My post for The Mating Grounds is on page 1 of Google. How did I kick the butt of Tucker Max and his six-figure marketing firm? It helped that I understood their tactics. I then used my own tactics – what I call Gorilla Marketing – and that I anticipated their every move.
Let’s talk about how The Mating Grounds and Tucker Max market themselves.
When I posted that The Mating Grounds was copying me, some wondered why. My good friend Simon said, “Don’t post. You will only call attention to their site.”
The Mating Grounds has a six-figure marketing team behind it. I knew they weren’t going away. I knew their plan.
- Announce their site. Throw up a ballon to get some people interested. This is called a “soft launch” or a pre-pre-launch.
- Do a hard launch. Get all of their friends (Tim Ferris, etc.) to link to their site.
- Drop a bunch of podcasts all at once to push their podcast up in iTunes and get a huge push of publicity.
I had to get ahead of them and get my message out first.
To understand why I moved with such audacity, you must understand how white-hat SEO works.
Google gives good ranking to posts that are first to market. My post was the first piece of online writing about The Mating Grounds.
Google gives good ranking to lengthy posts that are relevant and compelling. Were you not entertained?!
Google gives good ranking to posts that people spend a long time reading. Look at my comments. There are around 100.
I kept engaging a troll rather than banning him. He gave me more content. In trying to defend Geoffrey Miller, he helped me.
Google gives top ranking to posts that don’t have a high bounce rate. (Bounce rate means someone clicks on your page after finding a post in Google and then leaves.) The post was set up to keep people reading and clicking onto other parts of Danger & Play.
If I had waited until now to post, it would have been too late.
I got ahead of their message.
More than that, I owned the message. Several people, in response to the Reader Survey, said they found Danger & Play after searching for The Mating Grounds.
They closed comments at The Mating Grounds, as no one was commenting and it made them look stupid. The last straw was when Simon (a reader who I never asked to do anything) asked Tucker Max why he was copying Danger & Play.
This is the blueprint of Danger & Play Marketing.
Shoot to kill. My post was timely and it was relevant and it was compelling. It was the type of post people would share and read.
My post was honest. Yes, I punched them in the nose. But it was a fair blow.
This is how the marketing and SEO game is played at the highest levels.
The Mating Grounds has now launched a counterinsurgency.
They dropped a bunch of posts at the same time to bury my results. That’s a form of keyword stacking that Matt Cutts and the Google spam team warn against. Their front page is keyword stuffed with:
THE MATING GROUNDS PODCAST EPISODE 1:
THE MATING GROUNDS PODCAST EPISODE 2:
They need to be careful.
What is their next move?
I am clearly winning the battle. They may continue with white- and grey-hat SEO, or they may play dirty. They may resort to black-hat SEO.
Beware of negative SEO.
Their next move could be to hire people in the Philippines to post spam links, making it look like those links come from Danger & Play. That is a common tactic employed by six-figure marketing firms.
Google would then issue what’s called a “manual action” against Danger & Play. That is, Google would delist Danger & Play from its search engines.
Unfortunately for The Mating Grounds and Tucker Max, I understand how the game is played.
I am tracking and will disavow any negative links.
In fact, I will call attention to any such black-hat SEO tactics.
The six-figure marketing team at The Mating Grounds can play hard, but they can’t play dirty.
Keep the blows above the belt.
This fight is marketing and SEO at the highest level, men.
Stay tuned, as the fight has only just begun.