this type of advertising is permitted,
file this knowledge under “good things to know about your search competitors.”
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